At “Pinterest Presents,” the company’s first-ever global ad summit, Pinterest announced a series of advertising offerings, including a new video ad solution that prominently places brands on the mobile app.
“Pinterest Premiere” is a new ad product intended to help brands reach consumers more directly in the company’s mobile app. The exclusive video placement will appear on the search page (or home feed), targeting a brand's desired audience for 24 hours.
According to Pinterest, the new ad option gives brands the option to “align video ad targeting with either a specific demographic, or a specific category (combining demographics and interests).”
The company says the ad packages are meant to help brands “drive broader reach and scale for moments like launches, brand events or even ongoing campaigns.”
The new ad format is currently visible in the most recent version of the Pinterest mobile app, featuring women's spring apparel from Kohl's. The ad appears directly under the search bar and showcases a short-form video of a woman wearing “1 Dress 3 Ways,” as she hops between looks. The ad is overlaid with text as well as a button linking viewers to their online store.
From there, Pinterest users can check out the retailer';s product suggestions, add items to their cart and check out as if they were on Kohl's website.
Investing in video ads lines up with Pinterest's recent rise in effectiveness as well as user interest. As of 2021, there were one billion video views every day on the app, with users being 2.6-times more likely to make a purchase after viewing brand video content on the platform, per the company. This year, Pinterest also signed an agreement with Condé Nast to produce 160 exclusive videos for the site featuring its top brands, Vogue and Architectural Digest.
Two weeks ago Pinterest also followed TikTok's lead by expanding the length of video clips to five minutes in its Idea Pins format to promote further engagement between brands and Pinterest users.
Because the ad product is still in alpha testing, the pricing has not been made public. When Kohl's “Premiere” video placement runs for its entire 24 hour time block, other undetermined pilot testing brands will appear.
“We're constantly looking for ways for advertisers to reach the people who come to Pinterest with commercial intent,” a spokesperson told TechCrunch. “As we continue to build a suite of products to drive performance across the full funnel, we're exploring a new takeover feature that showcases a brand in a new premium, exclusive placement.”