Auto-play video ads have arrived on Pinterest, along with a new Explore content-discovery feature for users.
Pinterest announced in early August that it was developing a fully integrated native video player, and later that month, the social network launched Promoted Video, video ads containing featured Pins.
Promoted videos have now gone auto-play, as Jenny Chiu, who works on partnerships at Pinterest, announced in a blog post that the social network is testing the new video ad format with brands in the U.S. and U.K. including American Express, The Home Depot, Macy?s and Sony Pictures, and adding:
Now, less than three months since we launched Promoted Video, we?re testing a new auto-play version of the experience. With this feature, your video jumps right into action as soon as a Pinner discovers it. Brands advertising with this kind of Promoted Video can create an episodic viewing experience. With additional videos that run alongside the primary video, you can create a playlist of ideas. When someone is done watching your first video, the next starts playing automatically. In this way, people on Pinterest get a series of ideas from your brand.

As for the new Explore feature for users, product manager Julie Park said in a blog post that it will take ?about a week? for all users to gain access, adding that the new section will include ?trending ideas, quick-play videos, expert faves and more? from ?top tastemakers, industry experts and even our own Pinterest employees....