Pinterest is all set to roll out its new 'Premiere Spotlight' ad feature and has announced a novel 'Travel Catalogs' ad unit on the horizon for travel brands. After successful testing with select advertisers, these innovative features aim to offer brands enhanced visibility and consumer engagement.
'Premiere Spotlight' ads, initially previewed in March, are designed to give brands a significant presence on the app's Search tab. They offer conspicuous video placement, occupying approximately 50% of the tab screen. Following positive initial test results, Pinterest is now expanding the availability of 'Premiere Spotlight' to advertisers in the United States, United Kingdom, Germany, France, Canada, and Australia.
According to Pinterest, "Premiere Spotlight is perfect for big promotions, launches or seasonal moments. Your videos appear on surfaces viewed by millions daily, maximizing your reach and scale. Its prominent placement ensures visibility, with an average 51% Media Ratings Council (MRC) video view rate."
This feature gives advertisers a prime position for 24 hours, engaging users in the consideration phase. When users tap on the 'Visit Site' CTA in the ad, they are directed to the brand's website within the Pinterest app, enabling direct responses from the promotion.
During its testing phase, brands like e.l.f Cosmetics reportedly witnessed superior view rates and completion than other ad placements for their new Lash N’ Roll Mascara launch.
In addition to 'Premiere Spotlight,' Pinterest is launching 'Travel Catalogs,' allowing hotel and rental brands to upload their full travel catalog. Pinterest's system will then convert these into dynamic product ads displaying relevant details such as the brand, pricing, and descriptions on the Pin itself.
When users tap these promotions, they are led directly to the booking site for the specific listing, providing a streamlined promotion method on the app.
These offerings from Pinterest tap into the app's impulse-driven, purchase-ready audience, making them compelling considerations for your ad campaigns.
