Pinterest is planning on launching video ads. That’s the word from a new report from Digiday, which cites agencies briefed on the plans.

The report says a video format is on the way, but that what that will look like is still an unknown.

While Pinterest certainly has its share of videos, it’s not really what people think of the service for. As others have noted, the format would probably work better for Pinterest and its advertisers if they do something to encourage more video viewing in the first place. That might be easier said than done.

At the same time, Pinterest has to compete with the likes of Facebook and Twitter, which both offer video formats. On the other hand, it does pitch itself as a search service more and more these days, and wants a piece of the Google ad spend pie. Of course that also includes video ads.

Over the course of the past month or so, Pinterest has upgraded Buyable Pins and switched to a new email platform to improve personalization. It is also reportedly giving big spenders access to more data.

There are over a million businesses using Pinterest according to the company’s latest count.

Image via Pinterest.