Pinterest Upfront: how Pinterest plans to out-sell Instagram
This is part of Mumbrella’s coverage of the 2024 upfront season. Click here to see other articles in the series.
Pinterest has today revealed its slate of new products and features coming in 2024, showcasing its aim to become the ‘industry-leading platform for creative and successful full-funnel advertising solutions’.
For advertisers and brands looking to reach new audiences, Pinterest will be offering a number of new ad formats and tools.
Brands can exclusively own premium placements to promote campaigns for maximum consumer visibility via Pinterest’s Premiere Spotlight.
The Premiere Spotlight was revealed in June on Pinterest’s search pages, but will now be available on users’ home feeds.
The platform is also set to offer Showcase Ads and Quiz Ads – two new interactive ad solutions.
Showcase Ads allow users to preview and explore a brand’s content by swiping through branded images and discovering new things, while brands can create Quiz Ad experiences that lead consumers to more personalised content, helping them move deeper into decisions and toward valuable purchases.
An example of a L’Oréal Showcase Ad
“We are innovating faster than ever before with a robust slate of relevant, personalized products to reach consumers with intent, and we’re building with the goal to be the industry’s best full funnel solution,” said Pinterest’s chief revenue officer Bill Watkins.
“We’ve made Pinterest more measurable from first impression to last click and we’re excited to share more about our new products that span the consumer journey, all in a more positive place online.”
Creativity was a key theme in developing new products for 2024, so the platform has launched Pinterest Creative Studio, a new tool to give brands the opportunity to generate lifestyle imagery for product pins.
Chief product officer at Pinterest, Sabrina Ellis, said: “Brands will be able to simply add their pin link, select the prompts that match their need, and Creative Studio will then generate a selection of custom background images.”
Pinterest is also introducing Collages, a new feature designed to help users personalise ideas, visualise and creatively refine their visions, and bring their inspiration to life.
Pinterest is introducing Collages to its suite of products
Leveraging the platform’s advanced visual technology, collages enable users to cut objects out of a pin and combine them with other cutouts to create interactive collages of their favorite ideas.
“Collages bring a new, more immersive and joyful element to shopping on Pinterest,” said Ellis. “Brands interested can get started by updating their catalogues so users can add their products to collages.”
With shopping known as a core experience on the platform, Pinterest has announced new features including direct links that help instantly direct users to a retailer’s mobile app, making it easier to shop for products after clicking on a shopping ad.
“Direct links take people from a Pinterest ad to a retailer’s website with just one click, reducing the steps it takes for users to go from discovering a product to checkout,” said Ellis.
Mobile deep links
Pinterest is also expanding its ecommerce integrations for Salesforce and Adobe.
“These integrations allow merchants to manage their Pinterest product catalogues and set up directly within the applications they already use for Salesforce or Adobe,” Ellis said.
For agencies, the platform plans to improve its automated business tools to help manage clients’ presence – including Pinterest’s Business Manager, a tool for advertisers that helps them efficiently automate complex workstreams.
