Pinterest announced that its connected TV (CTV) advertising capability through tvScientific is now live, enabling advertisers to extend Pinterest ad campaigns to home TV screens. tvScientific was acquired by Pinterest in December 2024, and this integration allows advertisers to leverage Pinterest's commercial intent signals to reach audiences on premium CTV inventory, with AI-powered optimization to enhance campaign performance. Pinterest reports that combining high-intent signals results in a 27% improvement in effectiveness per $100 spent and a 65% increase in purchases. Early case studies show that LG increased reach of unique households by 73% by tapping into Pinterest audiences.
Pinterest released commissioned research data executed by Circana, showing that its Pin ads outperform typical social media benchmarks in CPG promotions. Across 17 matched market tests spanning multiple regions and categories, 82% of campaigns generated positive incremental ROI, and 76% achieved an ROI of 1.5x or higher. ROI for EMEA campaigns was 17% higher than Circana's social benchmark. Pinterest states that its visual search platform features help reach consumers before they make decisions.
Pinterest has rolled out a new ad campaign positioning itself as an 'anti-social media' app, encouraging users to spend less time in noisy feeds and instead engage in offline life. The campaign's slogan is 'The best thing you can find online is a reason to go offline.' This move continues Pinterest's recent strategy of transforming into a 'discovery platform' and echoes CEO Bill Ready's public support for bans on social media for teenagers.