Pinterest’s recent move to open its ad platform to all brands has the potential to significantly disrupt budgets this year, especially among marketers seeking to test direct response advertisements and target forward-looking mobile users.
The social network’s new advertising management tools have expanded their reach beyond Pinterest’s primary brand partners, enabling smaller and mid-size companies to bulk-edit their campaigns and use customer database targeting, among other features. Although Pinterest has generally been overshadowed by social behemoths such as Instagram and Facebook, the channel does offer lucrative revenue potential for brands that engage in long-term marketing strategies that will appeal to consumers planning for future home redesigns, parties or wardrobe shopping sprees.
