Amobee has launched its Pinterest digital advertising solutions in Australia. Amobee is part of an exclusive group of companies with ads API level access to Facebook, Twitter, Instagram, Snapchat and Pinterest.

Pinterest’s Australian monthly active users grew by more than 20 per cent last year.

The Pinterest Marketing Developer Partners program enables technology partners to build tools and services to help marketers reach audiences to scale their presence on Pinterest and create a richer experience for consumers.

With the API access, Amobee is giving brands access to Pinterest advertising products including Promoted Pins and Promoted App Pins, which are displayed in search results as well as in category and home feeds.

“Pinterest is a global visual discovery platform and brands have a big opportunity to reach consumers in an intent-driven data-rich personal environment,” said Amobee ANZ Managing Director Liam Walsh. “The Pinterest platform is made for marketing as consumers use it to explore, share, save and organise.”

Amobee Australia Head of Social, Ian Laurie, said the Pinterest offering is about reaching users in the discovery phase of the purchase journey.

“If Wikipedia is the hub of the world’s knowledge then Pinterest is the hub of the world’s ideas. Advertising on Pinterest means brands can be part of the journey as consumers move from inspiration to intent,” said Laurie.

“The people that use Pinterest are passionate about a particular topic, subject, or product category, and they are open to absorbing new information from a variety of sources,” said Laurie. “Pinterest provides an avenue for brands to be at the forefront of consideration when consumers are looking to be inspired.”

The company said the addition of Pinterest solutions in Australia further strengthens its social advertising capabilities, which include strategy, media buying, content development and digital advertising delivery.

“We are thrilled to be able to offer our advertisers access to such innovative social products through our API partnerships. Our partnerships mean that our advertisers get first look at the newest technologies in social and can harness the expertise of Amobee’s in-house social team to plan, manage and execute their campaigns,” said Walsh.

Last week Amobee announced it is acquiring demand-side platform Turn for US$310 million.

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