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.
Paano nakikita ang iyong mga ad
Paano nag-uulat ang ilang provider ng natitingnang impression
Paano nag-uulat ng natitingnang impression ang mga provider na sumusunod MRC
Nakadepende sa tatlong bagay ang mas magagandang resulta para sa mga advertiser:
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
Nangunguna ang video
Nakipagtulungan din ang Measurement team ng Pinterest sa solution ng Brand Lift Insights ng Kantar para masukat ang natitingnang abot ng mga video ad sa platform. Pagkatapos suriin ang 42 campaign sa France, Spain, Germany at UK, mula 54% hanggang 99% ang naging mga resulta na may average na 82%. Ibig sabihin nito, sa mahigit 8 sa 10 tao na naabot ng campaign, 50% ng video ang pinanood at na-play nang hindi bababa sa dalawang segundo nang kahit isang beses man lang.
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.
Ano ang epekto nito sa iyo
Ang Naaabot ay patuloy na magiging pangunahing tagapagdulot ng pagiging epektibo ng campaign. Pero hindi lahat ng naaabot ay pare-pareho. Habang nagbabago ang pagkonsumo ng audience, kailangang malaman ng mga marketer hindi lang kung saan nakikita ang kanilang mga video ad, pero pati kung nagkaroon ng epekto ang mga ito sa journey ng consumer o hindi.
Ginagamit ng Pinterest ang solusyon sa Brand Lift Insights ng Kantar para higitan ang mga tradisyonal na sukatan tulad ng mga impression at pagtingin at simulang sukatin ang incremental na epekto na pwede nang magawa ng mga ad sa mga sukatan ng brand tulad ng kamalayan, pagsasaalang-alang at layunin.
Sa halip na hangaring umabot ng maraming tao hangga't posible, isaalang-alang kung ano ang makakapagdulot ng kapansin-pansing pagbabago: atensyon at pakikipag-ugnayan. Pumupunta ang mga consumer sa Pinterest nang may natatanging mindset. Naghahanap sila ng inspirasyon, puno sila ng layunin at handa silang umaksyon. Simple lang: Mas ilalaan ang gastos ng ad kung saan pinakanakatuon ang iyong audience.
Ang mga tao sa Pinterest ay mga future-thinker na ginagamit ang platform para magplano at isipin ang hinaharap— pwedeng ang content mo ang hinahanap nila. Abutin muna sila rito, bago ang kompetisyon, at maging ang solusyon na kailangan nila.
Ngayon ang mas magandang panahon para mag-advertise sa Pinterest