1.Best social media site to driving commerce, cuz…instead of on relationship and messages2. Even tho P does’t have that many users as FB or T, the number of females users on P are 5 times more male users. 3. According to Business Insider, Pinterest's reach isn't huge compared to the leading social platforms such as Twitter and Facebook, but its impact on global e-commerce is huge (Facebook accounts for 28%, yet it has about five times as many active monthly users around the world as Pinterest)4. Even higher than Facebook referral and Twitter referral
In September 2013, Pinterest announced Promoted Pins, which is its first advertising product. Pinterest is only exploring promoted pins with "select businesses.”
The name “promoted pins” is borrowed from Twitter’s “promoted tweets” and Facebook’s “promoted posts.” There’s no colored box or prominent "sponsored" tag which we’ve seen a lot on other social network advertising: it’s difficult for users to distinguish Promoted Pins from normal ones.
1. Because it’s not that distinguishable
Pinterest Advertising | Promoted Pins
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
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?