It’s been one week since the highly anticipated Cannes Lions 2023 – the event of the year for advertising and creativity. We’re thrilled to share our top four key takeaways from the event, showcasing what the industry will prioritize in the upcoming year.
Signal loss
At Cannes Lions 2023, experts underlined the detrimental effects of signal loss on advertising and emphasized the significance of having diverse channels. Discussions emphasized the importance of adapting paid media strategies to align with evolving consumer behaviors in order to remain relevant in the ever-changing landscape.
Urgency in planning and avoiding being caught without a solid strategy was a common theme throughout the event. Alternative identifiers, like first-party data, were highlighted, as they prioritize privacy-centric approaches. Contextual advertising emerged as a key part of the solution, providing relevant ads that fit seamlessly into the user’s experience.
Collaboration
Collaboration was a major theme at Cannes Lions 2023. Attendees explored topics such as maintaining privacy and identifying the right attributes for effective targeting. Clean rooms were discussed as a way to ensure privacy when sharing data, and highlighted partnerships as the key to unlocking interoperability within the advertising ecosystem. The discussions underscored the need for industry players to join forces and collaborate on solutions that benefit all stakeholders in the ecosystem.
“What makes Cannes unique is that you have a lot of decision makers in the room at the same time. This leads to more efficiency in terms of coming up with goals and objectives and really getting to the heart of the key aspects for us to build partnerships.”
alison omealia, vp, customer success, experian
Personalization
Personalization was a key topic of discussion at Cannes Lions 2023, with its growing significance in advertising taking center stage. The event emphasized the need to focus on serving up tailored content that resonates with individual consumers, cultivating brand affinity.
The intersection of science and art was highlighted, emphasizing the role of data-driven insights and creativity in supporting frequency capping and delivering engaging content.
Advertisers are adapting to cookie deprecation by shifting from cookie-based third-party targeting to first-party data solutions. This is due to the significant changes in the consumer privacy landscape, which have limited advertisers’ access to signals emitted by consumers through their devices and browsers. As a result, alternative IDs like UID2, Ramp ID, and ID5 are emerging as viable options for advertisers to continue personalized targeting.
Balancing AI and creativity at Cannes Lions 2023
Participants shared invaluable insights on how to strike the right balance between harnessing AI’s capabilities and nurturing creativity to keep the human touch alive. The event emphasized the importance of understanding the boundaries of AI while utilizing tools that drive innovation and imagination. Attendees explored the dynamic roles that AI provides and discussed how it can help push the boundaries of their creativity while still keeping the human element intact.
As technology continues to advance, so does the need for advertisers to adapt their approach and integrate AI in a way that enhances their creative output.
Experian events at Cannes Lions 2023
We hosted a series of events that included a kick-off event and four panels. The activities were designed to provide attendees with valuable insights on various topics related to advertising and data privacy. Here’s a recap of what we covered during the week.
Experian’s Cannes Lions kick-off event
We co-hosted a kick-off event on Sunday with Audigent. It was a successful event that brought people together to launch an important week in the AdTech industry and build connections with clients and prospects alike.
Data on the sell-side
Ongoing signal loss has marketers, agencies, and platforms tapping directly into the sell-side for high-quality audience and context. In this panel, industry experts from Truthset, Captify, Audigent, Newsweek, and PubMatic joined Experian to discuss the imminent disappearance of cookies and the need to adapt and future-proof data privacy strategies. The deprecation of third-party cookies presents an incredible opportunity to redefine data privacy practices and empower consumers.
Our panelists emphasized the need to adapt and invest in alternative identifiers in order to thrive in a cookie-less future. Publishers were urged to create valuable content, engage in first-party activities, and consider the next generation of consumers who are growing up without traditional identifiers. The fragmented landscape calls for a variety of tactics and partnerships, while AI can provide opportunities to explore beyond deterministic identifiers, fostering creativity and innovation in advertising practices.
Stacking the marketer’s toolbox for success
In partnership with Adweek Abroad in Cannes, industry leaders from FreeWheel, Tubi, and Instacart joined Experian to discuss opportunities for brands to unlock deeper, richer, and more scalable insights into current and potential customers.
