Something You May Find Pinteresting

Or we speak rightfully so about the Goliaths in the industry like Facebook Google Amazonamp160and others for their ability to drive incredible reach generate data with all that entails like no other previous media entitiesamp160and establishamp160themselves as part of the daily routine for literally billions of consumers worldwideThen there is a site like Pinterest aamp160media company that is based on consumergenerated content yet has avoided many of the brand safety and data pitfalls of othersamp160 A media propertyamp160that has triggered millions to try new recipesand attempt DIY projects that they never would have and designed more weddings and Bar Mitzvahs than most planning partners put togetheramp160 Yet Pinterest is the Rodney Dangerfield of social media Millennials and younger please watch the movieamp160Back to School immediately and IMDB RodneyAs an industry leader I spoke with recently said quotIf Pinterest were a wedding guest it would have definitely been on the 39B39 listquot amp160It just isn39t spoken of in the same mustbuy tone that other media properties receiveamp160amp160Which may be a missamp160 It has 250MM unique global visitors per month 125MM in the US which qualifies as high reach by any measureamp160 More importantly it has an incredibly strong connection with consumers amp160In our most recent The Myers Report Media Brand Equity Valuation study a survey that evaluates eight key attributes in brand perception on over 150 media brands within 1200amp160agencyamp160and marketer leaders Pinterest was highly rated on Sustainability which measures the ability of the brand to thrive in a new media world at a 114 index and Affinity the emotional connection between the brand and the audience with a 119 indexamp160 Further Pinterest reaches 83 of US women 2554Pinterest has a robust ad business but it trails its peersamp160 Why is that amp160It could be that that its female skew cuts out a portion of marketers looking to reach Millennial males although male usage of Pinterest is growingamp160 It also could be that Pinterest39s ad content is fairly limited to quotpromoted Pinsquot which are effective in that they can be targeted by age audienceamp160and search relevancy and almost exactly resemble Pinterest content but they lack major sponsorship marquis ad units and video ad placementsamp160 Going forward as a public company upping their advertising offeringamp160while balancing consumer experience should be a top priorityAs our research shows Pinterest has a strong loyal user baseamp160that sees longevityamp160unencumbered by brand safety challenges to dateamp160 It is also a media property whose very essence is to inspire creativity and innovation across several consumer and small business use casesamp160 That hyperfocus on creating is fertile ground for marketers seeking to engage with consumers who demonstrate intent and can be reached at moments where they are open to relevant messages amp160It39s still a bit of a sleeping giant but there is every opportunity for Pinterest to show even stronger growth with a wider palette of creative units and sponsorships to offer marketersDisclosure I have no current direct financial position in PinterestClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Something You May Find Pinteresting

Author

Publish date

Channel

Jeff Minsky

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Something You May Find Pinteresting

Enjoying This Commentary? There's More to Love

Jeff Minsky

TAGS:

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

Cookies