Pinterest study on the performance of video ads

Pinterest presents a new study that shows how video ads are performing on the platform. The viewability and completion were also examined.

Video content is at the top of the to-do list for many brands and advertisers. After all, in the age of TikToks and Instagram Reels, moving images promise high reach and strong engagement. Before they invest a lot of money in video ads, however, advertisers want to know on which platforms they are most successful and how they can be used most effectively.

Impressive viewability and completion on Pinterest

Pinterest has teamed up with the media agency Group M to investigate how video ads perform on their own platform. The in cooperation resulting study has shown that Pinterest achieves a higher viewability and completion rate compared to other social media platforms.

© Pinterest

The total number of video views has also increased significantly. According to the study, the platform receives one billion views a day. Part of this may be due to the fact that the amount of video content has increased eight-fold year-on-year.

Pinterest as an underdog

Video ads offer advertisers great potential to address their target group. However, it is not enough to reach them in the right place. Rather, the content must be right and fit into the environment. Only then are users ready to purchase the products shown and feel less bothered by the ads. Pinterest states that 83 percent of weekly active Pinterest users made a purchase after seeing related content on Pinterest. For advertisers and brands, Pinterest can be a useful platform, even if it is sometimes underestimated alongside Instagram, TikTok and Co.

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