Question: 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.
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the “Pinterest Media Planner Certification Exam” page.
