This week, Pinterest has launched a marketing developer programme, with 10 social publishing providers. Gideon Lask, CEO at Buyapowa argues why providing access to its API early in the life cycle of Pinterest ads is a smart move to boost advertiser confidence.
Following fast on the never-ending stream of announcements of enhancements to advertising options on social networks, Pinterest has just announced the Marketer Development Program, allowing selected partner companies access to its API. This is a logical move, as encouraging companies such as Shoutlet, Buffer and Sprinklr to build enterprise level tools for the creation and scheduling of ads, should help provide brands with the scalability and accountability needed to invest large sums on the platform.
This is similar to the manner in which companies like Adknowledge, TBG and Marin provide the tools to scale Facebook ad spend. Without these kind of tools it is doubtful that brands would be confident in spending the large sums Pinterest is banking on earning from monetising its audience.
This is further proof that a digital technology is only really capable of achieving its potential when marketers have the right tools available. We have seen a similar pattern of adoption across all forms of digital advertising including paid search, email and affiliate marketing. Also, ‘refer-a-friend marketing’, where finally the right tools are becoming available to allow social customer-get-customer to explode.
Pinterest is making a smart move by providing access to its API early in the life cycle of the development of Pinterest ads to try and accelerate the development of the tools brands need. In addition, by offering access to a fairly diverse selection of hand picked partners, it is not putting all its eggs in one basket as well as letting its partners find the right format for advertisers.
By Gideon Lask