The Pinterest Promoted Video program is now open to all businesses, with third-party measurement partners, meaning Pinners will soon see more ads…
It’s only a matter of time before Pinners will see many more ads on Pinterest as the company wraps up its testing phase. A year after opening the beta program, Pinterest Promoted Videos are now available to all brads.
Pinterest Promoted Videos Now Open to All Businesses
Unfortunately for consumers, these Pinterest Promoted Videos autoplay. But, it’s good news for brands as 75 percent of Pinners are likely to watch videos featuring topics that interest them, compared to 55 percent on other social media platforms. While this figure is impressive, combine it with another amazing stat — 93 percent of Pinners have actually used to research products or make purchases.
Yet another significant number is 80 percent of Pinners who view Pinterest videos report learning something useful or interesting, versus 66 percent of consumers which report the same experiences about competitor platforms.
The reason for opening the advertising format to all businesses is Pinterest’s best financial interest. It’s trying to compete with heavyweights like Facebook. “According to some reports, Pinterest is aiming for $500 million in revenue this year, up from $300 million in 2016. That means video will be important in ramping up Pinterest’s ad business this year,” AdWeek explains.
Video advertising is a hot market at this time, so Pinterest’s foray into the space makes sense. Back in March, Pinterest expanded Promoted App Pins to all advertisers. The company followed that move by adding a Lens visual search guide to its platform in May.
Pinterest Promoted Videos are available in both search results and on the feeds. Buying video ads can easily be done through the self-serve platform.
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