Pinterest is betting on shoppable ad formats in a big way.
“We’re all in on shopping,” said chief revenue officer Bill Watkins.
The social media platform’s main focus is making it easier for users to buy through its platform.
“There’s going to be a lot of innovations around visual search and discovery, but really in service of shopping,” he said.
AI is already paying off for Pinterest. Its AI-driven recommendation engine is increasing user engagement, Watkins said – which is also paying dividends for advertisers’ performance-based campaigns.
“Users are staying longer, going from one category to the next, because the relevancy of the content we’re showing them is better than ever,” he said, citing investments in artificial intelligence and machine learning as the cause. “Our large language models are 100 times larger and faster today than 12 months ago.”
Watkins spoke to Multichannel Marketer’s sister publication AdExchanger at CES 2025 about Pinterest’s lower-funnel objectives for the coming year.
AdExchanger: How did Pinterest’s ad business grow last year? And what do you expect will be your key growth drivers this year?
Watkins: We continue to outpace the market – 18% revenue growth in Q3 2024. The majority of the revenue is lower funnel, which is part of a broader trend in the market. Two to five years ago, two-thirds of our revenue was upper funnel.
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