Pinterest Rolls Out Dynamic Personalized Ads

The new ads service allows marketers to create more dynamic ads personalized for specific audience segments.

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Need to Know 

  • Pinterest has launched a new creative ads format that allows users to personalize their ads for specific audiences.
  • By partnering with ads platforms RevJet, StitcherAds, and Smartly.io, Pinterest marketers can utilize more creative images, improved SEO capabilities, and a more streamlined sales funnel to increase sales via the search engine.
  • The move is the latest in a series of shopping-oriented initiatives Pinterest has launched in the past year since shopping-related behaviors on the app have jumped 85% in recent months.

Analysis

Pinterest is rolling out a new ad format that allows users to get more creative in personalizing ads that target specific audiences. “Dynamic creative ads” let marketers use a “library of images and information that are automatically combined into a personalized ad based on real-time audience data.” 

Now, Pinterest advertisers can make multiple versions of a Pin from digital assets and automatically import product information such as price, location, and availability. The new and improved tool allows advertisers to reduce the time and effort that it would normally take to make multiple custom ads for different audiences and products. 

The popular image-based search engine has partnered with ads platforms RevJet, StitcherAds and Smartly.io to help automate the process.

According to a blog post on StitcherAds’ website, the ad platform’s role is to “make it easier for advertisers to create great creative, scale advertisements, and measure performance.” StitcherAds will support Pinterest advertisers by processing and enhancing a brand’s feed with its keyword optimization technology. 

Not only does the service incorporate design elements to create eye-catching Pins, but StitcherAds’ technology also supports an advertiser’s sales funnel, driving performance and ultimately leading to more conversions.

“We are delighted to partner with Pinterest and excited about the benefits this will offer Pinterest advertisers,” said Boaz Cohen, SVP of Business Development at StitcherAds. “We’re also honored to have received the esteemed recognition of Pinterest’s Dynamic Creative Partner badge. This acknowledgment validates our hard work, and testifies to the significant impact that our technology makes.”  

So far, clients who have optimized their ads have seen a “55% jump in conversion rates and 11% increase in return on ad spend”, while the average cost per conversion has declined by 7%.

The new ads strategy comes as Pinterest shifts its focus to “shopping-related behaviors” on the platform, which saw an 85% jump in recent months. 

Pinterest has recently launched a number of other initiatives to support more shopping on the site. 

In June of last year, the visual search engine launched a new “Shop” feature that allows users to purchase products directly from Pins on the app. The new Shop tab reveals clickable product links that take users directly to the retailer’s checkout page.

Pinterest also partnered with Crate+Barrel in October to launch the home furnishings retailer’s first-ever online-only catalog and, in support of beauty brands that attract millions of monthly Pinterest users, released a new “Try On” feature. The AR tool allows users to virtually try on lipstick from big-name brands like Estée Lauder, Sephora, bareMinerals, and more. 

Users can even shop the app while grocery shopping. By scanning a product barcode on their mobile device at participating Albertsons stores, shoppers will be taken directly to the recipe on Pinterest. So far, Pinterest has found that 55% of weekly users actively use the app while grocery shopping. 

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