One year after rolling out Cinematic Pins, Pinterest says its animated video ads are getting users' attention as they scroll through their feeds.

The social network is releasing new data from case studies with L'Oréal and Reese's comparing Promoted Pins with cinematic ads that may be the first steps toward building out a video ad business. Pinterest declined to comment on a recent Digiday report that it's testing full-blown video ads.

Between September and November, L'Oréal ran a campaign using both static Promoted Pins and the cinematic looping-video format to launch a new line of highlighters that showed consumers how to apply the product.

The beauty brand's subsequent study found that the Cinematic Pins increased purchase intent by 37.2