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

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