Whether Pinterest could make a go of its Promoted Pins, the platform’s first ad product that debuted last fall, seemed to be a question of when not if. When has arrived. Today, Pinterest announced today that, while still in testing phase, brands are now paying for Promoted Pins. The dozen or so brands included in the paid test include ABC Family, Banana Republic, Expedia.com, Kraft, Old Navy and Target.
“These brands will help us test Promoted Pins to make sure they’re tasteful, transparent, relevant and improved based on Pinner feedback— so that Pinterest continues to be a great experience for everyone,” wrote Joanne Bradford, Head of Partnerships at Pinterest in a blog post.
Promoted Pins appear in category and search results on Pinterest.com and its mobile apps. The sponsored pins are native-style ads that look similar to organic pins, with the exception of a brand name, logo and a “Promoted Pin” label.
While pricing hasn’t been divulged, in March, AdAge reported that Pinterest was pitching commitments of $1 and $2 million, and aiming for CPMs between $30 and $40.