Netimperative
Netimperative
  • Home
  • Ads
  • Content
  • Mobile
  • E-commerce
  • Social
  • Regulation
  • Video
  • Viral
Menu
  • Apple
  • Amazon
  • Facebook
  • Google
  • twitter
  • WhatsApp
  • YouTube

Can Pinterest succeed as an ad platform?

February 5, 2015

Pinterest has quietly and steadily grown not only its audience but also its business prospects over the past few years. As Pinterest rolls out its own native advertising unit , market research firm ComScore looks at how the social scrapbooking site can compete with the likes of Facebook and Twitter as a viable ad option for brands. Very similar in concept to native units on Facebook and Twitter where advertisers can pay for additional impressions of organic content, Promoted Pins are now moving beyond the pilot phase into an expanded roll-out.

Delivering Attractive Audiences to Marketers

ComScore data shows a sizeable majority of its monthly audience and engagement comes from females. This demographic composition can be especially valuable to marketers trying to reach audiences such as Females Age 18-49, where Pinterest has 53% overall reach (including 42% reach on mobile alone).

And while Pinterest’s current skew towards Females can be valuable for marketers, the platform is also quickly making headway among Males.

Over the past year, the male audience has grown 41% and their average time spent on Pinterest tripled to more than 75 minutes per visitor. So while Pinterest may be one of the better platforms for reaching the female audience, new opportunities are emerging to reach their growing and more engaged male audience.

pinterest%20reach.jpg

From Discovery to Intent: A Unique Application for Social Commerce

Pinterest also offers benefits beyond the ability to deliver target reach and frequency. It is a key driver of social commerce by promoting product discovery and capturing intent among consumers.

pinterest%20reach2.jpg

With Pinterest users so actively engaged with exploring ideas or projects that may lead to purchase, it is not surprising that Pinterest users are among the heaviest online spenders.
Their online buying power index of 211 means that they spend more than 2x as much online as the average U.S. internet user. On that metric alone, they are an especially valuable audience.

There are unique aspects of Pinterest as a social commerce channel that suggest its ads might be very effective at driving purchase.

pinterest%20reach%203.jpg

When social mentions of brands occur on large-scale social media platforms like Facebook, they tend to activate consumers at the top of the purchase funnel by driving awareness and interest for something they were not otherwise actively considering. At the opposite extreme of the funnel, consumers may find themselves actively in market for a specific purchase and they consult socially-driven reviews on sites like Amazon, Yelp or TripAdvisor.

Ultimately marketers will need to test their ads on the platform to see how well they can reach their target and drive purchase behaviour, but at this moment it is a platform worth exploring for its advertising potential.

Source: www.comScore.com

Uncategorized advertising, Amazon, brands, comScore, content

Archives

Tags

advertising agencies Amazon analytics Android Apple apps Australia BBC brands Brazil broadband China Christmas comScore content digital marketing ecommerce email Entertainment Europe Facebook France games Germany global Google government images infographic local marketing media Microsoft music Privacy retail Search security smartphones technology Twitter UK video YouTube

Recent Posts

  • Top six Valentine’s Day ads for 2022
  • 2021 Halloween: digital marketing campaigns we loved this year
  • Empowering employees; the critical link between EX and CX
  • Investing in in-app social features is a must in a world that is crying out to be connected
  • QR codes, Gen Z and the future of OOH

Copyright © 2025 Netimperative.

Magazine WordPress Theme by themehall.com

We use cookies to improve the website and your experience. We’ll assume you’re okay with this, but you’re welcome to opt-out
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT