In a shifting media landscape amid policy changes and platform-specific risks, brands are reconsidering where to allocate and diversify their ad spend. New research from Pinterest and MAGNA reveals there’s one thing that many businesses have been overlooking to drive real impact: positive ad environments.
Pinterest commissioned MAGNA for research to help understand which ad environment attributes can impact a brand’s performance goals. The research reveals a clear takeaway for brands: It pays to be positive.
Because when people experience a positive environment, marketers see positive results – from increasing audience engagement to boosting sales.
According to Pinterest, the top findings for marketers include:
- People are more engaged when they’re in a positive space. The study found that people were 20% more emotionally engaged with content they saw on platforms they perceived as positive. They were more leaned in as well, spending an average of 15% more time looking at the ads.
- Ads in positive environments work harder. When the same exact ad was shown on different platforms, users responded that an ad seen on a platform they viewed as positive is perceived as twice as trustworthy, twice as interesting and 1.5x more likeable. Put another way: Your customer’s experiences are crucial, and can make the same piece of creative work harder.
- People are more likely to take action in positive ad environments. Positive environments don’t just help brands improve perception, they also make people more likely to act. Compared to non-positive spaces, positively viewed platforms can be up to 94% more impactful in driving purchase intent.
- Brands see better results when they account for viewability and positivity in their media buying strategy. In the MMM simulations, the same creative and same finite budget generated up to 24% more sales when brands incorporated viewability and positivity in their media buying strategy.
“In partnership with MAGNA, this research shows that safe and positive platforms aren’t just preferred by users, they perform for advertisers,” said Soniya Monga, VP of Global Agency Sales. “We were able to quantify the impact on metrics like engagement, trustworthiness, intent and even results to demonstrate that brands don’t have to choose between positivity and performance.”
Pinterest said it is continuing to build a more positive internet—one that brings out the best in humanity and supports advertisers in reaching audiences with intent.
Pinterest is ranked the #1 social media platform for instilling feelings of self-worth and purpose, as measured by a global wellbeing metric.
“We understand advertisers are all seeking a competitive edge in today’s marketplace, and we believe this research represents a fresh opportunity for where to find it,” said Kara Manatt, EVP, Intelligence Solutions, MAGNA. “This ambitious study shows what audiences experience whenever they log on to social media, how that impacts brands, and why prioritizing this could benefit both.”
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