Pinterest extends high-intent audience data to CTV, reports 27% lift in campaign outcomes

Pinterest has expanded its advertising capabilities into CTV, enabling marketers to target its user base beyond the platform for the first time. The move follows the company’s acquisition of tvScientific and introduces a new layer of cross-screen activation built on Pinterest’s first-party intent data.

The integration allows advertisers to run campaigns on streaming TV using Pinterest audience segments, marking a shift from on-platform engagement to broader omnichannel reach. Through tvScientific’s infrastructure, these audiences can now be activated across premium CTV inventory, extending campaign visibility to the largest screen in the household.

This rollout represents the first instance of Pinterest’s user data being applied outside its own environment. Historically confined to in-app and web experiences, Pinterest’s audience signals—based on search, discovery, and saving behavior—are now being used to inform targeting in streaming environments.

The company positions this data as “high-intent,” reflecting users who actively browse for ideas, products, and future purchases. Advertisers can leverage these signals to align messaging with users who are closer to decision-making stages, particularly in commerce-driven categories.

Initial campaign data indicates performance improvements tied to this expanded targeting approach. According to Pinterest and tvScientific, campaigns using Pinterest audience data delivered a 27% increase in outcomes per $100 spent compared to other third-party audience segments.

In a separate case study, a campaign for LG recorded a 73% increase in unique household reach and a 24% lift in net new customers after incorporating Pinterest audiences into CTV targeting. These results suggest that combining intent-based data with CTV delivery may improve both reach and conversion metrics.

The expansion into CTV aligns with broader market trends. Industry forecasts project connected TV ad spend to exceed $45 billion by 2028, surpassing traditional linear television. Pinterest’s move signals an effort to capture a share of that growth while repositioning itself within performance marketing budgets.

Executives have indicated that advertiser perception of Pinterest is shifting from an upper-funnel awareness channel toward mid- and lower-funnel performance use cases. The integration with tvScientific is designed to support that transition by enabling measurable outcomes across screens.

Pinterest’s audience composition plays a role in this strategy. The platform reports a user base with significant representation from younger demographics, many of whom use the service for product discovery and purchase planning rather than social interaction.

By extending these users into CTV environments, advertisers can maintain continuity between discovery and conversion stages. Campaigns can begin with visual inspiration on Pinterest and continue with targeted messaging on streaming platforms, supported by tvScientific’s optimization technology.