Pinterest is introducing a new take on its promoted video ad unit with new max width video advertisements that expand the entire width of the screen.
The first version of Pinterest’s promoted videos were introduced two years ago, during which time the company says the ad units have proven to be successful at influencing purchase decisions.
“Two years ago, we launched the first version of Promoted Video on Pinterest. Since then, people on Pinterest have tuned in to watch high-quality videos so they can find ideas, make decisions and do what they love. When you think about the mindset and behavior on Pinterest, it’s no surprise that people say that videos from brands on Pinterest add to the experience (1.6x) and that they are more likely to make a purchase after viewing a video (2.6x)”
Max width promoted videos span wider than Pinterest’s standard format in feeds and in search results on mobile, making them stand out more than other videos. The format is available in both 16:9 and 1:1 aspect ratios.
Building upon the promoted video format makes sense for Pinterest, as the company says people are more interested in seeing videos from brands on Pinterest compared to other platforms.
“People on Pinterest really are more interested in videos from brands than on other platforms. 67% of Pinterest video viewers say that videos on Pinterest inspire them to take action. In contrast, only 32% of people say that about other platforms.”
Pinterest is currently testing max width video ads with a handful of advertisers the summer. They will be available in Pinterest’s ads manager, alongside the standard format, later this year.