What great technology will be present at the Cannes Lions

What great technology will be present at the Cannes Lions


June 8, 2022 – 17:22

By Garett Sloane of Advertising Age

A new group of Internet advertising enthusiasts is trying to park their yachts and spread their beach blankets along the coast of Cannes at this year’s advertising festival. Amazon, TikTok and Roku are trying to make their mark with their first official appearances at the annual marketing conference in the south of France, which takes place from 20 to 24 June. Netflix and Apple are also sending people to the event, only with a less obvious footprint, according to people familiar with their plans.

What great technology will be present at the Cannes Lions

(Credit: Reproduction)

In the months leading up to Cannes, there was an influx of big tech companies and festival veterans such as Meta, Google, Pinterest and Spotify, secured their usual seafront venues, which are considered the main properties of Cannes. The newcomer Amazon has a seat in the Old Port of Cannes; the port is also where advertising technicians dock their yachts. At the eastern end of the festival, Roku will have a cabin near Pointe Croisette. TikTok is in a hut in front of the Palace.

Technology has become a central part of the festival, and this year the topics for discussion are wide. Meta continues to pivot toward the metavers, and Sheryl Sandberg, its longtime advertising leader, leaves. Google is reorganizing the way advertising technology works on Android phones and web browsers to comply with new privacy policies. Amazon is moving into the advertising technology space and is taking over video streaming with games like Twitch, Freevee and the NFL on Prime Video. Meanwhile, Twitter is full of intrigue over a possible takeover by Elon Musk, and Snap is developing its platform in addition to competing with TikTok.

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All technology companies will address the issues of diversity and inclusion in advertising and within their creative economies. There are complicated issues such as measurement and data to be addressed, and there are concerns about the economy that could affect the way sellers spend their money next year.

With all this in mind, look at how high-tech it will leave its mark on Cannes.

Amazon is anchoring
“Everyone is talking about the port of Amazon,” said Jamie Gutfreund, director of marketing for Whalar, the influencer marketing platform. “They make it look like it has scale and content.” From a brand standpoint, Amazon will be a big draw, Gutfreund said.

Amazon also has a Twitch apartment space outside the harbor area.

Michael Kassan, CEO of MediaLink, a consultancy that has a large portfolio of events at Cannes each year, said Amazon will push the action toward its new center of gravity at the port. “The whole movement is towards the end of the Croisette,” Kassan said.

Netflix sets sales
Netflix co-CEO Ted Sarandos attends the festival and speaks, the company confirmed. Netflix is ​​one of the most talked about companies targeting Cannes because it announced its intention to expand an advertising business this year.

Cannes is a great opportunity for Netflix to consult with advertising technology providers. Cannes is also known for being a place where industry seeks talent. “Netflix is ​​talking to a lot of people everywhere trying to get sellers,” said an advertising executive who spoke on condition of anonymity. “If you’re a salesperson now and you have an accumulation of business, you’re a hot commodity.”

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holidays on twitter
Twitter is heading to Cannes at a delicate time for the company, as billionaire Elon Musk mocks a $ 44 billion takeover bid that could transform the platform’s business; if the deal is closed. Some people who attended Cannes who know Twitter said the company will seek a break from all of Musk’s drama.

The Twitter team “loves the business and wants it to succeed, but it’s a floating ghost,” said a person close to Twitter ad sales.

Twitter will have many other topics to discuss in the Twitter Beach hut and popular executives in attendance, including client director Sarah Personette, God-is Rivera, global director of culture and community, and TJ Adeshola, head of content associations global.

Meta and Google
Meta has a lot of business to attend in Cannes, where Nicola Mendelsohn, head of the global business group, will be present. Meta will stay at the Majestic Hotel and has a beach in front.

The company talks about its new focus on metavers with virtual reality platforms like Horizon Worlds. Meta will also talk about creating videos and shopping for Reels on Instagram. It’s also a turning point for Meta, as Sandberg, its longtime chief operating officer, announced it would step down in the fall.

Google will focus on its advertising platform, including how it is developing its privacy protocols on Chrome browsers and Android devices, which will affect the mobile marketing landscape. YouTube is also, of course, a major topic for the Internet giant.

