Pinterest primes new video ad format to make platform more interactive

Video ads are set to land on Pinterest as the visual bookmarking site looks to woo advertisers with a more interactive offering.

The company is going to follow fellow social networks like Instagram and Twitter into the lucrative video arena, according to a report from Digiday, which heard from agencies briefed on the platform.

The new offering would be an upgrade on the site's current GIF-style Cinematic Pins, which debuted in June of last year. According to reports, the format has been designed to blend in seamlessly with Pinterest's current interface, and that video content will act as native ads.

The initiative follows the news that Pinterest is set to bring its Promoted Pin offering to the UK.

A recent study by TrackMaven found that interest in Pinterest has been declining over the past 12 months, with average engagement ratio per post per 1,000 followers dropping by 49 per cent.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

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