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
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With Tapad, part of Experian, technology, AdsWizz AudioMatic is the first Audio buying platform to offer cross-device identity resolution across the U.S. and EMEA NEW YORK and LONDON, July 17, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, today announced a new joint capability with AdsWizz , the leading technology provider for digital audio advertising solutions. The partnership combines Tapad's digital cross-device technology with AdsWizz's AudioMatic buying platform, enabling the ability to connect audio ad experiences across screens. AudioMatic, AdsWizz's audio-centric buying platform, supports programmatic audio buying and entirely new audio ad experiences for listeners. The integration of The Tapad Graph onto its platform enables new opportunities for marketers to reach, engage and measure each interaction with their desired consumers on digital radio and podcasts channels, and across devices. This partnership makes AdsWizz the first audio buying platform to offer this enhanced cross-device identity capability in the US and EMEA markets. "Marketers need privacy-safe digital identity resolution to reach their consumers," says Tom Rolph, VP of EMEA at Tapad. "With audio becoming an increasingly powerful medium for engagement, it's important that our technology extends to this channel, which is why we are excited to announce our integration with AdsWizz's AudioMatic platform." Digital audio is experiencing high growth, with 84% of advertisers and agencies saying it will play a bigger role in their media plans in the future. Today, 60% of digital audio is consumed via a mobile device.* The Tapad Graph is the largest digital identity resolution graph with differentiated global scale. The partnership enables audio advertisers to leverage The Tapad Graph for enhanced attribution, analytics, and targeting. Alexis van der Wyer, CEO at AdsWizz, added, "Digital audio is increasingly becoming ubiquitous in our media consumption and in our daily digital interactions, and because of that, audio advertising offers tremendous opportunity to personally interact with consumers in every moment of their daily lives. By integrating with Tapad, we enable our advertising partners to increase the effectiveness and the relevance of their marketing messages across audio channels." To learn more about Tapad and our digital identity resolution products, visit our identity solutions page. *Digital Audio Exchange, "The Rise of Digital Audio Advertising," https://thisisdax.com/wp-content/uploads/2019/07/DAX-Whitepaper.pdf Contact us today! About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. Tapad is recognized across the industry for its product innovation, workplace culture and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo. About AdsWizz: AdsWizz has created the end-to-end technology platform that is powering the digital audio advertising ecosystem. AdsWizz powers well-known music platforms, podcasts and broadcasting groups worldwide with a comprehensive digital audio software suite of solutions that connect audio publishers to the advertising community. From dynamic ad insertion to advanced programmatic platforms to innovative new audio formats, AdsWizz efficiently connects buyers and sellers in digital audio. AdsWizz is headquartered in San Mateo, California, with an IT Development hub in Bucharest, Romania, and presence in 39 markets around the world. About AudioMatic: AdsWizz Demand Side, audio-centric DSP and audio buying platform, AudioMatic, enables programmatic audio buying and entirely new audio ad experiences that are proven to be more engaging and more effective, and have delivered measurable results for agencies and their brands all over the world. All the biggest ad agencies have used our programmatic trading platform, including Omnicom, GroupM, Havas, Publicis, Mobext, and more.
To set your brand apart from the competition (and thrive!), you need to get to know and communicate with your customers on a more personal level—this means knowing more than just their email or mailing address. It means building a relationship with them to turn them into loyal customers who keep coming back. To make this happen, retail marketers must engage with customers across all verticals and invest in true data-driven advertising. Consider the following: What do my customers do? If you know more about your customers’ lifestyles, interests and spending habits, you will have a better understanding of how they choose to spend their money and free time. Once you understand your core customer base, you can move on to how and when you should reach them. This starts with segmenting your customers and then reaching them across their preferred channels. You should then learn what motivates your customers in order to understand their buying behavior. Do they buy items spontaneously or do they spend a lot of time researching? Do they only buy things with a coupon or is free shipping more important? Lastly, determine what marketing is showing ROI so you can optimize your marketing campaign. To ensure your efforts are showing results and your marketing budget is getting the most bang for the buck, attribution is critical. Retailers should strive to get more value out of existing data, supplement it with third-party sources, and find better ways to manage it and extract valuable insights. Experian’s Customer Data Engine is the perfect solution to assist retailers with this challenge. This customer data platform helps provide you with a complete picture of online and offline customer engagement and delivers the data, tools, and insights needed to make decisions on reaching customers and lookalike prospects. Customer Data Engine is a centralized platform where first- and third-party data is managed and updated on an ongoing basis in a secure environment, providing retail marketers with analytical tools, lookalike prospects, campaign management, audience distribution and closed-loop measurement. Once retail marketers have a deeper understanding of what they need to know about their customers, they can create customized audiences using this data. Retailers value first-party data and often look at it first. Usually, this refers to online data about customer activity on a website or app, and can come from form and email submissions, views of merchandise or devices and things people searched for online. Although first-party data is gold, there is almost always additional information needed to fill in gaps. For instance, the need for recency, frequency and monetary (RFM) data is crucial. RFM data is a way for retailers to analyze their customers by using recency (how recent the customer made a purchase), frequency (how often a customer makes a purchase) and monetary data (how much money a customer spends on purchases). It gives the retailer the details of when the last time the customer made a purchase, how often does the customer make a purchase and how much did the customer spend. With this information, they will know who their most valuable customers are and be able to create customized audiences. To get a deeper understanding of your customers, solutions such as Experian’s ConsumerViewSM database can be leveraged to provide you with demographics, life event triggers, purchase data, lifestyle segmentation data and more. With thousands of data attributes available, it can take any business to the next level. According to global research firm, Coresight Research, retailers in the United States have announced 5,994 store closures in just the first 15 weeks of 2019. Changing consumer demands, and a volatile economy have made it difficult for retailers to keep pace. However, retail is not going to go away, and brands just need to be smarter about how they conduct business. Making sure you know and understand your customers is one of the ways to ensure repeat visits and set yourself apart from the competition. By enriching your data with 3rd party data from Experian, Customer Data Engine allows you to know and target your customer the same way that Direct to Consumer brands and retailers can and provides you with a full 360-degree view on what your customers are doing and how they are interacting with your brand. To learn more about Experian’s Customer Data Engine, contact us at (877) 902-4849 or experianmarketingsolutions@experian.com to learn more.