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Martech Mashup: Pinterest Video and Metrics

Pinterest is launching video ads for all advertisers, with search results and feeds in mind.

Pinterest goes video

Pinterest is looking to provide quality metrics for perspective advertisers by partnering with Moat and Nielsen to vet analytics through third-parties.

Promoted Video was unrolled via the site last August with big name brands like Universal Pictures, General Mills, and Kate Spade New York. Since then, the site has moved to an auto-play format.

Pinterest is looking for $500 million in revenue in 2017, up from 2016’s $300 million, to round out their current ad business.

What it all means

Moat and Nielsen will recommend to Pinterest’s advertisers which ads are best to deliver based on varying audience demographics.

75% of consumers are more likely to watch video ads that are of interest, opposed to 55% found on other platforms, with 80% of viewers on Pinterest saying the new videos expand their skills.

Brands like Cheetos and Frito-Lay have seen purchase intent among customers to have grown from 18% to 51% thanks to Pinterest’s new ad system.

Even Visa saw a 33% increase with millennials regarding their “most innovative payment option” through a 10-second video campaign.

Lastly, vertical and square-shaped videos seem to have more penetration with Pinterest’s grid design, meaning form is just as important as message.

Have you seen any videos through Pinterest? Would you like to advertise through Pinterest? Let us know what you think in our comment section below.

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