Pinterest Introduces New AI Tools and Brand Safety Features for Advertisers
NEW YORK, June 14, 2024 (V SOCIAL MEDIA OF HOLLYWOOD) – Pinterest has announced the introduction of new artificial intelligence (AI) tools designed to enhance creative content and campaign performance for advertisers. Additionally, the company is expanding its brand safety measures to provide a more secure advertising environment. These updates were revealed ahead of the Cannes Lions International Festival of Creativity.
Pinterest is launching Pinterest Ad Labs, an innovation program for select brands to test new creative and advertising tools. The program includes features such as personalized background generation and interactive shopping capabilities through collages. Pinterest Ad Labs aims to encourage experimentation and gather feedback to quickly bring new tools to market.
The personalized background generation feature, currently being tested in the U.S., utilizes Pinterest’s generative AI to create customized lifestyle backgrounds for Product Pins based on users’ aesthetic preferences. This feature allows products to be displayed in settings that reflect popular styles such as "Japandi," “Organic Modern,” or “Minimalism.”
In addition to personalized backgrounds, Pinterest is introducing collages as a new way for users to curate, share ideas, and shop on the platform. This feature allows users to create collages by cutting out and reassembling visual elements. Selected advertisers can tag products in their collages and promote them as Showcase or Collection ads. Early testers of this feature include brands like Nike, Wayfair, and NYX Professional Makeup. Wayfair reported a 28% increase in cost-per-click efficiency and 5.4 times higher engagement compared to benchmarks for their retail vertical.
Pinterest is also introducing Pinterest Performance+, a suite of AI-powered tools aimed at improving campaign performance and simplifying the campaign creation process. Early testing of Performance+ showed that most advertisers experienced a more than 10% improvement in cost per acquisition for Conversion and Catalog sales campaigns, as well as a more than 10% improvement in cost-per-click for Consideration campaigns.
In the area of brand safety, Pinterest has partnered with Integral Ad Science (IAS) to provide brand safety measurement across all monetized markets. This initiative is aligned with the Global Alliance for Responsible Media (GARM) framework and ensures that 99% of measured ad impressions on Pinterest are classified as brand safe. Additionally, Pinterest is integrating with DoubleVerify (DV) to offer advertisers global brand safety and suitability measurement for their campaigns. Initial testing with DV indicated that over 99% of measured impressions were considered safe.
For more information about Pinterest's new tools and brand safety measures, visit Pinterest.
Source: Pinterest
Research Reveals Importance of Balancing Active and Passive Attention in Marketing
HOLLYWOOD, June 4, 2024, (V SOCIAL MEDIA OF HOLLYWOOD) - In a recent study conducted by Amplified Intelligence, a company founded by media science researcher Dr. Karen Nelson-Field, findings suggest that successful marketing strategies should balance both Active and Passive Attention to optimize results. The study utilized advanced techniques such as eye tracking and device usage to measure how people engage with information.
Stacy Malone, VP of Global Business Marketing at Pinterest, highlighted the growing complexity of capturing consumer attention in an increasingly distracted world. "Brands often believe that breaking through the noise means being the loudest in the room. But modern marketers already know: Attention is more complex than you might think," Malone said.
The study identified Total Attention as a crucial metric, which combines Active and Passive Attention. Active Attention involves conscious focus, often driven by high-impact digital sponsorships or major TV moments. Conversely, Passive Attention is more subconscious, such as listening to background music while performing other activities. Both types of attention were found to be significant in driving marketing outcomes.
A key finding from the research is the efficiency of Passive Attention tactics. While Active Attention strategies tend to be more expensive, Passive Attention techniques proved to be more cost-effective. The study found that media plans targeting Passive Attention drove 6.7 times more attentive seconds per dollar spent compared to those focusing on Active Attention.
Malone emphasized the importance of incorporating both types of attention into marketing strategies. "People shift between Active and Passive Attention modes all day, without even realizing it. So rather than choosing an approach that captures one type of attention, build a strategy that plans for both," she explained.
The study also revealed that Pinterest performed exceptionally well in capturing Total Attention. Ads on Pinterest delivered 170% more Total Attention and 7.3 times more Passive Attention compared to other platforms. Additionally, users on Pinterest scrolled past ads 1.5 times more slowly than on other platforms, contributing to higher engagement.
According to Malone, the positive user experience on Pinterest plays a significant role in these outcomes. "We want people to feel good on our platform, so we’ve created a place that inspires people to take action in their own lives. And when they come to Pinterest, they’re taking their time," she said.
The research highlights practical strategies for advertisers to enhance attention on Pinterest, such as placing ads in relevant contexts and creating emotionally engaging content. Ads shown in a relevant context increased Active Attention by 60%, and ads with high levels of happiness and surprise drove more attentive seconds.
For marketers aiming to maximize their media plans, understanding and leveraging Total Attention can provide a competitive edge. As the industry moves towards standardizing attention metrics, these insights offer valuable guidance for creating more effective marketing strategies.
For more information, read the full study here.
Source: Pinterest