Digiday covers the newest from advertising and marketing and media on the annual Cannes Lions Worldwide Competition of Creativity. Extra from the collection →
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Amid the AI hype, more and more fragmented media market and financial headwinds, entrepreneurs this 12 months got here to the Cannes Lions Worldwide Competition of Creativity searching for solutions.
For Carly Carson, PMG’s head of built-in media, this 12 months’s pageant served as a temperature examine for an trade in flux. Because the e-book closes on one other Cannes Lions, Carson has pocketed three takeaways.
AI nonetheless wants a human infusion. To make certain, AI speak dominated panels. Per Carson, the trade continues to be satisfied the expertise is a device that may’t exchange human considering.
Rubbish in, rubbish out. Entrepreneurs have extra knowledge than ever, however info doesn’t imply perception. With regards to AI, knowledge must be contextualized or it’ll produce “rubbish on high of rubbish.”
Advert {dollars} must sustain with altering consumption habits. Fragmentation has made measurement tougher, making it more durable for entrepreneurs not solely to dedicate advert spend, however justify it. Nonetheless, Cannes is usually a assembly of the minds — or the place strain mounts on platforms to “play good collectively so we will have this actually holistic image of what’s occurring,” Carson mentioned.
Tune into the total episode for extra from Carson on how PMG is navigating the trade’s shifting tides and what Cannes speaking factors imply for the second half of the 12 months’s advert {dollars}.
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