Pinterest also has added the ability for marketers to retarget customers who have visited the marketer’s site up to 540 days prior. Retargeting those customers on Pinterest increased click-through rates by a factor of three.
Like Facebook Custom Audience, Pinterest’s support for first-party data operates on walled garden principles. It’s hard to get performance data for ads served to customers back out of the platform. “We believe that partners getting those performance improvements is a good value exchange,” Fumarola said.
Match rates align with industry averages, Fumarola said, which can range from 30% to 70%.
Of those customers who match, though, will marketers find them active on Pinterest during the timeline they need for a campaign? It depends on the answer to this question: “How much does your audience overlap with Pinterest user base?” Fumarola said.
Pinterest claims 100 million monthly active users. Half of those live in the United States. As long as advertisers have enough active pinners among their customers, they should be able to reap the benefits of CRM targeting.
While the CRM-matched audience pools marketers find on Pinterest may be smaller than Facebook’s, marketers are likely to respond if only out of a desperate wish for alternatives (a desire that also underpins Merkle’s recent CRM targeting initiative).
Pinterest isn’t done with helping marketers engage with prospective or existing customers. A logical next step is to allow marketers to reach users who have engaged with a brand’s pins but never clicked through to the site, Fumarola said. Those users could receive sequential or follow-up messaging designed to get them to convert.