"Pinterest is making its image ads more shoppable with the debut of "where-to-buy" links, which will connect users to multiple retailers with products in stock, the social media giant announced last week. The company's preliminary testing indicated that the where-to-buy links drove "higher user engagement and stronger performance compared to campaigns using external where-to-buy landing pages," Pinterest said. The feature will be available to U.S. advertisers in the coming weeks, per the announcement."
"Pinterest is working to make its platform more intuitive - and shoppable - for users. The platform's where-to-buy links feature follows efforts to enhance the visual search experience and allow AI to help with product discovery. Effectively, Pinterest has "become an AI-enabled shopping assistant," Pinterest CEO Bill Ready said during a second-quarter earnings call. Meanwhile, Pinterest has entered into other partnerships to bolster its advertising capabilities."
Pinterest is launching where-to-buy links for image ads to connect users to multiple retailers with products in stock and to make ads more shoppable. Preliminary testing showed where-to-buy links drove higher user engagement and stronger performance versus external landing pages. The feature will be available to U.S. advertisers, and advertisers can track purchase-intent clicks and value without leaving Pinterest. The capability complements visual search and AI-assisted product discovery, positioning Pinterest as an AI-enabled shopping assistant. Pinterest is expanding partnerships, including Instacart, and enables advertisers to deploy where-to-buy links via Pear Commerce or MikMak; Pear connects to 3,000+ retailers and 165,000 stores.
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