In the News: Mobile Marketer – “Wendy’s, Suave elevate visual storytelling on mobile with animated Pinterest ads”

25340In an effort to keep up with advertising on social media and target users with relevant content, Pinterest ads “cinematic pins” within their content. This will allow brands to incorporate their message in an animated pin as the user scrolls through the social platform.

Stephanie Leung, social media & PR manager thinks that this is a great idea when capturing audiences who are already engaging in similar content to the animated ad – especially when a majority of them are on their mobile phones. Scroll down to the last three paragraphs where Leung expands on why cinematic pins are beneficial for the mobile user.


Wendy’s, Suave elevate visual storytelling on mobile with animated Pinterest ads

A handful of big brands such as Gap, L’Oreal, Walgreens, Suave and Target are testing a unique take on visual storytelling via a new ad unit from Pinterest that seeks to make the experience less disruptive by giving users more control.

A partnership with Visa points to a commerce angle as well, with Virgin America and Gymboree brand Crazy8 among the first to offer Cinematic Pins with Visa Checkout. The new Cinematic Pin is part of a suite of new services designed to make it easier for brands big and small to reach Pinterest users, 80 percent of who are on a mobile device.

“This could be huge for mobile marketers,” said Sean Cullen, executive vice president of product and technology at Fluent.

“I personally find the scrolling to be delightful and reminiscent of the fun-to-play-with animations originally introduced with the iPhone,” he said.

“Cinematic Pins are unique enough that users will notice them at first. Unlike a lot of alternative ad units, this really does feel like it’s tailored perfectly for mobile and Pinterest’s audience.”

Ramping up
The launch of the Cinematic Pin is part of a series of announcement signaling how Pinterest plans to ramp up its monetization efforts.

The company is also introducing new audience targeting capabilities, enabling marketers to reach pinners based on interests, personas or life stages.

Pinterest is also rolling out a cost-per-engagement model for Promoted Pins to help marketers track future intent.

Additionally, App Pins will be soon promotable for the first, available to marketers on a cost-per-action basis.

The company is also offering more services to help marketers create Promoted Pins, including a creative studio called Pin Factory.

Marketers can also work with several recently announced Marketing Developer Partners for help publishing their content.

“As always, no matter where brands are advertising, they should keep in mind that users on mobile are looking for quick response-based action,” said Stephanie Leung, social media and public relations manager at adMobix. 

“Within the few seconds that the animated ad has to capture the user’s attention, the content must target the right audience in order for high engagement,” she said.

“Brands must also present the ad in a way that will let the user know how they will benefit from the ad in order for them to watch the full length video and completing the end-action on the brand’s landing page.”

Full story: Wendy’s, Suave elevate visual storytelling on mobile with animated Pinterest ads


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