Pinterest Launches Mobile-Only Video Advertising

August 18, 2016

• 74% of all internet traffic will be video in 2017.
• 52% of marketing professionals worldwide list video as content that provides the best ROI
• 93% of marketers use video for online marketing, sales and communication

Really, of all the Social Networks it would seem Pinterest would have been on board with native video ads much sooner. In the last year videos on the site have increased 60%.

With workout videos, beauty instruction, fashion it makes absolute sense that videos are becoming popular on Pinterest.

Because of the interest and popularity of video, Pinterest has just added a new option which allows businesses to use video for marketing purposes. Called “Promoted Video” this offers businesses the ability to expand the video and offer a separate tab that lists relevant products below the video content. See how it works in the video below:

Promoted Videos on Pinterest can be as long as 5 minutes and business advertisers can choose which of the frames to show while users scroll Pinterest. Of course, Pinterest’s in-house team can also decide for you if you can’t decide what frame to show.

Pinterest will charge per impression and advertisers using Promoted Pins will pay for every 1,000 times the previews are served in the Pinterest feed. The moving, GIF-like preview will be shown and wheteher or not anyone clicks on the video Pin the business will be charged for the impression.

MarketingLand reports that “marketers will be able to do their own math to calculate how much they’re paying per video view. Pinterest will tell advertisers how many impressions of their ads were served, how many views their videos received — including breakouts for how many of those views completed 25 percent, 50 percent, 75 percent and 100 percent of the video — and how many clicks the featured pins generated.”

Currently Promoted Video is available to businesses in the US and UK that work with a Pinterest Account Team, but Pinterest is planning to roll it out to everyone (though there is no formal rollout date.) Additionally, at this time the Promoted Pin option only works with mobile as 80% of Pinterest’s traffic comes from mobile.

Based on the popularity of video and the growth of Pinterest users it is likely it will not be long before the Promoted Video option is available to everyone.

(Video Statistics: http://visual.ly/video-marketing-statistics-and-trends-2015 )

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