New Ad Format: Top of Search
At Pinterest Presents, the company outlined a bold expansion of its ad toolkit designed to bridge user inspiration with real-world shopping. The centerpiece is a new ad format called Top of Search, which is now being tested across all markets where advertising is available. These ads appear among the top ten search results, a prime placement that Pinterest notes captures a large share of user attention, with about 45 percent of clicks occurring there.
One of the most compelling insights Pinterest shared is that 96 percent of the platform’s most common searches are generic and do not include a brand term. That creates a significant opportunity for brands to appear precisely when users are most open to discovering new products. Early beta testing of the Top of Search format has shown an average click-through rate that is around 29 percent higher than standard campaigns, underscoring its potential to accelerate discovery and purchase intent.
Local Inventory Ads: Driving In-Store Visits
Aiming to close the online-to-offline gap, Pinterest is introducing Local Store Inventory ads. This feature lets retailers display real-time prices and stock levels for products available in a nearby physical store. By surfacing local availability, brands can move consumers from digital inspiration to local checkout, offering a more seamless path from discovery to purchase and supporting retailers in driving foot traffic.
Media Network Connect: A Unified Self-Service Tool
Another addition is Media Network Connect, a self-serve capability embedded in Pinterest Ads Manager. The tool is designed to simplify the use of first‑party data from multiple media networks. By consolidating data from diverse partners into a single workspace, advertisers can plan, manage, and optimize cross-network campaigns more efficiently and with greater data cohesion.
AI-Powered Visual Search: A Personal Discovery Journey
Parallel to the new ad tools, Pinterest is expanding its visual search capabilities with generative AI. The system analyzes images to propose search terms based on aesthetics, color palettes, or specific items within a photo. Users can then refine results using filters like “style” or “occasion” to locate exactly what they want. “We are changing how people discover style,” says Dana Cho, Pinterest’s design chief, emphasizing that the aim is to create a personalized discovery journey rather than simply returning search results. This approach helps users find their unique look and, critically, the products that fit.
Implications for Advertisers
These updates collectively shift Pinterest from a pure inspiration engine to a more integrated shopping experience. Advertisers gain access to premium visibility with Top of Search, improved relevance through AI-driven discovery, and the ability to connect online interest with local inventory. The combination of Local Inventory ads and Media Network Connect also helps brands align online messaging with in-store availability, creating a more cohesive omnichannel strategy. With generic searches dominating early touchpoints, the new formats offer brands a chance to leverage intent when it matters most—at the moment of inspiration.
Getting Started
To take advantage of these features, advertisers should ensure high-quality product feeds and accurate stock data, synchronize pricing and availability with their local stores, and craft creative that performs well in a top-of-search context. The global rollout will continue where advertising is supported, giving brands worldwide the opportunity to test these formats and measure impact on both online engagement and in-store visits.
Conclusion
Pinterest’s latest updates demonstrate a clear pivot toward turning inspiration into action. By combining Top of Search, Local Inventory ads, a unified Media Network Connect tool, and AI-powered visual search, the platform offers brands powerful new ways to capture intent, boost visibility, and drive real-world purchases.
