Pinterest co-opts visual discovery technology for advertisers

Pinterest co-opts visual discovery technology for advertisers

Pinterest has begun to make good on its promise of monetizing its visual discovery technology with the roll out of the first adverts to harness the tool.

The new form of Promoted Pin will pop-up in the Related Pins and Instant Ideas sections initially before extending to Shop the Look and Lens over the coming months.

Pinterests proprietary software has the smarts to catalogue images based on unique differentiators such as colour, shape and texture in order to allow potential customers to identify related products.

In a similar vein Pinterest has co-opted this technology for the benefit of advertisers by connecting people with products they might otherwise miss, boosting engagement in the process by producing more relevant content.

In a blog post extolling the advantages of the new system Pinterest’s Umesh Unnikrishnan said: “Not only does visual discovery help bring your ads to the people who want to see them most, we’ve also expanded the places your promoted content will appear. Now your Promoted Pins show up in both Instant Ideas and the related Pins in the “More like this” section under each Pin.

“When something catches a Pinner’s eye in their home feed, they can discover related ideas and Promoted Pins just by tapping the Instant Ideas O. And if they’re looking at a Pin close up, they can scroll down to discover related ideas and Promoted Pins inspired by the Pin they’re looking at.”

Pinterest is engaged in an advertising arms race with Facebook as it seeks to differentiate its own offer from its rivals.

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