In the first slide of their carousel ad, they have shown 5 different types of gift sets, with a CTA to buy. Bath & Body Works, for example, has used this technique to show holiday gift sets on Pinterest. – Using a single image and showing multiple products in it.Even so, the company’s head of measurement science and insights, Gunnard Johnson, joined the MRC’s board of directors earlier this year. Pinterest also says it’s “working closely” with the Media Rating Council (MRC), although there’s no update yet on when or whether Pinterest will submit itself for an audit à la Facebook, Google and Twitter. Pinterest has a viewability partnership with Moat, a foot traffic-tracking partnership with NinthDecimal and relationships with 12 other third-party measurement providers in its marketing partner program. Pinterest also wants to woo advertisers with an increased focus on measurement. “We have a vision of making ads relevant, even as relevant as the content itself, and we see carousels as one way to do that,” he said. Larkin declined to disclose how much the new format would expand Pinterest’s ad load, but noted that it should “dramatically increase the amount of content on Pinterest.” REI, on the other hand, had a DR goal for its test of the format, which exceeded the outdoor gear brand’s CTR benchmark rate by 32%. Each card within the carousel included a different lesson, such as saying “please” and “thank you” or “sharing is caring.” The campaign led to an 11.4 point lift in brand awareness and an 8.6 point lift in message association.

(Users cannot yet shop directly from within a carousel format.)Ĭheerios, for example, tested Pinterest’s carousel to promote a content series that teaches kindness to children. Some advertisers use them to spread awareness while others want to generate performance and click-throughs to a landing page. In mid-October, Pinterest revamped its self-serve ad platform for the first time since 2016 to make it easier for smaller advertisers to spend.īut carousel ads, in particular, are a “foundational product” for Pinterest, said Francis Larkin, head of ads product marketing.Īnd that’s because they’re not tied to any one objective. Since the beginning of the year, Pinterest has scaled its sales team and introduced new offerings, including shopping ads, promoted autoplay video and a creative badge for its marketing partner program.

Pinterest carousel ads