(Telecompaper) Pinterest plans to launch its reservation-based Promoted Pins advertising programme to all partners and advertisers from 1 January. The company launched the system on Beta eight months ago. Pinterest said the programme was shown to perform as well and sometimes better than organic Pins. Brand advertisers achieved a 30 percent bump in earned media (free impressions!) from their campaigns. Engagement on the Promoted Pins is expected to remain strong, with the average Pin repinned 11 times or more. Pinterest added that Promoted Pins perform even after a campaign ends, with tests showing an extra 5 percent bump in earned media in the month following the end of a campaign. Brands both in and out of core categories found success, as did Auction-based Promoted Pins (CPC). Promoted Pins will at a later date get major upgrades, including new brand ad formats and more advanced targeting. Pinterest also introduced the Pinstitute, a new programme for businesses to learn how to connect with Pinners and further increase their return. The Pinstitute will focus on creative and measurement, looking at which Pins performed well, what Pinners care about, and what the products of the future should be. Pinterest will invite a select group of brands and agencies to attend quarterly Pinstitute workshops where they can learn, exchange ideas and meet with the Pinterest product team. The first event is scheduled for March.