Pinterest rolls out new section for mobile users to explore content and adds native video ads

Anne Freier | November 17, 2016

Mobile Advertising

Pinterest is changing the way users can explore trending ideas across its network. The “Explore” section is an extension of the current platform that features an algorithm which finds relevant, as yet unexplored content for users to check out.
Explore will exist as a new section on the mobile app and Pinterest hopes that it can get users on board to regularly tap in.
Pinterest launches Explore
Although the social blogs audience isn’t quite as big as that on Facebook, the app does see significant engagement from its 150m monthly active users. However, the company has been busy trying to expand its offering. And that’s what Explore seeks to do: enable users to expand their interests and find new topics to look into.
The move does have benefits for brands. If they’re products become popular, they could end up among Explore’s top picks of the day.
Pinterest revealed that the section will also feature auto-play native Promoted Videos which it has likened to a TV experience. Videos are linked up and continue to auto-play as one finishes. Native videos are embedded within personalised recommendations and trending topics so that marketers can rest assured their content doesn’t jump out as an advert.
Video certainly is one of the hot topics among mobile advertiser, so it makes sense for Pinterest to jump on board and provide such function. In addition, the company has noted an increase of 60% in videos across its platform.
Formats include the Cinematic Pin, which is a soundless frame that plays when users tap it. Brands can include footage of up to five minutes.
The thing that makes Pinterest such an interesting platform are its user inspirations and for Pinterest to tap into this as part of its ad offering potentially provides some good insights into consumer demographics such as their interests.
Whilst it’s nowhere near as large as competitor Snapchat, Pinterest is working hard to get marketers on board. It recently hired Gunnard Johnson to manage its advertising measurement insights and expects $3bn in revenue by 2018.

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