Don’t sleep on Pinterest!
At its annual ad summit, the “visual discovery platform” introduced two new ad solutions: Pinterest Top of Search ads, now in beta across all applicable markets, and Pinterest Media Network Connect, a self-service tool for integrating retail media networks into campaigns on Pinterest.
Top of Search ads does… what it says. It put campaigns directly in the first 10 results and Related Pins, with the goal of capitalizing on unbranded, high-intent searches. Early tests, according to Pinterest, show higher CTRs compared to standard campaigns.
Meanwhile, Media Network Connect lets retail media networks safely share first-party data, product catalogs, and conversion data with advertisers right in Pinterest Ads Manager. Launch partners for that include Kroger Precision Marketing and Instacart.
Why This Matters:
Search is evolving, man! Yes, it’s shifting away from traditional text-based engines, but it’s not just going to AI-driven search. It’s increasingly migrating to social platforms like Pinterest, Instagram, and TikTok. For product and shopping queries in particular, Pinterest has long had value by combining visual inspiration with in-market browsing. Top of Search ads expand that by running ads at the moment where shoppers are open to discovery. (Frankly, it’s kind of shocking this didn’t exist until now.)
On the retail media side, here’s how we think this works based on the blog: Media Network Connect ties retailer data to Pinterest’s discovery ecosystem. This move positions Pinterest as a connective layer between retail media networks and broader brand discovery.
Experts React:
Here’s what Kroger said about the retail media piece:
“Marketers need to move fast to keep up with consumer culture,” said Christine Foster, Senior Vice President at Kroger Precision Marketing. “This new capability empowers advertisers with faster decision-making and control, while using purchase-based audiences direct from the retailer.”
Our Take:
Pinterest needs growth. Year-to-date, the stock is up roughly 10%, but over the past 12 months it’s only up 3.45%. After a huge COVID-era surge, it has basically hovered in the $30s (last year saw the share price crack the $40-mark but then go right back down). New ad tools could help, especially in high-growth areas like search and retail media, but the bigger question remains: will they be enough to pull Pinterest into a stronger growth story. It’s unclear.
Random thought: Does anyone feel like Snap is comparable in terms of the potential + need to do something bold? The predictable trajectories and lack of “breakout” moments feels very similar.
