Pinterest has now rolled out its Promoted Pins ad format in the UK. Brands including Tesco, John Lewis, MADE.com and B&Q have been announced as official launch partners.
Pinterest rolls out Promoted Pins in the UK
The visual blogging site announced the availability this week. Promoted Pins are native ads which resemble organic Pins and help advertisers reach greater visibility for their posts and feeds.
Pinterest says it boasts a strong userbase in the UK, having grown its Pinners by 50% over the last year. 2.2bn ideas have been shared by Pinners since it launched and an average three million pins are saved each day in the country. Among the most popular categories are fashion, food and drink, home decor as well as DIY and travel.
Hannah Pipel, Social project manager, MADE.com, says:
“We’re all about innovation here at MADE.COM, so we’re jumping at the chance to be one of the first brands outside of the US to try Promoted Pins. Pinterest is a natural partner for us, given the focus on sharing the best interior trends. The business is thrilled with the organic success on Pinterest over the past year and we’re looking forward to even more success with Promoted Pins.”
With more than 75% of all pins saved to Pinterest now coming from businesses, Promoted Pins appear to be a good solution to not disrupt flow and user experience. These pretty much act like Promoted Posts on Facebook – to cut through the mud, retailers need to boost their posts.
The company has been busy establishing a range of partnerships with retailers in the UK, including Marks & Spencers as well as Tesco.
Adele Cooper, UK and Ireland country manager, Pinterest, told The Drum:
“For the brands and partners we’re working with, Promoted Pins will enable them to reach a lot more people than they have been able to reach in the past. We’re expecting it to be a great success and we’re seeing great results in the US where we’ve had promoted pins up and running for a while now.”
She adds that Pinterest has no desire to disrupt the user experience, which is why Promoted Pins are a great way to boost posts.
“What we’ve found in the US is that the hide rate is 90 per cent lower than the hide rate on other digital ad formats and that’s because the content is so similar to the content that people are already going on to the site for.”
Features do include conversion tracking pixels to enable brands to see where a consumer may navigate to on a retailer’s page from a Promoted Pin.
Cooper adds that the new ad unit attracts customers right at the start of their consumption journey. She says:
“I think potentially the planning stage is a really interesting one especially for home decor and higher ticket price items. We need to speak to people at the point where they’re thinking of buying beds and mattresses or sofas or storage – things like that are investments.”