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.
Follow uson LinkedIn orsign up for our email newsletterfor more informative content on the latest industry insights and data-driven marketing.
Latest posts
Verizon announced that they will be closing down their email business and migrating users to AOL over the next few months. With such an impending deadline it is important for email marketers to take action and consider the following steps to keep valuable email subscribers. Create a separate segment of all Verizon email addresses in your email automation platform. This will give insight into the size and ratio of this segment compared to your overall subscribers and helps you determine your strategy on acquiring their new email address. In your email campaigns make sure to use direct language in the subject line, the pre-header and header banner requesting that users update their email address either in a preference center or for them to create a new account If possible, make sure to link both the Verizon and new email address in your data-set to ensure that they are not treated as new when receiving future communication. As part of your email campaign strategy, be sure to target those who have not yet opened the email. We recommend sending two follow up emails using the previously created banners, and altering the subject line to encourage subscribers to take action. It is important to note that Verizon service users have been advised that they will keep their @verizon.net email domain if they switch over to AOL. If the user does not opt-in to the AOL service, then their email will be shut down and will subsequently bounce – if this happens then these should be removed from your dataset accordingly. For more information check out Verizon’s website here. If you are a client and have additional questions, please contact your manager or email us directly.
Globalization affects retailers in a number of ways. Complying with commercial laws wherever they have brick-and-mortar stores is one such impact. Navigating through privacy rules that impact e-commerce efforts is another. There is one blind spot in particular that deserves attention — sending shopping cart abandonment emails. I am often asked, “How are abandonment emails treated under the CAN-SPAM Act? Canada’s stringent Anti-Spam Law (CASL)?” “Can I even send abandonment emails to my Canadian customers?” What are cart abandonment emails? But let’s back up… What is an ‘abandonment’ email anyway? In the email space shopping cart abandonment refers to a particular type of automated mailing used to re-engage an online customer. The most common example is one where a retailer notices that a customer has left an item sitting in their shopping cart, and proceeds to send a reminder with a coupon to complete the order. To fully understand privacy compliance pitfalls with this technique, in the U.S. and beyond, we need to unpack what happens before the abandonment email is sent. Email marketing shopping cart abandonment compliance Abandonment messages are almost always ‘commercial’, particularly if they incentivize a shopper to complete their purchase. In compliance parlance, we call this encouraging the continuation of a commercial activity. In contrast, an order confirmation typically provides factual information about a commercial activity. Under most anti-spam laws, particularly under CASL, marketers need to ensure abandonment messages are not unsolicited. Triggering should account for: Appropriate consent covering email marketing to new or ongoing online relationships. Scrubbing the customer’s email address against your unsubscribe/suppression lists before sending a solicitous message. (This is true under any anti-spam law.) For more information about CASL-compliant consent record keeping and related best practices, you can navigate to the Canadian Radio-television and Telecommunications Commission. Maintaining compliance with online tracking Abandonment emails rely on online retailers tracking their customers’ activity on their websites and tying online behavior back to the email addresses using the same behavioral targeting technologies as those used to deliver Interest Based Ads. This jump across engagement channels to remarket to customers can raise privacy concerns, so online retailers need to pay attention to their privacy compliance obligations. Cross-channel marketing privacy protections Guidance covering privacy policies and practices issued by the Federal Trade Commission are informative and I encourage you to review these with your law department. If you operate outside the U.S., privacy protection laws like Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA) may set out additional obligations with your cross-channel marketing efforts. PIPEDA’s definition of commercial activity, which includes remarketing Privacy Commissioner’s findings under PIPEDA in relation to remarketing Privacy Commissioner’s guidance on online behavioral advertising, the technology of which informs triggered emails Under PIPEDA and similar international privacy regimes, cross-channel marketers will need to (i) clearly and conspicuous inform website visitors that their online activities may result in personalized marketing, (ii) offer a way to opt-out of such tracking, and (iii) obtain individuals’ prior express consent with tracking involving sensitive personal information such as health data How to manage cross-channel marketing compliance risks As privacy protection regimes around the world continue to mature and absorb rules covering marketing, online retailers need to start adding new vocabulary to their privacy compliance lexicon. For example, shopping cart abandonment efforts produce ‘cross-channel re-marketing campaigns triggered by an identifiable individual’s online behavior.’ While this is a mouthful to say, viewing your engagement efforts through this lens will help you manage compliance risks. Experian can help you navigate compliance risks Our privacy-first approach to data is trusted across industries around the world. As a leader in the industry, we are here to help you leverage the power of data while maintaining the highest standards of consumer privacy compliance and legal guidelines. With almost 30 years in business, we are here to help you confidently create and launch data-driven marketing strategies. Contact us today to get started! Please note: Cross-Channel Marketing does not give legal advice on electronic marketing regulations or privacy laws. To mitigate risk to your business, please consult with your legal counsel on the law and your corporate policy.
Partnership combines customer connections and cross-device scale to deliver more strategic customer insights NEW YORK AND CHICAGO — March 16, 2017 — Signal, the global leader in customer identity, today announced a partnership with Tapad, now part of Experian and the leading provider of unified, cross-screen marketing technology solutions. This global integration extends device connectivity for Signal’s clients across North America, APAC and EMEA by leveraging Tapad’s proprietary Device GraphTM. With Signal’s Customer Identity Solution, brands benefit from more visibility of known customers, lower costs to reach those customers and decreased expenses and data loss that often results from using multiple vendors. Integrating with Tapad’s Device Graph, which connects billions of devices, enables Signal clients to build an even broader view of their known customers across multiple devices. This integration combines Signal’s customer identity scale with Tapad’s device scale to expand the reach of addressable media channels and enhance customer journey insights across touchpoints. Tapad and Signal were able to drive incremental device connections for more than 65 percent of customer profiles, linking an average of 6.8 browsers and devices per customer. With this combined data set, Signal clients can expand their authenticated view of a customer to all associated devices and realize more strategic insights into their high-value users. The partnership also allows Signal’s clients to integrate in real-time with Tapad’s media platform, Unify. This proprietary technology enables advertisers to make real-time activation and buying decisions with maximum scale, as well as automated reporting and measurement. “Continuously recognizing customers across devices instantly and in a privacy-safe way is essential for marketers to stay competitive,” said Marc Kiven, founder and CRO of Signal. “We are thrilled to enter this unique, global partnership with Tapad, enabling our clients to access their technology and more effectively reach customers in real-time and at scale.” “Being able to leverage a persistent view of customer connections across devices is a huge challenge for brands,” said Pierre Martensson, SVP and GM of Tapad’s global data division. “With Tapad, Signal is now able to connect with the billions of existing data points in our device graph to help clients better understand customer behavior and realize even stronger customer engagement.” Contact us today