Pinterest launches connected TV advertising with tvScientific
Pinterest announced that its connected TV (CTV) advertising capability through tvScientific is now live, enabling advertisers to extend Pinterest ad campaigns to home TV screens. tvScientific was acquired by Pinterest in December 2024, and this integration allows advertisers to leverage Pinterest's commercial intent signals to reach audiences on premium CTV inventory, with AI-powered optimization to enhance campaign performance. Pinterest reports that combining high-intent signals results in a 27% improvement in effectiveness per $100 spent and a 65% increase in purchases. Early case studies show that LG increased reach of unique households by 73% by tapping into Pinterest audiences.
Pinterest announced that the first step of its expansion into connected TV (CTV) advertising through tvScientific has landed, and Pinterest advertising partners can now extend their campaigns to consumers' home TVs, achieving broader reach with enhanced CTV placements.
Pinterest acquired tvScientific in December 2024. The performance advertising platform is designed specifically for connected TV placements via streaming content, and Pinterest advertisers can now leverage these placements to expand their promotional capabilities.
Pinterest officially explained: "tvScientific by Pinterest is the first platform that can directly access Pinterest's high-intent audiences for CTV campaigns. Advertisers can leverage Pinterest's commercial intent signals to reach audiences in premium inventory on the largest screen in the home, while benefiting from tvScientific's AI-driven optimization technology."
These enhanced placements and targeting options are expected to become a powerful complement to Pin campaigns. Pinterest stated: "When tvScientific AI is combined with Pinterest's high-intent signals, results improve by 27% per $100 spent, and purchases increase by 65%."
In fact, given the prevalence of streaming—which has now become an entertainment medium on par with traditional TV—this could be a valuable consideration for Pinterest partners, offering them new opportunities to showcase relevant promotions.
Pinterest added: "Last year, U.S. CTV advertising spending reached $32.45 billion, and it is expected to surpass linear TV advertising spending by 2028, reaching over $45 billion."
Early results for Pinterest advertising partners have already highlighted the potential. For example, Pinterest stated that consumer electronics company LG increased its reach of unique households by 73% due to accessing Pinterest audiences and expanding reach through CTV.
Therefore, the new Pinterest/tvScientific placement opportunities may hold significant potential, offering advertisers the possibility to reach broader audiences on TV and devices.