Pinterest launches visual-first ad tools for brands
Pinterest has announced a series of advertising innovations designed for a visual-first world, positioning itself as the platform where shopping journeys begin with inspiration rather than text-based queries. The updates were revealed at Pinterest Presents, the company’s annual global advertiser summit.
The company highlights that Generation Z in particular favors visual search, with 39 percent of this group saying they prefer to start shopping searches on Pinterest. With 96 percent of top searches being unbranded, the platform sees itself as a space where shoppers are open to discovery—and where brands can more effectively capture intent.
Top of Search ads debut in beta
Pinterest is introducing Top of Search ads, a new format appearing directly in the top ten search results and in Related Pins. Testing shows the format delivers a 29 percent higher click-through rate compared to standard campaigns and is 32 percent more likely to attract new shoppers.
Wayfair, one of the early testers, recorded a 237 percent increase in click-through rate over two weeks compared to usual campaigns.
Local inventory ads boost convenience
Pinterest is also rolling out local inventory ads across shopping markets, allowing retailers to show real-time prices for in-stock items available nearby.
Canadian Tire Company, the first Canadian retailer to test the format, reported reaching interested shoppers 48 percent more efficiently and achieving a 16.5 percent higher in-store visit rate compared to standard shopping campaigns.
Media networks integrate with Pinterest Ads Manager
The company has also launched Pinterest Media Network Connect, a self-service tool enabling media networks to securely share first-party audiences, product catalogues and conversion data with advertising partners directly within Pinterest Ads Manager.
Christine Foster, Senior Vice President, Kroger Precision Marketing: "Marketers need to move fast to keep up with consumer culture. This new capability empowers advertisers with faster decision-making and control, while using purchase-based audiences direct from the retailer."
Pinterest is collaborating with partners including Kroger Precision Marketing and Instacart Ads in the US, with expansion planned for additional markets.
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