This season’s hottest food trend is…better ad results! Consumer packaged goods (CPG) advertisers have been seeing improved returns on their Pinterest campaigns, due in part to enhanced targeting and new ad formats. A recent study by Oracle Data Cloud provided some hard numbers—and the news is good. Pinterest is outperforming Oracle Data Cloud’s norms, especially when it comes to CPG food.
Oracle Data Cloud evaluated Pinterest’s impact on in-store sales for 20 CPG food brands, comparing campaigns from January 2016 through the end of March 2017. Pinterest performed better than other platforms for CPG food brands. Plus, Pinterest delivered 3.8x higher RPM compared to the norm for CPG food companies.1 That means that for every ad exposure, Pinterest drives 3.8x more incremental sales than the Oracle norms.
Oracle Data Cloud’s study also found that Pinterest more effectively drives incremental growth, across all CPG categories. Across all CPG advertisers (not just food), 80% of ad impressions were delivered to new or lapsed buyers.4 Promoted Pins drove nearly twice the amount of incremental in-store sales compared to the Oracle norms for these buyers.
“The planning mindset Pinterest users are in makes for a unique audience, well-primed to discover new CPG products and ultimately purchase them in store,” said Dave Fall, CEO of Brand Networks, a Pinterest Marketing Partner. “We've seen the value first-hand with Pinterest advertisers who use the Brand Networks Platform.”