A Promoted Carousel advertisement for Cheerios.
Pinterest rolled out a new ad structure on Thursday, presenting Promoted Carousel ads that permit brands to include up to five pictures.
Why marketers ought to care
Much like Facebook’ h carousel ads , advertisers range from a distinct title, information and squeeze page for each product image included in the Promoted Carousel ad.
The ads will screen in an user’ s feed just like a regular Pin, but users can swipe through the images directly within their feed or tap to display among the five images and launch the particular landing page.
Pinterest provided a select number of brands earlier access to the new ad unit, which includes Cheerios, REI, Covergirl, DSW plus Everlane. According to a Millward Dark brown brand lift study, Cheerios Advertised Carousel ad campaign resulted in an eleven. 4 point lift in ad awareness and 8. 6 lift in message association.
REI’ s social media manager Jaclyn Ruckle says the brand’ s Promoted Carousel campaign delivered more engagement and higher click through rates.
“ Promoted Carousel allows us to offer multiple products and experiences in a single place to engage the planning mindset of Pinterest’ s audience, ” says Ruckle, “ Our Carousel campaign showed strong engagement and boosted our click-through-rate by 32 per cent. ”
Pinterest has made its new ad units available to all business accounts in each of its ad markets.
More results from the Millward Brown study
- Covergirl says it earned a 3. 8 point lift in brand awareness and a 6. 1 lift in ad awareness when using the carousel ads because of its TruBlend foundation campaign.
- DSW claims Promoted Carousel adverts for a back-to-school campaign improved ad performance by 20 %.
- Everlane says it saw three-times the engagement using its Promoted Carousel ad campaign set alongside the clothing brand’ s usual Pinterest ad campaigns.
About The Author
Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Farmland and Search Engine Land. From year to 2012, she was a recent award-winning syndicated columnist for a number of every day newspapers from New York to State of texas. With more than ten years of marketing current administration experience, she has contributed to a variety of non-renewable and online publications, including MarketingProfs. apresentando , SoftwareCEO. com , and Potential Management Magazine. Read more of Amy’s articles.
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