Pinterest launches new ad formats and expands Shopping Ads programme

Pinterest, the social blogging site, has just announced an expansion of its Shopping Ads programme. The company said it was to add hundreds of new advertisers to its partner list and test a new lifestyle advertising format.

Shopping Ads were launched in 2017 with a handful of partners including eBay, Dorothy Perkins, Samsung and Made.com.

Sadie Daryan, senior manager of global social performance marketing at eBay, explained:

“At eBay, we’re focused on being present and relevantto customers wherever they start their shopping journey. As an early adopter of Pinterest’s ad products, we’ve been able to effectively reach both current and potential customers at all stages of their purchase process, especially at the moment when inspiration strikes.”

Retailers and advertisers can use Shopping Ads to create Promoted Pins directly from an product feed on Pinterest. This makes it easier to promote individual or a range of products from a retailer’s online catalogue.

The latest format addition aims to offer more visual cues for shoppers and helps retailers combine product with lifestyle shots for a more successful campaign ad.

Pinterest is adding Shop the Look pins for retailers in France, Germany, Japan and the UK which will enable people to shop directly from an image.

“Pinterest has proven to be a great match for Ulta Beauty, offering a platform for guest education, exploration and fun that is very similar to the experiential nature of our stores,” added Prama Bhatt, senior vice president of digital and eCommerce at Ulta Beauty. “Very early on in our partnership, we were able to efficiently scale our entire product portfolio onto Pinterest and capitalise on the visual nature of both their platform and our products and services.”

According to Pinterest’s own research, 90% of users are now making purchases through the platform. A whopping 70% of its users also found the platform inspiring and useful to find new products.