Pinterest Unveils New AI and Automation Features at Pinterest Presents
Pinterest has taken a significant leap forward in the advertising landscape with the introduction of new AI and automation campaign features at its annual global advertiser summit, Pinterest Presents. This innovative move aims to enhance the advertising experience for brands and marketers, providing them with powerful tools to optimize their campaigns and drive better results.
Performance+ Campaigns: A Game Changer for Advertisers
One of the standout features introduced is the Pinterest Performance+ campaigns. Advertisers now have the flexibility to choose from various objectives, including consideration, conversions, or catalog sales. This versatility allows brands to focus on lower-funnel performance by optimizing targeting, managing budgets, and determining bid amounts.
The results from alpha and beta testing have been promising, with most advertisers reporting at least a 10% improvement in cost per acquisition (CPA) for conversion and catalog sales campaigns. Similarly, consideration campaigns saw a notable 10% improvement in cost per click (CPC). These metrics underscore the effectiveness of the new features in driving tangible results for advertisers.
Scaling Ad Creation with Generative AI
For brands looking to create ads at scale, Pinterest has introduced Performance+ creative, which leverages generative AI technology. This feature allows advertisers to transform simple white, blank, or flat color backgrounds into engaging lifestyle imagery. This capability not only enhances the visual appeal of ads but also streamlines the creative process, enabling brands to produce high-quality content more efficiently.
Enhanced Bidding Options for Better Returns
In addition to the new campaign features, Pinterest has made Performance+ bidding for return on ad spend (ROAS) available to qualified advertisers across all markets. This enhancement provides brands with more control over their advertising investments, allowing them to optimize their campaigns for maximum return.
Bill Watkins, Pinterest’s Chief Revenue Officer, emphasized the platform’s commitment to innovation, stating, “We’re still the place for brands to drive discovery, but we’re now delivering on lower funnel and creative too.” This statement reflects Pinterest’s evolving role in the advertising ecosystem, where brands can now achieve both awareness and lower-funnel performance without compromise.
Personalized Shopping Recommendations Powered by Machine Learning
Pinterest is also enhancing its Search and Home Feeds with personalized, branded shopping recommendations, driven by machine learning algorithms. This feature aims to create a more tailored shopping experience for users, serving them promotions and sales based on their previous searches and pinned content.
Additionally, the introduction of Deals ads modules will make advertisements more visible to consumers across the Home Feed, further increasing engagement and conversion opportunities for brands. This personalized approach not only benefits advertisers but also enriches the user experience on the platform.
Conclusion: A New Era for Pinterest Advertising
With these new features, Pinterest is positioning itself as a formidable player in the digital advertising space. The combination of AI-driven tools, enhanced bidding options, and personalized shopping recommendations creates a robust framework for brands to connect with their audiences effectively. As advertisers increasingly integrate Pinterest into their media mix, the platform is proving that it can deliver both brand awareness and lower-funnel performance.
As the advertising landscape continues to evolve, Pinterest’s commitment to innovation and user-centric features will likely play a crucial role in shaping the future of digital marketing. Brands are encouraged to explore these new capabilities and leverage them to maximize their advertising efforts on the platform.
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