Pinterest Launches New Ad Tools to Boost Retail Engagement
Pinterest has launched new ad tools and partnerships to enhance its role as a visual shopping engine. The platform debuts Top of Search ads and Media Network Connect, aiming to boost retailer engagement and drive in-store visits.
Pinterest's latest offerings include Top of Search ads, which appear in the most clicked search result areas, showing a 29% higher click-through rate and a 32% greater chance of new shopper engagement in early tests. These ads are designed to intercept shoppers at their most receptive moment, driving product discovery.
The platform has also introduced Media Network Connect, a tool that allows retail media networks to securely share first-party audience data with advertising partners on Pinterest. This integration enables better integration of first-party retailer data into digital campaigns, though specific partner names remain unlisted. Pinterest is sharpening its positioning as a hybrid platform for Gen Z, with 39% preferring to begin product searches here.
To bridge the gap between digital discovery and physical retail, Pinterest is scaling local inventory ads. These ads link visual discovery to real-time, nearby product availability, driving higher in-store visits. With 96% of Pinterest's top searches being unbranded and nearly half of all clicks occurring within the first ten search results, search remains a high-intent environment.
Pinterest's new ad innovations, including Top of Search ads and Media Network Connect, are set to enhance retailer engagement and drive in-store visits. By securely integrating first-party data and surfacing brand placements in high-intent search areas, Pinterest continues to solidify its role as the internet's visual shopping engine.
