{"id":113678,"date":"2016-05-04T19:59:00","date_gmt":"2016-05-05T00:59:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/pinterest-chooses-the-uk-for-its-first-tv-ad-campaign\/"},"modified":"2025-01-03T04:38:31","modified_gmt":"2025-01-03T09:38:31","slug":"pinterest-chooses-the-uk-for-its-first-tv-ad-campaign","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/pinterest-chooses-the-uk-for-its-first-tv-ad-campaign\/","title":{"rendered":"Pinterest chooses the UK for its first TV ad campaign"},"content":{"rendered":"<p><em><a href=\"https:\/\/unmetric.com\/pinterest-analytics-2\/\">via<\/a><\/em><\/p>\n<p>In the news this week is the announcement that picture-sharing platform Pinterest has selected the UK for its first above-the-line ad campaign, scheduled to debut next month. As part of the push, its brokered a deal with Channel 4 to run a seven-month contextual ad campaign, which Pinterest says will be highly personalised and localised, tapping directly into an individual\u2019s TV viewing habits.<\/p>\n<p>The multi-channel campaign will run across OOH, digital and TV, with the intention to demonstrate how Pinterest can be weaved into everyday life, irrespective of age, demographic etc. It hopes to catch people at the moment when they might turn to Pinterest for inspiration, particularly after viewing a TV show relating to style, food and parenting. The 10-second TV ads will be based on 20 different TV shows, all airing on Channel 4. More than\u00a0100 creative iterations of the campaign are being developed, to focus on topics such as recipes for example, which will be tailored to locality, seasonal produce, trending topics and even the weather. In an interview to Marketing Week, Pinterest\u2019s head of marketing, Elie Donahue, explains:\u00a0\u201cIf you\u2019re watching a programme that mentions brunch, we\u2019re going to show you exciting ideas about brunch that relate to the UK \u2013 it\u2019s something I haven\u2019t seen done before\u201d. <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8452\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2016\/05\/Screen-Shot-2016-05-04-at-15.51.33-600x431.png\" alt=\"Pinterest Brunch\" width=\"700\" height=\"503\" \/> The concept was developed by Pinterest\u2019s in-house team, and is being executed by Mediacom and Stinkdigital. The fact the campaign is launching in the UK and not the US where it&#8217;s based, shows the importance of Pinterest\u2019s non-native market, and its overall desire to be seen as a global platform. The platform claims its UK users pin 2.2bn items per day.<\/p>\n<h2>Why TV?<\/h2>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-newsletter-form class='custom-hubspot-form' id='hubspot_form_6a045749ab82e'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_6a045749ab82e');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.hubspot-status');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Form submitted successfully!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>Earlier last year, Facebook ran its first British TV campaign, called \u201cthe friends\u201d. Twitter also made its first real foray in TV advertising last year. Research by Nielson found that online businesses invested more than\u00a0\u00a3500m in TV in 2015, an increase of 14% on 2014. While it may seem a traditional medium, the rise of multiscreening in UK households has helped to maintain the effectiveness of TV advertising. It\u2019s a behaviour that\u2019s growing as audiences increasingly go online and search for additional information surrounding a TV ad they\u2019ve just viewed. According to the recent <a href=\"http:\/\/webcache.googleusercontent.com\/search?q=cache:http:\/\/informitv.com\/2015\/08\/16\/multiscreen-media-usage-rises\/&amp;gws_rd=cr&amp;ei=fjkjV_23MIq3UdnOoNgL\">Mediatel\u00a0<em>Connected Screens<\/em>\u00a0survey<\/a>,\u00a054% of respondents in broadband homes watch a TV screen while using a laptop or personal computer at least once a week. A further 47% watch television while using a smartphone, rising to 60% for those households that have two. Additionally 73% of those aged 16-24 used a smartphone while watching television at least once a week, while 32% say they do so on a daily basis. Tablet usage while watching television on a weekly basis came out as being a little lower at 36%, rising to 57% among those aged 25-34. The Pinterest campaign will tap into this audience behaviour, hoping that as audiences are viewing a TV show, they will be inspired to simultaneously go online, particularly during an ad break, to seek out and \u2018pin\u2019 relating ideas, weaving Pinterest into the complex media tapestry of everyday life. It wouldn\u2019t be surprising if this sets a precedent for other online businesses, who may look to TV for their future brand advertising.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>via In the news this week is the announcement that picture-sharing platform Pinterest has selected the UK for its first above-the-line ad campaign, scheduled to debut next month. As part of the push, its brokered a deal with Channel 4 to run a seven-month contextual ad campaign, which Pinterest says will be highly personalised and [&hellip;]<\/p>\n","protected":false},"author":70,"featured_media":113680,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-113678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pinterest chooses the UK for its first TV ad campaign | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/pinterest-chooses-the-uk-for-its-first-tv-ad-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pinterest chooses the UK for its first TV ad campaign | DAC\" \/>\n<meta property=\"og:description\" content=\"via In the news this week is the announcement that picture-sharing platform Pinterest has selected the UK for its first above-the-line ad campaign, scheduled to debut next month. As part of the push, its brokered a deal with Channel 4 to run a seven-month contextual ad campaign, which Pinterest says will be highly personalised and [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/pinterest-chooses-the-uk-for-its-first-tv-ad-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:published_time\" content=\"2016-05-05T00:59:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-03T09:38:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Pinterest-chooses-the-UK-for-its-first-TV-ad-campaign.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"347\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta 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