Meanwhile, Apple, which has also been shaking up the advertising industry with its own growing advertising platform and new rules for marketers on data collection, is sending members of its advertising team to Cannes, according to people familiar with the plans. of the company. Apple did not return a comment request. The company is also being closely watched by the industry because its restrictions on tracking and cookies have changed the landscape of digital vendors looking to reach their devices.

Snap is back
Snap has reserved a place at the La Malmaison Art Center, and is expected to attend CEO Evan Spiegel, according to a Snap spokesman. The company is partnering with Vogue to bring augmented reality fashion to France.

Snap is also looking to bolster its advertising prospects at a time when Apple and Google are rewriting how apps can target and measure ads. Snap has new gadgets like its newly launched Pixy personal drone camera.

In addition, Snap avoided using the term “metavers” in its communications with advertisers, although Meta popularized the concept. “Snap will try to remind people that they’ve always been in this space called ‘metavers’,” said a social media marketing executive, who spoke on condition of anonymity. “It only has one label and one brand now.”

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Spotify appears
Spotify is always a must-see on Cannes Beach. On Tuesday, Spotify released its lineup of songs, including Anderson .Paak, Post Malone, Kendrick Lamar and The Black Keys. Spotify CEO Daniel Ek will be at the advertising festival.

CannesTok, Pinterest and Reddit
TikTok makes its first official appearance in Cannes with a cabin near the Palace, the main conference room in the center of the festival. TikTok sent a contingent to Cannes in 2019 and did some sessions together with the festival organizers, but this year it will have a bigger feel with its own event space. The app is bringing together its marketing team to talk about creators, creativity and brand security, which are important topics for advertisers on social media. Blake Chandlee, President of TikTok Global Business Solutions; Sofia Hernandez, global head of business marketing at TikTok; and Adrienne Lahens, global chief operating officer of TikTok Creator Marketing Solutions, are ready to join.

In addition, Pinterest will once again run a dock, located on Carlton Beach. Pinterest will try to inspire creativity with trends on its platform. It is focusing on a diverse list of creators to offer festival visitors ideas for styles, from makeup to nails, hair and tattoos. Marketing Director Andréa Mallard is expected to attend, along with other Pinterest executives.

Reddit CEO Steve Huffman is also expected to attend this year. Reddit opens what it calls the Reddit Explorers Club, where the company will try to teach marketers how to navigate all the communities on the site.

Roku and CTV
This is Roku’s first big appearance at Cannes, where he will have a booth, which shows the growing presence of television connected to advertising. Roku plans to talk about original programming, streaming and e-commerce, and advertising creativity.

Meanwhile, major television networks such as Fox, Paramount, NBCUniversal and Warner Bros. Discovery are holding a mini-summit in Cannes. The networks collaborate through a consortium called OpenAP. They will discuss the need for common standards of measurement, a constant challenge in connected television. Advertising technology, identity and measurement companies such as LiveRamp, Amobee, Magnite and Nielsen are expected to attend the TVs Advanced Advertising Summit on June 23.

advertising technology yachts
The yachts are back, but the ad technicians are getting a little frugal this year. Many yachts have co-sponsors to split the bill. Innovid, the video advertising platform, hosts a yacht with measurement company Comscore, along with other co-sponsors, including Cameo, the celebrity video messaging service. Smartly.io, a social media marketing technology platform, has a yacht with DoubleVerify, the attribution platform. Experian data platform and identity services company MediaWallah are co-captains of a yacht.

“Customers are talking about sharing this year,” said Lana McGilvray, CEO of Purpose Worldwide, a marketing strategy company. “The general feeling was that people were approaching Cannes with a little more trepidation, as maybe the brands weren’t going as far as in the past.”

Smartly.io CMO Lyle Underkoffler said the boating scene in Cannes is seen as a place to party, but it’s about sharing “thought leadership” in marketing and innovation. “Part of the bridge we’re trying to build is between the new media and the old ones,” Underkoffler said. “Cannes is a great opportunity for these clashes.”

Influencers in France
The creative economy is expected to be booming in the south of France. Influential agency Influential will have a yacht that will host content from speakers and parties, including panels with executives from TikTok, Meta, Twitter, NFL, Ad Council, Bustle, NTWRK, Vizio, Group Black, The Martin Agency and Mindshare. Creators such as Cameron Dallas, Ugo Mozie and Anthony Alcaraz will also be present.

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