Image-focused social media service Pinterest has never made any money, but that’s about to change. After a trial of “promoted pins” the company is ready to start selling them to advertisers, with the likes of Nestle, Kraft, Gap and Expedia already signed up for 3-6 month campaigns on Pinterest. This, following reports earlier in the year that Pinterest was looking for commitments of between $1m and $2m from potential advertisers. Promoted pins are the latest example of native advertising: ads that look essentially like any other content on Pinterest, although it will be clear that they’re paid-for posts. People will see them when searching on Pinterest, as well as in category feeds like Health and Fitness or Women’s Fashion according to AdAge. Brands appear enthusiastic because of Pinterest’s strong skew towards women: eMarketer claims 85% of its US users are female.
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