Pinterest has been partnering with about 100 mobile brands such as Ibotta, Stash, and Glu Mobile to test their new app-install ads. The ad product which is called Promoted App Pins is now available on the Ads Manager of the social media platform, and through its API (application programming interface). Promoted App Pins caters to users who pin images to the platform and are simultaneously led to the mobile apps related to the content.
Cash-rewards app Ibotta who had previously tested this new product said in a statement to Adweek that their company has “more than doubled their Pinterest spend” after seeing the results of this new app-install ads feature. Glu Mobile, a digital gaming company, expressed excitement over their increasing yields, with the help of the app’s audience and targeting capabilities.
They had tested this feature on one of their apps, Gordon Ramsay Dash, and were able to successfully drive downloads for this game.
What’s great about this feature is that more than 80% of Pinterest users access the platform via mobile, making for seamless app downloads. This new mobile-first feature can certainly aid mobile and app companies to adapt with their market and induce purchase or downloads conveniently.
Moreover, Pinterest has also expanded their measurement partnerships with AppsFlyer, Tune, Adjust, Kochava, and Apsalar, so that ad buyers can get reports on their downloads. With this partnership, these advertisers are able to check the progress of their campaign objectives and adjust their strategies to help achieve their goals.
According to Mike Bidgoli, head of new ad products at Pinterest, about 70% of advertisers that have tried the new product have already achieved their objectives successfully. “One cool thing is that it not only worked for the core categories like food, style, beauty, but it also worked for personal finance, automotive and gaming”, he said.
With talks of Pinterest heading towards IPO the company has been striving to continuously provide improved user experience.