Digiday covers the 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
OpenAI expands ads manager to U.K., adds CPC
Similar to the U.S. the ads manager is now widely available in the U.K., and is the fifth market where advertisers can access it.
How Fanatics moved from audience targeting to optimizing campaigns for customer LTV
A recent 19% lift in LTV points to brands focus on outcome-based media buying.
As AI scrutiny grows, DUDE Wipes points to supply chain savings and productivity gains
AI may be facing an ROI reckoning. Brands, agencies and tech vendors alike are starting to face harder questions about whether generative AI can deliver the meaningful business results it promises. The honeymoon phase, however, isn’t over yet. DUDE Wipes has AI tools across the company, reducing man hours in supply chain tasks — providing employees […]