Today, Pinterest made its newest ad unit, Promoted App Pins, globally available to all advertisers. Promoted App Pins are an effective way for app marketers to easily reach people when and where they’re looking to discover new mobile apps. Our partners at Pinterest are focused on creating easy ways for people to discover fresh ideas and get inspired to do the things they love. With the global release of Promoted App Pins, this discovery can now include finding mobile apps designed to meet their needs.

“We continue to see growing interest in platforms like Pinterest amongst DR advertisers as they move outside of Google & Facebook,” says Gregg Heslop, Director of Brand Partnerships at 4C. “4C was a beta partner for Pinterest Promoted App Pins early on, and across the board our beta clients saw strong results. We cannot wait to officially extend the opportunity to all our clients.”

Because so many Pinners are interested in things like health and wellness, photography and personal finance, advertisers with apps designed to sell across those verticals saw the most successful and consistent performance during beta, while e-commerce and casual gaming apps saw some great results too. Early performance showed that Pinterest-driven app users had a higher lifetime value, particularly in taking in-app actions and making in-app purchases.

As platforms like Pinterest expand capabilities for advertisers to reach consumers and drive direct response results, access to ad units like Promoted App Pins are critical. A survey conducted by Cowen and Company last year found that in the U.S., finding and shopping for products was second only to viewing photos when it came to reasons for using Pinterest. The same survey found that no social media platform came close to Pinterest in driving shopping activity.

“Pinterest has built some really cool predictive learning that optimizes install campaigns toward Pinners likely to install advertiser apps,” says Jen Wormington, Product Manager at 4C. “Advertisers looking to drive action-based results are the perfect fit for Promoted App Pins.”

In 4C’s Q4 State of Social Report, we found Pinterest saw triple-digit growth compared to the prior year and quarter. Q4 Pinterest ad spend grew 109% year-over-year and 33% quarter-over-quarter. “We continue to see leading social and mobile platforms like Pinterest innovate to provide unique ad opportunities for a diversifying list of advertiser types,” says Aaron Goldman, CMO at 4C. “Continued innovation is at the foundation of our partnership with Pinterest, and we’re pumped for more of it in 2017.”

To drive direct response results with Pinterest Promoted App Pins, connect with your 4C Representative. In the meantime, here are the key details you need to know for building and running Promoted Pin Apps in 4C:

  • Promoted App Pins must link to the iTunes store with no additional tracking/redirects
  • Currently available for iOS apps only (specifically iPhone or iPad devices)
  • For CPC bids and App Install campaigns, with two options for optimizing bids
    • Traffic: Optimize towards clicks to app store
    • App Install: Optimize towards app installs
  • For reporting and measurement, choose your App Install attribution windows from 4C’s Account Manager section, and pull in App Install columns/metrics to view data. Pinterest is currently ingesting app installs only from authorized Mobile Measurement Partners (MMP). Make sure to choose the correct MMP when creating new App Install Objective campaigns in 4C.
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    • Kochava
    • Tune
    • Adjust
  • Compelling creative is important. Check out and consider some creative best practices from Pinterest when creating these ads:
    • Consider showing people who are using the app or high-quality images of the in-app experience.
    • Convince Pinners with a strong call to action to want to try the app by adding CTA’s encouraging them to download in the description or image as text overlay.
    • Include your brand logo on the Pin image to ensure the Pinner can find the app in the App Store.
    • Avoid text that looks like clickable buttons. Don’t create buttons or arrows that make a Pinner think they can take an action on the Pin other than a close-up.