The viewable reach of videos on Pinterest ranges from 54% to 99% with an average of 82%. We analysed with Pinterest’s Measurement team the viewable reach of 42 video campaigns on the platform. Pinterest provides data on frequency, format and video view duration, which Kantar then overlays with brand metrics to determine the viewable reach of videos.

Thanks to our Brand Lift solution, Pinterest can go beyond traditional metrics like impressions and views and measure the incremental impact that ads have on brand metrics like awareness, consideration and intent. However, these vendors can’t yet measure the viewable reach of videos on Pinterest. Pinterest is partnering with MOAT, Integral Ad Science (IAS) and DoubleVerify to measure the viewability of ads on the platform, third-party viewability vendors that are certified and accredited by the MRC. These new guidelines state that only viewable impressions should be counted to measure reach, frequency, and gross rating points across media for video campaigns. In an effort to handle this issue, the Media Rating Council (MRC) redefined its Cross-Media Audience Measurement Standard in September 2019 to foster a collective industry standard for measuring video ad performance. And if an ad isn’t seen at all, it can’t drive impact. However, just because an ad is served online or in an app that doesn’t mean it will be seen by users. That’s one reason why Pinterest partnered with Kantar’s Brand Lift Insights Solution to measure the effectiveness of video campaigns on the platform.

In 2020, video views on Pinterest increased more than 3x over the previous year.

Pinterest video ads