Posts

Pinterest is making it easier for brands and consumers to connect with a number of new tools aimed at getting more products in front of interested viewers.

“Shop a Brand”

The company announced a slew of new updates designed to improve personalized results for users and make browsing products and brands better than ever.

“These updates help retailers get in front of customers who are looking for related products, and Pinners to see items that match their unique style and taste,” the company said in its announcement. 

Personalized Recommendations

Here’s the quick breakdown of all the new features:

  • Shop a brand: “A new dedicated section from retailers is starting to roll out beneath Product Pins. You’ll soon be able to dive into a brand’s catalog by clicking ‘more from [brand]’.”
  • Personalized shopping recommendations: “Alongside style, home, beauty and DIY boards, you’ll see in-stock ideas related to what you’ve been saving, to match your style. Just click ‘more ideas’ then the shopping tag to start shopping ideas picked for you. Tap + to quickly add the Pin to your board, or click the Pin to go straight to checkout on the retailer’s site. “
  • Catalogs: “Brands can now upload their full catalog to Pinterest and easily turn their products into dynamic Product Pins, which means more shoppable Pins across Pinterest. A new dashboard allows businesses to organize their feed so their products can be discovered and purchased by Pinners.”
  • Shopping Ads: “We’re making Shopping Ads available to all businesses through our self-serve tool Ads Manager. Once products are on Pinterest, brands can easily promote items from their existing product feed with Shopping Ads.”
  • Shopping search: “With more in-stock Product Pins, there are more products to search. Just search for a product like ‘midi skirt’, ‘men’s watches’ or ‘outdoor furniture’ and shopping results appear on the top of home feed. To start shopping, click ‘see more’.”

Pinterest Promoted Carousel Ads

Pinterest has launched a new ad format that gives advertisers the ability to promote up to 5 different products with a single ad.

The new “Promoted Carousel” ads combine 5 normal ad posts into a single ad unit, which will let viewers swipe through products or different ad experiences.

The format is built with unique slides, where each can have its own image, title, description, and landing page.

The most obvious benefit of these ads would be to highlight several different products at the same time, but advertisers could also craft these ads around highlighting different aspects of a single product.

Pins in these Promoted Carousel ads appear like any other pin, but users can swipe through each image and enlarge a specific card for a full-screen experience.

In the announcement, Pinterest says the new ads can help brands effectively raise awareness of their products and improve ad performance with better traffic results and conversions.

“This format can present a product’s numerous features, drive additional purchases by showing multiple items in a Pin or increase awareness with a multi-image brand story.”

Those given early access to Promoted Pins affirm this, saying they have seen improvements in:

  • Brand awareness
  • Ad awareness and association
  • Ad performance
  • Engagement Rates

Promoted Carousel ads began rolling out late last week and are now available for all businesses utilizing Pinterest’s self-serve ad platform.

Pinterest is giving video advertisers even more screen real estate with a new video ad unit that expands to fill the entire width of your screen.

The company first introduced promoted videos over two years ago. Since then, Pinterest says they have proven to drive business and measurably impact purchasing decisions.

“Two years ago, we launched the first version of Promoted Video on Pinterest. Since then, people on Pinterest have tuned in to watch high-quality videos so they can find ideas, make decisions and do what they love. When you think about the mindset and behavior on Pinterest, it’s no surprise that people say that videos from brands on Pinterest add to the experience (1.6x) and that they are more likely to make a purchase after viewing a video (2.6x)”

As their name suggests, max width promoted videos are designed to spread out significantly further than the typical Pinterest videos in feeds and search results on mobile devices. This makes them stand out even more and truly get the attention of viewers. The format is available in both 16:9 (cinematic) and 1:1 (square) aspect ratios.

While announcing the new promoted video format, Pinterest claimed that users are more interested in seeing videos from brands on Pinterest rather than other platforms.

“People on Pinterest really are more interested in videos from brands than on other platforms. 67% of Pinterest video viewers say that videos on Pinterest inspire them to take action. In contrast, only 32% of people say that about other platforms.”

