Pinterest unveils slate of new product updates and ad solutions
13 September 2023
Today, Pinterest announced a slate of new and updated products and features for users, advertisers and agencies.
The robust roadmap, shared at Pinterest Presents, its annual global advertiser summit, spans the entire consumer journey on the platform—from discovery, to decision, to do. These updates will enable advertisers to further tap into the unique commercial mindset of the Pinterest audience who come to the platform to find inspiration to take action.
‘We are innovating faster than ever before with a robust slate of relevant, personalised products to reach consumers with intent, and we’re building with the goal to be the industry's best and only true full-funnel solution’, said Chief Revenue Officer Bill Watkins. ‘We’ve made Pinterest more measurable from first impression to last click and we’re excited to share more about our new products that span the consumer journey, all in a more positive place online.’
Here’s a round-up of the biggest product news that Pinterest shared today.
More ad formats to reach and engage an audience full of intent
More than 465 million people come to Pinterest each month to discover products and services for their wardrobe, for their new home, for their next holiday and much more. Advertisers want to be discovered during these planning moments and there is a natural alignment with users who are actually seeking brands to inspire their next purchase.
Pinterest’s robust product roadmap includes a range of ad solutions designed to help brands and advertisers reach the consumers that they care about, and drive them from discovery to decision to do—all in a more positive place online:
Premiere Spotlight on search and home feed: Premiere Spotlight allows brands to exclusively own premium ad placements on the platform to promote their campaign for maximum visibility. Pinterest is now extending Premiere Spotlight from search to the home feed to help advertisers reach users from the moment they open Pinterest. Premiere Spotlight on search and home feed is now available in the US, UK, Canada, Germany, France, Australia, Japan, Spain, Italy, the Netherlands, Brazil and Mexico.
Showcase ads: Showcase ads are a new interactive ad solution that allows users to preview and explore a brand's content by swiping through branded images. Brands can create rich, interactive experiences through the use of cards and features within the format. This adds more context and invites users to dive deeper in their exploration of the brand.
Quiz ads: Quiz ads offer a deeper level of personalisation to a brand's idea on Pinterest. Brands can include up to three questions per quiz to create an entertaining experience for people to engage with and show consumers more personalised ideas, helping them to move deeper into decisions and towards a valuable purchase.
Showcase ads and quiz ads are now available in the US, UK, Canada, Germany, France, Australia, New Zealand, Japan, Brazil, Mexico, Italy, Spain, Switzerland, Denmark, Sweden, Finland and the Netherlands. Other countries will gain access later in the year.
New features for agencies
Pinterest also announced improvements to its automated business tools to help agencies and platform partners manage their clients' presence on Pinterest. This includes Pinterest's Business Manager, a tool for advertisers that helps them to efficiently automate complex workstreams.
Business Manager: Pinterest Business Manager is a one-stop shop for agencies and advertisers to securely manage employees, partners, accounts and more. Pinterest is adding five new features to the tool that will help agencies and large advertisers to manage their operations with greater efficiency, including comprehensive business dashboards to see the impact of their investments and new audience sharing features to save time and build on successful targeting tactics. Business Manager will be available in all countries with Pinterest ads later this autumn.
A first look at Creative Studio
Today, we shared a first look at Creative Studio. Creative Studio will give brands a quick way to generate lifestyle imagery for product Pins. Brands will be able to simply add their Pin link, select the prompts that match their need and Creative Studio will then generate a selection of custom background images.
Creative Studio will be available for testing with selected US advertisers later this year. Brands who are interested in participating in early testing can get in touch with the respective Pinterest team.
Making Pinterest more shoppable
55% of users see Pinterest as a place to shop1, making Pinterest not only the number one platform for inspiration2, but the platform where people come to shop for the inspiration that they discover. Shopping is now seamlessly integrated across all the core surfaces on Pinterest.
Mobile deep links and direct links: We recently introduced mobile deep links for Pinterest managed advertisers and are now adding direct links as a new way to help shoppers on Pinterest go from discovery to purchase while increasing conversion for retailers. Mobile deep links help to instantly direct users to a specific page in a retailer’s mobile app, making it easier to shop for products after clicking on a shopping ad. Direct links take people from a Pinterest ad to a retailer’s website with just one click, reducing the steps it takes for users to go from discovering a product to checkout. Direct links are available on selected formats within consideration, conversion and shopping campaigns.
E-commerce integrations: One of the best ways for retailers to generate growth on Pinterest is to upload product catalogues to the platform. Pinterest is now expanding its integration ecosystem with two new integrations for Salesforce Commerce Cloud and Adobe Commerce native applications to all monetised markets. These integrations allow merchants to manage their Pinterest product catalogues and set up directly within the applications that they already use for Salesforce or Adobe.
Pinterest is also continuing to develop new ways for people on the platform to find ideas, get creative and try something new. Today we gave a sneak peek at one of our newest consumer innovations.
A new way for Pinners to visualise and curate ideas
Collages are a new feature designed to help users personalise ideas, visualise the possibilities and creatively refine their vision to bring their inspiration to life. Leveraging the platform’s advanced visual technology, collages enable users to cut objects out of a Pin and combine them with other cutouts to create interactive collages of their favourite ideas. With collages, users can move beyond Pins and boards to see how different products come together and curate visual content that inspires them.
Collages bring a new, more immersive and joyful element to shopping on Pinterest. Brands interested in collages can get started by updating their catalogues, so that users can add their products to collages. Collages are currently in early testing and will be rolling out to users globally soon.
People all around the world come to Pinterest to dream, manifest their future, and turn their inspiration into action. We’re excited to offer users a new visualization tool, built with Pinterest’s cutting-edge visual technology. With collages, Pinterest becomes a user’s personal sandbox for exploration, refinement, and visualization. Our vision is that all products will be shoppable in collages, just like everything else on Pinterest.
Sabrina Ellis, Chief Product Officer, Pinterest
For more details on what was announced at Pinterest Presents 2023, check out the Pinterest Business Site for videos and more information.
