Pinterest celebrated last Tuesday its third global advertising conference, Pinterest presents. At the event, the company announced that a Range of features, new products and updates for advertisers, agencies and users.
“We innovate faster than ever before, have a wide range of relevant and personalized products to target consumers, and are building on being the best full-funnel solution in the industry.” said Bill Watkins, Chief Revenue Officer. “We’ve made Pinterest more measurable from first impression to last click and look forward to sharing more about our new products that cover the entire consumer journey in a more positive space.”
News about ad formats and tools
Pinterest presented at its event the following ad formats and tools for advertisers and brands:
- Premiere Spotlight in Search and Home feeds: Premiere Spotlight allows brands to purchase premium placements on the platform Promote your campaigns and achieve maximum visibility for consumers. Now Premiere Spotlight will be available not only in the search feed, but also in the home feed Advertisers can reach users from the moment they open Pinterest.
- Showcase ads: Showcase ads are one new advertising solution that allows users to preview and explore a brand’s content by scrolling through brand images. Brands can create valuable and interactive experiences using the format’s cards and features. By doing so, they add more context and invite users to deepen their exploration of the brand.
- Quiz Ads (Quiz Ads): Quiz ads offer a deeper level of personalization for brands on Pinterest. Brands can add up to three questions per questionnaire Create a fun experience for users and show consumers more personalized ideas that help them make decisions and make a valuable purchase.
- Creative studio: This new tool, coming soon, will provide brands A quick way to create lifestyle images for product pins.
Mango, the first brand to use interactive formats in Pinterest campaigns
In Spain, mango It was the first brand to use interactive formats for its campaigns. With the aim of continuing to increase brand visibility on the platform and purchase consideration, Mango has selected these new formats for its recent campaigns. In a showcase format, the fashion brand showed Pinterest users in Spain its collection of dresses for wedding guests. This advertising format was also chosen to highlight some of Mango Home’s household products and show how to give a rustic touch to the home using Ibizan tones.
Mango was also a pioneer in using the quiz ad format to show wedding guests the perfect look based on each person’s tastes and preferences.
Pinterest encourages purchases
Since purchases are at the heart of the platform experience and 55% of users view Pinterest as a place to shopPinterest also announced New features to make the transition from discovery to purchase even easier for usersincluding:
- Direct links and mobile direct links: Pinterest recently launched mobile direct links for Pinterest-managed advertisers. Now add direct links, a new way to help consumers on Pinterest go from discovery to purchase while increasing conversion for retailers. Mobile hotlinks help instantly direct users to a specific page in the retailer’s mobile app, making it easier to purchase products after clicking on a shopping ad. Direct links take users from a Pinterest ad to the retailer’s website with just one click. This reduces the steps users need from product discovery to purchase. Direct links are available in certain formats in purchase, conversion, and purchase campaigns.
- Ecommerce integrations: Pinterest is expanding its integration ecosystem with two new integrations for the native Salesforce Commerce Cloud and Adobe Commerce apps for all monetized marketplaces. These integrations allow merchants to manage their Pinterest product catalogs and configure them directly with the apps they already use for Salesforce and Adobe.
Other updates include:
- For agencies, Pinterest also revealed it Improvements to their automated business tools to help them manage their customers’ presence on Pinterest. These include the Pinterest Business Manager, a tool for advertisers to help them automate complex workflows efficiently. Pinterest will add five new features to the tool to help agencies and large advertisers manage their operations more effectively, including comprehensive dashboards so companies can see the impact of their investments, as well as new audience sharing features that save time and successful segmentation tactics to use .
- To help users Creatively shaping your visions and turning them into reality, Pinterest introduces collages. This new feature is designed to help users personalize their ideas, visualize possibilities, and creatively refine their vision to fill their lives with inspiration. Leveraging the platform’s advanced visual technology, Collages allows users to cut objects from a Pin and combine them with other cutouts to create interactive collages of their favorite ideas. Collages bring a new, more intense and joyful element to Pinterest shopping. Interested brands can first upload their catalogs so that users can add the products to their collages.