Pinterest is rolling out its Promoted Pins platform to more businesses, the company has confirmed to TechCrunch, after we received reports from businesses who were newly being invited to join the pilot program. Previously announced earlier this summer, Pinterest’s “self-serve,” performance-based advertising platform is aimed at small to medium-sized businesses looking to gain more views for their Pins from Pinterest users.
Though the company had previously been testing its Promoted Pins product with a number of larger brands, including ABC Family, Banana Republic, Expedia, GAP, General Mills, Kraft, Lululemon, Nestle, Old Navy, Target, Walt Disney Parks and Resorts, and Ziploc, that initial group of Promoted Pins was sold on a CPM basis, based on the number of impressions generated.
Meanwhile, the self-serve platform partners only pay if users click through to view the promoted content.
Those businesses now receiving invites to try Promoted Pins may have already expressed an interest in the product, the company says.