Pinterest Advertisers Could Start Paying For Promoted Pins As Early As Next Month [Report]

pinterest-promoted-pins-featuredPromoted Pins could be making their paid debut on Pinterest as soon as next month, according to a report from the Wall Street Journal. Pinterest began experimenting with Promoted Pins last October.

In the vein of native advertising, Pinterest ads share the same look and feel as organic pins with the exception of a “Promoted Pin” tag. With Promoted Pins, advertisers can reach more of the 70 million active users on the platform than just their own followers and those that see followers’ repins. The ads have been tested on both the web and Pinterest’s mobile apps in search results and category feeds.

Online retailer Wayfair and high-end hotel chain Four Seasons are among the brands that have tested the visual-driven ads on Pinterest. The Wall Street Journal says Four Seasons created a pin that promoted a $70,000 hotel package complete with a private jet trip to Bora Bora. The ad was repinned more than 9,000 times and the company received over 500 requests for a brochure.

It appears advertisers will have the choice of buying ads on a CPM (cost-per-thousand impressions) or CPC (cost-per-click) basis depending on whether they running branding or performance oriented campaigns.

Last week, AdAge reported that Pinterest is seeking high-level commitments from a select number of advertisers between $1 and $2 million, and aiming for CPMs between $30 and $40.

Pinterest has rolled out a number of features that have helped entice e-commerce marketers to participate on the platform including the ability to add pricing to product pins. Last August it introduced a free price-drop alert — users are notified by email when prices drop on products they’ve pinned.

Now the question will be whether Pinterest can persuade companies to pay for added exposure in users’ streams where they spend the bulk of their time on the platform. It seems a safe bet it won’t be a tough sell. As eMarketer social media analyst Debra Williamson told WSJ, “We think it’s going to ramp up very quickly.”

Related Topics: Channel: Social Media Marketing | Pinterest | Pinterest: Business Use & Advertising | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • James R. Halloran

    Since Pinterest is such a visual platform, I think this a very smart move for them. The value of each sponsored pin should eventually outdo Twitter’s sponsored tweets.

  • Akshay Goswami

    Send Gifts of
    Cakes and Chocolates to Japan at economical price on this Mother’s Day and
    express your best love and concern to your loving mummy. Your love on this
    special day is very important for your loving mother.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!