Pinterest Is Ready For Its CTV Debut

Why It Matters

By making its intent‑rich audience addressable on CTV, Pinterest opens new mid‑ and lower‑funnel revenue streams and positions itself against traditional social‑media ad models.

Key Takeaways

• Pinterest’s users become addressable on tvScientific’s CTV platform.
• CTV market projected to surpass $45 B, outpacing linear TV by 2028.
• Early tests show 27% higher outcomes versus other audience segments.
• LG case study delivered 73% lift in household reach, 24% new customers.

Pulse Analysis

The connected‑TV (CTV) ecosystem is on the cusp of overtaking traditional linear television, with eMarketer projecting a market size of more than $45 billion by 2028. Advertisers are drawn to CTV because it blends the lean‑back, big‑screen experience of broadcast with the granular targeting capabilities of digital media. Pinterest, long known for its visual discovery and upper‑funnel inspiration, has been repositioning itself as a performance‑driven search and shopping platform. Aligning with CTV therefore extends its intent‑rich audience into a channel that brands increasingly view as a direct‑response medium.

The deal closed in February, bringing tvScientific’s addressable‑TV technology under Pinterest’s umbrella. Integration now feeds Pinterest’s audience signals—demographic, interest and purchase intent—into tvScientific’s programmatic buying stack, allowing advertisers to retarget the same users on streaming devices. Early internal tests reported a 27% lift in campaign outcomes compared with other third‑party segments, while an external case study with LG showed a 73% increase in unique household reach and a 24% rise in net‑new customers. These results underscore the potency of high‑intent visual audiences when paired with CTV inventory.

For marketers, the integration opens a new mid‑ and lower‑funnel pathway that bridges Pinterest’s discovery phase with the conversion‑focused environment of CTV. Brands can now leverage Pinterest’s strong Gen Z and intent‑driven user base to drive app installs, e‑commerce sales, or product trials directly from the living‑room screen. Pinterest has signaled that this is only the first step; future roadmap items include real‑time optimization of the Pinterest intent signal across both on‑platform and off‑platform placements. As CTV spend accelerates, the ability to serve high‑intent, addressable audiences is likely to become a key differentiator in the digital advertising landscape.