Get ready for Cannes Lions 2024—the advertising industry is buzzing with excitement. This year’s event promises to be a center of innovation, ideas, and networking. Here are five themes we expect will take center stage in conversations and how Experian can help marketers be prepared for what’s ahead.
Cookie deprecation and signal loss
At Cannes Lions 2024, the theme of transitioning to a cookieless advertising ecosystem is likely to dominate discussions. The saga of cookie deprecation continues to unfold, with Google recently pushing back the demise of third-party cookies once again.
Experian remains fully committed to prioritizing continued testing of different industry solutions, including the Google Privacy Sandbox, to help customers prepare for a future without cookies. We’ve identified six viable alternatives to third-party cookies, how these alternatives fall short, and how Experian can help you navigate these alternatives.
With Experian, the loss of cookies does not equate to a loss of coverage. With our strong roots in offline data and significant investments in our Graph, Experian ensures uninterrupted and effective marketing with robust signal coverage, with or without cookies. Based on early tests, we expect our Graph to maintain 97% of its household coverage. Read how MiQ, a leader in the cookieless era, strengthened its Identity Spine with the integration of Experian’s cross-device Graph here.
Commerce
The theme of commerce is poised to be a central topic of discussion at Cannes Lions 2024, reflecting the emergence and growth of retail media networks (RMNs). Evolving customer expectations are a key driver, with consumers demanding seamless and personalized experiences across all touchpoints of their shopping journey. The importance of bridging physical and digital experiences to create a cohesive customer journey will undoubtedly feature prominently in discussions at Cannes.
Experian’s Consumer Sync offerings facilitate seamless integration between online and in-person interactions, fostering a cohesive approach to engaging audiences across various platforms while measuring campaign effectiveness.
As we heard at Shoptalk 2024, the evolution of retail media is propelling us into a new era of advertising and first-party data monetization. The integration of e-commerce with advertising presents an exciting opportunity for brands to drive direct sales through ads displayed within retail platforms, blurring the lines between marketing and commerce.
Our Consumer View solutions provide access to over 5,000 demographic and behavioral data points, enriching your customer profiles for deeper insights. By combining first-party data with Experian’s industry-leading data sets, you can create bespoke audience segments that drive increased return on investment (ROI), going beyond conventional category-based targeting strategies.
Looking ahead, the future outlook for RMNs remains promising, with anticipated growth and expansion as brands increasingly recognize the value of reaching consumers precisely at the point of purchase.
Connected TV
At Cannes Lions 2024, we anticipate discussions to focus on how connected TV (CTV) can continue to live up to its promise. CTV is the most rapidly expanding advertising channel in the U.S and 95% of advertisers plan to increase their share of spend on programmatic CTV in 2024, according to The Trade Desk’s latest CTV report. The growing adoption of CTV among viewers, driven by factors like quality content, reduced ad interruptions, and cost-saving alternatives to traditional cable, signals a shift in consumer behavior that marketers cannot afford to overlook.
Experian supports the growth of advertising interest in CTV through our signal-agnostic Graph that connects CTV IDs, universal IDs like Unified I.D. 2.0 (UID2), IPs, and mobile ad IDs (MAIDs) for effective activation. Our digital identity resolution with Activity Feed provides insights into CTV viewership behavior, linking CTV exposure to e-commerce conversions.
CTV also enables greater collaboration, and we’ve recently announced new partnerships with CTV industry leaders Microsoft, Samsung, Attain, Sonobi, and EDO.
Consumer privacy
Consumers are increasingly aware of privacy concerns surrounding their data and numerous laws are going into effect across the U.S. at the state level. Most recently, there has been momentum on a federal data privacy law. We expect consumer privacy to be a significant topic of discussion at Cannes Lions 2024, reflecting the growing importance of ethical data practices in advertising.
In a recent Q&A with Datavant, Jeremy Meade, VP of Marketing Data & Product Operations at Experian, highlights the importance of balancing data privacy and utility, focusing on “data for good” practices while using de-identification techniques to support research without compromising consumer privacy.
Our Geo-Indexed audiences are an example of how Experian can help you reach your audience while balancing data privacy and accuracy. Our Geo-Indexed audiences combine location data with audience insights to deliver targeted marketing solutions. These audiences are created without the use of sensitive personal information, so you can confidently reach your target audience without sacrificing data privacy.
With deep roots in data protection and security, you can confidently partner with Experian as we proactively stay ahead of regulations and strictly follow all consumer privacy laws.
Campaigns and competition
The theme of campaigns and competition is poised to be an important discussion point, driven by the convergence of major global events like the U.S. presidential election and this summer’s games—both occurring once every four years. These landmark occasions present opportunities for marketers to craft targeted campaigns that resonate with specific audience segments.
