Publishers like women’s lifestyle site PureWow, which boasts more than 4 million monthly readers, are finding ways to monetize Pinterest traffic by creating ad units customized to brands, Digiday reports.
More and more, Pinterest is emerging as an alternative to Facebook and Twitter when it comes to social-media-driven traffic. Publishers like Hearst have seen upward of 10% of their visitors come to their sites via “pinned” evergreen content. Ricardo Bilton writes that 71.4% of Pinterest’s 40 million users are women.
“PureWow starts by designing banner ads with ‘Pin It’ call-to-actions, which, when clicked, send readers to a landing page built for specific brands,” Bilton writes. “For Silk almond milk, for example, PureWow sent readers to a page of recipes (all of which include almond milk as an ingredient, naturally) that readers can individually add to their Pinterest boards. Because every pin also comes with a link, PureWow can also use its brand pins to drive traffic to the brands’ sites or Facebook pages.”
PureWow has also designed campaigns for Universal Studios, Benjamin Moore, Columbia Outerwear, Pepsi Trop50, and Warby Parker.
To read more about PureWow’s embrace of Pinterest, visit Digiday.
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