Pinterest has seemingly been testing autoplay video ads forever, but most advertisers haven’t been able to get in on the fun. The video ads were limited to just a small number of big advertising firms and massive brands, while local businesses or small brands made do with picture-based ad formats.
That all changed this morning when Pinterest announced its Promoted Video ads are now officially available to everyone. Anyone can sign up and start running their own autoplay video ads on both search results and within users’ feeds.
Unlike other platforms like Facebook or Twitter, Pinterest is avoiding providing analytics for the ads through their own measurement systems. Instead, they are aiming to avoid potential conflicts of interest by partnering with third-party metrics companies Moat and Nielson.
“One of the unique differentiations for video on Pinterest was that it’s not only about inspiration, but it also helps people do things,” Mike Bidgoli, product lead at Pinterest, told AdWeek. “Obviously the format moved to autoplay, which made it easier for advertisers to be able to buy and measure the same way that they are with everything else. The overarching point is that we wanted video to have third-party measurement from the get-go.”
The company also says that carrying your existing video campaigns over to Pinterest is simple because they follow “the same creative standards as the rest of the industry.”
You can get started sharing your own video ads on Pinterest through their self-serve service, Pinterest Ads Manager.