For the moment, Pinterest is just getting started testing these max width video ads with a small group of select advertisers, however they say the format will be available in Pinterest’s ad manager later this year.

Pinterest has seemingly been testing autoplay video ads forever, but most advertisers haven’t been able to get in on the fun. The video ads were limited to just a small number of big advertising firms and massive brands, while local businesses or small brands made do with picture-based ad formats.

That all changed this morning when Pinterest announced its Promoted Video ads are now officially available to everyone. Anyone can sign up and start running their own autoplay video ads on both search results and within users’ feeds.

Unlike other platforms like Facebook or Twitter, Pinterest is avoiding providing analytics for the ads through their own measurement systems. Instead, they are aiming to avoid potential conflicts of interest by partnering with third-party metrics companies Moat and Nielson.

“One of the unique differentiations for video on Pinterest was that it’s not only about inspiration, but it also helps people do things,” Mike Bidgoli, product lead at Pinterest, told AdWeek. “Obviously the format moved to autoplay, which made it easier for advertisers to be able to buy and measure the same way that they are with everything else. The overarching point is that we wanted video to have third-party measurement from the get-go.”

The company also says that carrying your existing video campaigns over to Pinterest is simple because they follow “the same creative standards as the rest of the industry.”

You can get started sharing your own video ads on Pinterest through their self-serve service, Pinterest Ads Manager.

Pinterest has become one of the most reliable social media sites for retailers and brands hoping to gain a following, so it should be no surprise it is also developing one of the most extensive advertising platforms.

Over the past year, the social network has expanded its ad platform in several ways, including partnering with Kenshoo and improving their visual search functions. Still, many have been hesitant about investing heavily in an ad service that isn’t run by Facebook or Google.

There are perhaps several reasons Pinterest’s ad service has seen relatively slow adoption by most online brands, but the biggest is probably the most simple: it’s different. Instead of following the established systems of the other big online ad platforms, Pinterest has strived to maintain the visual nature and originality that have been central to its entire service.

While this may make their ads less obnoxious and more cohesive with Pinterest’s normal content, it also creates a hurdle for advertisers who don’t understand exactly what is being offered or how the ad service works.

To help make everything clear, Croud put together a suitably visual guide explaining Pinterest’s platform, why marketers are using the platform, and what options are open to marketers of every level – from Fortune 500 to “mom and pop”. Find out what the deal is with Pinterest ads below or click the image to view the full-size version:

pinterestlogo

Pinterest has been teasing its leap into search advertising for months, if not years. While the company is still yet to open its search advertising platform for all businesses, it continues to test search ads with a limited number of partners.

Now, the company says it will open its ad product to a wider number of advertisers and indicates it is getting ready to expand further.

As the announcement points out, Pinterest currently reaches over 150 million unique monthly users around the world, with over half of its users residing outside America.

“When people come to Pinterest, they’re starting earlier in their decision-making process,” said Jon Kaplan, global head of partnerships at Pinterest. “We saw this with the holidays — people were pinning holiday ideas as early as August. For brands, the implications to our business, that’s an amazing opportunity to reach someone at the earliest stages of decision-making.”

To underscore that idea, Kaplan also points out users conduct over 2 billion searches on Pinterest a month – making up approximately half of the site’s activity.

According to Kaplan, the thing that separates Pinterest’s ads from other platforms is the visual nature. While services like Google deliver text rich ads, Pinterest prefers to let pictures do the bulk of the talking.

“When you search for something like modern furniture, a lot of times a text query doesn’t capture the nuances of your individual tastes or what you actually want to see. So having something that’s visual in nature for a lot of different queries is actually the most powerful way of demonstration or displaying.”

In the past, Pinterest allowed advertisers to target ads using keywords such as “furniture,” which would show ads alongside the site’s relevant organic content. Now, the company says the ads will appear immediately after a person enters a search term.

For now, the social media platform is still limiting its search ads to its partners and companies advertising through the Kenshoo marketing suite. However, it says it plans to eventually offer an open self-serve digital ad service, similar to Google’s.

Pinterest-logo

Pinterest is continuing to bulk up its ad platform by allowing advertisers to now buy ads based on how much they want to pay for impressions, the company announced today. In the past, advertisers were only allowed to choose how much they wanted to pay for engagement.

