Pinterest is testing a new premium video ad format on its app's search tab

Pinterest has begun alpha testing a new advertising product that allows brands to reach consumers from a more prominent position within the company's mobile app. With the "Premiere Spotlight" ad, as the new format is currently being called, advertisers will gain access to a premium placement for 24 hours on the Pinterest app's search page. This allows them to reach Pinterest users as they use one of the app's key features -- the ability to search for pins, inspiration and ideas.

You can see the new ad format now in the most recent version of the Pinterest mobile app, where Kohl's is currently advertising women's spring apparel.

In addition to a short video that plays overlaid by text, there's also a button that takes you to Kohl's website. The site opens within the Pinterest app, not as a separate tab. From there, Pinterest users can browse the retailer's product suggestions, search for other items, add items to their cart and check out -- just as they could if visiting Kohl's website directly.

For years, Pinterest has catered to advertisers by allowing them to create Pins featuring products or ideas that they pay to promote and target to different audiences. These pins then appear within the Pinterest home feed and within relevant search results. But many Pinterest users don't open the app to browse the feed, nor are they looking for a specific product. Instead, they head to the search page to type in a more general query. Today, 97% of searches on Pinterest are unbranded, company data indicates.

The new format would allow advertisers to capture these new customers -- including those who may not have previously seen their ad if they weren't among the targeted audience.

Image Credits: Pinterest app screenshot

Though the ads are sold in 24-hour blocks, it would be possible for marketers to book the ads back-to-back to hold the top spot even longer.

As an alpha test, the ad pricing is not yet being shared as it could potentially change between now and a more public launch. Kohl's will be followed by other pilot testers across various categories, including those interested in promoting a product launch or aiming to capitalize on seasonal moments, as Kohl's is with its spring fashion trends. Likely, there will be some curation in terms of which brands and type of creatives will be permitted here. All ads will also feature Pinterest's max width video format.

Pinterest confirmed the ad pilot with a statement.