Launched in May to a limited group of brands, the max-width video ad units are now available to all advertisers via Pinterest’s Ads Manager.
Pinterest is rolling out wide-format Promoted Videos to all advertisers via its self-serve Ads Manager tool. The ad units are four times bigger than standard-sized videos on the app, spanning across Pinterest’s two-column grid, and are available in both 16:9 and 1:1 aspect ratios.
In May, the company launched a beta test of the max-width Promoted videos to a small group of brands, including Adidas, American Express, Chevrolet, Kohl’s, Tropicana and Paramount Pictures. Since then, it has gathered data from a Millward Brown report showing that advertisers using the wider videos are seeing lifts in brand awareness and purchase intent.
“UK retailer John Lewis saw a 20 percent increase in awareness and 33 percent increase in purchase intent in a campaign promoting their new nursery collection,” Pinterest product marketing manager Nancy Jeng writes on Pinterest’s blog.
Adidas also experienced a 12.6 percent lift in ad awareness among viewers who watched the brand’s World Cup video displayed at maximum width on Pinterest.
The wide-format ad videos are available in Pinterest’s self-serve Ads Manager platform. The company says “brands that work with a Pinterest sales rep or Pinterest Marketing Partner can contact them as well to create a campaign.”
Source: Marketing Land