With the Cannes Lions International Festival of Creativity kicking off in less than 2 weeks, it’s a good time to focus on the key trends shaping the event and our industry. It’s also a good time to focus on packing but I’m sure Adweek will be reprising this piece so let’s just unpack the former for now.
Scanning the headlines it’s clear that cross-channel video has emerged at the top of every marketer’s hit list:
The latest 4As study shows that measuring total audience information across platforms is the number one priority followed by determining unduplicated reach across channels.
Meanwhile, new research from Advertiser Perceptions says 29% of TV ad spending this year is “data-enabled” and growing to 40% in 2020.
And for good measure (pun intended) Comcast Spotlight highlighted performance lifts from data-driven campaigns as part of Beet TV’s new series: TV: Now an Outcome-Driven Medium.
Next week we’ll unveil Refocus, the second installment of our Relaunch Your Video series. The first piece, Refuel, talked about how you can use data-driven TV planning technology to drive efficiencies. The second piece will highlight OTT as an opportunity to strategically target and reach non-linear viewers in other environments where they’re streaming TV content.
Of course, audiences and attribution are only two ingredients in the recipe for cross-channel video success. All the best targeting and tracking are worthless without strong creative to carry the brand message and compel consumers to action. Which brings us back to Cannes…
While we’re nerding out on audience-driven strategies and business-outcome measurement let’s remember that creative can make or break our campaigns and celebrate the truly remarkable work.
There’s no doubt the marketplace is ready. It’s all in Scope.
And tune in to our Cannes coverage with #CrossingTheCroisette. I won’t have the 4C Rickshaw this time – apparently they’re now banned in Cannes during the festival – but I hope to “spin out” just as many insights.
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