• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Social Media Marketing

Pinterest CEO: Our Ads Are More Effective

Ben Silbermann talks up Promoted Pins at Ad Week, says they have a lower than industry average opt-out rate.

Martin Beck on September 30, 2015 at 4:41 pm
  • More
ben_silbermann-iab

Pinterest is different.

Less a social network for people to share with friends, instead “Pinterest is about me, what I want to do. What I’m thinking about doing in the future,” co-founder and CEO Ben Silbermann said during an interview on stage at the IAB Mixx conference in New York this week.

And that difference, Silbermann said, makes Pinterest an especially effective forum for advertising because brands’ products and services are a natural part of that content mix. Ads on Pinterest are relatively new. Promoted Pins, the main ad product, has been around for 14 months and has very low opt-out rates from users, “rates that are well below the industry,” Silbermann said.

The Ad Week New York audience is an important one for the privately held company, which has been aggressively rolling out new advertising products in the last year and working to live up to its $11 billion valuation.

Pinterest is five years old, but Silbermann said he still gets questions from potential advertisers about how Pinterest works. “We spend a lot of time educating people about how do folks use it,” he said. To illustrate his answer, he’ll pull out his phone and show Pin boards on what he is planning to cook for dinner, activities he’s planning to do with his toddlers, ideas to redecorate his living room. “Really core life-planning things,” he said.

Within that type of content, Pins about businesses’ products and services are a natural fit. That makes the discussion about the creation of Promoted Pins easier.

“When we hold workshops for our partners, we really talk to them about how to create advertisements that are useful enough that people will actually want to save them,” Silbermann said. “I think people are kind of tired of ads that are just trying to grab their attention away from everything they are doing.”

Silbermann said Pinterest had been focusing on displaying as much information on Pins as possible. If there’s product data associated with a page that’s pinned — such as size or price — Pinterest wants to show that to users. Adding Buyable Pins — the ability for people to make purchases directly on Pinterest — was a natural progression. Silbermann said it had long been the No. 1 requested feature, and Pinterest rolled the product out on iOS devices this summer.

Now Pinterest is focusing on global expansion, Silbermann said. This month, it announced its user numbers for the first time, checking in with 100 million monthly actives, a total that has doubled in the last 18 months. About 55 percent are US users, but growth is higher internationally, so Silbermann said the company expects that ratio to flip.



About The Author

Martin Beck
Martin Beck was Third Door Media's Social Media Reporter from March 2014 through December 2015.

Related Topics

Channel: Social Media MarketingPinterestPinterest: Business Use & AdvertisingSocial Media Marketing

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

White Papers

  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
  • How the Microsoft Search Network Can Maximize Your Search Campaigns
  • The Marketer’s Playbook for Customer Acquisition
  • How To Optimize SEO With UGC
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily marketing news & analysis.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok