New mobile ad product enables brands to tell stories with looping video ads with the motion controlled by users’ scrolling.
Pinterest believes it has found a better way for advertisers to capture consumer attention with motion.
Called Cinematic Pins, announced today and coming to Pinterest streams this summer, the new mobile ad product enables brands to create moving Pinterest advertisements. And because the motion is controlled by Pinterest users, the company says, the experience won’t be annoying … like, for instance, autoplay video ads.
“What’s really unique about this is that it keeps the user in control,” Tim Kendall, Pinterest’s general manager for monetization told Marketing Land. “We believe that autoplay as it exists today is interruptive and annoying. What we believe we have achieved with Cinematic Pins is a way to delight the user, let them stay in control of motion while also allowing the brand to tell their story.”
For Cinematic Pins, users will maintain that control via scrolling on mobile devices. (The ads won’t be served to desktop users, which makes sense since more than 80% of Pinterest activity takes place on mobile). The ads will display on home and category feeds; when a Cinematic Pin comes into view, it will start moving. It will move at the speed the user is scrolling and stop when the user stops. If a user clicks into the Pin, he or she will view a longer, looping version of the video, which plays without sound.
Pinterest produced a video of how Cinematic Pins look: