Pinterest Unveils Product Updates and Ad Solutions at Pinterest Presents
Pinterest's recent global advertiser summit, Pinterest Presents, unveiled a range of product updates and ad solutions. These announcements include:
Ad Formats: Pinterest is introducing new interactive ad formats, including Showcase Ads and Quiz Ads. Showcase Ads are swipeable branded images with cards, while Quiz Ads engage users with questions to help them make purchasing decisions. Pinterest is also expanding Premiere Spotlight, its premium ad placement, to the Home feed, in addition to Search.
Business Manager: Pinterest's advertising platform is receiving several upgrades, including the ability to share and grant permissions to partners, a dashboard for tracking account metrics, and audience sharing features.
Creative Studio: Brands will be able to use this AI-powered creative tool to create lifestyle imagery for their Product Pins by inserting a Pin link and selecting prompts to generate a selection of custom background images.
Links: Advertisers now have access to two new link types for their ads: Mobile Links and Direct Links. Mobile Links take users directly to a specific page in the advertiser’s mobile app, while Direct Links provide a one-click transition from a Pinterest ad to the retailer's website, streamlining the shopping journey.
eCommerce Integrations: Merchants can upload their product catalogs to Pinterest through additional eCommerce integrations, such as SalesForce Commerce Cloud and Adobe Commerce.
Collages: Creators can cut objects out of Pins and combine them with other cutouts to create interactive collages with shoppable elements through the new Shuffles-inspired feature.
Why it Matters: These new ad formats, e-commerce integrations, and link types will enable brands to prominently showcase their products and streamline the path from inspiration to purchase.
Enhancements to Business Manager, especially the ability to share permissions with partners, will facilitate seamless collaboration between brands and their agency partners, similar to what Meta and TikTok offer with their ad platforms.
The introduction of Creative Studio follows other platforms in incorporating generative AI tools into their advertising solutions, simplifying ad creation at scale.
Collages are notably the only creator-focused update, but it is an important one that will help Pinterest continue to capture the attention of Gen Z users, one of its fastest-growing demographics this year.
