ICYMI: Promoted Pins in the UK, Twitter Livestreaming NFL Games, Facebook’s Ad Philosophy
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Pinterest has exciting news for UK-based brands: Promoted Pins are crossing the pond. Pinner growth is up 50% in the UK this year, and UK brands like Tesco and Nestle that have already seen success with organic Pins are kicking off the Promoted action. Over 75% of all saved Pins come from businesses, so brands have a natural place on the visual search platform. Pinners come to the site in a ‘consideration mindset,’ looking for inspiration and ideas from credible sources, and will often make purchases after finding what they were looking for or something even better. Promoted Pins will be available to more English-speaking markets by the end of 2016.
Twitter won the battle to livestream the NFL’s Thursday Night Football games this fall, beating out Amazon and Verizon for the rights to the games. As more consumers forgo cable and traditional methods for watching TV, video and streaming options on mobile have skyrocketed. According to Adweek, this deal is big for advertisers: it means more Twitter inventory in the form of ads only livestreamers will see, regional ads sold on a country-by-country basis, and finally, the potential for more deals with additional sports leagues down the road. Bottom line: Thursday nights just got a whole lot better for Twitter advertisers.
Leading up to its UK expansion, Pinterest has been beefing up its ad offerings, including new targeting tacts, digital couponing, and more robust e-commerce tie-ins. Because Pinterest sits at the intersection of search and social, Pinners come to the site with a mindset that is open to making a purchase, which makes the platform an ideal opportunity for marketers to drive sales. While many brands see success posting organic content, Promoted Pins provide ten times the reach of organic content alone. Adaptly president Sean O’Neal agrees that “the most effective way to extend the reach of those [organic] pins is to boost them with paid media.”
In a thoughtful blog post this week, Facebook’s ad product marketing lead detailed the iterative process involved in releasing new ad products on the platform. Advertising capabilities are not immediately available following every new product release and there’s good reason for it. Before subjecting users or businesses to a new ad format, Facebook makes sure that the corresponding feature provides a great user experience and that ads would deliver value to both parties. The social network tests and retests its offerings to make sure that ad solutions are not just suitable, but also relevant.