Pinterest is continuing to court advertisers by offering new measurement solutions to help monitor the platform’s impact.
The Pinterest yardstick
Capitalising on the mindset of Pinterest shoppers looking for new products, Pinterest is launching two new ad features: Moat Measurement and NinthDecimal.
Pinterest tends to have a greater ad viewability than other platforms, seeing as much as 90% for in-app ads. Moat Measurement, which monitors viewability, had previously seen the industry bar set at 57%.
Greater viewability translates to stronger results for advertisers, which is precisely why Pinterest has contracted Moat to provide solutions for Promoted Pins and test new Promoted Video ad formats.
The other addition is NinthDecimal which monitors the relevancy and actionability of a given ad. The feature has analysed billions of ad impressions across retail, entertainment, quick serve restaurants, auto, and packaged goods.
What does it all equate to? More foot traffic. NinthDecimal found that Pinterest has a 93% greater impact in driving consumers to physical store locations, and revealed 51-69% of that traffic are new customers.
Have you used any of Pinterest new analytics for your product? Do you agree with their assessment of the average Pinterest browser? Let us know in the comments.