More Details About Pinterest’s Upcoming Ads Revealed
As you may know by now, Pinterest is gearing up to launch its Promoted Pins ad product after testing since last fall.
Here’s what they looked like back then (it doesn’t look like they’ve changed much).
They pretty much look like regular pins, except they say “Pomoted Pin,” and include a clickable icon with explanation.
Last week, AdAge reported, citing three executives briefed on the company’s ad pitch, that Pinterest is seeking spending commitments between one and two million dollars, and that it was looking to price CPMs between $30 and $40.
We then learned from the Wall Street Journal a few days ago that the ads will launch in the second quarter.
Now, Digiday reports that it has acquired Pinterest’s pitch deck, as tailored to the business that shared it with the publication. We don’t get to see the actual slides, because that business wanted to remain anonymous, but the report does break out some details.
The first campaigns are apparently scheduled to launch in early April with the company getting agencies on board with “beta terms”. In June, the company will reportedly launch a “Video Pins strategy,” which will include studies about the ads and a PR plan for their roll-out. There are also “Holiday Launch initiatives” scheduled for late September, but it doesn’t go into specifics about that.
Pricing details from the report are that CMPs will be about $30, and that Pinterest is seeking six-month commitments at roughly $150K per month ($900,000 total). Ads targeted upon search keywords will be priced on a CPC basis, while those placed in “Everything & Popular Feeds” will be on a CPM basis. Promoted Pins can be placed in 32 different categories. Advertisers will be able to target US-only, the user’s location and the “metro-city level”. The ads will also be targeted based on device. Age will not be a targeting option initially, but apparently will become one later.
There will reportedly be about twelve brands for the initial launch.
Image via Pinterest