Ahead of a keynote presentation at Shoptalk in Las Vegas, Pinterest said Monday morning that it is expanding its Shopping Ads program to more advertisers, as well as testing new lifestyle ad formats.
Shopping Ads automatically create Promoted Pins from a retailer’s product feed, turning a catalogue of items into actionable ads. The social bookmarking service began testing Shopping Ads last year with a couple of dozen early partners, including retailers Ulta, Venus, Overstock, eBay and Wayfair, among others. Encouraged by their results, the company’s now ready to make the feature available to hundreds of more ad partners.
“Pinterest has proven to be a great match for Ulta Beauty, offering a platform for guest education, exploration and fun that is very similar to the experiential nature of our stores,” said Prama Bhatt, Ulta Beauty’s senior vice president of digital and e-commerce.
The company has also been exploring new advertising designs for shopping, which led it to test new lifestyle ad formats. Knowing that visuals work very well for discovery and inspiration on the platform, it’s looking to double down with more visual cues. Think lifestyle images that illustrate how products like mascara might actually look on a woman’s face, or product views of furniture shown from multiple angles.
“When people shop in-store, displays guide them to the right decision,” the company wrote on its blog. “Pinterest re-creates that experience online through visual discovery features. Visual technology powers everything on Pinterest, from content recommendations to ad targeting.”
In essence, the goal is to help guide and drive more shopping. Pinterest cited a recent study it conducted, noting that 70 percent of Pinners use the platform to find new products and 90 percent make purchase decisions there.
Lastly, the service said it’s expanding the boundaries of Shop the Look, a feature that encourages people to shop fashion and home decor pins by adding product tags. Pinterest said Shop the Look pins will be available in France, Germany, Japan and the U.K.