Pinterest Makes HUGE Update to Its Advertising Offering

Pinterest opens up more than 5,000 interests for advertiser targeting through its Taste Graph

Everyone knows that Pinterest builds itself around visual discovery. Over the years, the company has gathered an incredible amount of data around how their users browse images, videos, and content. Now, the company is opening up that knowledge to advertisers, and it’s going to be huge.

Pinterest is unlocking more than 5,000 interests that advertisers can now target against using what the company is calling its “Taste Graph.” That’s what Pinterest calls its system that is able to figure out not only what users like, but also how what they like changes over time.

“One of the biggest difference with the Taste Graph compared to what we were doing before was really diving into understanding the nuances of how we relate Pinners to Interests based on the recency and frequency of their engagement,” John Milinovich, product manager for the Taste Graph, said. “We’re much smarter about how we decay interests from a user’s taste profile so that we can better personalize their recommendations. So, if you haven’t pinned about your wedding in a while, you will stop seeing wedding content.”

pinterest taste graph ads

Pinterest’s “Taste Graph” –
Image via CIO Bulletin

Pinterest is working hard on building an advertising model that touches users at each point of the buying lifecycle. In addition to that, Pinterest wants to be able to demonstrate to brands that ads seen at the beginning of the cycle led to a conversion at the end, even if it was months later.

Pinterest CEO Ben Silbermann told CNBC’s Julia Boorstin that the company has only two objectives right now:

“One is growing the user base …. and the second, of course, is creating an advertising product that really works — to bring in new customers, that’s very measurable, that lets people see emerging consumer trends and merchandise against them.”

Pinterest also just announced that Target’s app will use Pinterest’s “visual search” tool. In essence, it would let users who are out and about take a picture of any product and receive a list of similar items at Target. Here’s an excerpt from the press release on the partnership:

Visual search technology has been around for a while, but it’s starting to hit the mainstream in a big way—by 2020, image and speech search (think asking Siri) could make up 50% of all searches. It’s poised to change the way you shop so we’re tapping Pinterest, our long-time partner to bring their new “Pinterest Lens” tech to our Target guests.

Pinterest has been hard at work in 2017. They debuted “Lens”, a visual discovery tool, they rolled out Pinterest search ads, and they introduced live camera search. Now more than ever, Pinterest needs to be a crucial part of your organic marketing and advertising strategy.

Want to kickstart your Pinterest strategy? Contact us today!

Pinterest Introduces Live Camera Search

Pinterest’s New Feature Is a Gamechanger

Last week Pinterest debuted a new feature to the Lens aspect of its app. The new feature identifies what’s inside an image in real time, tags the items accordingly, and allows users to search for those items on Pinterest. See it in action here:

pinterest live camera search

Pinterests utilizes “Visual Guides” based on what it detects inside your live camera feed. Pinterest is trying to figure out what you are doing in the real world, and they are using augmented reality to enhance that experience. This is something that Snapchat has begun to experiment with as well. Which means Facebook is surely working on its version to be released soon. We expect Google is trying to keep up on their end too.

pinterest lens feature

We expect Pinterest to soon roll out ads within Lens, and allow marketers/advertisers to engage with consumers around products they are looking at buying in real time. The ROI potential for those campaigns has potential to be extremely high.

 

Pinterest is also adding the ability to read QR codes — a feature available in Snapchat and Facebook. These updates from Pinterest (and Snapchat and Facebook) are them trying to further invade our everyday experiences in the real world and intertwine our use/dependance on these social apps. It will be interesting to see how these social media behemoths continue to evolve…

Pinterest Rolls Out New Ad Offering: Search Ads

Pinterest Introduces Search Ads for Keywords and Shopping Campaigns

Great news for social advertisers: Pinterest officially debuts search ads for keyword targeting and shopping campaigns. The advertising option is currently available to Pinterest ad partners and with any company that advertises through the Kenshoo marketing platform.

Pinterest has been looking to beef up its ad offerings for a while now, and this is a HUGE step in that direction. The social media platform has been building more products to capture every aspect of a consumer’s buying behavior. Pinterest has always done well pitching marketers on their ads, since their users often come to discover new products to buy anyway. But with this introduction of search ads, it has potential to become the go-to ad platform for ecommerce-related social ads.

Adding search ads gives Pinterest the ability to tap into another part of that buying behavior — searching with the intent of a purchase (whether the consumer realizes it or not). This also opens the door for search volume. If Pinterest releases search volume data to advertisers, it would be absolutely fantastic.

pinterest search ads

Related: Read about Pinterest’s new “Lens” feature.

Google obviously currently dominates the search landscape. But Pinterest sees around 2 billion searches a month from its 150 million active users. Search ads are ripe for disruption, and it’ll be very interesting to see how this evolves over time. When Pinterest is compared to Google Images, Pinterest outperforms it handily.

As our society continues to evolve from a technological standpoint, and our interaction with images/video/augmented reality continues to increase, Pinterest is becoming a greater threat to Google.

Interested in running a social ads campaign? Call us today!

 

Pinterest Debuts “Lens”, A New Visual Discovery Tool

You Can Now Browse Pinterest, And The Real World, With Your Smartphone Camera

Pinterest just introduced a new feature, available in a few weeks, called “Lens”. This new feature lets you take pictures of objects you see in the real world and browse Pinterest for related topics/products based on them. Lens uses machine learning and computer vision to understand the objects you’re looking at and how they could be useful to you. Take a look at the video below for a brief explanation.

The thinking behind the new app feature is not just to show you similar objects to the pictures you take, but to surface results that are related. So, for example, taking a photo of carrots would show you relevant carrot recipes, not just more photos of carrots.

The implications of Lens are potentially huge. Optimization of your Pinterest images becomes more crucial than ever. Pinterest will undoubtedly introduce ads within this feature down the road as well. And with almost 200 million active users, Pinterest is not a social network that should be ignored.

Related: Read about the new Pinterest Search Ads offering.

pinterest lens feature