Whether it is pinning a desired wedding dress or ideas for decorating a new home, Pinterest is the destination where people plan their futures. It?s also an ideal channel to reach female consumers, although the platform?s audience of men is rising rapidly, as well.
On Pinterest, users only search for what they?re specifically interested in, and this provides advertisers with a high future intent audience to target with ads. This differentiates the social channel from others, potentially making it a better place to deliver targeted messages.
?Why Pinterest" Why now"
Pinterest has evolved a lot since its early days as an advertising platform. Two years ago, targeting was extremely limited, and the site left much to be desired. In order to accelerate adoption, making it easier to roll out beta functionality in the process, Pinterest created an application-programming interface that a limited set of social advertising tool providers, such as 4C, could connect into. This is not dissimilar to what Snapchat is doing today. By that same token, what?s potentially more important than the API is the evolution of business relations. Pinterest is a company that values the philosophy of partnership, which goes a long way toward prioritizing what advertisers actually want. By talking with its large direct advertisers and agencies, it figured out that feature parity with Facebook should become its main focus.
So here we are, two years later, and Pinterest has a much more robust...