Pinterest announced its new measurement options: Oracle Data Cloud’s Moat to analyze viewability, and NinthDecimal to track foot traffic.
Announced today, Pinterest’s Gunnard Johnson, the company’s Head of Measurement Sciences and Insights, commented in a blog post that the two new options has averaged 90% viewability for the in-app ads since teaming up with Oracle Data Cloud-based Moat for this metric and have been rolled out for standard Promoted Pins and testing begins with the platform’s Promoted Video ad formats.
Johnson talks about improved sales and bringing value to customers with Oracle Data Cloud,
He continues stating that viewability isn’t enough on its own, saying,
Ads need to be relevant and actionable to drive results. Pinterest and NinthDecimal have already analyzed billions of ad impressions across verticals like retail, auto, entertainment, quick serve restaurants and consumer packaged goods. These results prove Pinterest’s impact: 93% of campaigns studied drove a positive lift in foot traffic.
Viewability typically translates to better results for advertisers, and we’re excited to partner with Moat to help marketers see the impact of a visual-first platform. We’ve rolled Moat solutions out for standard Promoted Pins, and we’re now starting a test on our Promoted Video ad formats.
In addition to incremental lift, Pinterest is also driving new customer growth. In our studies, brands showed high rates of new customer growth: 51-69% of people visiting a brand’s store were new customers.
These new partnerships enable brands to personalize and compute customer interaction and maximize the value of digital marketing.