Pinterest is the place consumers turn to for inspiration. So we thought it was time to offer advertisers a little inspiration too — in the form of a look at the many creative Pinterest ad formats you can use to spark connections with your target audience.
It helps to know that when consumers come to Pinterest, they’re typically early in the shopping process. In fact, they’re likely looking for ideas versus specific products, so they’re very open to messages from brands, particularly if those brand messages can lead them down a path of discovery. That’s backed up by the fact that 97% of search queries on Pinterest are unbranded, and 90% of weekly Pinners have made a purchase based on Pins they saw from brands.
Pinterest provides broad reach around the world with its continued expansion into new markets. Previously, the company expanded to offer Promoted Pins and Video ads to all businesses in Germany, Austria, Spain, and Italy. Advertisers were already able to reach consumers in the US, UK, Canada, Australia, New Zealand, France, and Ireland, and the change brought the global advertising reach to 11 markets. More recently, Pinterest made its shopping feature available in several new countries, creating a number of new opportunities for advertisers on the platform.
Pinterest Ad Formats Overview
Pinterest Ad Formats #1 – Standard Pins This ad format is simple and straightforward — it looks exactly like the content around it except for a “Promoted by” designation at the bottom next to the brand name. Because Standard Pins are interspersed amongst organic content they offer Pinterest users a seamless content experience while you get a boost in reach.
Pinterest Ad Formats #2 – Promoted Video Ads With the popularity of online video continuing its surge with consumers, Pinterest naturally offers video ads and even offers two sizes. A max-width promoted video gives you the user’s entire feed on mobile as your canvas, ensuring you grab attention. Standard-width videos are the same size as regular Pins, providing a cost-effective option in this engaging format.
Pinterest Ad Formats #3 – Promoted Carousels This ad format allows you to use up to five images to tell your brand’s story within a single Pin. With each image, you can specify a title, description, and landing page, allowing you to deeply engage consumers. Go deep on product features, present multiple, related products, or boost your brand’s image with a multi-image brand story.
Pinterest Ad Formats #4 – Promoted App Pins Help consumers discover and download your app without ever leaving the Pinterest environment. And since 85% of Pinterest users engage with the platform on mobile, you’ve got a convenient alternative to other app stores that can deliver downloads for your app.
Pinterest Ad Formats #5 – Collection Ads This ad format is designed exclusively for the mobile feed. These eye-catching ads feature a large hero asset followed by three smaller assets, creating an engaging visual experience. When users tap on these ads, they are transported into a fullscreen mode, where they can explore the hero creative along with up to 24 additional secondary creatives.
Pinterest Ad Formats #6 – Shopping Ads This ad format features a single image that showcases a product that aligns with the interests of your audience, which is why their specifications are identical to the Standard Ads format. Pinterest catalog ads, also known as Shopping Ads, are an effective way to connect with customers early on their Pinterest journey as they seek inspiration.
Pinterest Ad Formats #7 – Standard Width Video Ads Video ads in the Standard format are identical in size to a typical Pin. For optimal results, we suggest adhering to the following aspect ratio guidelines: the width should be shorter than twice the height (1:2), while the height should be taller than 1.91 times the width (1.91:1). To maximize visual impact, we recommend creating your videos in a square format (1:1) or a vertical format (2:3 or 9:16).
Pinterest Ad Formats #8 – Maximum Width Video Ads The Pinterest Video Ads format is designed to fill up the entire mobile screen, stretching across the user’s feed. To make the most of this format, we suggest using either a square aspect ratio (1:1) or a widescreen aspect ratio (16:9). Please note that for the maximum width videos, the height limit cannot exceed the aspect ratio of 1:1.
Whichever one you choose, be sure to follow these best practices for Pinterest ad formats.
Ready to get started with Pinterest advertising? Contact us today, and we’ll be happy to help!