"As the latest social media IPO, Pinterest is making headlines, and I've long been a fan of the platform for many reasons. For one, Pinterest operates in a unique social space. It's the place I go when I'm looking for inspiration, whether it's designing my apartment, or planning an event. On Pinterest I have a buyer's mindset, and with a captive audience looking to purchase, Pinterest has an opportunity to grow as a social commerce platform."
"Defining its ad proposition Is Pinterest search or social? Serving two masters often means it's difficult for the ad world to define Pinterest's role. As a result, Pinterest has only ever achieved incremental ad spend, as opposed to the permanently active media share that Facebook and Google have achieved. Growing its non-female audience The Pinterest audience is valuable to brands, consisting primarily of women aged 25-45."
"Scaling its ad tech For advertisers, it's not just about the audience, it's about the ability to reach the audience at the right time, and at scale. Pinterest's ad tech offers limited targeting and can't be plugged into media agencies' digital buying platforms with ease. Pinterest needs to fix and evolve the scalability of its ad tech in the marketing industry if it's to compete today."
Pinterest occupies a unique social space oriented toward inspiration and a buyer's mindset, creating opportunity for social commerce growth. The ad proposition is unclear — search or social — which has led to only incremental ad spend versus the large, persistent media shares of Facebook and Google. The audience skews to women aged 25–45, and broader male and international adoption remains necessary despite rapid male audience growth. Advertisers face limited targeting and difficulty integrating Pinterest into digital buying platforms, constraining scale. Pinterest must fix and evolve its ad technology and expand commerce capabilities to compete with major social platforms.
Read at The Drum
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