Last week, Cannes Lions brought the global advertising industry together in the French Riviera. Conversations that had been taking place around the world came to a head as the most important minds in media and marketing joined together to discuss the convergence of technology and creativity to create and distribute the world’s best work. Here, we share our key takeaways from the event, rounding up what mattered most on and off the Croisette.
Communication and innovative thinking are key when it comes to maintaining relationships and seeing results in brand marketing, and both clients and agencies benefit when a commitment to both is applied. Our co-CEO Rich Raddon shared his thoughts alongside executives from FourSquare, OMD and more in a discussion onsite.
Brand Authenticity Matters
Brands now, more than ever, are seeking ways to relate to their fans and involve themselves in the conversations happening around them on all platforms. Social video allows them to so that in a way that feels honest and involved. Zefr’s Trygve Jensen joined client Kingsford Charcoal and top Snapchatter Shonduras to discuss how to integrate influencers into brand campaigns while maintaining authenticity in message, for both the influencer, and the brand. Read a recap in the Lions Daily News on pg. 16.
The content an ad runs against impacts the way it is perceived. As advertising investments shift from TV to digital, brands are looking for ways to maintain the traditional content alignment they’re used to via contextual targeting, like that offered by Zefr and its BrandID technology. For more on the way TV viewing behavior is changing,what brands need to know, and why context matters, download our original research on TV 3.0.
For more on Zefr and our contextual targeting solutions for brands, request a demo here.