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Dreams to Decisions on Pinterest: Create Ads That Inspire, Not Interrupt

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Katie Dombrowski
US Segment Lead, Disruptor Brands at Pinterest
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Dreams to Decisions on Pinterest: Create Ads That Inspire, Not Interrupt
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About speaker

Katie Dombrowski
US Segment Lead, Disruptor Brands at Pinterest

Katie leads the US sales team at Pinterest focused on Direct-to-Consumer and Disruptor brands. Prior to Pinterest, Katie spent 10 years at Google, working across sales, marketing, and leadership roles. Most recently, Katie served as a Sales Manager for the Performance Advertising Team, where her team was responsible for supporting search, display, YouTube and DoubleClick programmatic solutions across a range of mid-market customers. Katie holds a BA in Political Science from UCLA, and an MBA from The University of Chicago, Booth. She lives in the SF Bay Area with her husband and daughter.

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About the talk

In an era of one-tap checkout and same-day delivery, we forget that consumer decisions aren’t instant. People are turning to Pinterest to go from dreams to decisions. They want to feel inspired by brands, not interrupted by brands. Together, we can meet people on Pinterest when they’re deciding what to buy. In this session, discover how disruptor brands are leveraging visual discovery to take people from “I dreamed it” to “I did it.”

00:04 Introduction

03:52 Where did the shopping behavior go?

06:05 Inspiration and why it matters

07:30 How “Pinners” get inspired?

09:30 Pinterests Inspiration ad campaign and its users

12:36 Differentiation between Pinterest and other platforms

13:47 Brands empower decision making

14:37 Making the creative stick

18:53 5 types of inspiring content

24:10 What layout and editorial pieces should you use on Pinterest?

25:50 3 good examples of Pinterest ads

27:17 In summary

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Hi and that's a lot. 00:04 You know hope it is an exciting session, 00:04 but I'm Katie Dombrowski, lead of US segment for disruptive brands at Pinterest. 00:07 And I'm really excited to talk to you guys today about a little bit about marketing about digital advertising and of course. 00:12 Inspiration. 00:18 So I've been working in the marketing industry for almost 15 years and it is stunning to me how much has changed over the course of time. 00:18

You know when I started in this industry. 00:28 The predominant way. 00:30 People marketed and spent their advertising dollars was really in traditional channels like television radio. 00:30 And Fast forward and predominantly in a large way a lot of the ethos of that marketing of traditional media is still how we advertise today. 00:36 Namely, interrupting the consumer. 00:46 Despite the profound changes in both consumer behavior shopping behavior and media consumption. 00:46

So I have a prediction. 00:56 My prediction this morning is that the age of interruption is over. 00:57 And consumers are just too savvy, 01:02 one in 4 people uses an ad blocker. 01:04 So you have to stand out the only way to truly stand out as a marketer and as a brand. 01:07 Is to actually fit in? 01:12 To be relevant to the user's mindset and what they're looking for. 01:14 And so I have an idea, 01:18 I have a challenge this morning at 01:19 in the morning. 09:30

My idea is that we as an industry as marketers that we stop interrupting and we start inspiring people. 01:22 So before I get too deep and no coffee still kicking in. 01:30 I want to tell you a little bit more about myself. 01:32 So I'm actually from the Bay Area. 01:36 I'm from right around here, 01:38 and growing up, I grew up down in the South Bay. 01:39

And there was a mall down in Cupertino called Valco Mall anyone from the Bay Area raise your hand if you knew Valco. 01:42 all right, a couple of people. 01:47 Valco was where I hung out as a teenager. 01:49 There was actually an ice skating rink, 01:51 there had some birthday parties arcade. 01:53 It had the usual suspect of retail brands like the limited bath and Body Works, 01:55

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