- Pinterest has appointed Westbrook, a media company founded by Will Smith and Jada Pinkett Smith, as its exclusive creative partner to supply marketers branded content services throughout the 2023 Halloween and holiday seasons, per details shared with Marketing Dive.
- Fueled by growing marketer demand for vertical video ads, the seasonal tie-up offers advertisers a custom content package inclusive of 4 co-branded videos featuring popular creators and one video on Pinterest Premiere Spotlight, the social platform’s latest ad solution.
- The offering is supported by research indicating that 97% of the highest searches on Pinterest are unbranded, allowing brands an open window to be discovered. The move is the newest by the platform to grow its revenue and stay relevant against competitors like TikTok.
Pinterest is doubling down on its vertical video ad bets, a move supported by increasing demand from marketers to capitalize on the format due mostly to the success of TikTok, which continues to rank as Gen Z’s most-favored social platform. Video has similarly been a degree of potential for Pinterest currently, with such content having increased 40% in the newest quarter.
Through its partnership with Westbrook, Pinterest is hoping to remove the effort for brands of making video ads during critical holiday periods. Over the week of Halloween and through winter holidays, marketers can utilize the seasonal takeover packages to achieve consumers across various parts of the platform as they scroll through popular holiday categories, like Halloween costumes, home decor or recipes.
Along with 4 co-branded, creator-occupied videos, brands using the package will receive one video on Pinterest Premiere Spotlight, the platform’s latest video ad solution, unveiled earlier this yr, that provides advertisers premium placement on the app’s search page for 24 hours. The efforts will probably be handled by Westbrook’s branded partnerships division, Westbrook Media.
Westbrook is the newest to hitch Pinterest’s growing list of original programming partners, with others including Tastemade, Dotdash Meredith and Condé Nast Entertainment. Aside from its partnership with Pinterest, the celebrity-founded media company has collaborated with Samsung, Meta and Logitech. Westbrook was also central to the creation of Peacock series “Bel-Air,” a reimagining of popular 90s sitcom “The Fresh Prince of Bel-Air.”
The push by Pinterest to bring additional incentive to advertisers tracks with other recent efforts by the platform because it strategizes long-term revenue growth. In the newest quarter, the corporate reported a 5% year-over-year revenue boost, though it fell wanting expectations in Q4. Other recent moves include a multi-year ads partnership with Amazon and a budding data clean rooms partnership with LiveRamp.
While the broader revenue outlook for Pinterest has been a bit shaky, users over the past yr have steadily increased, which could prove powerful in attracting ad buys. The company recently topped 463 million users, with 13 million having joined over the newest quarter.
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