• by Laurie Sullivan , 3 hours ago

Pinterest made its connected TV (CTV) debut on Monday, bringing its audience data to tvScientific. Now, for the first time, the company is allowing advertisers to use its online audience data to target consumers on connected TV (CTV) platforms including LG, which experienced a 73% increase in unique household reach and a 24% lift in new customers in early tests.

Audience and performance data are beginning to reframe what connected TV can do. Instead of a downstream awareness channel, it becomes a more measurable, performance-driven channel that connects discovery to action across screens.

Late last year, Pinterest announced the acquisition of tvScientific, gaining access to its data and technology to deliver consumer insights from its platform to CTV. This marks the first significant achievement and joint announcement since closing the deal.

“This is just a start,” said Jason Fairchild, CEO of tvScientific. He called out the benefits of combining Pinterest’s planning and intent signals with a performance TV platform to act on those signals. 

The focus on timing more than incremental reach, from the internet to the living room.

Pinterest signals reflect what people are actively planning, not what they have already done. By bringing those signals into tvScientific’s performance engine, advertisers can now reach consumers earlier and optimize CTV campaigns to see real performance results. Not just impressions.

Fairchild said early tests found when Pinterest’s “high-intent signals are applied to tvScientific campaigns, advertisers are seeing a more than 27% increase in outcomes per dollar spent, along with a more than 65% lift in purchases.”

“That tells us it’s not just about adding reach, it is about reaching the right audiences earlier in the decision-making journey and driving better business results,” he said.

Video has been a focus for Pinterest, increasing its efforts with a series of product launches and video formats.

The company first introduced video ads in 2016, but now this moves the company, data and performance firmly into CTV.