In September 2013 Pinterest launched a beta program which showed users promoted pins from a selected group of advertisers in category feeds and search results. This was part of CEO Ben Silbermann’s monetization strategy for the online service which has been around for some five years. Promoted Pins went live for all users earlier this year and now Pinterest is going to test animated ad pins.
What this means is that users are going to see animated ad pins on Pinterest that move as they scroll up or down. The new ad product hasn’t gone live as yet.
Eric Hadley, head of partner marketing at Pinterest, tells AdAge that animated promoted pins will be tested in the coming months. He didn’t offer more details on this new ad product as well as specific information on when it will be rolled out for all users.
Like it has done in the past, Pinterest is likely to first try out the new ad product with selected advertisers, and if it believes that feedback from users has been positive then it might think about expanding it across the entire service.
The question remains though whether users will like promoted pins that are not only animated but follow them as they scroll on the website. Only time will tell.
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