DMEXCO 2022 recap: Highlights from Cologne

DMEXCO returned in person for the first time since 2019 and the packed schedule of events did not disappoint. Whether you attended or not, we’ve got you covered. Here are Pinterest’s top takeaways from the two-day conference in Cologne.

The people you want to reach are on Pinterest

People come to Pinterest to plan—searching for and saving content that they intend to act on—often before they even have the words to describe what they’re looking for. For advertisers, this means approaching your marketing strategy on Pinterest a little differently than you would on other platforms. During a fireside chat on day one, Nadine Kamski, Media Director at L'Oréal Austria and Germany, shared with DACH Country Manager Martin Bardeleben that thinking outside the box has been one of her biggest learnings when advertising on Pinterest. For example, when L’Oréal recently ran a La Roche Posay campaign promoting their eco-conscious cardboard tubes, they expanded their targeting beyond beauty to include other interests such as sustainability—and unlocked important new audiences that they otherwise may not have been able to reach.

Takeaway for your team: Over 400 million people around the world come to Pinterest every month to try new things, save new ideas and make their next purchase.¹ Watch the replay to learn more about what makes the Pinner mindset so different.

Inspiration is recession-proof

During her mainstage keynote on day two, Visha Kudhail, Pinterest’s Director of Business Marketing in EMEA, explained why focusing on the quick fix, last-click, bottom of the funnel metrics during a downturn is a surefire way to leave money on the table at a time when there’s none to spare. She shared why inspiration is the factor driving higher returns on Pinterest—like 32% higher ROAS than other platforms²—and why being inspiring instead of going straight to conversion is how brands can build a better business and a better internet in a way that’s recession-proof. 

Takeaway for your team: Watch the replay to get more insights into recession-proofing your marketing strategy and consider working with a measurement partner that will help you understand your performance across multiple channels in the most accurate way possible.

Inspired shoppers spend more 

Senior Partner Manager Griselda Welsing covered everything that brands and retailers need to know about Pinterest shopping during our DMEXCO masterclass on day one, from what makes shopping on Pinterest different (hint: it’s a more inspiring, visual environment) to how to reach shoppers at every step of the purchase journey. In fact, Pinterest shoppers in Germany are almost 3x as likely to say it’s the most influential platform for their purchase decisions within the social media space.³ But don’t just take our word for it: kartenmacherei’s Senior Performance Marketing Managers, Maria Taugerbeck and Julia Griese, joined the masterclass stage to share how their full-funnel strategy on Pinterest helped them to reach incremental new customers and achieve a 49% higher ROAS than other digital media channels.⁴ 

Takeaway for your team: By adopting more than one objective, advertisers have seen the compounding effects that lead to stronger results across every stage of the customer purchase journey—from increasing ROAS by 45%⁵ to doubling sales lift.⁶ Find out what formats were used at each step of die kartenmacherei’s full-funnel strategy. Watch the masterclass replay and take a leaf out of their playbook for your next campaign.

It’s different here

Our mainstage presence and masterclass weren’t the only things to write home about: Our booth in Hall 7 was abuzz with activity as we brought our online oasis offline. Attendees got the chance to step outside their comfort zone with Sonofafox (aka Pinterest creator Brian Giles) and screen print a tote bag—which proved to be one of the most popular experiences at DMEXCO and always had a long line of people eager to try something new. Plus, the Pinterest team were on-hand each day to explain what sets the platform apart, from our audience’s unique planning mindset to our shopping surfaces and integrations with Shopify and WooCommerce.

Takeaway for your team: People on Pinterest in Germany are twice as likely to say they’re always shopping compared to shoppers on other platforms.⁷ Explore our shopping solutions and make sure people can find you where they’re looking.

So, there you have it. Our top takeaways from DMEXCO. We hope we showed you why Pinterest is different—and why that helps brands like yours. Sign up for our newsletter to stay up-to-date on more stories of success on Pinterest.