The panelists highlighted several key considerations, including building a robust first-party data strategy, ensuring accuracy in data quality partnerships, and establishing better-connected communications and relationships with consumers.
Participants acknowledged the value of consumer data and urged advertisers to remain purpose-driven, always putting the viewer first. The freshness and recency of data were identified as critical factors for establishing quality connections with consumers and staying attuned to consumer trends.
What does the future of identity hold?
During this panel discussion, industry leaders from the IAB, MiQ, Cint, Direct Digital Holdings, and Tatari joined Experian to explore the future of identity.
The panelists discussed the challenges cookie deprecation poses in programmatic advertising and the need for new identifiers and solutions. They also acknowledged the expanding media landscape and the importance of frequency capping and attribution measurement in a post-cookie era. Trends to watch for include the potential consolidation of identifiers and the movement of first-party data in-house by larger media companies. Panelists shared different views on cookie deprecation readiness and the overhype of AI in the industry.
Streaming takes center stage
OMG, Roku, AMC Networks, Paramount, and Disney joined Experian to discuss streaming TV as a fragmented and evolving landscape. The panelists debated whether it has become a performance channel and emphasized the need for client education, attribution, and optimizing performance metrics. They also discussed reaching audiences across different mediums with data interoperability, audience targeting, and reliable identity solutions. The panelists explored the emerging trend of AI, optimizing ad placement, refining targeting, streamlining creative approval, and enhancing ad breaks.
“A lot of trends in AdTech are relevant to TV, but the most consistent trend has definitely been having a solid identity source throughout the whole lifecycle of a campaign within TV.”
ali mack, sr. director, platforms, experian
Let’s keep the conversation going
The innovation and possibilities for signal loss, collaboration, personalization, and balancing AI and creativity are limitless, but understanding exactly how to get there is what can make all the difference.
As we wrap up another successful week at Cannes Lions, let’s use these conversations as an opportunity to advance together toward a more connected future — what trends are you most looking forward to? If you’d like to discuss any of these topics further, get in touch with us!
Check out more Cannes content:
- Insights from a first-time attendee
- Four new marketing strategies for 2023
- Exploring the opportunities in streaming TV advertising
- The future of identity in cookieless advertising
- Maximize ad targeting with supply-side advertising
Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing.
Latest posts
In the digital age, print coupons are dinosaurs, right? Not one bit. In fact, according to Experian Simmons, users of printed coupons — those obtained from newspapers, magazines, mail, etc.—outnumber users of digital coupons by a margin of almost 3-to-1. As of February 14, 2011 (the latest date for which data was available at the time of this post), 68% of all U.S. adults said their household uses print coupons, a number that has remained relatively unchanged during the past five years. 68% of all U.S. adults said their household uses print coupons, a number that has remained relatively unchanged during the past five years. By comparison, Experian Simmons also reports that 22% of all U.S. adults say their household uses digital coupons obtained from email or the Internet. That figure may be lower than the usage reported for any measured type of print coupon, including those handed out in or near stores, but adoption of digital coupons is growing: in 2005, just 12% of American adults used digital coupons. Smartphones adoption will continue to propel digital coupon use to historic highs in the months and years to come. According to an analysis featured in the 2010 U.S. Household Consumer Trend and Benchmark Report, 34% of U.S. iPhone owners use digital coupons compared with just 21% of non-iPhone owners. Interestingly, use of print coupons among iPhone owners doesn’t suffer a bit. In fact, as of February 14, 2011, 68% of iPhone owners reported that their household used print coupons versus 64% of non-iPhone owners, making it obvious that merchants should give their customers an option of using both print and digital coupons. For further consumer insights, download the 2010 U.S. Household Consumer Trend and Benchmark Report, which includes trends on economic outlook by household income, charitable contributions and planned automobile purchases.
