Pinterest teams up with YSL Canada for new ad format

The social platform is adding video to its shopping catalogues in an effort to create some holiday shopping magic.
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Pinterest launched a new suite of merchant tools for retailers during the holiday season – and it’s partnered with a Canadian advertiser as part of the launch.

YSL Beauty is the first Canadian brand to test Pinterest’s updated Collection ads, Video for Collection. The updated unit includes multiple products inside a carousel, with a video as the hero creative, rather than a static image. It also allows users to checkout directly at a retailer’s site.

Other new launches in Canada for advertisers include faster, real-time Catalog feed uploads and a scheduling tool for those uploads, automatic bidding for Catalog sales in ad campaigns and new conversion insights and analysis.

YSL Beauty worked with Pinterest through its agency Wavemaker on the launch campaign, which is tied to holiday shopping.

Pinterest’s updates are mainly tied to a desire to recreate the holiday shopping experience for homebound Canadians; its own data shows that shopping, browsing and searching for inspiration for the holidays started earlier this year (there were three times as many queries for “Christmas gift ideas” in April this year than last year).

It also found that Pinners engaging with shopping interfaces on Pinterest has grown more than 85% in six months.