Pinterest Uses Search Advertising to Stand Out in the Social Media Space - eMarketer
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eMarketer Interview

Pinterest Uses Search Advertising to Stand Out in the Social Media Space

Preview from eMarketer PRO

An interview with

Jon Kaplan

Head of Global Sales, Pinterest

Interview summary

More content- than communication-oriented, Pinterest isn’t a traditional social platform, but the company has found its niche. With strong search capabilities, the social player is focusing on connecting consumers to brands through organic discovery. Jon Kaplan, head of global sales at Pinterest, spoke with eMarketer’s Maria Minsker about how advertisers are leveraging the company’s search ad products and visual search capabilities. [Editor's Note: Kaplan is now global head of partnerships.]

Interview

eMarketer: What makes Pinterest different from other social networks?

Jon Kaplan: Our purpose is not to connect consumers with their friends. Our purpose is to help consumers discover products and projects. Search is a really important part of that, because people are actively seeking out new ideas at the very early stages of their decision-making process. The visual nature of our platform lends itself really well to search.