Pinterest splits digital opinion

By By Wenlei Ma | 5 April 2012
Kotex campaign.

The new kid on the block, Pinterest, is dividing digital agencies as to what value it offers advertisers.

The virtual pinboard social media force has actually been around for more than two years, but when Facebook integration started in January its popularity rose exponentially.

Since then, Pinterest has seen phenomenal growth - up 190% since September 2011, according to Experian Hitwise.

The network’s female-skewed, 500,000-plus monthly visitors can be an attractive proposition to marketers looking to connect to digital consumers. Ikon Communications social media manager Oliver Wilton said the agency has seen very encouraging referral traffic from Pinterest and warned marketers should not wait until it reaches mass scale before experimenting with it.

However, Visual Jazz planning & insights director Simon Small said while he wasn’t convinced of Pinterest’s value, he was still advising clients to optimise the images on their sites to encourage users to ‘pin’ them.

In the US, feminine care brand Kotex recently launched a campaign targeting 50 influential Pinterest users.

This article first appeared in the 5 April 2012 edition of AdNews. Click here to subscribe for more news, features and opinion.

Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer at

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus