Pinterest has announced that it started allowing video ads that play automatically in its search and home screens on both mobile and desktop. The video ads are meant to be loaded up alongside other relevant content users search for or be shown to users directly in their home feeds. The new advertising format can be turned off by data-conscious or annoyed users, knocking down some of its value proposition in the name of keeping users happy. Pinterest has yet to announce any particular ad partners for its newest ad product, nor when users may begin seeing these advertisements in their home feed and when they search for things on the popular social media platform.
The new advertising product is meant to play to one of Pinterest's core strengths for advertisers. The service is mostly used by those looking to get an idea for something to buy, whether it's food or parts for a project. Theoretically, most users that take the time and initiative to check out an idea on Pinterest and follow it across multiple Pins will eventually go through with it. The idea is for advertisers to catch these users early on with an attention-grabbing, high-engagement video ad campaign, which could help to shape their journey across Pinterest. Advertisers could even include a few relevant Pins with their video ads to send users in the right direction.
This key advantage that Pinterest holds over contemporaries like Facebook and Twitter, or even Google with some users, is how the social media company is planning to grow its advertising business in the future. According to product lead Mike Bidgoli, the service has been seeing an increasingly large portion of its 175 million users being open to consuming content directly from their home feeds. Theoretically, if advertisers give users what they came to see in their home feed and extend the experience to search results, customers will be thinking of that brand when making purchases and will be more likely to purchase that brand's products. While it remains to be seen whether Pinterest's new advertising product proves to be as efficient as the company claims it is, more details on the matter will likely be available shortly.