Pinterest’s “Dynamic Creative” Personalized Ads Increase Conversion Rates By 55%!

According to foreign media reports on January 19, Pinterest launched a new "dynamic creative" advertising process that day, which helps sellers automatically create and target ads for their campaigns based on users' personal behavior. Responses to interactions in the application.

It is reported that Pinterest is working with data platforms such as RevJet, StitcherAds and Smartly.io to create ads with the help of their tracking systems and automated insights.

If a user is searching for "decorative lights" and they narrow their search to a specific product, the system will find the best matching product in the catalog the seller has uploaded and display ads personalized to the user's interests.

Pinterest said: "Sellers can now generate multiple versions of new images from uploaded materials or product catalogs. These images support automatic import of product data, such as price, location, inventory status, etc. Some images will also display creatives in a dynamic form. , such as product images and prices, these ads will only be displayed to the seller’s designated audience.”

StitcherAds pointed out that optimized ads can help sellers benefit from it. Data shows that the average return on ad spend increased by 11%, the conversion rate increased by 55%, and the cost per purchase decreased by 7%.

This allows sellers to use Pinterest to automatically generate hundreds of ad variations and deliver tailored ads to each audience segment. Not only does this reduce the time and effort required to create customized ads, but it also helps sellers test and determine which ad elements improve promotion performance and provides sellers with a way to reach users based on their personal behaviors and interests.

However, Apple’s upcoming IDFA (advertising identifier, which allows different apps on the same device to share user information) new regulations may cause certain obstacles to the push of personalized ads. Apple's strategic position is that privacy is a user's right, so the new regulations require apps to explicitly request user permission before accessing the IDFA of a user's device.

Currently, about 70% of iOS users share their IDFA with app publishers, and after Apple’s privacy policy changes, this number is expected to drop to 10% to 15%, while about 85% of Pinterest’s 442 million users do Access the platform through the mobile app.

However, Pinterest will still be able to use Pinterest tags to track data from sellers’ websites and then match it with individual user data to achieve this targeting, but the effect will be somewhat discounted.

In addition, not all users use Apple's iOS system, and it is currently unknown how many users will choose to turn off data tracking within the application. Therefore, how much impact Apple's approach will have on the promotion of personalized advertising is now Not sure yet.

As Pinterest has grown rapidly during the epidemic and more and more people are turning to online shopping, it is expected that more sellers will use this dynamic personalized advertising to promote brand products in the future.