Last week, the Innovid team joined 15,000 of our closest friends in Cannes to meet, greet, and share insights with the industry’s best and brightest. And while the ocean views and yacht parties were incredible—what we’ll remember above everything else are the insights that we learned from our fellow marketing leaders. Here are a few topics that took the main stage during Cannes.
The Future of TV is Now.
TV was the talk of the town and a big focus for Innovid, as we led two panels on the subject—one with Brand Innovators and one with The Drum.
Marketers are working to keep up with audiences as they leave their traditional TV roots behind in favor of on-demand digital content across connected TV (CTV) and over-the-top (OTT devices). And this shift if happening now—as of 2017, we’ve seen a 30% increase in advertisers running campaigns over CTV. This may be because digital video lends itself to new formats that keep audiences engaged and linear TV cannot keep up with that momentum.
According to thought leaders at Cannes, the battle for customer’s attention is bringing precision marketing and storytelling closer together. What’s more is that marketers should be moving away from formats and towards experiences that are more relevant to their customer’s lives.
Brands continue to use data to enhance their marketing strategies.
Personalization was also a hot topic, and it’s no wonder given that we saw a 58% increase in advertisers running data-driven video campaigns in 2017. Brands who we heard from emphasized that there is more pressure than ever for C-Suite leaders to deliver results, and that has led to an uptick in personalization. Marketers need to be able to deliver things that customers don’t even know they need yet.
One way to amplify this, is for brands to leverage their first-party data to personalize their marketing with data-driven experiences. Brands recognize that, especially when it comes to their websites, that they should be providing customized experiences that cater to the unique characteristics of their customers. Brands also have to embrace the fearlessness that comes with experimentation and reinvention to continue to evolve their stories. And in order to evolve in the digital space, it’s essential that digital creatives now be on set for commercial shoots in order to help identify digital video personalization and interactive opportunities while in production.
Wyclef Jean’s music can make anyone dance.
Okay, so we knew this before we went to Cannes Lions, but we’re still pretty excited about seeing him.
As we look back on another Cannes Lions, we’re more excited than ever to help our clients create personalized and engaging video experiences that will help make their brands stand out with their customers. We’ll carry the breeze from the Mediterranean with us to put wind in the sails of some of the world’s largest and most influential brands.
To discover how we can amplify your video marketing, please contact firstname.lastname@example.org.