While Cannes is sure to be full of great panels, speakers and meetings, the juiciest conversations are often saved for off-stage – whether at a beach party, a yacht, or the VideoWeek Villa.
VideoWeek asked our partners what topics they expect to dominate off-stage conversations this year at Cannes.
Andrew Grosso, Co-founder & CPO, Pickaxe Foundry
With the Olympics on the horizon, and the United States suddenly good at cricket, how to relate to and work with the sports market is going to be a big topic. On a related note, I’m expecting to hear a lot about what I call the “Caitlin Clark Effect” (though you can swap in Taylor Swift, Beyonce, or any other individual that’s dominating a cultural conversation) – how do we market a product at a time when one person is the center of attention?
I’m also expecting a lot of conversation about the dollar – it’s strong, and US ad buys are going to be incredibly expensive, especially with the upcoming election. It’s a great time to buy ads outside of the US – are we going to see a shift?
Kate Richling, Chief Marketing Officer, Media.Monks
After a year of hype and experimentation around AI, this year at Cannes, it’s time for everyone to bring the receipts. Last year’s Cannes saw a lot of speculation about how AI was going to transform everything. While historically digital transformation has driven a lot of progress for organisations, it’s also left a lot of CMOs and brands grappling with tech overload, integration hurdles and misalignment within the C-suite.
This year, we’ll see brands and tech companies bring real-world case studies (and maybe even some demos) to the Croisette – with a focus on how AI can ease those existential CMO pressures born by digital transformation.
Phil Cowdell, Global Chief Strategy Officer, Channel Factory
What is always fascinating about Cannes is the difference between what we should talk about versus what is actually discussed. For example last year every session seemed to be expert on AI and Large Language Models – but few were discussing the business and community challenges of inclusion in a politically charged society (Budlight, Target etc).
This year I’m hoping that AI – and to be more specific – Generative AI and LLMs are discussed not as the universal panacea but as both ‘hero’ and ‘villain’ in terms of authenticity, accuracy, inclusion and sustainability. They are just tools and reflect the bias and thinking of their programmers, data sets and users. People are flawed so AI is flawed. The real topic to address is how best to amplify the helpful while avoiding the harmful aspects of AI.
Paul Briggs, SVP Europe, Silverpush
For many marketers, Cannes is the highlight of the summer media calendar. There will be a few key themes on everyone’s lips. With the Summer of Sport upon us and the long-awaited Euro 2024 kick-off, the hunt is already on to find the best spots in and around the Croisette to watch the action (one of the best-kept secrets this year is the VideoWeek Villa BBQ on Thursday night!).
There’s no doubt that AI will dominate conversations. I look forward to engaging in discussions on how its continual evolution and subsequent application will continue to disrupt many areas of the industry such as creativity, media planning and activation.
Ilya Pozin, CEO and Founder, Telly
The TV ad game is evolving fast, and at Cannes, the spotlight will be on programmatic ad buying continuing to take market share. Traditional TV direct sales teams have clung on due to cable’s technology lag, leading to an inability to shift to digital and addressable advertising. At the same time, programmatic has dominated the majority of ad buying, accounting for $250 billion; 70 percent of all ads transacted in the US and growing.
Why? Efficiency. Brands don’t want to transact individually with hundreds of platforms and publishers. They want a one-stop shop to find and target their audience across all platforms. DSPs and SSPs solve this problem for all sides. Based on the meetings we’re taking in Cannes, it’s clear this trend is going to dominate the future of TV ad sales and soon, direct sales teams will be forgotten.
Rachel Fang, Head of Marketing, Vudoo
As we gear up for Cannes Lions 2024, it’s evident that commerce media is set to dominate offstage conversations. This year has marked a turning point with TikTok securing its spot as the top social commerce platform and Walmart’s acquisition of Vizio, illustrating the expanding scope of retail media beyond traditional frameworks. These developments highlight a transformative period in ecommerce, propelling a dialogue about the future and our strategic responses.
Amidst the festival’s sparkle, expect discussions not just on these shifts but also on how emerging technologies, particularly AI, are personally enhancing our lives. The integration of AI into daily routines offers a lighter, yet profoundly impactful narrative on how technology continues to redefine our personal and professional landscapes.
While Cannes is famed for its dazzling events, the real allure this year lies in these pivotal discussions. If Cannes 2023 is anything to go by, we’re set for an insightful exploration into the evolving commerce media landscape, where every casual chat could lead to groundbreaking ideas on navigating this dynamic industry.
Samantha Adams, VP Advertising Sales, Western Europe, BBC Studios
I have no doubt that we will hear a lot of talk at Cannes – and probably nothing we’ve haven’t heard before – about how AI is transforming our industry but not eliminating the need for brilliant human creativity.
But what I am most excited to learn about is the evolution of brand partnerships, away from badging exercises into truly integrated branded entertainment – bridging marketing and entertainment realms – and delivering across multi channels.
We’ve been moving in this direction for several years and have had some masterclasses delivered by the likes of Barbie, and F1 with Drive to Survive, so I’m interested to hear how brands will be using partnerships to drive business and convey brand values in the ever-changing media landscape.
