Pinterest on Tuesday rolled out Promoted App Pins, an ad unit that merchants can use to encourage shoppers to download their apps.

Pinterest Inc. on Tuesday rolled out a new ad format called Promoted App Pins that retailers can use to drive shoppers to download their apps.

The ads are a native ad format that appears within users’ home feeds. The approach aims to help retailers’ app download ads stand out, writes Mike Bidgoli, Pinterest’s head of new ad products, in a blog post. “With millions of apps to compete with in the app stores, it can be difficult to get the level of interest necessary to lead to significant downloads,” he writes. “On Pinterest, we make it easy for people to discover fresh ideas and get inspired to do the things they love. With Promoted App Pins, pinners will find mobile apps designed to meet their needs, mixed right in with the compelling content that keeps them coming back.”

In testing the ad format, more than 70% of advertisers reached their install goals using Promoted App Pins, he writes.

Retailers can now promote their apps on Pinterest

The ads are available to advertisers that use the Pinterest Ads Manager self-service system, as well as those that work with vendors such as 4C, Ampush, SocialCode and Sprinklr that buy ads via the platform’s application programming interface. Retailers can access analytics including reports on downstream installs via the platform’s mobile measurement vendors such as AppsFlyer, Tune, Adjust, Kochava and Apsalar.

In offering an app download ad, the social network is following the lead of Facebook, Google, Twitter and other platforms. App download ads are a rapidly growing ad format that research firm eMarketer Inc. estimates accounted for $5.70 billion in spending last year, up 69.6% from $3.36 billion in 2015.
[infogram id=”mobile_app_install_ad_spending” prefix=”6xj” format=”interactive” title=”Mobile App Install Ad Spending”]