Programmatic Lunch

Pinterest makes its 'max. width' video ad format available to all brands

Tyrone Stewart

Pinterest Promoted Video at max widthPinterest has made its max. width video advertisements available to all advertisers on its platform following a test of the format with advertisers such as Adidas, Chevrolet, P&G, and Paramount Pictures, among others. 

With the ‘Promoted Video at max. width’ format, ads span across Pinterest’s two-column grid in feeds and in search on mobile, as opposed to being the same size as all other Pins.

According to Pinterest, during its tests of the format, advertisers saw positive results for key awareness metrics. John Lewis is said to have seen a 20 per cent increase in awareness and a 33 per cent increase in purchase intent, while Adidas saw a 12.6 per cent lift in ad awareness amongst people who viewed its World Cup campaign displayed in the format, and an unnamed CPG brand saw a 23 per cent share increase in brand association. Also, Warner Bros. is using the format to promote its new movie, Crazy Rich Asians.