Melinda Petrunoff.
In a shifting media landscape, brands are under pressure to maintain campaign performance and support their bottom line. A brand’s values and performance are critical considerations for advertisers. As social platforms face policy changes and platform-specific risks, the pressing question for marketers is: Where is my next move?
GroupM analysts anticipate Australia’s ad spend to increase 3.7%, up from 2024 total spend of over $27 billion[1]. But tech platforms, previously one of the most effective channels for marketers, are now facing increased uncertainty and challenges.
As the nation enters a critical year, shifting moderation policies are keeping marketers on high alert to both the current risks of ads appearing alongside harmful or toxic content, and the future of brand safety on social media platforms.
All of these changes have raised crucial questions about the advertising environments that brands once relied upon. Advertisers must adapt before, not after, their performance metrics dip.
Resist the rage
Content with distrust and division tends to help garner clicks and likes on many tech platforms, creating a vicious cycle of engagement via enragement. But anger is not a long-term strategy. Engagement through discomfort and rage doesn’t just exhaust us; it can drive us away.
Despite rage being prevalent on tech platforms, we at Pinterest foresee a change in trajectory and a "retreat from rage" in 2025. Smart platforms will attract users seeking more positive and inclusive environments, thereby providing advertisers and retailers with greater returns on their investments.
At Pinterest, we’ve integrated with DoubleVerify, to provide advertisers globally with brand safety and brand suitability measurement on their campaigns. In initial testing, more than 99% of measured ad impressions on Pinterest were deemed brand safe.[2]
Now is the time to ask: Can you create a successful ad strategy which leverages platforms that promote positivity AND perform? Are the current toxic environments draining your ad spend?
Positivity and performance together drive results
As you diversify, consider doubling down on both performance and positivity. Research shows that when consumers are in a good mood, they're more likely to see the value of a purchase, making a positive mindset a powerful tool for advertisers[3]. Our data is emblematic: 70% of consumers agree that they're more likely to remember, trust and purchase from brands that are associated with positive environments like Pinterest[4].
Diversifying ad spend across platforms and prioritising those that choose safety and positivity while still driving results isn’t just a defensive move; it’s a strategic advantage that’s essential for long-term growth.
Engagement over enragement
As budgets and strategies are finalised for 2025, carefully assessing the risks and rewards associated with ad investments has never been more crucial. Sticking with familiar channels in unstable, unpredictable environments may produce quick short-term engagement, but past success cannot be guaranteed with changing algorithms, shifting user behaviour and regulatory evolutions.
In these unpredictable times, I believe marketers that adopt a proactive and diversified strategy, underpinned by positivity, will find themselves on the right side of the balance sheet.
Ultimately, advertising in a positive space is net positive.
Melinda Petrunoff, Pinterest Managing Director, ANZ
[1] GroupM, 2024 Global End-of-Year Forecast. Access at https://www.groupm.com/this-year-next-year-2024-global-end-of-year-forecast/
[2] DV study commissioned by Pinterest across 24M+ ad impressions in all monetized markets with scoring aligned to the GARM framework, May 2024
[3] Fast Company, "Inside Pinterest’s quest to restore internet optimism", Jan. 3 2025 Access here
[4] Source: Morning Consult, Core Narratives and Decision-Making (commissioned by Pinterest), US, January 2025. Remember = 71%; Trust = 72%; Purchase = 70%.