Pinterest debuts on CTV via tvScientific, early LG tests show 73% reach lift
Monday's launch put Pinterest audience data to work on connected TV for the first time, through a new integration with tvScientific. Advertisers can now use Pinterest's online audience signals to target viewers on CTV platforms including LG, where early tests produced a 73% increase in unique household reach and a 24% lift in new customers. tvScientific CEO Jason Fairchild said early tests applying Pinterest's high-intent signals to tvScientific campaigns produced a more than 27% increase in outcomes per dollar spent and a more than 65% lift in purchases. Pinterest acquired tvScientific late last year, and the integration is the first significant joint announcement since that deal closed. "This is just a start," Fairchild said.
Campaigns planned around Pinterest activity can now extend onto CTV screens using signals Fairchild described as reflecting active planning behavior, captured before a viewer takes action. Buyers running inventory through tvScientific gain access to household reach gains like the 73% seen on LG, plus purchase lift and cost-per-outcome data tied to that earlier signal. Fairchild frames earlier timing as the bigger opportunity: reaching audiences earlier in their decision process, with a more than 65% lift in purchases attached, gives advertisers evaluating CTV budgets a performance signal beyond reach alone.