Pinterest Debuts New Ad Formats and ‘Collages’ Feature for Users

Pinterest unveiled a suite of new features for its users as well as new advertising formats at its Pinterest Presents event Sept. 13, all designed to make the platform even more interactive, personalized and, most important, shoppable.

“We are innovating faster than ever before with a robust slate of relevant, personalized products to reach consumers with intent, and we’re building with the goal to be the industry’s best full-funnel solution,” said Bill Watkins, Chief Revenue Officer at Pinterest during the event. “We’ve made Pinterest more measurable from first impression to last click and we’re excited to share more about our new products that span the consumer journey, all in a more positive place online.”

New ad solutions include:

• Premiere Spotlight, which allows brands to exclusively own premium ad placements, will be extended from search to users’ home pages, helping advertisers reach “Pinners” from the moment they open the platform;
• Showcase ads, which allow brands to create rich, interactive experiences using cards and features within the format that add context and invite users to dive deeper into their exploration of the brand; and
• Quiz ads that can include up to three questions per quiz to create an entertaining, engaging experience and show users more personalized ideas that move them toward a purchase.

All three of these formats are currently available in the U.S., UK, Canada, Germany, France, Australia, Japan, Spain, Italy, the Netherlands, Brazil and Mexico. Showcase and Quiz ads also are available in New Zealand, Switzerland, Denmark, Sweden and Finland, with plans to expand to other countries later in 2023.

Pinterest also debuted services to make shopping more seamless across all its core “surfaces,” including:

• Mobile deep links and direct links: Pinterest managed advertisers already can use mobile deep links, and the platform is now adding direct links to take shoppers directly to the retailer’s website by clicking on a Pinterest shopping ad. The direct links are available on select formats within consideration, conversion and shopping campaigns; and
• Additional ecommerce integrations: Noting that uploading product catalogs is an optimal way for brands to start on Pinterest, the platform is adding two new integrations with Salesforce Commerce Cloud and Adobe Commerce native applications, allowing merchants to manage their Pinterest product catalogs and setup directly within applications they use for Salesforce and Adobe.

For Pinners, the platform debuted its new collages feature, currently in early testing but scheduled to soon be rolled out globally. Advanced visual technology will allow users to cut objects out of a Pin and combine them with other cutouts to create interactive collages, moving beyond Pins and boards to see how different products can work together. Interested brands can get started by updating their product catalogs, which will allow users to add their products to collages.