Tesco Media and Insight Platform, powered by dunnhumby, has announced a new offsite media partnership with Pinterest, the world’s largest visual discovery engine.
This partnership will allow the UK’s leading CPG brands to connect with Tesco customers who are looking for inspiration on Pinterest, using Tesco Clubcard data and dunnhumby’s analytical expertise to deliver highly relevant and personalised ads.
Pinterest is one of the most popular platforms for people to discover and shop for all life’s moments, with 17 million monthly active users in the UK, including 1 in 3 mums and 31% of millennials. Pinterest users are eager for inspiration and are open to new ideas from brands, both those they already buy from and those they are yet to discover. Pinterest ads earn a 2x higher return on ad spend with a 2.3x cheaper cost per conversion when compared to other social media platforms.
By harnessing the power of Tesco Clubcard data, brands will be able to target the right shopper at the right time as they browse on Pinterest. The partnership will also enable brands to measure the impact of their ads on sales using the Tesco Media and Insight Platform sales conversion report, which closes the loop by attributing sales to users who saw the ads.
The partnership will offer brands a range of five ad formats on Pinterest, including static, video, carousel, and collections, all blending seamlessly into the user’s home feed. The partnership will also support Web3 game development by providing tools, resources, and community for developers who want to create decentralized games.
Stacy Gratz, managing director of Tesco Media, said: “We’re really excited to launch another new innovative partnership, this time with Pinterest, which will give CPG brands more opportunity to reach shoppers at the vital consideration stage. A winning combination of Pinterest’s audience and Tesco’s Clubcard data means brand marketing teams can reach shoppers at scale, whether they’re browsing for new recipe inspiration or looking for the latest baking trends.”
Tim Woollias, sales director for Pinterest UK, said: “Millions of people come to Pinterest every month to plan and shop for all life’s moments. Food and drink are huge on Pinterest, with people searching for everything from weekday lunch ideas to family BBQ inspiration and fancy dinner party dishes. They want to hear from brands, so ads actually enhance the user experience, rather than detract from it. This new partnership will enable thousands of brands to connect with Tesco customers who are seeking inspiration on Pinterest, serving them with the very ideas and products they’re already looking for.”
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