Wednesday, July 8, 2020

New Wide-Format Video Ads Being Tested by Pinterest

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Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

Pinterest is testing a new ad format that appears to be designed specifically to bring in new advertisers from the entertainment industry. This platform is really ideally suited for ads related to movies, TV shows, and other related options, so it is nice to see that they are finally putting their ad focus in that area (for now).

The ad format that is being tested will allow advertisers to have a wider-format video that can display in 16:9 and 1:1 aspect ratios. This will give users a larger video to view, which generally means a better viewing experience.

Several companies are already testing this including Adidas, America Express, Chevrolet, Kohl’s, Tropicana, and Paramount Pictures. The one most interesting seems to be Paramount Pictures, which will likely use the new format to promote new movies.

Pinterest released a comment on this that said, “Many entertainment brands have noticed Pinterest is a great place to reach audiences seeking new content.” It went on to say, “We engage 37 percent of people who rented or purchased a movie in the last six months. And we influence more than half, or 56 percent, of people who use streaming services.”

The company had recently hired an entertainment strategist to help grow their company in this area, so this seems like a great fit. This ad format will, of course, have many benefits to other advertisers as well.

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