Pinterest brings in Tesco to power new advertising tool

Pinterest has signed a data-powered marketing deal with Tesco Media and its insight sister brand DunnHumby, which will allow brands to target the supermarket’s customers when they are browsing on the social media site.

The move follows research that showed that the platform’s users are eager for inspiration and are open to new ideas from both familiar brands and those they are yet to discover.

The partnership will use Tesco Clubcard data and DunnHumby’s analytics to deliver personalised ads.

Brands will have the opportunity to use a range of five ad formats, including static, video, carousel and collections, while the Tesco Media and Insight Platform sales conversion report closes the loop by attributing sales to users who have viewed the ads.

Pinterest UK sales director Tim Woollias said: “Millions of people come to us 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.”

Tesco Media managing director Stacy Gratz added: “The partnership will give consumer packaged goods 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.”