I think that Pinterest is the perfect digital advertising
platform for any products related to visual expression. Whether that be housewares,
furniture, art or fashion, Pinterest provides the ideal platform for both
shoppers and brands. For shoppers, Pinterest becomes a visual search where they
can scroll for inspiration, ideas and products to buy. For brands, they can
easily target shoppers who are ready to buy, and they have a visual canvas on
which to showcase their product. This is a win-win. With Pinterest, the ads
aren’t a secondary annoyance for the user. They are a valuable part of the
experience and the platform.
Pinterest and retailers seem to have come to a similar
conclusion. Beginning soon, Pinterest will be expanding its “Shopping Ads”
program. The program was piloted with a handful of brands last year, and will
now be opening up to all. For retailers, the Shopping Ads program allows for
extremely easy management of advertising campaigns. They can upload their
product catalog and Pinterest will showcase the products “in context.” For
example, users don’t see a single chair against a white background. Instead
they see the chair in a decorated family room, providing more inspiration to
users and more motivation to make a purchase.
Pinterest won’t be the ideal platform for all
retailers or brands. As I mentioned before, products that have a strong visual element
will benefit most from Pinterest’s visual focused platform. But for these types
of products, Pinterest may be the best place for digital marketers to get bang
for their buck.
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