What Happened
Pinterest is ramping up video ads as it starts testing autoplay video in the Explore section on its website and mobile apps. When one autoplay video ad plays to completion, Pinterest’s video player will automatically loop into other videos from that brand. The addition comes just a few months after the social scrapbooking site introduced click-to-play video ads on mobile. Brands such as American Express, Home Depot, Macy’s, and Sony Pictures are among the first to try out Pinterest’s autoplay video ads.
What Brands Should Do
Last month, Pinterest announced that it has reached 150 million monthly active users, up 50% from last year thanks partly to a substantial increase in male signups. While its user base still lags behind its rival social platforms, its unique visual aesthetic has proven popular with certain consumer segments. While Pinterest may seem a bit late to the auto-play video party, the way it incorporates the continuous video playback into the mobile user experience should provide some add-on value for brand marketers looking to catch the eyes of Pinterest users.
Source: Marketing Land
