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
