The Camera Is The New Keyboard

The Camera Is The New Keyboard
SHARE
THIS



In this opinion piece, Brittany Richter (pictured below), vice president and head of social media at iProspect New York, explains why Pinterest is the answer to visual search for consumers in a discovery mindset.

Britanny Richter

If traditional search is like the left brain of the internet – premised on fast information retrieval, factually correct answers and queries based on words – Pinterest is the right brain: associative, visual, subjective, and about possibilities and inspiration right for you.

Primarily a visual discovery tool, Pinterest helps more than 200 million people around the world find over 100 billion ideas across every human-interest category – food, fashion, home, style, travel and more. According to a study completed this summer alongside comScore, Pinterest is the internet’s top destination for people seeking new ideas and inspiration.

Pinterest’s Lens feature embodies the effectiveness of visual search. Instead of having to type in a search query, users can now use the camera function in their Pinterest app to take a picture of any object in the real world and be presented with visually similar ideas. It’s a new and unique canvas combining visual search with powerful personalisation, and this combination gives marketers a new way to tap into latent consumer demand, acquire new users, harness more sophisticated, taste-based intent data, and ultimately, drive sales.

Evolving consumer behaviour: Pinterest’s unique value proposition

When people are looking for specific information like the weather in Las Vegas, for example, search engines work really well. Search engines have perfected the ability to quickly retrieve information by tapping into the content and link structure of web pages to map queries to accurate results.

However, the majority of human questions aren’t about facts or simple text-based answers. Most questions are open-ended and about discovery like, “What should I make for dinner?”, “How should my home look?”, or “What should I wear for a fun date night out?” These questions are inherently subjective and don’t just have one correct answer – the people asking them want to see creative possibilities and feel inspired by a range of options. Personalised visual results are particularly suited to addressing these open-ended questions, and can drive real business results for brands that want to be discovered by people in this inspiration-seeking mindset.

The opportunity for marketers

Having spent the last seven years creating a visual discovery tool that offers recommendations personalised to individual tastes and aspirations, Pinterest has cultivated a platform where people can discover what they’re looking for, even if they can’t think of the words – a place that helps people feel inspired to try something new and take action on the ideas they’ve discovered.

People come to Pinterest first when they want to actively consider what to do or buy next, but want options. Recent research from Neustar confirms this, identifying Pinterest as the strongest first-touch channel when present in the consumer journey.

Product searches on Pinterest are different than on other platforms; of more than two billion searches each month, 97 per cent are unbranded. This is why Pinterest is such an effective place to reach people while they’re actively considering their next buying decision – marketers have a huge audience of people who are simultaneously in-market and undecided.

To successfully reach these consumers, here are three key areas where marketers should begin leveraging and testing Pinterest as an integral piece of their paid media mix to drive sales.

  1. Reach consumers in active consideration mode by leveraging Pinterest’s visual technology

Visual technology is transforming the way we communicate. Humans are experts at visual selection – we’re hard-wired for it. Neurons devoted to visual processing take up 30 per cent of the cerebral cortex, versus 8 per cent for touch, and 2 per cent for hearing.

Pinterest believes the camera is the new keyboard and is investing heavily in computer vision technology that allows people to browse and discover the web visually. Every month, Pinterest sees more than 300 million visually driven searches.

With visual discovery technology, there’s no need to type in a search or even know what the product is called to find it – people can just let their eyes and tastes guide them. This tech transcends language or location and makes it easier than ever for people to find the ideas they want to see. Marketers with products that lend themselves to a visual aesthetic where taste is hard to express in words (home furnishings, fashion, food, etc.) can especially benefit from this new form of search.

  1. Leverage the ‘Taste Graph’ for high-quality prospecting in paid campaigns

As digital consumers and marketing practices continue to mature, brands can no longer rely solely on interruptive advertising. Their content, products and formats must align with the core consumer behaviour on the platform being used, and this is particularly relevant on Pinterest.

