‘Pinterest to Unveil Early Results From Promoted Pins, as It Looks to Ramp Up Advertising’ – Re/code
James Temple says, “Pinterest* will unveil early results from one of its first formal brand advertising efforts on Sunday evening, as the San Francisco company looks to roll out the product widely starting on Jan. 1.
The popular site, which has raised more than a half billion dollars in funding, allows users to post, or “pin,” images of clothing, food and other products they like. As the company looked to start ramping up revenue, it began testing a Promoted Pins program that invited brands to pay for pins that appear on the search and category pages.
Participants during the roughly six-month paid test of the service announced in Mayincluded companies like Expedia, The Gap, General Mills, Nestle, Old Navy, Target and Ziploc.
The company saw what it considers promising early results from the trial: Users shared promoted pins about 11 times on average, a figure in line with how frequently users share standard pins. That translates to a 30 percent “earned media” rate”.
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