We’ve solely simply returned – sunburnt, drenched, windswept (take your choose) – from every week at Cannes LIONS evaluating the important thing promoting tendencies and improvements that publishers must learn about. We weren’t dissatisfied, not least as a result of Cannes has developed and tech innovation now takes a far greater seat on the desk. Actually, it owns the desk.
It’s arduous to not go round right here and see the enormous seashores, and Amazon having a compound, and never conclude that expertise is driving the media trade and never vice versa.
Brian Morrissey, The Rebooting, chatting with Media Voices podcast at Cannes
Listed here are the 5 key TL;DR Cannes LIONS takeaways it’s essential to learn about:
1. Third-party cookies received’t go away in 2023
A daring name to make sure, however from the quite a few trade insiders we talked to all through the week, the overriding feeling was that the advert tech trade was too discombobulated for third-party cookies to be dissolved in 2023 – new estimates ranged from 2024 to 2028, with one influential exec telling us that he “wouldn’t be shocked if it by no means occurred”.
All the discourse round third-party cookies was confused – for instance, while some execs heralded ‘information clear rooms’ as the reply, different execs insisted that these would fail EU compliance standards as a result of they merely aren’t within the spirit of the regulation.
Ditto authenticated viewers IDs which had been pilloried for less than working with the few % of audiences who really log in – certainly, one exec informed us “the Commerce Desk already is aware of log-in IDs don’t work with Apple log-ins” while one other identified that authenticated IDs options had already fallen foul of the UK’s ICO. It’s a multitude.
Key takeaway: “Maintain your choices open – don’t put all of your eggs in a single basket”
2. Ignore sustainability at your peril
Infinite development on a finite planet was by no means going to be a profitable technique, and sustainability has now taken entrance and middle of many manufacturers’ wishlists. Greenwashing has been changed by media shopping for teams deciding on writer advert stock utilizing checklists of ‘sustainability standards’.
GroupM, as one instance, lately introduced its ‘Accountable Funding’ framework which, amongst different issues, “evolves strategies to account for social and environmental influence like a media placement’s carbon emissions”.
Advertisers and media consumers need to guarantee effectivity and get rid of waste, in all types.
Jeff Meglio, VP of Demand, Sovrn
Publishers are slowly beginning to reply, with the U.S.’s Recurrent (writer of Well-liked Science, Area & Stream, Donut Media, and many others) this month asserting a brand new VP of Sustainability to cut back its environmental influence. Anticipate this pattern to go exponential.
Key takeaway: “Publishers should show their environmental footprint to advertisers”
3. DEI is right here to remain
Range, fairness and inclusion had been different key themes at Cannes, with a mess of boards each in the principle auditorium in addition to the quite a few fringe theatres dotted round Cannes’ seashores and yachts.
Amidst the nice resignation, publishers are already having to work arduous to persuade potential recruits that their workplaces are beacons of DEI and match for goal in 2022. This pattern will solely enhance, with publishers now being judged by manufacturers on their DEI framework and insurance policies. A failure by publishers to uphold a rigorous and clear DEI framework will see promoting budgets being pulled – perhaps not this yr, however it’s coming.
We additionally famous at Cannes that a lot of renaissance publishers – for instance, Metaverse writer TrooVRS – are majoring in wellness, well being, sustainability, and DEI content material. At Cannes, that is clearly what advertisers had been in search of, while matters that could possibly be seen as divisive had been being averted.
Key takeaway: “Publishers might want to show their DEI credentials, with benchmarked standards”
4. The Consideration Financial system is gaining prominence
A key theme at Cannes was the ‘consideration financial system’ which is adspeak for a way manufacturers can minimize by way of the litter of ubiquitous content material. Consideration is now the single limiting issue within the consumption of knowledge and types are taking a look at methods of not solely reaching their audiences however doing so in a approach that’s accountable.
Measurability is taking the forefront, with publishers who can show to advert consumers ‘clear consideration alerts that point out excessive ranges of reader engagement’ being chosen as opposed to these publishers solely counting on Google Analytics. Web page views, as a measurement, are most positively out.
As one exec informed us, “The buy-side of programmatic is trying to find new, anonymised metrics and applied sciences that can be utilized at scale for his or her campaigns, with shopper consideration on the coronary heart of it.”
Key takeaway: “Manufacturers wish to see consideration metrics, not visits or web page views. They wish to be SEEN!”
5. It’s essential to perceive how younger persons are consuming media, and quick
A key theme of Cannes was how youthful individuals at the moment are consuming media. In brief, they’re Net 3.0 natives. One exec informed us how their eleven-year-old spends hours on Roblox, with the kid’s social media on the exact same platform through 200 handpicked associates. If you happen to don’t know Roblox, as only one instance, it’s essential to – 49 million individuals every day are utilizing the gaming platform, not simply to recreation however to work together with one another.
Extra examples? Snap’s Evan Spiegel disclosed on AXIOS/ Zefr’s personal yacht that Snapchat sees 250M augmented actuality snaps per day and that the expertise is now a core a part of its future roadmap.
Jamie Elden, CRO of Shutterstock, merely informed us, “the brand new era aren’t concerned with print, nor dot com web sites, as an alternative they’re interacting on social media as their main automobile for communication. These audiences don’t take a look at the model, they take a look at the story.”
Key takeaway: “Publishers MUST perceive how the newest era are interacting with, and consuming media. Issues are altering FAST.”
That’s a wrap!
Roll name of thanks
In no specific order, we’d like to provide a shout-out to all of the individuals, organizations, and occasions that made Cannes so very memorable.
- Sovrn for sponsoring our go to and empowering us while there. #ThanksRebecca.
- Monojoy Bhattacharjee, WNIP’s Editor, and Faisal Kalim, Chief Options Author, for holding the fort at WNIP HQ. #seamless #professionalism
- Media Voices podcast for his or her professionalism and nice firm. #ThanksPeter. #ThanksEsther
- The fantastic group at GingerMay PR who took day trip for us all through the week, particularly Victoria, Amy and Lauren.
- Bluestripe PR for an incredible night and glorious shopper views and quotes. Thanks Zoe, Lydia, Andy, Chloe, and Libby.
- Sara Fischer at AXIOS and Zefr for the most effective occasions at Cannes. An ideal ten.
- Jenni Baker of The Drum and The Drum pub. Sensible host and panels. #ThanksJenni.
- Rankin, one of many world’s main photographers, for taking the viewers’s photograph and offering the second of the week at The Drum Pub.
- DoubleVerify for taking care of us at their seaside with wif-fi, air-con, meals, and drink. Finest hospitality at Cannes.
- FreeWheel for his or her luxurious, expansive Cannes seaside, panels, and hospitality.
- Cannes LIONS for a seamless Press Cross, though your press room wants ‘consideration’ – come on!
- Amazon seaside for his or her panels and sustenance.
- IPONWEB and The MediaGrid – nice session, house, and hospitality.
- ID Ward’s Mattia Fosci for his ideas and views on addressability, cookies, and identification. #smartestmanintheroom.
- Adrian Whant of TrooVRS for giving us an perception into the way forward for publishing. #metaverse
- Shutterstock for taking care of us so properly – greatest exhibit at Cannes and completely joined-up PR. Thanks #Annelise #Srey #Jamie
- Residence Cannes Villa France. The right location. Though, get your store re-opened!
- Equativ boat and the Ogury boat
By Jez Walters
Jez Walters is the Editor-in-Chief of What’s New in Publishing and a thirty-year veteran of the European promoting, advertising and marketing and publishing industries. He has edited and managed WNIP since 2012 with a particular deal with how publishers can prosper at a time of profound tech disruption.
