File photo: The Pinterest app can be seen on a smartphone in this data taken on July 13, 2021. REUTERS / Dado Ruvic / Illustration
October 6, 2021
(Reuters) – Digital Pinboard is rolling out new features for brands to promote their products and ideas to users as part of an effort to expand online shopping on the site, companies said on Wednesday.
The feature comes at a time when social media rivals such as Facebook, TikTok and Snap Inc are competing for a profitable e-commerce market for in-app purchases and trying on virtual clothing.
The company said brands will be able to upload product catalogs, and Pinterest will automatically include items in slideshow ads and tailor users based on their interests.
Julie Towns, global head of advertising product marketing at Pinterest, said the feature makes it easier for advertisers to create video ads, which can be time-consuming.
“We want to promote the attention-grabbing aspects of videos,” she said.
Even as other tech giants foray into e-commerce, Pinterest has the advantage that users can access the app with a shopping mindset and “plan for the future,” said Pinterest’s chief executive. Revenue officer said. John Kaplan says
The site is widely known as a place where users can store ideas for topics like weddings, home decor, recipes, etc.
Pinterest will also introduce an advertising format that makes it easier for businesses and content creators to work together in paid partnerships. For example, authors can create video posts about dessert recipes and bakery brands can get paid to bring their ads to more users.
(Reporting by Sheila Dang of Dallas and Ariana Macklemore of New York, edited by Cynthia Osterman)
Pinterest launches new advertising features to drive purchases
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