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What advertisers need to know about Pinterest’s ‘Place Pins’

Pinterest Place PinsA couple of months after its introduction of Promoted Pins, Pinterest has introduced a whole new initiative: Place Pins. With about 1.5 million places being pinned every day, Place Pins were designed to combine images with an online interactive map. This is powered with Foursquare’s location API, along with Mapbox’s map technology, to aid users to explore and plan travel trips which can then be shared with friends.

More advertising avenues, with a few things to remember
Although Pinterest currently doesn’t offer ads on the site outside of Promoted Pins, Place Pins have ad potential as Pin locations include information such as addresses and phone numbers. This can be especially useful for travel and tourism businesses to, for example, help visitors discover things to do in an area. There is however a list of things that brands need to know.

Available on iOS and Android: Not only can Pinterest users find inspiration and plan trips online, they can keep track of places they would like to visit while they are on the go, through the Pinterest app.

Any Pin can be a Place Pin: Any existing pin on a board can be updated to include geographical data by selecting ‘Add Map’ in the Edit section of a board.

Any location can be Pinned: Even if a location isn’t on the map, pinners can add locations of their own.

Create a place board: Make sure the place boards reflect and are relevant to the brand. The actual creation of a place board is simple enough: select ‘Add a map’ when creating a new board or edit an existing board’s settings. After this, you can map all your new and existing Pins to the board. For some inspiration check out Visit Britain’s UNESCO World Heritage Sites in the UK.

Make a site Place Pin-friendly: Pinterest have partnered up with various businesses such as Foursquare and Hotels.com that will automatically include location info on their Pins. This and Pin It buttons on site images make it easy for pinners to save places they want to go to.

The logical step
On top of the rich Pins for products, recipes, movies and articles that Pinterest has introduced, Place Pins seemed to be a logical step given the popularity of travel planning on the site. We see this as a good opportunity for our travel brands to connect to its customers and provide more information filled content and even though there are no plans for monetization Place Pins yet, who knows the next step may be the ability to add discounts or other incentives to the Place Pins.

 

The author, Kristina Jäntti, is a part of the digital team at IPG Mediabrands in the United Kingdom

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