Zillow wants to help brands find customers who have shown signs that they’re interested in moving.
The online real estate marketplace has inked a deal with Pinterest that allows advertisers to target Zillow’s audiences with Pinterest ads.
Zillow is opening up 34 audience segments of buyers, renters, sellers, and owners to Pinterest. Zillow can sell those audiences to advertisers through targeted Pinterest ads, said Kristin Patterson, VP of omnichannel retail at Pinterest.
In one example, Kohler tested the partnership, finding that Zillow’s data helped reach 82% more Pinterest users than a standard Pinterest campaign that uses search targeting.
“Moving is one of the most significant life moments people experience, and it comes with a lot of planning and decision-making, much of which happens on Pinterest,” said Zillow’s Brent Rosso, vp of media ad strategy, in a statement.
