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.
Reklamlarınız nasıl görülüyor?
Bazı sağlayıcılar görüntülenebilir gösterimleri nasıl rapor eder?
MRC uyumlu sağlayıcılar, gösterim sayısını nasıl rapor eder?
Reklamverenler için daha iyi sonuçlar üç unsura bağlıdır:
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
Video sürece öncülük ediyor
Pinterest'in Ölçüm ekibi ayrıca, video reklamlarının platformdaki görüntülenebilir erişimlerini ölçmek için Kantar'ın Brand Lift İstatistikleri çözümünü de birleştirdi. Fransa, İspanya, Almanya ve Birleşik Krallık'ta 42 kampanyayı analiz ettikten sonra sonuçlar ortalama %82 ile %54 ila %99 arasında farklılık gösterdi. Bu, kampanyanın ulaştığı her 10 kişiden 8'inden fazlası için videonun %50'sinin görüntüde olduğu ve en az bir kez en az iki saniye oynatıldığı anlamına gelir.
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.
Bu sizin için ne anlama geliyor
Erişim, kampanyanın etkili oluşunun temel itici gücü olmaya devam edecek. Ancak her erişim eşit değildir. Hedef kitlenin tüketimi değiştikçe, pazarlamacıların yalnızca video reklamlarının nerede görüldüğünü değil, aynı zamanda tüketici yolculuğu üzerinde bir etkisi olup olmadığını da bilmeleri gerekiyor.
Pinterest, gösterimler ve görüntülemeler gibi geleneksel ölçümlerin ötesine geçmek ve reklamların artık bilinirlik, değerlendirme ve niyet gibi marka ölçümleri üzerinde sahip olabileceği artımlı etkiyi ölçmeye başlamak için Kantar'ın Brand Lift Insights çözümüyle iş ortaklığı kuruyor.
Mümkün olduğunca çok sayıda insana ulaşmayı hedeflemek yerine, neyin önemli olduğunu düşünün: dikkat ve etkileşim. Tüketiciler Pinterest'e benzersiz bir zihniyetle geliyorlar. İlham arıyorlar, niyetliler ve harekete geçmeye hazırlar. Çok basit: Reklam harcamalarınız, hedef kitlenizin en çok ilgi gösterdiği yerde daha fazla artacaktır.
Pinterest'teki insanlar, plan yapmak ve ileriye bakmak için platformu kullanan geleceğin düşünürleridir; içeriğiniz tam da aradıkları şey olabilir. Rekabetten önce onlara ilk olarak buradan ulaşın ve ihtiyaç duydukları çözüm olun.
Pinterest'te reklam vermek için daha iyi bir zaman olmamıştı