Pinterest has announced several new ad tools as part of its first-ever 'Pinterest Presents' marketing and advertising summit, and they all aim to give more insight into campaign performance and enhanced opportunity to reach the right audience.

First, the platform is launching a new video ad option called 'Pinterest Premiere', where advertisers will be able to buy exclusive video placement in the home feed for a specific demographic, interest or category for a specified time frame.
Pinterest says this :

Pinterest Premiere lets you target a video ad either to a specific audience or to a specific category-instead, it combines demographics and interests. These packages are built to help drive broader reach and scale for such moments as launches, brand events, or ongoing campaigns.

It does sound a bit like Twitter's 'First View' ad option, where you're promised that your video ad will be the very first one your target audience will see throughout their day. That comes at a pretty penny, but it does ensure you get optimal reach with the subset of your desired audience.

Video content rose dramatically among Pinners in 2020 and now enables close to a billion video views every day, which makes users of the site 2.6x more likely to make a purchase following viewing brand video content on the platform, so there's a strong case for that additional video investment if Pinterest is a key platform of focus for your digital marketing effort.

To drive this initiative forward, the company also updated its interactive trends tool to provide better views of engagement behavior across the platform.
Pinterest first launched the beta version of its Trends tool back in December 2019. This new format will, however, provide much-needed context and visual examples to help better draw attention to relevant shifts.

With this, you'll be able to get a sense of the broader usage trends and shifts—such as that there's been a 40% increase in usage among Gen Z and male Pinners over the past year.

This rising interest among such demographics further underlines the broadening use of Pins and might pique the interest of even more brands who could look to consider the app for their planning.

And finally, Pinterest is rolling out its Conversion Insights more broadly, allowing advertisers to see both promoted and organic Pin metrics in one report.
In late September, the social media platform launched a version of Conversion Insights for advertisers in the US and UK, but the updated format will be able to go further in outlining downstream conversions and highlight cross-channel impact better.
New tools will help the company to create better audience research and more expanded outreach, which could bring in a whole range of new opportunities. Additionally, Pinterest stated that it was working on improving the shopping experiences, catalog management options and more automated bidding and budgeting solutions.

With 459 million active users-and still growing-Pinterest is riding the wave of the new eCommerce swell, and that could make it an even more attractive prospect for more brands in the near future.

Have you taken a look at what's getting pinned from brands in your niche?