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Pinterest moves closer to introducing its advertising product to all business users


Pinterest moves closer to introducing its advertising product to all business users

After successful beta testing of its Promoted Pins offering, it appears that the visual social media platform will soon expand the ad service.

Pinterest enrolled a small number of businesses to trial the facility in May, and as the service proved more and more popular, the social network invited a number of additional companies to join the Promoted Pins programme.

For some internet marketing execs, the full rollout of the Promoted Pins service is going to be important. Despite lacking the size and reach of Facebook or Twitter, Pinterest is steadily growing in support and is already responsible for almost a quarter of referred traffic to e-commerce websites. Including adverts into Pinterest’s own retail referrals will mean it will be one of the most important consumer sites on the net.

Those using Promoted Pins as part of their internet marketing campaigns will initially choose a pin to promote and designate their keywords, alongside geographical considerations, device type, and the gender and language of their intended target audience.

Pinterest will offer the service with ‘per click’ costing, which means advertisers will only be charged when a consumer visits their site.

Advertisers will fix the start and finish times for their ad campaign and as it progresses, they will have access to Pinterest’s analytics to monitor efficiency.

Pinterest has yet to officially announce a programme release date, but a spokesperson for the company did reveal that it is continuing to focus on ensuring Promoted Pins provides:

“[…] a great experience for advertisers as well as regular pinners, figuring out how to best help partners manage campaigns and measure results, and enhancing its ability to target ads.”

The expansion of the ad service comes at a time when numerous brands are increasing their use of Pinterest. The visual nature of the platform has seen brand acceptance by consumers become the norm.

Alan Littler

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