Pinterest is enabling companies to place ads in more locations and obtain more ad performance insight, and also opening its platform for U.K. e-commerce.
Pinterest is launching ads alongside the shop tab in search results and in its Lens visual search feature, and will soon enable ads within shoppable pins. In addition, Pinterest verified merchants and Shopify retailers in the U.S. now have enhanced ad conversion insights that provide a view into the impact of both their paid and organic Pinterest content on their site visits and checkouts.
Eligible U.S. advertisers be able to analyze performance, view top converting pins and turn their best-performing organic pins into ads. In addition, they’ll be able to track their activity funnel and see how Pinterest audiences converted on the path to purchase, from page visitors, to customers who added to cart, to purchasers.
In the U.K., Pinterest is launching shopping features that will enable consumers to shop within a home or fashion pin, shop their search results or from their boards, and shop via Lens camera visual search. U.K. consumers will also have access to shopping spotlights, which are expert-selected shoppable content curated with publishers and creators. Pinterest is kicking the experience off with publishers including Stylist and creators like The Anna Edit.
“Instead of walking down New York’s 5th Ave to see the holiday windows, holiday inspiration will likely be from the comfort of our own phones,” said Pinterest in a corporate blog. In a year when more people than ever will be shopping online for the holiday, Pinterest can replicate that experience for consumers and retailers through curated collections and visual discovery. We’re building a place to shop online—not just a place to buy.”