Pinterest rolled out a new ad file format on Thursday, presenting Promoted Carousel ads that permit brands to include up to five pictures.
Why marketers need to care
Much like Facebook’ h carousel ads , advertisers may include 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 advertisement awareness and 8. 6 raise in message association.
REI’ h social media manager Jaclyn Ruckle states the brand’ s Promoted Carousel campaign delivered more engagement plus higher click through rates.
“ Promoted Carousel permits us to serve up multiple products and experiences in a single place to engage the planning mindset associated with Pinterest’ s audience, ” states Ruckle, “ Our Carousel marketing campaign showed strong engagement and increased our click-through-rate by 32 %. ”
Pinterest made its new ad units offered to all business accounts in all of its ad markets.
More results from the Millward Dark brown study
- Covergirl says it earned a several. 8 point lift in brand name awareness and a 6. 1 raise in ad awareness when using the carousel ads for its TruBlend foundation strategy.
- DSW claims Marketed Carousel ads for a back-to-school strategy improved ad performance by twenty percent.
- Everlane states it saw three-times the wedding with its Promoted Carousel ad campaign when compared to clothing brand’ s usual Pinterest ad campaigns.
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