Redefining reach: Why it matters for your brand
Not all impressions are created equal. Discover why you should be paying attention to who sees your video ads—and how reach on Pinterest drives better results in viewability, coverage and engagement than other platforms.
“Viewability is important—and not all impressions are created equal.”
Antoine Le Nôtre, Head of Measurement & Insights, Pinterest France, Southern Europe & Benelux
As a marketer, you’re used to high-pressure situations
But with major events postponed or canceled and advertising budgets slashed, you’re feeling the squeeze in a whole new way. Doing more with less is more important than ever—and video ads on Pinterest may be your solution.1
Viewability is important—and not all impressions are created equal. That’s why the Media Rating Council (MRC) redefined its Cross-Media Audience Measurement Standard. The new guidelines state that for a video to be considered viewable, at least 50% of the ad content must be visible on the screen for at least two seconds and viewed by a real person.
On Pinterest, there’s a natural alignment between what people are there to find (ideas and inspiration) and what advertisers are there to do (help them act on that inspiration). That’s why video ads on Pinterest have a 3x better view rate compared to the average social media platform.
Advertisers want to reach an engaged audience. And your audience is really engaged on Pinterest: Pinners are 1.4x more likely to take a shopping-related action on Pinterest compared to non-Pinners on other platforms.2 That means your video ad can run at the same frequency and with the same budget but reach a more engaged audience and drive more impact than other platforms.
Så här visas din annons
Så rapporterar vissa leverantörer synliga visningar
Så rapporterar MRC-kompatibla leverantörer synliga visningar
Bättre resultat för annonsörer bygger på tre saker:
Reach real people more effectively
Getting reach right is the foundation of any great awareness campaign. But the big question is whether your ads reach your audience effectively—and ultimately deliver impact.
At Pinterest, we take the viewability of ads and their potential impact on brand metrics very seriously. According to WPP, video ads on Pinterest have a 3x better view rate compared to the average social media platform.3
Nå ut med video
Pinterests mätningsteam samarbetade också med Kantars Brand Lift Insights-lösning för att mäta den synliga räckvidden för videoannonser på plattformen. I en analys av 42 kampanjer i Frankrike, Spanien, Tyskland och Storbritannien varierade resultaten mellan 54 % och 99 % med ett genomsnitt på 82 %. Det innebär att 50 % av videon var synlig och spelades upp i minst två sekunder minst en gång för mer än åtta av tio personer som nåddes av kampanjen.
Reach the right people
The power of Pinterest comes straight from our audience—that’s what makes it so unique for marketers.
It’s where people plan for their personal lives
Pinterest is personal media, not social media. It’s where people plan for their future, not post pictures from their past. And when they plan, they start their searches early. When they’re still undecided on what they want and are looking for inspiration to help guide them as they start to make their decisions.
It’s where people take action early
This unique mindset is enforced by the fact that 97% of the top searches on Pinterest are unbranded.4 That means that people come looking for something in particular but not a brand in particular—yet. Which means you could be the brand that reaches them first.
It’s where people spend more, more often
With 17 million monthly unique viewers in France, a lot of different kinds of people are on Pinterest.5 But they do have some things in common: They tend to have higher incomes and they plan, spend and buy more than on other platforms.6
You have the opportunity to put relevant content in front of this engaged audience, increase consideration and influence purchase decisions. Because reaching people where they are most attentive and action-oriented is more important than simply trying to reach as many people as possible.
Reach more of your target audience
Reach and frequency go hand in hand when it comes to media planning and buying—reach delivers the audience while frequency repeatedly exposes that audience to the ad.
On Pinterest, it’s easier to reach a higher percentage of your target audience with the same budget.8 This is down to a growing user base (+30% YoY user growth internationally) and an auction dynamic that's favorable to advertisers.
Plus, other platforms don’t have Pinterest’s uniquely engaged, action-oriented audience. Pinners are 1.4x more likely to take a shopping-related action on Pinterest compared to non-Pinners on other platforms.9 That means your ad can run at the same frequency and with the same budget but reach a more engaged audience and drive more impact than other platforms.
Det här är vad det innebär för dig
Räckvidd kommer fortsätta att vara en viktig drivkraft för kampanjens effektivitet. Men all räckvidd är inte likadan. När målgruppskonsumtionen förändras måste marknadsförare inte bara veta var deras videoannonser visades, utan om de hade en inverkan på konsumentresan eller inte.
Pinterest samarbetar med Kantars lösning Brand Lift Insights för att gå längre än traditionella mätvärden som visningar och visningar och börja mäta den stegvisa inverkan som annonser nu kan ha på varumärkesstatistik som varumärkeskännedom, övervägande och avsikt.
Istället för att sikta på att nå så många människor som möjligt bör du fundera på vad som faktiskt gör skillnad: uppmärksamhet och engagemang. Konsumenterna kommer till Pinterest med ett unikt tankesätt. De söker inspiration, är fulla av avsikter och redo att handla. Det är enkelt: Annonsutgifterna kommer att nå längre där din målgrupp är mest engagerad.
Människor på Pinterest är framtidstänkare som använder plattformen för att planera och blicka framåt – ditt innehåll kan vara precis vad de letar efter. Nå dem här först, före konkurrenterna, och bli den lösning de behöver.
Nu är ett perfekt tillfälle att annonsera på Pinterest