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Cannes Lions 2024: An introduction
Cannes Lions is the most important and among the many most trendy occasions within the artistic promoting and advertising and marketing trade, and Cannes Lions 2024 was no completely different, besides maybe in scope. Yearly, in addition to being speckled with celebrities, high worldwide manufacturers like Reddit, Meta, Coca-Cola, and extra arrive on the French Riviera to point out off their artistic prowess and stream from cabana to cabana, unveiling product information and listening in on the matters du jour. Some even compete to stroll away with the celebrated Grand Prix award, arguably probably the most coveted artistic promoting award on the planet.
AppLovin was there with Wurl this yr, and we made positive to face out and make our rounds. Listed here are some occasion snapshots and key takeaways from our on-the-ground crew at Cannes Lions 2024.
Sizzling matters: Gen Z advertising and marketing, viewers attain, AI, and cookie deprecation
It appears manufacturers throughout the globe are attempting to study how finest to interact with Gen Z audiences. In spite of everything, they’re “getting older in” to having the ability to act on promoting. Nonetheless, this demo received’t simply hand their hard-earned money app credit score over to any firm; Gen Z traits embody honesty, authenticity, transparency, and variety, they usually demand the identical from the companies they patronize. There have been discussions in all places masking Gen Z and quite a lot of items of swag geared towards them.
Unsurprisingly, AI was additionally floating on the ocean breeze all throughout Cannes Lions. For advert tech particularly, manufacturers are shifting the dialog round AI from “what do I have to learn about it” to “how can I make sensible use of it” as their opponents search to do the identical. All the pieces from conceptualizing, creating, and launching adverts to programmatic advert shopping for is being considerably affected by AI, and there are not any indicators that its exponential development, each in growth and use, is slowing down.
For information and recommendation on how you should utilize AI to uplevel your advert creatives, try our 2024 Artistic Tendencies Report.
The dialog round AI additionally carries heavy implications for the way information will likely be aggregated and leveraged as we cross into the post-cookie period whereas nonetheless needing to achieve audiences successfully. Cookie deprecation is forcing a shift in advertising and marketing efficiency measurement, and that shift consists of the usage of AI to mannequin shopper conduct, sourcing insights from manufacturers’ information clear rooms for personalised advertising and marketing.
Lastly, gaming isn’t going wherever, particularly cell gaming. As such, there has by no means been a greater time for non-gaming manufacturers to achieve extra customers by way of including their relevancy to the cell recreation promoting expertise for world gamers.
AppLovin and Wurl share an area and message
AppLovin and Wurl made a joint look at Cannes Lions 2024, and the best way we visually and actually confirmed up was themed throughout connection: Connecting to audiences by way of exactly focused cell promoting campaigns, cross-device viewers attain between cell and CTV, and discovering new methods for audiences to find your model.
We had been very excited to see you all at our cabana as nicely! We met with a few of you to debate increasing viewers attain, making your manufacturers extra discoverable, and rising your enterprise…
Whereas having fun with premium bites and cocktails…
On a seashore…
In France.
It doesn’t get significantly better than that.
(EDITOR’S NOTE: An enormous shout-out is deserved for the AppLovin Design crew; the cabana seemed wonderful, and folks had been vocal about that. You’re all unimaginable.)
T-Cellular hosted a panel with Marketing campaign US moderating that included Nestle, Tiktok, and AppLovin’s personal VP of World Enterprise Growth, Daniel Tchernahovsky, and it was centered round — as you could have guessed — resonating with Gen Z. Particularly, they spoke about:
- The significance of community-building and transparency in enterprise
- Mentorship, even within the advertising and marketing pipeline: They will entry all the data on a regular basis, however they like guided experiences
- The will to study whereas being entertained
- The cultural developments taking place round nostalgia and retro-tech
- The attraction of lo-fi, homegrown-looking-and-feeling content material vs. hi-fi, polished content material
and far more that finally netted out to difficult assumptions, having a progressive outlook on trade adjustments, and being authentically and socially minded to attraction to this up-and-coming era of shoppers.
AppLovin additionally hosted a roundtable in its cabana with Marketing campaign US moderating that featured contributors from Activision, Reddit, and Yahoo, together with Meagan Martino and, once more, Daniel Tchernahovsky from AppLovin. The dialogue centered on the transformative affect of personalization and AI on the cell gaming and app promoting panorama.
Key factors included:
- The position of generative AI in enabling personalised in-app experiences and the way it’s being utilized by numerous manufacturers
- The artistic potential of generative AI and its capability to revolutionize the cell gaming and app promoting expertise
- The cell gaming trade’s superior standing and its potential to paved the way in generative AI functions throughout completely different sectors
The roundtable underscored the revolutionary strides being made within the trade and highlighted the thrilling way forward for AI-driven personalization in cell gaming and past.
At our Ladies in Promoting roundtable (nicely, sq. desk), a few of the most distinguished girls within the trade sat down and spoke in regards to the strides they’ve made, challenges they’ve confronted, and adjustments but to return. In an area beforehand dominated by males and within the nonetheless male-majority world of tech usually, we acknowledged their important contributions to serving to evolve the enterprise and strategy of promoting.
(ONE MORE EDITOR’S NOTE: We’re fortunate sufficient to work with a few of the most proficient individuals on the planet, and the vast majority of them are girls. Their creativity, ardour, dedication, intelligence, and kindness know no bounds.)
Cannes Lions is creativity central
So many manufacturers confirmed up and stood out on the French Riviera this yr, and sharing an area with them was as inspiring as assembly all of you. This occasion actually encapsulates the very best and brightest in promoting, however greater than that, it reveals how a lot technique and thoughtfulness exist behind the artistic processes that result in excellence in promoting.
We will’t watch for Cannes Lions 2025. Till then, bon voyage, and thanks for taking the time to attach with us and one another this yr.
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