Pinterest offers marketers video ads for first time

Rachael Micallef
By Rachael Micallef | 18 August 2016

The US and the UK will be the first test partners of Pinterest’s new video ads as the platform eyes marketing dollars and looks to compete with other social platforms.

The video ads, called Promoted Video, will mainly run in users’ feeds but may appear in search results and other parts of the app over time.

The function will allow brands to run paid video ads on the site’s video players. The video ads appear as a user scrolls through the platform and will animate as a user swipes up or down the screen.

So far it is only available in the US and the UK, with Kate Spade New York, BareMinerals, Lionsgate and Purina among the first users of the video ads.

While it’s not hugely different function to other social platforms, Pinterest is hoping it can differentiate itself from other social media platforms based on the intent of people on its site.

It says 55% of people on Pinterest want to find or shop for products on the platform – and that’s 12% on other social networks. It also says 75% of its content comes from businesses, creating an opportunity to connect the two.

Pinterest also notes that it did a test run with Old El Paso, which found “significant" brand lift metrics and that Promoted Video ads were four times more memorable than a non-video ad.

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