Tesco Media and Insight Platform has launched a media partnership in which FMCG brands can use Clubcard data to deliver personalised ads on Pinterest.
The platform, powered by Tesco’s shopper data arm Dunnhumby, will enable advertisers to use various Pinterest formats: static, video, carousel, and collections.
The supermarket giant then provides a conversion report by attributing sales to Pinterest users who saw the ads.
Using the ad formats mentioned above, the Pinterest partnership gives brands the chance to blend seamlessly into the user’s home feed, while the unique Tesco Media and Insight Platform sales conversion report closes the loop by attributing sales to users who saw the ads.
The Fishbowl: Nick Hewat, Pinterest
Tim Woollias, sales director for Pinterest UK, said “food and drink are huge” on Pinterest and that users typically search for weekly lunch ideas as well as inspiration for family barbecues and dinner parties.
“[Users] want to hear from brands, so ads actually enhance the user experience, rather than detract from it,” Woollias said. “This new partnership will enable thousands of brands to connect with Tesco customers who are seeking inspiration on Pinterest, serving them with the very ideas and products they’re already looking for.”
The platform is built using Dunnhumby’s Sphere tool, which allows brands and agencies to book premium placements directly, as well as to understand real-time campaign performance with “closed-loop measurement”.
Pinterest claims that its ads earn a 2x higher return on adspend with a 2.3x cheaper cost per conversion when compared to other social media platforms. Because Pinterest users are apparently eager for inspiration, the company says, two-thirds are “more likely to give new brands a chance — and stay loyal”.
The social media brand, which recorded 450 million active global users by the end of 2022, made efforts last year to increase ad revenue with new ecommerce tools and a salespeople recruitment surge. The year before, it hired The Guardian‘s former commercial director Nick Hewat to “go after” the UK advertising market.
In an interview with The Media Leader last year, UK and Ireland boss Milka Privadovana spoke about how Pinners (Pinterest users) come to the platform earlier in their purchase intent than they might do on Facebook, Instagram or Snapchat. “We see trends before they happen…” she said. “We see planning for Christmas start much earlier than any other platform!”
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