Pinterest is enhancing its visual shopping experience with new advertising tools designed to connect shoppers and brands more effectively. Recognizing that shopping is inherently visual, Pinterest emphasizes that many users, especially Gen Z, prefer to start their searches on the platform, where visual discovery drives purchase decisions.
Top of Search Ads
Pinterest introduces Top of Search ads, currently in beta across monetized markets, which appear within the top ten search result slots and Related Pins. These ads target high-intent shoppers at the beginning of their shopping journeys, with 96% of top searches being unbranded, offering brands a prime opportunity to capture attention. Testing reveals these ads achieve a 29% higher average click-through rate (CTR) and a 32% greater likelihood of attracting new clickers compared to typical campaigns. For example, Wayfair experienced a 237% increase in CTR over two weeks using these ads.
Local Inventory Ads
To address shopper convenience, Pinterest now offers local inventory ads in shopping markets, allowing retailers to display real-time pricing for in-stock items near shoppers. Canadian Tire Company, the first Canadian retailer to test this format, improved efficiency by 48% and increased store visits by 16.5% compared to standard campaigns.
Pinterest Media Network Connect
Pinterest also launched Pinterest Media Network Connect, a self-service tool within Ads Manager that enables media networks to securely share first-party audience data, product catalogs, and conversion data with advertisers. This integration allows advertisers to manage campaigns seamlessly while leveraging Pinterest’s ad solutions like Pinterest Performance+. Partners include Kroger Precision Marketing and Instacart Ads, with plans for expansion. Kroger highlights that this tool supports faster decision-making and greater control by using purchase-based retailer audiences.
These innovations reinforce Pinterest’s commitment to a visual-first shopping experience, helping brands capture intent and shoppers move confidently from inspiration to purchase.
