A few months after Pinterest introduced click-to-play video ads, it seems that that they’re finally catching up with the times, as well as others like Facebook, Instagram, Twitter and Snapchat, and testing video ads that play automatically.
It was announced on Tuesday by Pinterest that the first brands to teest their autoplay video ads included American Express, The Home Depot, Macy’s and Sony Pictures.
During the test, brands will be paying a fixed price for every thousand times their video ads appear on people’s screns, regardless of if those people are actually watching the video or not. If viewers end up watching the video ad to the end, it’ll automatically loop into other videos from that brand.
For the time being, the autoplay video ads will appear only within Pinterest’s new Explore section, which appears to be Pinterest’s take on Instagram’s Explore section. Within Explore, you’ll see featured pns and topics that were picked by Pinterest based on what has been trending accross it platform. That content will even include things like non-ad autoplay videos from publishers like Tastemade, BuzzFeed, Brit+Co, National Geographic and Refinery29.