Pinterest’s user base favours content and formats that complement their core consumer behaviour. They want a more personalised experience that’s relevant to them and based on their tastes, rather than the interruptive experiences of old.

It’s a horizontal personalisation engine that encompasses all of a person’s tastes and preferences, which it achieves by amassing an immense set of preferences across a wide array of interests and intents, generated from every search, pin, or other interaction. These evolving tastes, preferences and interests form Pinterest’s core data asset – the Pinterest Taste Graph – which connects the millions of people on Pinterest to hundreds of billions of fresh ideas (and brands) that are just right for them. This data is what helps Pinterest truly understand their audience in a totally different way than a standard search engine or social platform. Seeing the different ways millions of Pinners curate their Pinterest boards gives Pinterest a deep understanding of all kinds of people’s tastes. In addition, often Pinterest can spot trends faster than other platforms.

There are over 5,000 interests to choose from on the Pinterest Taste Graph. For example, in beauty, brands can not only target beauty enthusiasts, but go deeper to target women engaging with (and/or looking for) acne treatments, lip moisturisers, beach waves, or any number of other interests. Early tests show many advertisers are seeing 50 per cent increases in their click-through rates, and 20 per cent more cost-effective clicks thanks to the Taste Graph.

  1. Accelerate the path to purchase by leveraging shopping features

In February 2017, Pinterest introduced ‘Shop the Look’, which combines computer vision and human curation and allows Pinners to shop items from the looks they see in fashion and home-decor Pins, partnering with Curalate, Olapic, ShopStyle and other sites to make shopping from brands and retailers simple.

Today, five million new shoppable products from 25,000 brands appear on Shop the Look on Pinterest, with hundreds more added every day. When someone is ready to move from “just browsing” to “taking the plunge”, users can click through to the retailer’s website, buy right on Pinterest, or go to the store – whatever is easiest for them.

Actionability translates to sales, too: 57 per cent of people said they made a purchase after seeing content from brands on Pinterest, and brands reported Pinterest users had a 40 per cent larger basket size than non-users.

The time for action is now

Brands and marketers have known for a while that there is opportunity on Pinterest, but as with any new platform, they have wanted to better understand how to execute, achieve scale, and measure success before diving in.

To address these concerns, Pinterest has made many enhancements to their paid advertising capabilities over the last year, with improved targeting, formats, measurement and insights to align clearly with marketing objectives.

With consumer behaviour evolving to visual search and discovery, and with marketers wanting to intercept new sources of demand to drive growth, Pinterest is uniquely positioned to add value and be an integral part of the media mix.

Latest News

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Nike Disses Mollycoddled Chinese Kids In New Upbeat Spot
  • Campaigns

Nike Disses Mollycoddled Chinese Kids In New Upbeat Spot

Years of China’s ‘one child policy’ has apparently left a generation of mollycoddled kids too scared to get sweaty or dirty. But now a new campaign by Nike China has set out to debunk the idea that Chinese kids are spoiled little fatties wrapped in cotton-wool. The campaign’s the work of R/GA Shanghai and is an upbeat, positive number with a booming […]

by B&T Magazine

B&T Magazine
MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign
  • Campaigns

MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign

An MS diagnosis – at an average age of just 30 – means a lifelong battle with a disease that attacks the central nervous system in any number of ways. While most people have heard of multiple sclerosis, few understand what it is or how it impacts people’s lives. In partnership with MS Queensland, creative […]

Revealed: The Real Voice Behind Siri
  • Technology

Revealed: The Real Voice Behind Siri

For the third consecutive year, TEDxSydney selected creative agency BMF to produce a film for its 2018 film program under the theme ‘Humankind’. The film, which premiered on Friday in front of 5000 people at TEDx Sydney, unmasks the real genius behind Apple’s personal assistant Siri. “Siri is an amazing invention. You can ask her […]

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine