The Impact of Promoted PinsStanBalanovskiyHeadofAnalytics,Midwest

• Start with the right audience• Talk to them in the right context• Get their attention

• Use formats that work• Aligned with where users spend time

What drives the ROI of Pins?

Our point of difference:Pinteresthas the most receptive reach

The Digital Feed Landscape

3

SOCIAL MOMENTS DISCOVERY

Discovery onPinterest

HomeFeed

Search

150 million visual searches each month

Pinterest is a high context platform

Alignment

Attention

Alignment

Active Searching

Passive Browsing

Low Contextual Alignment

High Contextual Alignment

Attention

Attention and Alignment can vary on Pinterest

Summary of Campaign ResultsCampaign Outcome Method Targeting % lift

Apparel Online Transactions Conversion Lift

- Actalike audience- Site Retargeting- Engager Retargeting- Apparel Search Keywords- Other

6%5% 5%5%9%

Auto Site Actions Conversion Lift

- Actalike & Site Retargeting- Auto Search Keywords- Auto Interest- Lifestyle Interest

37%43%27%23%

CPG - Breakfast In Store Sales Offline Sales Lift- Food & Drink Interest- DIY & Craft Interest- Food & Recipe Keywords

11%

CPG - Ingredient In Store Sales Offline Sales Lift- Food & Drink Interest- Holiday & Entertaining Interest- Food & Recipe Keywords

0%

CPG – Snack In Store Sales Offline Sales Lift - Food & Drink Interest- Snack Keywords 0.56%

Targeting Strategies Defined

- Audience based on advertiser CRM list or past purchase behavior

- Audience based on recent brand.com site visitors

- Audience based on recent brand engagement on Pinterest

- Contextually relevant searches on Pinterest

- Audience based on Pinterest category interest and engagement

- Placement targeting on Home Feed vs. Search Feed

- Everyone on Pinterest

Actalike audience

Site Retargeting

Engager Retargeting

Search Keywords

Audience Interests

Placement

Other

Targeting Description

Apparel Campaign Findings

Alignment

Attention

Apparel Search Keywords

5%

Sales Lift %Conversion Rate Index 102

Other

9%79

Actalike

6%128

Retargeting

5%

102

Auto Campaign Results

Alignment

AttentionSales Lift %Conversion Rate Index

Lifestyle Interest

23%79

Auto Interest

27%74

Auto Search Keywords

43%62

Actalike & Site Retargeting

37%536

CPG Campaign ResultsAttentionSales Lift %

Alignment

CPG Breakfast

CPG Snack

CPG Ingredient

11%

0%

0.5%

Pinterest Performance by Ad Format

5X500

VideoCinematic

126

Static

100

RPM (Revenue Per 1K Impressions)

Context will boost campaign performance but targeting the right audience is fundamental

Low Context General Audience

High Context General Audience

Digital Behavior Audience Signals

Brand Affinity Purchase History

Target Audience + Context

Campaign Scale

• Despite open questions, research evidence shows clearly that Context is likely to impact ad effectiveness• Ignoring Context is risky

• Many Context Effect opportunities exist• Understand your consumers’ motivations

• Fundaments are still key • Right message, Right target, Impactful creative

• Future research considerations• Evaluate same campaign across platforms (cookies vs. context)• Add PBT vs. CRM Audience vs. Search for CPG• Design experiments across targeting and Ad Formats

• ARF working with members and sponsors to generate more insights on how to take advantage of context effects

Takeaways and Implications