Pinterest launches new Promoted Carousel ad format

Anne Freier

In Mobile Advertising. November 2, 2018

Pinterest has just launched a new advertising format. The Promoted Carousel lets businesses create more immersive adverts to showcase their products.

Pinterest says that the new format boosts brand awareness as well as traffic and conversions by presenting a product in various facets. Advertisers can use Promoted Carousels to showcase multiple items in a single Pin or create a longer brand story using multiple images.

Among the first brands to trial the new format are Toyota, Away, Cheerios, Everlane, REI, DSW, Covergirl and Rothy’s.

“Promoted Carousel allows us to serve up multiple products and experiences in one place to engage the planning mindset of Pinterest’s audience,” said Jaclyn Ruckle, Social Media Manager at REI. “. Our Carousel campaign showed strong engagement and boosted our click-through-rate by 32%.”

Every card in the carousel can also include a different description and title text. Pinterest users are then able to swipe through the separate cards and tap on individual cards to be taken to a product’s landing page.

During initial testing, cosmetic brand Covergirl noted a 3.8 point brand awareness lift and a 6.1 point lift in ad awareness.

Meanwhile, DSW found that ad performance had improved 20% when showcasing back to school promotions.

Cheerio’s campaign using Promoted Carousel resulted in a 11.4 point lift in ad awareness and 8.6 point increase in message association.