Micke Paqvalén, CEO and Founder, Kiosked comments:
“There is continuing speculation about whether Pinterest can change the future of social commerce but the absence of a solid monetisation strategy had always suggested that the platform wasn’t going to manage it.
Pinterest’s decision to experiment with promoted pins is welcome news and could certainly secure a long-lasting presence in retail for the brand.
With so many consumers using their mobile devices to browse new trends and share products on-the-go, Pinterest’s growth in mobile traffic holds huge potential to tap into the consumer need for convenient shopping experiences that are built for on-the-go and image-led content.
The advertising experience that Pinterest chooses to champion will be key to its future longevity and it will be imperative that monetisation doesn’t drive away the existing user base. If advertising is too intrusive, some Pinterest users could be turned off so it’s vital that site makes the experience as seamless and convenient as possible.
A good way to do this is through ‘smart content’ which gives site owners the ability to turn any online content into a storefront, providing the ingredients for effortless and impulsive shopping, where products can be purchased with one-click. Because Pinterest is completely image and video-led, it has the potential to be the perfect social shopping tool.”
Kiosked enables media companies and retailers to make their online content shoppable. So for example if you’re watching a YouTube clip, through Kiosked’s technology you can click on video to purchase the song instantly, or if you see a celebrity in an online magazine article wearing a cool pair of trainers, then you could instantly click and buy them. The technology turns turning advertising into service through ‘smart content’ and provides an impulsive shopping experience as a result.