Head of measurement sciences and insights Gunnard Johnson said in a blog post announcing the two new options that Pinterest has averaged 90 percent viewability for its in-application ads since teaming up with Moat on this metric, compared with the measurement company’s industry benchmark of 57 percent, adding, “Viewability typically translates to better results for advertisers, and we’re excited to partner with Moat to help marketers see the impact of a visual-first platform.”
Moat has been a Pinterest measurement partner since 2016.
Pinterest and new partner NinthDecimal have already analyzed billions of ad impressions across verticals including retail, auto, entertainment, quick-serve restaurants and consumer packaged goods, finding that 93 percent of campaigns drove positive lifts in foot traffic.
Johnson added, “In our studies, brands showed high rates of new customer growth: 51 percent to 69 percent of people visiting a brand’s store were new customers. Because we’re showing people contextually relevant ads, they’re more inclined to act on them.”