ISIS HUNG | MEDIA INNOVATIONS | 11.13.13
WHY SO IMPORTANT?
Something Marketers Need to Know About
★ Focuses on showcasing “things”
★ Women, household spending decision makers
★ Accounts for 23% of global e-commerce sales in the 2nd quarter of 2013
★ Average order value for Pinterest referrals to e-commerce site is $80
Promoted Pins are “tasteful" and "transparent,” said
CEO Ben Silbermann
MORE ABOUT PROMOTED PINS
★ Relevant “Promoted Pins” appear after keyword search
★ Blend in rather seamlessly with the rest of the (non-paid) pins on a page
PINTEREST UNVEILS PROMOTED PINS
EFFECTIVENESS OF PROMOTED PINS
Promoted Pins be an effective advertising tool?
★ Won’t greatly affect user experience = More accepted by users
★ Provide relevant results = Great information for users
★ Hard to tell they exist = Users won’t ignore ads intentionally
From this week’s article…
“When SNA delivered content or impressions that provided entertainment or
informational value or offered social value, consumers appeared
more likely to respond favorably toward the ad” (Taylor et al., 2011).
★ How do you think Pinterest advertisers can
utilize this knowledge to make their ads more
favorable to users?