Digiday covers that latest from marketing and media at the annual Cannes Lions International Festival of Creativity. More from the series →
Our coverage of the Cannes International Festival of Creativity is brought to you by Centro, a provider of media services and software that aims to improve campaign performance and digital media teams’ productivity.
This year’s Lions festival is now drawing to a close, and most attendees are looking forward to catching up on some much-needed sleep. Digiday asked agency execs what they’ll take away from their week on the Riviera, besides hangovers. Here’s the view from Ivan Perez-Armendariz, chief digital officer at CP+B.
One of my biggest takeaways was learning about how content creators are using digital as a test bed for determining if content will be successful. Conan O’Brien talked about how his “digital team” creates concepts and releases content regularly online. They routinely take the most successful concepts and promote them to TV for the nightly show. This testing approach makes you envision a future where brand and promotional spots are tested within a community like Facebook before determining which spots to put media dollars behind and run on air.
Image via Shutterstock
More in Marketing
Google delays third-party cookie demise yet again
For now, Google seems to have next year in mind as the latest end date for its plan to eliminate third-party cookies.
WTF is the CMA — the Competition and Markets Authority
Why does the CMA’s opinion on Google’s Privacy Sandbox matter so much? Stick around to uncover why.
Marketing Briefing: How the ‘proliferation of boycotting’ has marketers working understand the real harm of brand blockades
While the reasons for the boycotts vary, there’s a recognition among marketers now that a brand boycott could happen regardless of their efforts – and for reasons outside of marketing and advertising – that will need to be dealt with.