Digiday covers the most recent from advertising and media on the annual Cannes Lions Worldwide Pageant of Creativity. Extra from the sequence →
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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 Pageant of Creativity searching for solutions.
For Carly Carson, PMG’s head of built-in media, this 12 months’s competition served as a temperature verify for an business in flux. Because the guide 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 business remains to be satisfied the know-how is a device that may’t substitute human considering.
- Rubbish in, rubbish out. Entrepreneurs have extra information than ever, however info doesn’t imply perception. With regards to AI, information must be contextualized or it’ll produce “rubbish on prime of rubbish.”
- Advert {dollars} have to sustain with altering consumption habits. Fragmentation has made measurement tougher, making it harder 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 are able to have this actually holistic image of what’s occurring,” Carson stated.
Tune into the complete episode for extra from Carson on how PMG is navigating the business’s shifting tides and what Cannes speaking factors imply for the second half of the 12 months’s advert {dollars}.
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