Along with the new way to purchase ads, Pinterest has also added frequency capping to their ad services.

“Now you can bid on a CPM [cost-per-thousand impressions] basis and we’ll optimize how we deliver your ads to reach more people,” according to a Pinterest blog post. “You can also specify the maximum number of times someone sees your campaign. By using this new solution, you’ll get more impressions for your campaigns at more efficient rates and drive higher results.”

This latest move continues Pinterest’s trend of expanding their advertising offerings to bring in more businesses. Earlier this year, the company increased the number of targeting options for ads. They have also made Buyable Pins available to users on all devices, including desktop.

While advertisers have been able to bid for how much they are willing to pay for engagement, Pinterest’s CPM-based ads were only available at fixed prices until now. These prices typically ranged between $30 and $40. Those prices should go down as the new bidding process will increase competition.

The feature is just rolling out, but already JCPenney, The Home Depot, and General Mills are running tests with the new CPM-based ads. The new ads are already available for all business in the U.S, UK, and Canada. More countries are expected to come in the future.

Pinterest-logo

Pinterest’s promoted pins and ads have made a huge splash in the 18 months of beta testing its small platform with select brands, and now it is set to become even bigger. The site is rolling out its ad tool, Promoted Pins Ad Manager, to all small and midsize brands in the United States.

The company also announced it would be increasing the number of interest-level targeting options from 30 to 420. In the past, advertisers could only choose from 30 broad interest groups such as food, beauty, and fashion. The new options are more specific, so marketers can target their audience much more accurately with categories like “healthy food,” “sustainable architecture,” and “street-style fashion.”

“Pinterest knows more about the interest of its users than any other platforms,” said Nipoon Malhotra, Pinterest’s ad products lead. “This is very different from a graph that represents something you browsed a month ago.”

Pinterest also noted that marketers who spend at least $1 per day advertising on Pinterest see a 20 percent increase in clicks on their posts.

Pinterest Pins function just like normal Pins on the site, however, they are shown to more people than a typical Pin. By using the Pinterest Ads Manager, you can target exactly who you want to see your Pins based on interest targeting, keywords, or customer database targeting using your customer list.

Pinterest-logo

After months of waiting, advertisers will finally be able to start buying Promoted Pins, starting in January.

The company officially announced Promoted Pins, its first advertising unit, last January, however it has limited access to a small number of partner advertisers. It has gradually given access to the service to more businesses, including some small and medium businesses, but most have been left waiting for a widespread rollout.

Well the wait is nearly over, according to an announcement made yesterday by Tim Kendall, Pinterest’s monetization chief.

“The business is scaling very rapidly,” Kendall told USA Today.

The company also announced it has reached over one million active business accounts globally yesterday.

PinterestAfter months of anticipation, Pinterest’s Buyable Pins have finally come to Android. The long-awaited e-commerce feature was launched for iPhone and iPad users back in July, but the service only started rolling out for Android users last week.

The company also announced that it is launching “The Pinterest Shop,” which is a curated collection of Buyable Pins and products from retailers.

With Buyable Pins, Pinterest users are able to purchase items from retailers with just a few clicks and never have to leave the social bookmarking platform. It is a great time for Pinterest to be rolling out Buyable Pins to Android users, as the holiday season is starting to kick into gear.

Pinterest has reportedly been pleased with the success of Buyable Pins. The company said the number of Buyable Pins on the network had more than doubled to 60 million and that the feature was largely bringing in new customers.

Last month, the company expanded access to the service to three more major e-commerce platforms: Bigcommerce, Magento, and IBM commerce. These platforms are joining launch partners Shopify and Demandware.

The company says it plans to eventually allow businesses to promote Buyable Pins, but currently it is focused on featuring them organically in the home feed, category feeds, search results, recommendations, and Pin boards. It will also be promoting Buyable Pins in The Pinterest Shop, which the company describes as “a destination where you’ll find on trend collections of Buyable Pins and retailer shops, handpicked by us.”

PinterestOnAndroid600x400