Pinterest Begins Alpha Testing Premiere Spotlight, a New Ad Product, Allowing Businesses to Reach Customers within its App

Pinterest has reportedly processed the alpha testing process of a new ad format on the search tab of its application. The new adverting product allows every brand to reach customers from a more prominent position within the platform.

The Premiere Spotlight is a new ad format that will let advertisers access a premium placement for 24 hours on the search page of the Pinterest app. It allows them to reach social platform users as they utilize one of its primary features – enabling them to look for inspirations, ideas, and pins.

Users can view the latest advertising format in the newest mobile version of the Pinterest app, wherein Kohl has currently begun marketing women’s spring clothing. Besides a short video playing overlaid by text, users can find a button that drives them to Kohl’s site.

The Pinterest app lets the website open within it instead of appearing as a separate tab. Users can search for other products, add them to their carts, and even navigate product suggestions made by retailers, as they could visit Kohl’s site in person.

The New Ad Format

The image-sharing & social media service has catered to marketers by letting them create Pins and demonstrating ideas or products, which they spend money to promote to diverse audiences. The Pinterest home feed shows these pins within it and relevant search results.

Several Pinterest users do not unlock the app to navigate the feed or look for a particular product. Instead, they visit the search page for a more general query. According to the company’s data, Pinterest has 97% of unbranded searches. Advertisers can capture new customers, including those who see their ads for the first time or are not from their targeted audience.

While Pinterest offers the ads with a 24-hour block, it lets marketers reserve the advertising back-to-back to hold the top advert longer. The alpha test of the Premier Spotlight has not shared the ad pricing yet, as it could change between testing and a more public release. Other pilot testers from numerous categories, such as those willing to promote a product or make the most of seasonal occasions, will follow Kohl with its spring trends.

Pinterest Ad Pilot 

According to a Pinterest statement, the company constantly looks for numerous ways to reach users who visit the app for commercial purposes. As Pinterest continues to develop a set of products to perform throughout the funnel, it explores an innovative feature, showcasing a brand in the newest premium, unique placement.

Over the last few years, Pinterest has worked to adapt to the developing interest in video from advertisers and consumers alike. Although the company initiated as an image pin-boarding site, it moved to the Ideas Pins in 2021, providing creators with a TikTok-styled experience. In 2022, Pinterest allowed advertisers to make their Idea Pins exciting advertisements. The same year, the company moved to a short-form video format using Conde Nast’s agreement, which would generate 160 unique videos for the website from the best brands.