Want to get someone’s attention Maybe try putting a pin in it — electronically, that is.
The Wall Street Journal reports that popular social site Pinterest has introduced a new ad program that allows users to scroll through a series of images that are put together via cinematic pins. The ads play short animations when a user checks out images on the page, allowing the user to view a longer version of said ad when it’s clicked on.
This is a change of pace from the usual video ads users see on Twitter and Facebook, aiming more towards specific groups, which advertisers can target with its own set of pins. For instance, a Walgreens’ ad that focuses on lip-gloss shows sunglasses blowing kisses as the user scrolls through pictures. Clicking on the image opens up even more kisses as a reward, along with an ad for the lip-gloss.
The program will provide a number of improved targeting options, along with a revised fee model and an ad-creating service for clients that are looking for a more experimental way to reach out to consumers. With it, Pinterest hopes to find a change of pace from the usual video ads on other social sites.
With the program, brands can seek out specific audiences, like Millennials and “foodies” with said images, as well as other groups. With 72.8 million unique visitors tracked on the site back in March, it’s clear there are a lot of people who could easily catch on.
“Pinterest is such a visual medium by definition that it makes sense to me that that was the direction they would go in,” said Chris Curtin, chief brand and innovation marketing officer for Visa. “The dynamic motion that changes with the scroll is something else that’s very compelling.” Visa is one of the partners on board for the beta program for cinematic pins, alongside Virgin America and Crazy8. Other companies are expected to be on board for the general launch as well.
Still, some are showing skepticism, like Wendy’s. “We’re frankly still trying to figure out Pinterest,” said Brandon Rhoten, vice president of digital experience at Wendy’s. “We’re not a considered purchase. You don’t create a giant board of cheeseburgers that you’re going to go eat in the next week, or salads.” Regardless, the popular restaurant chain is currently using the site as a story-telling platform with some of its items, like the Strawberry Fields Chicken Salad.
More information on the new cinematic pins can be found in the video below.
