Visual bookmarking community Pinterest has revealed a new ad format that plays short animations as users scroll up or down through the page it is hosted on, and reveals a slightly longer video when clicked on.

The format, called Cinematic Pins, resembles a looping animation, but is controlled by the speed of the users scroll through the page, enabling them to move the animation backwards and forwards in time, as well as enter the expanded version, giving the format a unique feel that distinguishes it from auto-play videos and simple GIF image.

The new ad format is part of a larger rollout of improved advertising offerings for brands making use of the social platform, which also includes better targeting options, a revised fee model and an ad-creating service for clients.

Pinterest is hoping that the changes, as well as the distinctive new format, help make it stand out from rivals like Facebook, Instagram and Tumblr, and take its nascent advertising business to the next level. Launch partners for the new Cinematic Pin format and Pinterests expanded ad offering include Gap, LOreal, Target, Walgreen and Unilever.

“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,” said Tim Kendall, head of product management at Pinterest. “Thats why were excited to announce our new suite of ad solutions, which maps your business goals to the steps Pinners take to plan their futures.”