Pinterest is attracting buyers with low CPMs for more impressions

▤ Summary

The CPMs for two of those campaigns cost 34 percent less than they had been last year but were still able to secure 129 million additional impressions, said the advertiser’s vp of brand Staci Mellman. That’s been changing since last year when executives from the company began pitching it as a place people go to look for inspiration rather than the feeling of aspiration Pinterest pages were originally meant to evoke. It was a subtle tweak to Pinterest’s pitch that piqued the interest of the likes of Visit Florida to a platform that has traditionally been the domain of retail and CPG. “Brands should be active on the platform now to take advantage of the best rates and, more importantly, learn what creative and calls to action will resonate with Pinners,” said Aaron Goldman, chief marketing officer at 4C Insights. “We have seen great success with Pinterest ads in reaching users at both top and lower funnel stages in our marketing campaigns,” said Maria Bain, planning director at iCrossing.

▦ Linked Companies

4C

$10M to $25M