Pinterest Boosts Visual Shopping with New Ads and Data Tools
Pinterest is intensifying its role as the internet's visual shopping hub. The platform has unveiled new features and tools to enhance its shopping experience, capitalising on users' unbranded search behaviour and the growing preference for visual discovery, particularly among Gen Z.
Pinterest has introduced 'Top of Search' ads, placing brand placements directly in the most clicked areas of search results. This new feature allows advertisers to appear prominently in the first ten search results, where nearly half of all clicks occur. Early tests show Top of Search ads boost click-through rates by 29% and new shopper engagement by 32%.
The platform is also doubling down on its visual-first commerce strategy with 'Media Network Connect'. This tool enables retail media networks to securely share first-party audience data with advertising partners on Pinterest, integrating retailer data into Pinterest Ads Manager. This advancement strengthens retail media partnerships.
Pinterest is scaling 'Local Inventory Ads' to connect digital discovery with physical retail. These ads link visual discovery to real-time, nearby product availability, driving higher in-store visits. The platform is sharpening its positioning as the go-to destination for visual shopping, with 96% of its top searches being unbranded.
Pinterest's latest updates, including Top of Search ads, Media Network Connect, and scaled Local Inventory Ads, reinforce its commitment to visual-first commerce. These innovations capitalise on users' unbranded search behaviour and Gen Z's preference for visual discovery, driving higher engagement and in-store visits. The platform continues to solidify its role as the internet's visual shopping engine.
