June 14, 2023
People use Pinterest to make decisions big and small—from what to wear tonight, to dreaming big for tomorrow. It’s the only platform that supports people across the entire consumer journey, from that first moment of discovery to decisions and purchase.
Today, we’re announcing two new advertising products to help you build full-funnel strategies on Pinterest: Premiere Spotlight and Travel Catalogs. Premiere Spotlight is our most immersive awareness format yet, bringing scale and reach for your biggest brand moments. At the other end of the funnel, Travel Catalogs are specifically designed to drive engagement and performance, helping travel brands boost their bookings among a travel-ready audience.
Two products, one shared goal: Helping brands scale and grow on Pinterest.
Premiere Spotlight is a premium video solution that puts your brand front and center. It’s our highest impact awareness format yet, using wide screen video in priority placements.
Own the moment and screen, when it matters most. Premiere Spotlight is ideal for seasonal moments, launches or other big promotions. Your videos appear on surfaces that reach millions of people every day, maximizing your reach and scale. Premiere Spotlight’s prominent placement helps it be seen, with an average 51% Media Ratings Council (MRC) video view rate.1
Your Premiere Spotlight ad will take up approximately 50% of a mobile screen, on a guaranteed date.2 Take the guesswork out of planning and ensure audiences see your most important messages.
In testing, brands using Pinterest Premiere Spotlight saw great results. One example: e.l.f. Cosmetics used it to launch their new Lash ’N Roll Mascara. e.l.f.’s videos stood out on the Pinterest search page, leading to higher view rates and completion than other ad placements the team had tried in the past. That included a 13% higher view through rate with Gen Z, compared to MRC’s baselines.3
Starting today, Premiere Spotlight is available to advertisers in Australia, Canada, France, Germany, the United Kingdom and the United States.
Every month, tens of millions of people worldwide save travel content to their Pinterest boards4—boards like “Summer trip ideas” or “Bucket list travel.” Travel Catalogs will make it easier for people to turn travel dreams into reality, with the click of a button.
Using Travel Catalogs, hotel and rental brands can upload their full travel catalog to Pinterest, all at once. From there, we’ll automatically create dynamic product ads for each listing. These ads show relevant details like brand, pricing and descriptions right on the Pin. Using our ad targeting tools, you can also reach specific audiences, based on location data from your feed.
For travelers on Pinterest, it will be easier than ever to go from a Pinterest board, to booking. When someone clicks on an ad uploaded from Travel Catalogs, they’ll navigate directly to the booking site for that specific listing.
Leading German travel booking company TUI got to try Travel Catalogs in beta. Their ads became more actionable, leading to an 8x higher optimized clickthrough rate (oCTR) than they were seeing previously.5 Hotel and rental companies worldwide will gain access to Travel Catalogs later this summer. You’ll find it in the catalog menu in Ads Manager, along with our other shopping solutions.
If you’re attending Cannes Lions 2023, we’d love to see you. Pinterest will be taking over the Carlton Beach Club from June 19 to 22, with exciting popups, inspiring activities and more.
And if Cannes isn’t in your plans—we’d love to connect another way soon. Follow us on Twitter or LinkedIn for updates from the beach, or reach out to your Pinterest team to learn more about what’s next for Pinterest.