Pinterest’s Scroll-Activated Video Ads Are Paying Off for L’Oréal and Hershey’s
By Carlton Wilcoxson • March 25, 2016
One year after rolling out Cinematic Pins, Pinterest says its animated video ads are getting users’ attention as they scroll through their feeds. The social network is releasing new data from case studies with L’Oréal and Reese’s comparing Promoted Pins with cinematic ads that may be the first steps toward building out a video ad business. Between September and November, L’Oréal ran a campaign using both static Promoted Pins and the cinematic looping-video format to launch a new line of highlighters that showed consumers how to apply the product. The beauty brand’s subsequent study found that the Cinematic Pins increased purchase intent by 37.2 percent and boosted brand awareness by 30.7 percent. For people who saw the static Promoted Pins, purchase intent increased by 30.9 percent and boosted product awareness by 21.3 percent. Reese also targeted sports fans with Promoted Pins and cinematic ads promoting chocolate recipes during football season. The follow-up study found that 25 percent of people who saw a cinematic ad were more likely to buy Reese’s products within the next month than people who didn’t see one.