It’s no surprise that Pinterest plays a big role in purchase decisions. After all, it’s where people go when they want to find ideas, discover products and try something new.
That shopping mindset translates into great results for advertisers. Because people are specifically looking for new products and ideas on Pinterest, ads feel relevant. And with our two latest measurement solutions, we’re giving brands even more insight into what drives their Pinterest performance.
Today we’re announcing new results from our work with Oracle Data Cloud’s Moat Measurement for viewability, and NinthDecimal for foot traffic. These partnerships also underscore what sets Pinterest apart from other marketing channels: Engaging, contextually relevant ads simply drive better results. While Moat has been a measurement partner since 2016, the viewability solution is new for Pinterest.
It makes sense that Pinterest has higher ad viewability than other platforms—after all, it’s used for visual discovery. So far, we’ve averaged a 90% viewability for Pinterest in-app ads, which is significantly higher than Moat’s industry benchmark of 57%.1
Viewability typically translates to better results for advertisers, and we’re excited to partner with Moat to help marketers see the impact of a visual-first platform. We’ve rolled Moat solutions out for standard Promoted Pins, and we’re now starting a test on our Promoted Video ad formats.
Results from our partnership with NinthDecimal prove that ad relevance matters, too. Viewability isn’t enough on its own: Ads need to be relevant and actionable to drive results. Pinterest and NinthDecimal have already analyzed billions of ad impressions across verticals like retail, auto, entertainment, quick serve restaurants and consumer packaged goods. These results prove Pinterest’s impact: 93% of campaigns studied drove a positive lift in foot traffic.
In addition to incremental lift, Pinterest is also driving new customer growth. In our studies, brands showed high rates of new customer growth: 51-69% of people visiting a brand’s store were new customers.
These new partnerships add to our extensive suite of measurement solutions. In the two years I’ve been at Pinterest, I’ve seen our measurement offering expand from 3 solutions, to more than 20. We’ll keep building off that momentum in the months to come—so stay tuned for more exciting news.
–Gunnard Johnson, currently saving ideas to our Family Vacation in Yosemite
1Pinterest and Moat study benchmarks, Sep 2018