By Jonathan Baker While avid users of Pinterest view, pin, and repin ideas to their favorite boards, the image-centric platform is now extending how (and where) it activates that intent. EGC explores Pinterest’s latest innovation: Connecting its high-intent audiences to connected television (CTV), thus opening new performance-driven marketing opportunities beyond the platform itself. Welcome tvScientific Following its late‑2025 acquisition of ad tech company tvScientific, Pinterest has taken a major step toward making CTV advertising more measurable and outcome focused. The performance-based CTV advertising platform tvScientific uses AI-driven optimization to help advertisers connect with audiences across premium streaming inventory. By integrating Pinterest’s intent-rich first-party data with tvScientific’s CTV capabilities, marketers can now reach Pinterest users off-platform (and on the biggest screen in the house) while optimizing campaigns toward real business outcomes. CTV Joins Paid Search and Social Media Pinterest’s goal is to make CTV advertising as accessible and measurable as paid search and social media. According to Lee Brown, Chief Business Officer at Pinterest, advertisers now have new ways to reach consumers at every stage of the shopping journey, from discovery to purchase, and both on and off Pinterest. Early results suggest this approach is resonating with performance-focused marketers. Gains in Outcomes and Purchases According to EMARKETER, companies participating in early tests saw an average 27% increase in outcomes per $100 spent, along with a 65% increase in purchases. These results highlight how pairing Pinterest’s intent data with performance TV can shift CTV from a broad awareness channel to one tied more directly to measurable results. Looking ahead, Pinterest is expected to reach 22.6 million U.S. social buyers, reinforcing its role as a commerce-driven discovery platform. By extending monetization of these high-intent users beyond Pinterest itself, the tvScientific integration strengthens Pinterest’s position as a performance channel across screens. Pinterest generates more than 80 billion searches per month, according to tvScientific CEO Jason Fairchild; signals that now help inform and optimize CTV campaigns at scale. So, how can marketers benefit from this performance-focused evolution of CTV? Stepping Up Performance-Driven Campaigns With access to Pinterest’s high-intent signals, marketers can now run CTV campaigns tied more closely to outcomes, including conversions. This marks a shift from CTV’s traditional role as an upper-funnel awareness channel and allows brands to apply lower-funnel signals to streaming TV in a more measurable way. Seeing the Bigger Picture Through Cross-Screen Insights The integration of Pinterest and tvScientific also offers a more holistic view of campaign performance across screens. These cross-screen insights can help marketers better allocate media spend and coordinate messaging across key touchpoints, from discovery and consideration to purchase. In Closing With the help of tvScientific, Pinterest has emerged as a triple‑threat performance channel, bringing together search, social, and television in an intent-driven advertising ecosystem. For brands under pressure to prove performance, this evolution signals a more practical and accountable role for CTV within modern media plans. EGC Group continues to stay in sync with the latest marketing innovations across platforms such as Facebook, Instagram, TikTok, and Pinterest. Could your brand benefit from a new approach to visibility and relevance across screens? Contact us today to learn how EGC can help make it happen. Be sure to visit our Social Media Mastery page for a deeper look at these capabilities. Related reading: Gen Z Points to Pinterest for Discovery Behind the Scenes of a Smart CTV Buy
