A new online meal delivery client is reviewing its Pinterest campaign’s audience engagement. The client is midway through a new campaign featuring a 50/50 split of standard static ads and short-form videos of 15 seconds. The KPIs are new subscriptions, recipe saves, and video completion rate (VCR). How should a media planner advise the client on how to optimize the second half of its campaign?
- Evaluate impressions and reach metrics to gauge overall visibility and recommend the format that is driving the most brand awareness.
- Look into the demographic breakdown of engaged users to refine targeting parameters in order to prioritize the hand-raisers of the new brand’s product.
- Examine video completion rates to identify which video(s) resonated most with users, then recommend adding a 6-second cutdown version(s).
- Analyze which ad format drove the highest new subscriptions and recipe saves to optimize rotation so the campaign can prioritize the better-performing ad format.