Pinterest rolls out app-install ads as it appears to be chasing the Facebook effect

Pinterest rolls out app-install ads as it appears to be chasing the Facebook effect

Pinterest is rolling out Promoted App Pins, a new format which will allow advertisers to purchase app-install ads within its walls.

The move will let iOS users download apps to their device without leaving Pinterest, with the visual bookmarking platform has been testing the feature with the likes of Glu Mobile, Stash and Ibotta since July.

Promoted App Pins were announced earlier today (28 March) in a blog post, with the feature now available to all marketers via the platform’s self-serve platform and via its API partners.

Mike Bidgoli, head of new ad products at Pinterest as said more than 80% of Pinterest users were now on mobile, according to AdWeek. "It’s a very mobile-first product, and hence, it lends itself well to app installs," he added.

Facebook has found success with app-install formats, with JP Morgan’s Doug Anmuth estimating they represent as much as 20-to-25% of mobile revenue for the social giant.

In the last quarter of 2015 alone, the number of advertisers using mobile app ads on Facebook and Instagram to promote their own wares boosted downloads by 196% year-on-year in the final quarter of 2015, according to a study from Kenshoo. The report also found that total media spend on mobile app ads jumped 155% during the same period.

Last year Google unveiled a host of features designed to let users download both Android and iOS apps directly from both its search function, as well as other web properties.

Towards the end of last year fresh data indicated that Google was closing in on Facebook in the space thanks to a reported two-fold increase in the volume of app installs from 2016 to 2016.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

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