For Half Of Americans, Seeing A Product Image Motivates Them To Buy, According To A New Consumer Sentiment Survey

Pinterest, NCSolutions Announce New Insights for Driving Return on Ad Spend and Incremental Sales Using Visual Discovery at Advertising Week New York

Visual discovery – even when it’s in the form of advertising – drives purchase decisions. Nearly half (49%) of Americans say product images influence their purchases of consumer packaged goods (CPG), while almost three-quarters (74%) say images in search results are very or extremely helpful in determining which products to buy, according to a new consumer sentiment survey commissioned by NCSolutions (NCS). The findings were released as part of a joint session held at Advertising Week NY with executives from NCS and Pinterest.

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According to the September 2021 survey, nearly one-third (32%) of consumers use Pinterest to find inspiration and 30% have purchased a product after seeing it advertised on the site. In addition, 45% of Americans think it’s extremely important to see an image of what a meal or dish will look like when it’s fully prepared.

“On Pinterest, advertisements are content. They don’t interrupt and they aren’t a distraction,” said Andrew Knoop, Partner Measurement & Insights—Food & Beverage CPG, Grocery Retail Vertical Lead in the U.S. for Pinterest. “They’re a decision-making tool for Pinners. Visual discovery provides them with the information they need to make ideas happen.”

The connection between visual discovery and consumer purchase behavior is supported by the results of a new multi-year NCS Meta-Study of Pinterest advertising campaigns for CPG brands. Advertisers achieve a higher return on advertising spend (ROAS) when they combine visual discovery and relevance across advertising placements on Pinterest – in the home feed, in search and in related surfaces.

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“The uniqueness of the Pinterest platform is in the mindset of users and the actions they take when engaging with content. Pinners engage with content across all sorts of categories and interests, some that may be adjacent to each other, in a way that encourages discovery,” said James Yoon, Head of Partner Measurement & Insights—CPG, Automotives, Restaurants, Media & Entertainment in the U.S., Pinterest. “They can move fluidly from one category to another in a non-linear (relative to the traditional marketing funnel) way until they buy something. This is what we call discovery leading to action, and it happens 100% visually on the Pinterest platform.”

“Publishers, like Pinterest, use insights from NCS Meta-Studies to dive deep into how brand campaigns perform on their platform, giving them a set of best practices they can share with brands to help them deliver even more effective advertising,” said Lisa Kerins, VP Publisher Sales and Consulting, NCSolutions. “This Meta-Study provides invaluable insight into key elements of Pinterest CPG campaigns proven to drive higher ROAS — ad impression frequency, qualified reach and creative elements.”

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