Pinterest tests wide-format Promoted Videos; steps up efforts to court entertainment brands

Pinterest is testing a new wider-framed Promoted Video ad format that will display at maximum width across both columns in a user’s home feed, follow tabs and mobile search rather than the standard width of one column.

The wider video ads, available in both 16:9 and 1:1 aspect ratios, currently are being used by a select group of advertisers, including Adidas, American Express, Chevrolet, Kohl’s, Tropicana and Paramount Pictures.

Pinterest says there will be a larger rollout to more advertisers later in the year, with the new max-width Promoted Video option available in Ads Manager. Advertisers currently working with a Pinterest sales rep or marketing partner can contact them now to plan a fall video campaign with the new wider-version Promoted Videos.

Here’s an example of what Pinterest’s newly sized Promoted Video looks like via a Kohl’s ad:

According to Pinterest, there has been a 180 percent lift in the number of videos on the site since last year. The company reports 67 percent of users who watch a video on Pinterest take an action, and that users are 2.6 times more likely to make a purchase after viewing a video in the app.

Pinterest also shared plans to make more headway within its entertainment ad business. Pinterest has hired Tina Pukonen as its entertainment vertical strategist and Mike Chuthakieo as the company’s industry sales lead.

“Many entertainment brands have noticed Pinterest is a great place to reach audiences seeking new content,” says Pinterest. The company reports that there are more than 11 million boards dedicated to films on the site, and that it “touches” 42 percent of people who saw a movie in theaters in the last six months.

“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,” claims Pinterest.

Pinterest also reports that Entertainment is one of the fastest growing categories on the site.