13 September 2023
Today we hosted Pinterest Presents, our annual advertising summit. It’s our biggest chance to share Pinterest news, straight from company leaders and in-house innovators. And this year, we went bigger than ever before: More launches, more product previews… and even some special appearances from big-time comedians. If you missed the live event, we’ve got you covered. Read on for highlights, or head to our video hub to watch the full show.
Product innovation at Pinterest is at an all-time high. From new ad formats and shopping tools to unique audience opportunities, we’re actively building to be the industry’s best full-funnel advertising solution. Here’s a round-up of the biggest product news that we shared today, plus tips to help you get started.
Today we’re launching two new formats specifically geared towards audience engagement. Showcase ads and quiz ads are designed to move people down the funnel, from discovery to decision.1
Showcase ads display multiple Pins in one unit, and you can tag every Pin with links out to your site. They’re perfect to show off various products, features or styles that your brand has to offer, so people on Pinterest can find the right fit for their own tastes. Every card within a showcase ad can include three clickable features linking directly to your site. This makes it easy for people to find exactly what they’re looking for on your site.
Quiz ads are dynamic and interactive, allowing you to interact with Pinners like never before. First, pick three questions that you want people to answer. Then, craft customised recommendations for different quiz answers. People interacting with your ad will see personalised results based on their own replies—and in early tests, they’re loving the experience. Just ask Hill’s Pet Nutrition: Their pet-finding quiz ad drove a whopping 80% quiz completion rate.2
Earlier this year we launched Premiere Spotlight, our highest impact video format yet. Premiere Spotlight drives maximum awareness for your biggest brand moments with edge-to-edge video in prominent placements.
We originally launched Premiere Spotlight for search page takeovers. Now we’re also bringing this exciting format right to the Pinterest home feed. This means that you can optimise even more deeply for awareness goals and reach people at just the right moment of discovery. Either way, your Premiere Spotlight ad will run in the first ad placement for that context—bringing you maximum attention.3
Simplify the path to purchase with our newest shopping solutions for mid- to lower-funnel campaigns. Starting today, you can use both mobile deep links and direct links to reduce the barriers between product discovery and product purchase.4
With mobile deep links, people click directly from your Pinterest ad to a product page in your mobile app. Checking out is a breeze, as they’ll benefit from any delivery or payment info already stored in your app. Mobile deep links help to drive stronger conversion rates. Advertisers using mobile deep links on Pinterest are already seeing a 235% lift in conversion rates and 35% lower cost per acquisition, compared to ads they ran before mobile deep links were available.5
Direct links reduce the number of clicks that it takes for someone to go from product discovery to checkout. They include a call to action button built directly into the Pin, encouraging people to click and buy. When someone clicks, they’re taken straight to your site. You can enable direct links on selected formats within consideration, conversion and shopping campaigns. We’ll add the capability to more formats over the next year.
Uploading your product catalogue is the first step to retailer success on Pinterest. Our e-commerce integration ecosystem helps to make this seamless for you. Now, we’re expanding our ecosystem to include new options for Salesforce Commerce Cloud and Adobe Commerce. Merchants already using these platforms now have a simpler way to get onto Pinterest. When you install our integration app, you’re on the fast track to Pinterest set-up, from account authentication to getting your product catalogue linked. You can also easily activate the API for Conversions to get a better read on measurement.
Just connect your shop to your Pinterest business account, then pick which features you want from the Pinterest API for Shopping and Conversions. You’ll get speedy product Pins, near real-time inventory updates for your Pins and a better read on your conversion results. These integrations are now available in all countries with Pinterest ads.
Today we shared a first look at Creative Studio, a new tool to help brands speed up their Pin creation and campaign innovation. Contextual relevance is so important to ads, and we’ve seen that ads perform better when products are shown within a broader scene. We also know that lifestyle images, on average, drive better Pinterest results than products shown with plain backgrounds.6 Creative Studio will give brands a quick way to generate lifestyle imagery for product Pins, with the aim of driving stronger performance.
We’re going to start testing Creative Studio with select US advertisers later this year. Please contact your Pinterest team if you’re interested in testing it.
We know that agencies are always looking for ways to operate even more efficiently. Our new Business Manager for agencies makes it easier than ever to plan, launch and manage agency portfolios and client initiatives. Sample tools include a dashboard for all client account metrics, audience sharing to save and replicate successful audience tactics, and better account structuring for managing all your clients at scale. Business Manager will be available in all countries with Pinterest ads later this autumn.
Of course, Pinterest isn’t just about ads. We’re also constantly developing new ways for the people on Pinterest to find ideas, get creative and try something new. Today we gave a sneak peek at one of our newest consumer innovations, collages. This new experience helps people to visualise possibilities for their life and decide what to try next—all while bringing more joy to online shopping.
When you’re picking something to try or buy, it’s extra helpful to see different kinds of products together, or different options compared side by side. Now, you’ll be able to cut the objects that you like the most out of a Pin and save them to your boards, or combine them with other cutouts to create a collage of your favourite ideas, all in one place. For example—you might want to see how shoes pair with an outfit, or how a lamp goes with a certain table. Make sure that your catalogue is on Pinterest so that people can add your products to their collages. Collages are currently in early testing, with plans to roll them out to Pinners globally over the next few months.
There’s never been a better time to partner with Pinterest. Contact your Pinterest account team today to get started using our latest products. Or take a Pinterest Academy course to learn more about how to grow your business on our platform.
This blog only touches on parts of the show—and there’s a whole lot more to love about the full event. Watch our on-demand videos to hear directly from our CEO, see our new seasonal moments calendar and hear how Pinterest is prioritising emotional well-being to build a more inspired internet. It’s all at your fingertips in our Presents video hub.