Pinterest makes effort to improve ad-targeting capabilities

The online photo-sharing platform held a two-day event in New York to discuss its ad-targeting services, according to reports by Ad Age today (4 March). Eric Hadley, head of partner marketing for Pinterest, told the publication that the it will offer advertisers a more precise way to reach intended audiences than before.

Previously, advertisers were able to reach audiences through the 30 different categories available on the website for pins, such as sports or hair and beauty, but now advertisers will be able to target users by audience, so brands can ask for data on “outdoor enthusiasts” for example.

Pinterest will also test ‘animated pins’, a new ad format where images within ‘pins’ will move as users scroll over them.

Last month, Pinterest released ‘Pinstitute’, a series of tutorials on how best to advertise on the platform. Videos on how to drive clicks and how to manage promoted pins are available on the site, although the service is only currently available in the US.

The event hosted brands such as Nike, American Express and Target.

Earlier this year, a Forrester report questioned the platform’s value for brands due to its limited targeting capabilities and effectiveness. The report suggested that the platform has the potential to become valuable for brands once it uses the ‘intention’ data gathered from consumers.

Pinterest’s ad services are not currently available in the UK, although brands can use the service to create tailored ‘boards’ with brand content.