Dave Surgan, director de Estrategia de R/GA,
Pinterest is planning to launch a video ad unit, but still hasn’t announced the specific format they will use. Marketers consider this to be the natural evolution of social media, as occurred with Twitter and Facebook. The platform will offer native video ads that will adapt to users’ experience, such as cooking tutorials and how-to videos. According to Dave Surgan, Strategy Director at R/GA, Pinterest should encourage more video viewing in the site in general, in order to be more efficient with advertising videos. Pinterest users don’t have the habit of video consumption, most of the content are images and other formats, such as recipes. We expect Pinterest to create better experiences with video, and the ad products will follow Surgan said. You have to make sure the behavior is there, otherwise theres nothing to sell to.That was Facebook´s strategy. First they encouraged more organic videos and introduced promoted videos once the audience had acquired video viewing habits. They currently have 8 billion views per day. Most of R/GA clients who work with Pinterest are retailers. This is a crucial sector for possible growth in the field. Retailers are the biggest investor in digital videos in the US, spending US$1.6 billion in 2015.Surgan feels there is an opportunity to make video a bigger part of the Pinterest experience, including GIFs and other formats.
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