Today Pinterest is announcing the expansion of its Shopping Ads program to hundreds of advertisers and also testing new lifestyle ad formats. Pinterest launched Shopping Ads last year with a few dozen early test partners who have seen great results. They include brands such as Samsung, eBay, Dorothy Perkins, Made.com and JD Williams among others.
Why is it working? People go to Pinterest to actively consider what to do and buy next. It is where they make up their minds. For example, if they’re shopping for living room furniture, they’ll use Pinterest to first discover their taste and then decide on specific products to purchase to recreate a look or feeling. In a recent study, we’ve seen 90% of users on Pinterest make purchase decisions on the platform and 70% said they use it to find new products. We see a huge opportunity for businesses to connect with consumers when they are deciding what to purchase and from whom.
Shopping Ads automatically create Promoted Pins from a retailer’s existing product feed, seamlessly turning a product catalog into inspiring, actionable ads. As Pinterest continues to expand Shopping Ads, it will be exploring and testing new ad formats for shopping. Pinterest knows visual formats work well with the discovery mindset of the Pinner and the inspiration they get from Pinterest. Because of that, Pinterest is testing one design that gives Pinners even more visual cues. This format includes lifestyle imagery so consumers can see how the product will fit into their lives. Such as a sofa in a living room or mascara on a woman’s face.