Spiders, Rams, Seminoles, Golden Eagles, and Bulldogs. This is one way to describe the diverse collection of Cinderella teams that have advanced to the Sweet 16 in this year's NCAA men's basketball tournament. Four of these teams, the University of Richmond, Virginia Commonwealth University (VCU), Florida State, and Marquette, take their double-digit seeds to the next round in hopes of reaching the Elite 8. Butler, last year's Cinderella story, is seeking a visit to the Final Four for the second straight year. Interestingly, Richmond, VA is the home market for two of the Sweet 16 teams. These are the University of Richmond and VCU. Even more interesting is the fact that these two teams are on a collision course. With wins in the next round they would meet in the Elite 8 for a prized spot in the Final Four. With their surprise victories in the tournament so far, what these teams have in common is being labeled “bracket busters.” A more extensive market analysis uncovers other similarities, plus some notable differences. Here are highlights from profiles of the home market areas for this year's Cinderella teams using data from Experian's Mosaic consumer lifestyle segmentation system and Experian Simmons market research. The following statistics are based on the home markets of the five Cinderella teams. All four Cinderella teams hail from markets with above average interest in college basketball. Milwaukee, home of 11th seeded Marquette, has the highest concentration of adults who are interested in college basketball (28.1%). This is 11 percent relatively higher than percentage for the total U.S. Milwaukee also has the highest percentage of adults who said they watched last year's men's NCAA Division I tournament (17.3%). This is a relative six percent higher than the total U.S. The 10th seeded Florida State Seminoles hail from Tallahassee, which has the second highest percentage of adults with an interest in college basketball (26.9%). Richmond, where both 11th seeded VCU and 12th seeded Richmond are based, is just behind Tallahassee when it comes to the percentage of adults who are interested in college basketball (26.7%). Indianapolis has the lowest percent of residents who are interested in college basketball (26.3%), but that's still a relative four percent higher than the U.S. as a whole. Although interest should be very high this year, Richmond and Indianapolis (15.8% each) have the lowest percentage of adults who watched last year's tournament. Cinderella Team Market Snapshots Richmond, VA Home market of: Richmond Spiders, VCU Rams Sweet 16 opponents: Kansas, Florida State The top two segments in Richmond representing 30% of the market's households are: Metro Minority Communities (18.1%) comprised of married couples and single-parent minorities earning above average incomes from a mix of service industry and white-collar jobs in transportation, health care, education, and public administration. Urban Commuter Families (11.5%) comprised of upscale, college educated Baby Boomer families and couples living in single detached homes in city neighborhoods on the metropolitan fringe. Other interesting facts: Most over-represented segment is Metro Minority Communities (3.8 times the national average) Percent of adults with interest in college basketball is 26.7% Percent of adults who watched last year's men's college basketball tournament is 15.8% Tallahassee, FL Home market of: Florida State Seminoles Sweet 16 opponent: VCU Rams Similar to Richmond, the top two segments in Tallahassee are Metro Minority Communities (14.8%) and Urban Commuter Families (6.9%). The two segments that account for the next highest share of households are: Struggling City Centers (6.7%) comprised of young, single and single-parent minority renters living in low-income city neighborhoods. Rural Southern Living (6.5%) comprised of lower-income blue-collar couples and families living in sparsely settled mobile home communities. Other interesting facts: Most over-represented market segment is College Town Communities (6.2 times the national average) Percent of adults with interest in college basketball is 26.9% Percent of adults who watched last year's men's college basketball tournament is 16.8% Milwaukee, WI Home market of: Marquette Golden Eagles Sweet 16 opponent: North Carolina Tarheels The top segment in Milwaukee representing 11.2% of households is Urban Commuter Families (as described above). The two segments that account for the next highest share of households are: Small-town Success (10.5%) comprised of white collar, college educated, middle-aged working couples living in newly developed subdivisions outside the nation's beltways. Steadfast Conservative (9.3%) comprised of high-school educated mature singles and couples living in middle-class urban blue-collar neighborhoods. Other interesting facts: Most over-represented market segment is Successful Suburbia (3.6 times the national average) Percent of adults with interest in college basketball is 28.1% Percent of adults who watched last year's men's college basketball tournament is 17.3% Indianapolis, IN Home market of: Butler Bulldogs Sweet 16 opponent: Wisconsin Badgers There are four equal size segments that account for just over 30% of Indianapolis households. These include Steadfast Conservative (8.9%), Urban Commuter Families (7.8%), and Small-town Success (7.1%). All three of these segments are also among the top five in Richmond, Tallahassee, and Milwaukee. What makes Indianapolis unique from the other three markets is a higher percentage of New Suburbia Families (7.2%). These are young, affluent working couples with pre-school children concentrated in fast-growing, metro fringe communities. Other interesting facts: Most over-represented market segment is Successful Suburbia (2.8 times the national average) Percent of adults with interest in college basketball is 26.3% Percent of adults who watched last year's men's college basketball tournament is 15.8%
