The Impact of Promoted Pins Stan Balanovskiy Head of Analytics, Midwest
The Impact of Promoted PinsStanBalanovskiyHeadofAnalytics,Midwest
• Start with the right audience• Talk to them in the right context• Get their attention
• Use formats that work• Aligned with where users spend time
What drives the ROI of Pins?
Our point of difference:Pinteresthas the most receptive reach
The Digital Feed Landscape
3
SOCIAL MOMENTS DISCOVERY
Discovery onPinterest
HomeFeed
Search
150 million visual searches each month
Pinterest is a high context platform
Alignment
Attention
Alignment
Active Searching
Passive Browsing
Low Contextual Alignment
High Contextual Alignment
Attention
Attention and Alignment can vary on Pinterest
Summary of Campaign ResultsCampaign Outcome Method Targeting % lift
Apparel Online Transactions Conversion Lift
- Actalike audience- Site Retargeting- Engager Retargeting- Apparel Search Keywords- Other
6%5% 5%5%9%
Auto Site Actions Conversion Lift
- Actalike & Site Retargeting- Auto Search Keywords- Auto Interest- Lifestyle Interest
37%43%27%23%
CPG - Breakfast In Store Sales Offline Sales Lift- Food & Drink Interest- DIY & Craft Interest- Food & Recipe Keywords
11%
CPG - Ingredient In Store Sales Offline Sales Lift- Food & Drink Interest- Holiday & Entertaining Interest- Food & Recipe Keywords
0%
CPG – Snack In Store Sales Offline Sales Lift - Food & Drink Interest- Snack Keywords 0.56%
Targeting Strategies Defined
- Audience based on advertiser CRM list or past purchase behavior
- Audience based on recent brand.com site visitors
- Audience based on recent brand engagement on Pinterest
- Contextually relevant searches on Pinterest
- Audience based on Pinterest category interest and engagement
- Placement targeting on Home Feed vs. Search Feed
- Everyone on Pinterest
Actalike audience
Site Retargeting
Engager Retargeting
Search Keywords
Audience Interests
Placement
Other
Targeting Description
Apparel Campaign Findings
Alignment
Attention
Apparel Search Keywords
5%
Sales Lift %Conversion Rate Index 102
Other
9%79
Actalike
6%128
Retargeting
5%
102
Auto Campaign Results
Alignment
AttentionSales Lift %Conversion Rate Index
Lifestyle Interest
23%79
Auto Interest
27%74
Auto Search Keywords
43%62
Actalike & Site Retargeting
37%536
CPG Campaign ResultsAttentionSales Lift %
Alignment
CPG Breakfast
CPG Snack
CPG Ingredient
11%
0%
0.5%
Pinterest Performance by Ad Format
5X500
VideoCinematic
126
Static
100
RPM (Revenue Per 1K Impressions)
Context will boost campaign performance but targeting the right audience is fundamental
Low Context General Audience
High Context General Audience
Digital Behavior Audience Signals
Brand Affinity Purchase History
Target Audience + Context
Campaign Scale
• Despite open questions, research evidence shows clearly that Context is likely to impact ad effectiveness• Ignoring Context is risky
• Many Context Effect opportunities exist• Understand your consumers’ motivations
• Fundaments are still key • Right message, Right target, Impactful creative
• Future research considerations• Evaluate same campaign across platforms (cookies vs. context)• Add PBT vs. CRM Audience vs. Search for CPG• Design experiments across targeting and Ad Formats
• ARF working with members and sponsors to generate more insights on how to take advantage of context effects
Takeaways and Implications