Pinterest Is Introducing Auto-Play Promoted Video in Its Feed and Search Results

Brands including Universal Pictures, Visa, Procter & Gamble, Pillsbury, Toyota, L’Oreal, Adidas and Tesco have tested the ad unit

Pinterest’s Promoted Video ad units, introduced last August, are going auto-play.

The new type of Promoted Video begins playing as soon as users scroll across it in their feeds, and these ad units will also auto-play in Pinterest’s search results.

PinterestPromotedVideoAutoplayFeed from SocialTimes on Vimeo.

PinterentPromotedVideoAutoplaySearch from SocialTimes on Vimeo.

Pinterest announced last November that it was testing auto-play Promoted Video with brands in the U.S. and U.K., including American Express, The Home Depot, Macy’s and Sony Pictures, and Jenny Chiu, who works on partnerships at the social network, said in a blog post at the time:

Brands advertising with this kind of Promoted Video can create an episodic viewing experience. With additional videos that run alongside the primary video, you can create a playlist of ideas. When someone is done watching your first video, the next starts playing automatically. In this way, people on Pinterest get a series of ideas from your brand.

Wednesday morning, Pinterest announced that it has been testing auto-play Promoted Video with brands including Universal Pictures, Visa, Procter & Gamble, Pillsbury, Toyota, L’Oreal, Adidas and Tesco, adding that it will be available to all advertisers in the U.S., U.K., Canada, Ireland, Australia and New Zealand “in the coming months” via Ads Manager, Pinterest Marketing Partners and the social network’s account management teams.

Finally, Pinterest announced that Nielsen Mobile Digital Ad Ratings will measure audience reach of campaigns using Promoted Video with auto-play, while Moat will provide data on viewability, or how much of the videos were in view.

They join existing measurement partners Millward Brown for brand lift and Oracle Data Cloud to measure the impact on offline sales.

Pinterest added in a blog post by Chiu Wednesday morning:

With our new autoplay format, your Promoted Video sparks into action the moment a Pinner scrolls across it in their feed—no need to hit play. They can just sit back and watch your video unfold. And unlike on other platforms, where ads interrupt people as they’re trying to enjoy posts from friends, on Pinterest, people are actually looking for videos that inspire them to give ideas a try.

The more people watch, the less you pay. Since Promoted Video is bought on a per-impression basis, thanks to auto-play, every impression is significantly more likely to lead to a video view. As the number of people enjoying your video goes up, your cost per view goes down.

Along with showing up in people’s home feeds, your videos will auto-play in people’s search results. So when someone knows exactly what they’re looking for on Pinterest, your video can be right there to show it to them. Your videos will also show up when they tap open a Pin and scroll down to the “More like this” selection of related Pins. David Cohen is editor of Adweek's Social Pro Daily.