As part of a host of new tools for its ‘promoted pins’, Pinterest has launched cinematic pins, a “motion-based ad format” that lets advertisers create animated pins.

Ads appear as regular promoted pins but become animated as a user scrolls through the app. When they stop scrolling, the pin stops moving. They can choose to click on it to see the full animation.

Pinterest said the new tool “enables enhanced storytelling for brands while giving users control” as the animation only moves as fast or slow as the user is scrolling.

“When we first launched promoted pins, our goal was to give businesses a unique way to get in front of more people on this path,” wrote head of product management Tim Kendall in a blog post, adding that its new suite of ad solutions “maps business goals to the steps Pinners take to plan their futures.”

Launch partners for cinematic pins include big names like Gap, L’Oreal and Nestlé, among others.

Pinterest, which raised $367 million in a Series G round, valuing it at $11 billion, has also introduced new audience targeting, which lets marketers target Promoted Pins based on “interests, personas or life stages like millennials, foodies and travellers.”

Back in March, co-founder Evan Sharp told Mobile World Live that the company wanted to take promoted pins “a step further to offer additional targeting options based on aggregate anonymous data.”

The company is also rolling out a cost-per-engagement model to help advertisers track future intent of users and “know if your audience thinks your content is save-worthy”.

In February the company added ‘app pins’ to its service, to try and solve the challenge of app discovery. It is now planning on making these app pins “promotable” and said in coming months they will be available on a cost-per-action basis.

What’s more, Pinterest is offering new services to help advertisers create “great, promotable content” including Pin Factory, a creative studio for brands, and Marketing Developer Partners which helps with publishing.