A beauty brand wants to boost awareness of its celebrity-endorsed product line. It is prioritizing a campaign that showcases its vegan ingredients to a broad audience, and prefers to have immersive visuals that immediately stand out when people are scrolling on the Pinterest app.Which ad format and metric should the media planner recommend?

Max-width video is ideal for showcasing immersive visuals that stand out in a feed, directly addressing the brand's preference for immediate visual impact. Video is also effective for communicating product features like vegan ingredients and for building broad awareness. Cost per mille (CPM) is the appropriate metric when the primary goal is to boost awareness to a broad audience, as it measures the cost per thousand impressions, directly aligning with an awareness objective. Video ads with Video Completion Rate (VCR) would be suitable if the goal was deeper engagement with the video content, but awareness is the priority here. Carousel ads are good for showcasing multiple products or features, but they don't offer the same immersive, immediate visual impact as max-width video. Cost per click (CPC) and cost per acquisition (CPA) are typically used for performance-based goals like driving traffic or sales, not for broad awareness campaigns.