When 2015 started, Pinterest made reservation-based Promoted Pins available to all advertising partners. Early indication is that the ad format could be a major driver of revenue for the company.

Pinterest first began testing Promoted Pins in the fall of 2013, and officially launched the beta last May. They started with a few partner brands, but over the course of the summer, gave more businesses the opportunity to create their own do-it-yourself Promoted Pins.

eMarketer is pointing to some data from a survey by Frank N. Magid Associates finding that Promoted Pins getting clicked on by a significant amount of Pinterest users. They seem to be more effective than promoted posts on Facebook and Twitter, at least in terms of user clicks. According to this, 30% of U.S. Pinterest users between the ages of 13 and 64 said they clicked on Promoted Pins at least weekly. 33% clicked on them at least monthly, and only 15% said they did so less than once per month.

Last last month, Pinterest shared some of its own findings from testing. Promoted Pins perform just as well or better than organic ones.

“Brand advertisers achieved about a 30% bump in earned media (free impressions!) from their campaigns,” said Pinterest Head of Partnerships Joanne Bradford. “That’s from people who saw a Promoted Pin and thought it was good enough to save to one of their own boards. Engagement is strong— the average Pin is repinned 11 times, and that remains true for Promoted Pins (if not higher).”

“Promoted Pins perform long after a campaign ends. Since Pins are evergreen and last forever, we often saw an extra 5% bump in earned media in the month following the end of a campaign,” she added. “Brands both in and out of our core categories found success. From financial services to food to auto, brands from a wide array of industries saw results. Auction-based Promoted Pins (CPC) are seeing success, too. Many of our self-serve beta partners are seeing major gains in traffic and impressions.”

Pinterest will be adding additional formats and advanced targeting options to Promoted Pins.

Image via eMarketer