What Happened
Right on the heels of updating its Lens feature for visual search of recipes, Pinterest today started rolling out Promoted Video ads in users’ feeds, search results, and within Related Pins section. Similar to Facebook’s video ad units, Pinterest’s video ads are also autoplay and muted by default. As with when it first debuted Promoted Videos last August, Pinterest is sticking to its mobile-only approach and only surfacing the video ads in its mobile apps.
What Brands Need To Do
Pinterest announced last October 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, such as home decor, food, and fashion. While Pinterest may be a latecomer to the auto-play video party, the way it incorporates video ads 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
