EMMAs

Pinterest introduces carousels to its ad formats

Tyrone Stewart

Cheerios Pinterest Promoted CarouselPinterest has introduced a new ad format for businesses to promote their goods and services through. Now, advertisers will be able to take advantage of carousel ads.

With Pinterest’s ‘Promoted Carousel’ ads, businesses can use up to five images within one ad on Pinterest, enabling them to show off more of what they have to offer to users.

Each card in a carousel can feature a different image, title, description, and landing page. The carousel ads appear in user’s feeds just like any other pin and can be swiped through directly from the feed. The cards on the carousel can also be tapped to see the image and website.

Early partner brands of Promoted Carousel ads include Toyota, Away, Everlane, Cheerios, REI, DSW, Covergirl, and Rothy’s.

According to Pinterest, Cheerios saw an 11.4 point lift in ad awareness and an 8.6 point lift in message association thanks to a carousel campaign. Meanwhile, Covergirl received a 3.8 point lift in brand awareness and a 6.1 point lift in ad awareness, DSW improved ad performance by 20 per cent, and Everlane drove engagement more than three times what they normally see.

Promoted Carousel ads are now available to all business accounts in all of Pinterest’s ad markets through Ads Manager.