Pinterest has been rather active this year, and it keeps up that momentum by testing out a new ‘Premiere Spotlight’ ad unit, which would place a brand’s promotion in the prominent, top-of-screen real estate on the app’s search page. With an aim to be among, if not the best online shopping platform, Pinterest has scaled back its direct eCommerce initiatives and seems to be reinforcing some more ‘traditional’ digital commerce elements. There are those who don’t believe in digital marketing, while there are those who preach it. Pinterest belongs in the latter, with this latest push likely to have it see better results as the year plays out.

Light on The Spot

Based on official examples. Kohl’s is the first partner to test out Pinterest’s new ad unit and has reserved premium placement on the search screen, which could give it a big boost in exposure, and reach Pinners where they go looking for products in the app. Premiere Spotlight will give advertisers prime positions for 24 hours, with engaging video promotions that will be activated in-stream.

Tapping on the ‘Visit Site’ CTA included will then take you to said brand’s website, which will open within the Pinterest app, allowing advertisers to drive direct responses from the promotion. It’s a very eye-catching and up-front ad option that will no doubt be popular with the big advertisers on the app. Pinterest likely has no squabble with all that increased attention and activity, too.

At the same time, with all its boon to larger businesses, it could also prove inhibitive for much smaller ones. Pinterest has yet to release the exact costs of each ad unit, but it’ll likely be priced as a premium option, which, for the majority, might make it less of a priority. Either way, it’s another indicator of Pinterest’s evolving video ad offerings, and the direction it’s moving in when it comes to promotional elements. With 450 million users and counting who all come to the app with clear shopping intent, it’s definitely becoming more of a consideration for those who aim to connect with more interested consumers and promote more relevant content in-stream.

The Wrap

Like all platforms, video is now a bigger element in the app. The main focus of Pinterest here is its Idea Pins, which continue to drive more adoption and usage, with overall video supply going up by 30% YoY. With such figures, it does make sense for Pinterest to lean into the trend where it can. These new ad units will help brands grab attention, as well as better align with evolving user behaviors.

Sources

http://bit.ly/3IQKOk7