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BizReport : Advertising archives : October 11, 2013

Pinterest pins future on ads

The appearance of ads in social media has leapt forward in recent months. Last week Instagram began testing ads and, as of yesterday, Promoted Pins on Pinterest began making their debut.

by Helen Leggatt

Having announced last month that they would start experimenting with promoting "certain pins from a select group of businesses", Pinterest has this week announced that they have begun their first test.

According to the Pinterest blog, the Promoted Pins work just like regular pins, the only exception being they are labeled as "promoted" and have a link via which Pinners can learn more.

"I know some of you may be thinking, "Oh come the banner ads." But we're determined to not let that happen," writes Ben Silbermann, CEO and co-founder of Pinterest on the company's blog.

Silbermann assures users that Promoted Pins will be different from other forms of advertising. Apart from being transparent, "we'll always let you know if someone paid for what you see", they will be tasteful and seamlessly integrate into the website, unlike "flashy banners or pop-up ads". Relevancy will also be a key feature and, to make sure they're on the right track, Pinterest vows to improve the ad experience based on user feedback.

"For our first test, we'll promote a few pins in search results and category feeds," says Silbermann. "For example, a pin for a Darth Vader outfit from a costume shop might be promoted in a search for "halloween." Nobody's paying for anything yet--we want to see how things go and, more than anything, hear what you think."

Earlier this year, Pinterest launched Rich Pins. These images contain lots more information about a Pinned image - direct from the site the image originated from. Such information might include price and other purchase information, or ingredient listings for Pinned recipes.

Rich Pins benefit both Pinterest users and the brands whose products are being Pinned. Users will be provided with more information about a product, movie or recipe, while brand and retailer information will have a presence.

Image via Shutterstock

Tags: advertising, image trends, Pinterest, social media

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