Pinterest – The Quiet Achiever

Since the second half of 2016, Pinterest has been quietly innovating, introducing more than a dozen features designed to attract not only consumers but also marketers. Beyond analytics, targeting and ad options implemented to address measurability concerns, Pinterest last Feb launched a new visual search tool called Pinterest Lens which detects objects in the real world and suggests a list of related items. Whilst image recognition is available via Instagram & Snapchat through their selfie AR filters, the Lens is a very different product with clear applications in terms of e-commerce.

Our take

Pinterest has long struggled to attract the attention of marketers seduced by the scale of Google & Facebook or the shiny newness of Snapchat. With a 1.6%* higher monthly visitation for P18+ than its extroverted competitor Instagram, and its ability to connect at planning stage in the purchase funnel, Pinterest deserves consideration as an ad platform.

*Source: Roy Morgan Dec 2016

Lisa Hosking

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.