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May 25, 2015

Pinterest Brings Video Advertising to Platform

Cinematic Pins Offer New Way for Marketers to Display Products

Pinterest’s latest feature to boost advertising on its site is garnering a lot of media attention and advertiser interest since its introduction last week.

Dubbed ‘Cinematic pins,’ the new tool is a video-like promoted pin — promoted pin is Pinterest speak for ad — that is activated by scrolling.

“These motion-based Pins are true thumb-stoppers,” Pinterest said in a blog post introducing the new feature, calling it “our newest, most beautiful type of Promoted Pin.”

When a user scrolls, the image moves, but stops when a user stops scrolling. As Pinterest puts it, the tool “enables enhanced storytelling for brands while giving users control.”

Already, a number of major brands are on board to help Pinterest test the new feature. Launch partners include The Gap, Old Navy and Banana Republic, L’Oreal Paris, Maybelline and Garnier, Nestlé, STX Entertainment’s new movie The Gift, Target, Unilever, Visa Checkout, Walgreens and Wendy’s.

Along with Cinematic pins, Pinterest also introduced a number of new pricing options for advertising on the virtual pin-up board, which will start rolling out to U.S. businesses this summer.

Advertisers will be able to pay for Promoted Pins based on engagement such as re-pins, close-ups and clicks. The cost-per-engagement (CPE) model will help advertisers “track future intent,” Pinterest general manager of monetization Tim Kendall said in a blog post.

Pinterest will also be making App Pins available on a cost-per-action (CPA) basis to help advertisers capitalize on the growing mobile trend.

New audience targeting, meanwhile, enables marketers to target Promoted Pins based on interests, personas or life stages such as millennials or travelers.

The social media site’s Pin Factory, its Pin creative studio for brands, is also available for advertisers’ use.

“For a minimum spend, we’ll create beautiful, helpful Pin images and descriptions that get you results,” Kendall said. “Or, if you want to manage your content creation, you could work with one of our recently announced Marketing Developer Partners, who help you publish your content to Pinterest.”



Jennifer Cowan is the Managing Editor for SiteProNews.