Dive summary:
- Brands have found a way to make the often hated banner ad more useful by adding a "Pin It" button to the ads increasing interest and reach.
- An anonymous marketer adding a Pin It button one of his banner ads helped to increase the ad's reach by six times.
- The main thing holding many advertisers from creating pinnable banners is the lack of analytics available, particularly from Pinterest.
From the article:
"Gucci unveiled an ad in October with a Pin-It button in the lower lefthand corner. Clicking on the Pin-It button brings up two images that people could chose from. Additionally, both images, when pinned, link to the product pages on Gucci’s e-commerce site. Nordstrom has also ran ads with Pin-It buttons to promote its fall looks. When people clicked the Pin-It button, they could choose from a handful of images to pin. Philips ran ads with Pin-It buttons as well for its lightbulbs. Instead of just asking people to pin images of lightbulbs, the brand instead showed photos of beautiful living rooms that were well-lit and asked people to pin them. Gucci, Philips and Nordstrom used a company called Triple Lift for their pinnable ads."
