Shopper Marketing - September 2017 - 55

at Walmart.com, and he says a fear while at the
retailer was focusing too much on return on ad
spend that could cause the company to pay for
customers or orders that they would've gotten
otherwise. What drew him to Pinterest was an
understanding of where incremental growth
comes from, he says. "What's exciting about
working with an addressable platform like Pinterest is we can actually track one user throughBrian Monahan
out the process and line up the right sequence
Head of Vertical Strategy
of messaging on our platform throughout."
And the messaging can be hyper-targeted
from an advertising standpoint, targeting users based on interests, searches
and activity on Pinterest. It's all
anonymized, Monahan says, and
an ad message can be relevant
WEDNESDAY, SEPT. 27 | 9:00 - 10:00 AM
to not just who, but when, and
what context. "It's in the home
feed, it's in the search results, it's
in the board creation, it's how
they engage with Pins after that.
It's not just who you're talking to,
it's when and in what context in this journey that we think is particularly powerful."
Monahan will present examples of
brands targeting and sequencing messaging to Pinterest users along the path
of the platform and how it delivered measurable results over a longer window. He
says retailers and some brands have become too focused on the "fast twitch instantaneous direct response marketing
programs," meaning a click and purchase
in one session, but the human purchasing
decision is less impulse than that in the
digital world, and Pinterest demonstrates
that nuance.

KEYNOTE ADDRESS
Converting Inspiration to
Measurable Action

SEPTEMBER 2017 SHOPPER MARKETING y

55



http://www.Walmart.com

Table of Contents for the Digital Edition of Shopper Marketing - September 2017

Contents
Shopper Marketing - September 2017 - Intro
Shopper Marketing - September 2017 - 1
Shopper Marketing - September 2017 - 2
Shopper Marketing - September 2017 - 3
Shopper Marketing - September 2017 - Contents
Shopper Marketing - September 2017 - 5
Shopper Marketing - September 2017 - 6
Shopper Marketing - September 2017 - 7
Shopper Marketing - September 2017 - 8
Shopper Marketing - September 2017 - 9
Shopper Marketing - September 2017 - 10
Shopper Marketing - September 2017 - 11
Shopper Marketing - September 2017 - 12
Shopper Marketing - September 2017 - 13
Shopper Marketing - September 2017 - 14
Shopper Marketing - September 2017 - 15
Shopper Marketing - September 2017 - 16
Shopper Marketing - September 2017 - 17
Shopper Marketing - September 2017 - 18
Shopper Marketing - September 2017 - 19
Shopper Marketing - September 2017 - 20
Shopper Marketing - September 2017 - 21
Shopper Marketing - September 2017 - 22
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Shopper Marketing - September 2017 - 24
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Shopper Marketing - September 2017 - 26
Shopper Marketing - September 2017 - 27
Shopper Marketing - September 2017 - 28
Shopper Marketing - September 2017 - 29
Shopper Marketing - September 2017 - 30
Shopper Marketing - September 2017 - 31
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Shopper Marketing - September 2017 - 40
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Shopper Marketing - September 2017 - 55
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Shopper Marketing - September 2017 - 116
Shopper Marketing - September 2017 - 117
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Shopper Marketing - September 2017 - 119
Shopper Marketing - September 2017 - 120
Shopper Marketing - September 2017 - 121
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