Tournament play begins this week in the 2011 NCAA Men's Division I Basketball Tournament, which means office productivity is likely to take a hit as fans jump online to watch live streams of games being played during working hours. With online viewing options expanded to mobile and other digital platforms this year, fans have more avenues than ever to get their March Madness fix. In fact, according to a recent estimate by Challenger, Gray & Christmas, total online tournament viewership during work hours is likely to reach 8.4 million hours during this year's tournament. In this latest installment of Experian Marketing Services' continuing March Madness consumer coverage, we'll profile the work life of online game streamers. Is there one down the hall or in the next cube? The answer is almost certainly “yes,” but the “who” may surprise you. According to Experian Simmons, just over 5% of all U.S. adults and nearly a quarter of adult NCAA men's tournament viewers (24%) qualify as likely online game streamers. For the purpose of this analysis, likely online game streamers is defined as those U.S. adults who watched the last NCAA men's basketball tournament who also sought out sports information online or watched online video in the last 30 days. These likely online game streamers must have also visited either cbssports.com or espn.com in the last 30 days. Fully 79% of likely online game streamers are employed either full-or or part-time, with 59% working 40 or more hours a week. Department managers and IT staff-have reason to be concerned about a loss in productivity during March Madness: fully 79% of likely online game streamers are employed either full-or or part-time, with 59% working 40 or more hours a week. Don't be so quick to suspect that colleague who always shows up late and goes home early as a game streamer. A safer bet would be the guy who's always at his desk when you get in and still there when you head out. In fact, one-in-ten adults who work more than 40 hours a week (11%) are likely online game streamers, meaning they're more than twice as likely as the average adult to be checking out the game online. Remote employees who work at home often get a bad rap with office “suits” sometimes assuming their pajama-clad colleagues fall prey to distractions. Actually though, Americans who work from home are no more or less likely to be likely online streamers than those who don't work from home. Likewise, the self-employed are no more or less likely to be online game streamers than laborers who work for “the man.” Interestingly, Experian Simmons found a direct correlation between company size and a worker's chance of being a likely online game streamer. Specifically: Those who work in companies with fewer than 100 employees are 17% less likely than the average American worker to be likely online game streamers. Those who work in companies with between 100 and 499 employees are just two percent less likely than average to be likely streamers while those employed by companies with between 500 and 999 employees are eight percent more likely to be online game streamers. Employees of companies with 1,000 or more employees are the most likely culprits with the group on average being 17% more likely to be likely online game streamers. As such, it's no surprise that Fortune 500 companies are the most at risk of having offices full of online streamers during March Madness. Employees of Fortune 500 companies are fully 66% more likely to be online game streamers than those who Americans employed by a non-Fortune 500 company. Finally, the best insight into whether your office mates are streaming basketball games online instead of working is by looking at their paycheck (not that we encourage that of course). Specifically, as income rises, so does one's chance of being an online game streamer: Employed Americans who personally earn less than $25,000 annually are the least likely to be online game streamers, scoring 50% below average on this metric. Those who earn between $25,000 and $49,999 are only 15% less likely to be game streamers. If you know or suspect that your colleague earns upwards of $50,000 a year, it's a good idea to keep an eye on them for the rest of the month; workers with incomes between $50,000 and $74,999 are 33% more likely than average to be likely game streamers and those who earn between $75,000 and $99,999 are 75% more likely to be likely game streamers. Your colleagues earning $100,000 or more annually are the most likely to be streaming online, with those personally taking home between $100,000 and $149,000 being a whopping 164% more likely than the average employee to be streaming games online. And those earning $150,000 or more annually being fully 176% more likely to be online game streamers. Moreover, one-in-five adults who earn $150,000 a year or more fall into our likely online game streamers segment compared with just 5% of all U.S. adults. The first match-up to be played during the traditional workday tips off at 12:15 EDT on Thursday March 17th when West Virginia takes on the winner of the second round-one play-in game. Armed with this information, you should be able to catch-or join-your office's online game streamers in the act.