Why Pinterest Wants You to Spend Less Time on Your Phone

Take a look at the brand’s Cannes activation

CANNES, France—To maximize engagement and advertising revenue, digital players typically love to throw out big stats about how long people spend on their websites and apps. So, it’s a refreshing change—but not totally surprising—to hear Pinterest talk about getting you to close your phone and go live life IRL.

“We’re all becoming addicted to our devices and spending more and more time on our devices,” Pinterest’s president Tim Kendall told Adweek during a video interview. “Our perspective at Pinterest is actually very different than most of the other folks that make apps for your phone. … We want to as quickly as possible get you to an idea that you love, we want to help you discover that idea and then get you to get off your phone and go do that idea.”

For the past couple of years, Pinterest’s ad pitch has centered on proving to advertisers that their ads are converted to sales. Per recent data from Oracle Data Cloud and its DLX ROI tool, 92 percent of Pinterest campaigns from consumer-packaged-goods brands increased sales.

Adweek also got a tour of Pinterest’s space on the Carlton Pier that jets out into the Mediterranean Sea that promotes the company’s new visual search technology called Lens.