Pinterest enlists Nielsen, Acxiom to boost marketing metrics
- Pinterest, the image-collecting network with 175 million users, added six partners to provide better metrics to marketers that advertise on its platform. Brands can now work with Acxiom, Analytic Partners, IRI, Neustar MarketShare, Nielsen Catalina Solutions and Nielsen Digital Ad Ratings, according to a blog post by the company. Pinterest previously had eight measurement partners.
- Pinterest is also offering peeks of insights into its audience. People associate the aspirational social networking site with do-it-yourself activities and taking action, as 98% of "pinners" said they try new things they find on the app, compared with an average of only 71% among other social media platforms.
- Pinterest’s addition of metrics providers comes a month after the company added a feature to give marketers a quick look at how posts are performing. The tool let users with a business account see the number of impressions, how many people looked at a close-up of a pin, clicks and how many times the post was saved.
The social media platform is trying to earn the trust of advertisers, especially in the wake of Facebook’s repeated revelations of overcounting, undercounting and misattributing responses from its audience. The company uses Oracle’s Moat tracking technology to tell advertisers how long viewers watched a video and how much of it was on the screen. Nielsen Digital Ad Ratings provides data on mobile campaigns and their reach, Pinterest said in its blog post. That kind of data may help advertisers reach their targets among Pinterest’s generally young, female and aspirational audience.
Among the social networks that have appeared in the past 10 to 15 years, Pinterest is most associated with letting its users make future plans by collecting images of vacation destinations, home decorations, gifts, crafts, recipes and fashion ideas, to name a handful of common pins. As such, it is closely associated with discovery of new products and services, making it a strong choice for some brands.
Pinterest is looking at ways to increase revenue while reworking how people interact with its platform. Late last month, it dropped the "like" button while keeping the save button after internal research found its users better understood the platform without it. The news was also reportedly part of a push from Pinterest to differentiate itself from social media networks like Facebook and Instagram.
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