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Pinterest launches new advertising features for brands to drive purchases

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The digital pinboard company on Wednesday rolled out new features for brands to promote products and ideas to users as part of an effort to increase online shopping on its site.

The features come as social media rivals, including Facebook, TikTok and Snap, compete for the lucrative e-commerce market with in-app purchases or virtual clothing tryouts.

The company said brands can now upload their product catalogs and Pinterest will automatically pull items into a slideshow ad that will be tailored to users’ interests.

Julie Towns, global head of advertising product marketing at Pinterest, said the feature will make it easier for advertisers to create video ads, which can take time to create.

“We want to drive that attention-grabbing aspect that is video,” she said.

Even as other tech giants foray into e-commerce, Pinterest has the advantage that users come to the app with a shopping mindset and “plan their future,” said Pinterest chief revenue officer John Kaplan said.

The site is widely known as the place where users can save ideas for topics such as weddings, home decor or cuisine.

Pinterest will also introduce an advertising format to facilitate companies and content creators to work together on paid partnerships. For example, a maker might post a video about a dessert recipe, and a baking brand might get paid to promote that ad to more users.

© Thomson Reuters 2021


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