Advertisers who spend a lot with Pinterest can get some extra perks.
According to a new report from DigiDay, the company is giving retail brands exclusive access to data if they spend “millions”. Garett Sloane reports:
So far, the data program includes a few high-spending retailers, including Target, the sources said. The retailers dive into Pinterest’s data to find out what’s going to be hot months out, based on the pinning activity of consumers. The idea: Target or another retailer could tweak marketing and even merchandise plans.
The program is akin to the white-glove treatment that many platforms offer VIP advertisers, like what Facebook provides, for example. In Pinterest’s case, brands and agencies have to spend at least $1 million on advertising to get the company to pull this type of information from the platform, sources said.
A recent report from The Wall Street Journal indicates that Pinterest is narrowing its focus when it comes to giving advertisers hand-on support. Only businesses in retail and consumer products will get such support and consultation from the company.
Pinterest will open up Promoted Pins to all U.S. businesses in January.
Image via Pinterest
