Pinterest’s nascent advertising business is gaining scale. In January, its CPM-based Promoted Pins for brand and awareness campaigns exited beta.
Its companion performance product, launched a month after the CPM product in June, sells on a CPC basis, and still requires a wait list to join. Advertisers can only buy against keywords, not in the home feed.
But volume appears strong, with a higher ad load than might be expected from an ad platform still partially in beta: A search for “apartment decorating” yielded eight Promoted Pins from mid-size advertisers, while the more long-tail search “hiking New York” came up with two.
“Pinterest users come to plan their future,” Kidwell said. With the APIs, Pinterest is planning its future as a social platform too.