As we approach the 2024 election season, the advertising landscape is primed for growth, with political ad spending projected to exceed $10 billion. Effective audience targeting during this crucial period can sway voters, shape public opinion, and influence election outcomes. Experian’s 240+ politically relevant syndicated audiences, including our 10 political personas, enable a nuanced understanding of voter viewpoints and empower tailored engagement strategies to connect more effectively with constituents.
At the same time, this summer’s games in Paris offer a unique opportunity for sports marketing. With one billion viewers expected to tune in, the global spectacle presents a platform to engage with passionate sports audiences worldwide. Using Experian’s syndicated audiences, marketers can precisely target sporting goods shoppers, avid fans, athletes, and spectators alike.
The combination of these major events emphasizes the need for careful planning and data-driven strategies and marketers should take advantage of the excitement surrounding both events.
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We spoke with industry leaders from Ampersand, Basis Technologies, Captify, Cuebiq, CvE, Fetch, Madhive, MiQ, and Samsung to gather insights on how innovations in data and identity are creating stronger consumer connections. Here are five key insights to consider. 1. Build on trust with first-party data Stricter privacy regulations and growing customer expectations mean businesses must rethink how they gather and use data. A robust first-party data strategy centers on gathering high-quality data, such as behavioral and transactional data. By using behavioral, lifestyle, and purchasing data, brands can craft personalized strategies that align with their goals. This approach balances effective targeting with building trust and complying with privacy rules. Integrating identity solutions like Unified I.D. 2.0 (UID2) and ID5 into existing data strategies improves interoperability across platforms while keeping user privacy intact. These tools help create more effective campaigns. "We've been preparing and leaning into educating our clients around the value of first-party data. These are very important and primary considerations in any of our campaigns."April Weeks, Basis Technologies 2. Align metrics with business goals To demonstrate clear value, campaigns need to tie their outcomes to broader goals. Relying only on click-through rates or CPMs won’t cut it. Metrics that measure meaningful results, like driving sales or increasing customer retention, provide greater transparency than surface level data, like clicks or impressions. A continuous feedback loop between targeting and measurement ensures campaigns can be refined to better align with business objectives. This feedback helps marketers understand who they are targeting and how those audiences are driving key business results. Shifting focus to metrics that resonate with stakeholders ensures that marketing efforts are evaluated based on their true contribution to the company's objectives. "The television industry has access to more data than ever before, and at Samsung Ads, our ACR technology helps us provide valuable insights about what content and ads are being viewed. This abundance of data enables us to support clients in aligning their campaigns with business objectives effectively."Justin Evans, Samsung Ads 3. Personalize experiences to boost engagement Personalization drives stronger customer relationships by delivering tailored experiences to individual customer needs. Using data-driven insights to fine-tune offers and messaging makes interactions more relevant, strengthening brand loyalty. Combining behavioral, lifestyle, and transactional data provides a comprehensive understanding of the customer journey and ensures each touchpoint feels personal. Testing and iterating on personalization strategies also helps identify which data and approaches yield the best results. Scaling these efforts means customers receive the right messaging at the right time, and businesses see better outcomes. "Every business should be building a data strategy that thinks about the different versions of data that exist and how they bring that together. They don't necessarily need to own all of it but have a clear rationale and strategy about where you're using which data sets."Paul Frampton, CvE 4. Utilize advanced measurement tools for smarter decisions Improving the effectiveness of campaigns starts with using sophisticated measurement tools to gain actionable insights. Using analytics like brand lift studies, foot traffic analysis, app download tracking, incrementality, and share of search allows marketers to understand the full impact of their efforts. With these resources, teams can pinpoint what’s working, make real-time adjustments, and refine their approach. This adaptability ensures budgets are used as effectively as possible. Learn how Swiss Sense measured marketing outcomes using Mosaic® "We are playing a leading role in democratizing new tools for local advertisers. By mimicking the marketing funnel mentality, we've introduced solutions ranging from measuring brand lift to tracking foot traffic and app downloads."Luc Dumont, Madhive 5. Adapt quickly to stay competitive The only constant in advertising is change. Adapting quickly to new technologies and consumer behaviors keeps businesses competitive. A culture of agility fosters innovation, making it easier to respond to industry shifts and discover new opportunities. Companies that anticipate change and invest in modern data solutions position themselves for long-term growth. Whether it’s adjusting to privacy updates, exploring emerging tech, or staying flexible, businesses must continuously invest in adapting their platforms and strategies. "Falling behind is not really an option. There's always a change in advertising and in data where there's a new horizon. The people who stay close to that and innovate will always follow it."Amelia Waddington, Captify Shaping the future Building meaningful consumer connections requires advertisers to combine robust data strategies with flexibility and innovation. By focusing on these five considerations, marketers can adapt to today’s challenges while preparing for what’s ahead. Connect with our experts Latest posts
