![]() The technology aims to identify not only what an individual has been exposed to, but also measure how aware they are of that content by the time they reach the purchase stage, said Chris Howard, managing director, performance at Dentsu. In addition, clients that are part of this so-called Nexus partnership will also have access to Dentsu’s proprietary Effective Attention tool, powered by Lumen. Under the agreement (financial details of which were not made available), selected Dentsu clients will be provided tailored growth plans, including a bespoke educational program, with access to Dentsu’s Performance Academy as well as Pinterest’s Training Academy, which are essentially training programe for marketers. That assessment suggests there’s meat on the bone of the recent deal Pinterest struck with Dentsu which could help sweeten the appeal to advertisers. Maybe half on average, but again, I’m estimating here and it’s not exact,” said Avi Ben-Zvi, vp of paid social at Tinuiti, who was talking about the agency’s total number of clients on the social network. “This is a more finger in the wind estimate but for us and our social roster, it’s probably somewhere between 40% to 60%. ![]() ![]() ![]() Granted, the levels of spending are nowhere near what’s being spent on the largest social networks and online video platforms, but it’s clear Pinterest has momentum in the wider ad slowdown. Last year, Pinterest increased its revenue by 11.9% to $2.6 billion, whereas Meta’s (albeit much larger) revenue contracted 1%. Advertisers are spending more on the platform, according to four media buyers Digiday spoke to.
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