Pinterest Expands Advertising Reach with Connected TV Placements via tvScientific
Pinterest has taken the first step in its expanded connected TV push by integrating tvScientific, enabling advertisers to run CTV campaigns targeting Pinterest's high-intent audiences. The platform reports significant performance gains, including a +27% lift in outcomes per $100 and a +65% increase in purchases, with LG seeing a 73% boost in unique households reached.
Pinterest has announced the initial rollout of its expanded connected TV (CTV) initiative through tvScientific, enabling advertising partners to extend their campaigns to consumers' home television sets via enhanced CTV placements.
This move follows Pinterest's acquisition of tvScientific in December. The performance advertising platform, purpose-built for CTV via streaming content, now allows Pinterest advertisers to broaden their promotional reach across these ad slots.
As Pinterest explained: “tvScientific by Pinterest is the first ad platform to offer direct access to Pinterest’s high-intent audiences for CTV campaigns. Advertisers can use Pinterest’s commercial intent signals to reach audiences across premium inventory on the biggest screen in the house, while also leveraging tvScientific's AI-powered optimization technology.”
These new placements and targeting capabilities could serve as a powerful complement to existing Pin campaigns. “On average, when tvScientific AI is enriched with Pinterest’s high-intent signals, it leads to a +27% increase in outcomes driven per $100 in spend, with purchases up +65%,” Pinterest stated.
Given the growing popularity of streaming—which now rivals traditional TV as an entertainment medium—this development may offer valuable opportunities for Pinterest partners to showcase relevant promotions in an emerging channel.
“Last year, CTV ad spend reached $32.45 billion in the United States and is expected to surpass linear TV ad spending, to more than $45 billion by 2028,” Pinterest added, underscoring the market's trajectory.
Early results from Pinterest ad partners highlight the potential. For instance, consumer electronics company LG experienced a 73% increase in unique households reached, attributed to its access to Pinterest audiences and expanded reach via CTV.
Consequently, the new Pinterest/tvScientific placement opportunities could hold significant promise, offering advertisers broader access to audiences on TV sets and connected devices.