Pinterest believes that visual search is the future. Traditional search engines and AI chatbots rely on words, but shopping is inherently visual. You often know what you want when you see it, not when you try to describe it. That’s why Pinterest is where Gen Z goes to shop: 39% say they prefer to start their searches on Pinterest.
At Pinterest Presents, their annual global advertiser summit, Pinterest are announcing new ad solutions built for a visual-first world—helping shoppers move from inspiration to action with more confidence, and giving brands smarter ways to capture intent.
Search advertising gets visual with new Pinterest Top of Search ads
When people shop on Pinterest, they often begin with visual search: 45% of clicks happen in the top ten slots of search results. With 96% of top searches being unbranded, these are moments when people are most open to discovering and deciding on new products.
To help brands win those high intent shoppers, they are previewing Pinterest Top of Search ads, now in beta across all monetized markets. These ads appear directly within the top ten slots of search results and Related Pins, ensuring that a brand’s products are seen where shopping journeys most often begin, and ahead of competition. In addition, advertiser catalogs will be highlighted in a brand-exclusive ad unit.
Pinterest’s testing shows a 29% higher average click-through rate (CTR) for Top of Search ads compared to typical campaigns, and a 32% higher likelihood to drive new clickers. Wayfair, an early tester, saw a 237% increase in CTR over a two-week period compared to their typical campaigns.
Local inventory ads drive performance
In addition to visual inspiration, convenience matters and shoppers want to know what’s nearby. With local inventory ads on Pinterest now available in shopping markets, retailers can surface real-time pricing for in-stock items within a shopper’s approximate store radius. Canadian Tire Company, the first Canadian retailer to test the format, reached interested shoppers 48% more efficiently than their standard shopping campaigns and saw a 16.5% higher store visit rate by including local inventory ads in their shopping strategy.
Bringing the power of media networks into Pinterest Ads Manager
Brands want a way to integrate media networks’ first‑party data into digital campaigns, but fragmented tools and workflows make that difficult. Pinterest Media Network Connect is a new self‑service tool within Pinterest Ads Manager that enables media networks to securely share their first‑party audiences, product catalogs and/or conversion data with their advertising partners.
The tool allows advertisers to build and manage campaigns in one place, maintaining control and transparency—while leveraging the breadth of Pinterest’s ad solutions, including Pinterest Performance+.
Pinterest are collaborating with media network partners, including Kroger Precision Marketing and Instacart Ads in the US, with plans to expand our offering soon.
Marketers need to move fast to keep up with consumer culture. This new capability empowers advertisers with faster decision-making and control, while using purchase-based audiences direct from the retailer.
– Christine Foster, Senior Vice President, Kroger Precision Marketing