Agencies, platforms, and marketers stand at the crossroads of transformation, as privacy regulations tighten, technology accelerates, and consumer behaviors evolve. Yet these challenges also present extraordinary opportunities. Our 2025 Digital trends and predictions report highlights five trends that will shape 2025 and digs into: What’s changing in the market How to keep learning about your customers How to reach your customers in different places How to measure what’s really working along the way In this blog post, we’ll give you a sneak peek of three of these trends — from cracking the code of signal loss to tapping into the buzz around connected TV (CTV) and stepping up your omnichannel game. Think of it as a taste test before the main course. Ready for the full menu? Download our report to get the lowdown on all five trends. Download now 1. Signal loss: A rich appetizer of alternate ingredients As traditional cookies crumble, marketers need fresh ingredients to keep the flavor coming. Already, about 40% of browser traffic doesn’t support third-party cookies, and marketers are spicing things up with first-party data, alternative identifiers like Unified I.D. 2.0 (UID2) and ID5, and contextual targeting strategies. In fact, 50% more of our clients received alternative IDs (UID2, ID5, Hadron ID) in their Digital Graph in 2024 compared to 2023. The number of alternative IDs resolved to individuals in our Digital Graph increased by 30% year-over-year – as everyone looks beyond the cookie jar. There is no secret sauce to replace cookies. Instead, expect a multi-ID recipe that brings together different identifiers, unified by an identity graph. This approach turns a fragmented pantry of data into a cohesive meal, giving you a complete view of your customer on every plate. 2. The rising power of CTV: A hearty entrée of opportunities CTV is quickly becoming the main dish on the streaming menu, as viewers load up on their favorite shows. While CTV is slated to make up 20% of daily U.S. media consumption by 2026, advertisers are still holding back on pouring in the ad spend. To unlock its full flavor, marketers need to whip up solutions like frequency capping and unified audience activation. Although CTV will account for 20% of daily U.S. media consumption by 2026, it’s projected to command only 8.1% of ad spend. Frequency capping and unified audience activation solutions will be key to unlocking CTV’s full potential. By 2025, nearly half of CTV "diners" will choose free ad-supported streaming TV (FAST). Marketers need strategies to prevent ad overexposure. With 50% of U.S. consumers avoiding products due to ad overload, and 30% of marketers willing to increase their CTV spend if frequency capping improves, unified identity solutions help ensure every impression is served just right. 3. Omnichannel: A flavorful fusion plate No one likes a one-flavor meal. Marketers are moving beyond single-channel “side dishes” to omnichannel “fusion feasts” that blend direct mail, digital, CTV, and retail media networks (RMNs) into a truly cohesive culinary experience. Even though only 21% of global B2C professionals currently put omnichannel at the top of their shopping list, the growing demand for seamless, audience-first campaigns is heating up. In 2025, having an audience-first approach will be like having a perfect pairing for every course. Unified identity solutions act as your master sommelier, ensuring that each channel complements the next, and every customer enjoys a well-rounded, memorable journey. Vertical trends: A dessert sampler from four unique kitchens Different markets have their own signature flavors. In Auto, crossover utility vehicles (CUVs) claim 51% of new vehicle registrations, and consumers in the 35-54 age group and families are the primary buyers. Automotive marketers should prioritize CUV advertising with a strong focus on family-oriented and income-appropriate messaging In Financial Services, marketers need to anticipate shifts in consumer behavior tied to economic conditions, such as increasing demand for deposit products when interest rates are high. For insurance, aligning campaigns with life events, like new home purchases or marriage, can maximize engagement. In Healthcare, advertisers are prioritizing personalized, regulation-compliant campaigns that address social determinants of health (SDOH). In Retail, advertisers are increasingly activating on both CTV and social platforms, with many managing their own in-house campaigns. While larger brands often rely on media agencies, a shift toward in-house media buying is emerging among some bigger players, offering more control over audience targeting and performance metrics. Our report covers each vertical’s unique menu, helping you select the right “ingredients” for your customers. With the top Experian Audiences on hand, you can create feasts that delight, nourish, and convert. Hungry for more? Download our full menu The three “samples” you’ve just tasted are just the starters. Our 2025 Digital trends and predictions report serves up five insights, complete with strategies, data, and tools to help you adapt, scale, and thrive in 2025. Ready for the full menu? Download our report now and discover all five trends that will shape your marketing “cookbook” in 2025. Bon appétit! Download now Latest posts