“Pinterest would not exist without brands”, So said Eva Papoutsakis Smith, head of marketing communications and insights at Pinterest, at eMarketer\u2019s State of Mobile breakfast.<\/p>\n
\u201cTwo-thirds of all pins come from brands or business websites,\u201d Smith said. \u201cIf you removed all of that, there wouldn\u2019t be a Pinterest.\u201d<\/p>\n
That said, advertising on Pinterest is still a nascent thing. After finally launching a beta version of Promoted Pins in 2014, Pinterest made its ad product generally available in January. Advertisers also have the ability to pay Pinterest to boost the visibility of their pins.<\/p>\n
\u201cWhat is it that pinners are doing? We\u2019re continually sharing that with partners during the sales process. The other half is the measurement component,\u201d Smith said. \u201cOur users are authenticated, so we\u2019re able to see how they\u2019re behaving across all platforms.”<\/p>\n
Smith said Pinterest tracks higher-in-the-funnel metrics such as control vs. exposed \u2013 who saw a Promoted Pin and who didn\u2019t \u2013 as well as lower-in-the- funnel measurements like conversion analysis and mobile activity.<\/p>\n
Pinterest users do a \u201ctremendous amount of research on mobile, which makes sense,\u201d Smith said. \u201cBut people are still converting on desktop\u201d \u2013 a trend that dovetails with the way most users interact with mobile right now. According to research released by Marin Software on Wednesday, the click-through rate for mobile search is 2.7% vs. the desktop average of 2.1%, but desktop conversion rates outpace mobile at 10% to 7.1%.<\/p>\n
Although most conversions happen off-site, Smith said Pinterest has no plans at present to introduce a buy button. Both Facebook and Twitter are experimenting with buttons of their own.
\nIn terms of what advertising looks like on Pinterest \u2013 it doesn\u2019t look much like advertising at all, and that\u2019s by design. Pinterest has made a concerted effort to keep its Promoted Pin ad unit looking \u201cas native as possible,\u201d Smith said.<\/p>\n
\u201cYou might receive ads, but they feel like an organic part of your home feed and that\u2019s for a reason,\u201d she said. \u201cIf I\u2019m interested in beauty, it doesn\u2019t matter if a pin comes from L\u2019Oreal or a makeup blogger.\u201d<\/p>\n
As Forrester\u2019s Nate Elliott observed in a recent blog post, \u201cPinterest\u2019s marketing value lies more in the future than in the present. \u2026 Once the site broadens its targeting capabilities, though, it\u2019ll be time to spend.\u201d<\/p>\n
Pinterest, for its part, is positioning itself as a sort of treasure trove of purchase intent.<\/p>\n
\u201cWe get to see some really great information on what pinners are doing and how marketers can tap into that,\u201d Smith said. \u201cWe see what an audience is interested in, we see what categories they\u2019re interested in and we see what product they\u2019re interested in.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
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