Media Transformations and the Rise of Connected TV.

It’s now been over a week since we’ve returned back from Cannes Lions. And hopefully, that’s been enough time for us all to recover from the whirlwind of inspiration, networking, and thought-provoking discussions. As I reflect on the event, particularly from my media strategy and optimisation perspective, several key themes have emerged. 

Hello Connected TV!

Whilst some of the typical players who make an appearance at Cannes Lions were a little quieter than usual (Did anyone see Twitter?), Connected TV (CTV) made it known it should be seriously considered as consumers have shifted online and are consuming less linear TV. 

CTV has become a vital channel for advertisers to reach their target audiences in the ever-changing media landscape. Even ESPN has made the move online, acknowledging the growing importance of CTV. We really see the role of CTV evolving with platforms, providing more transparency on the placement and the shared understanding that every second has a revenue impact. 

With viewers increasingly opting for on-demand content and streaming services, advertisers recognise the immense potential of CTV to engage audiences and achieve measurable results. Its evolving role in advertising is marked by its ability to provide precise targeting, seamless integration with digital strategies, and the opportunity for brands to connect with engaged viewers actively seeking content on connected devices.

Don’t be afraid of AI

You can’t talk about Cannes Lions without talking about AI, with platforms and brands sharing how AI is helping them transform the industry. Whilst this frequently went alongside the questions of ‘Is AI going to steal my job?’ the focus was really placed on the fact that AI tools will empower the industry to deliver better advertising strategies – thanks to enhancied creative brainstorming, providing much more information when leveraged across search and the ability to adjust creative assets. Technology is going to keep advancing and brands need to embrace AI tools to understand what has an impact, as data will help unlock innovative strategies.

Cannes Lions provided a platform for brands and industry professionals to delve into the possibilities of AI and its potential to shape the future of advertising. The big takeaway? AI not only streamlines processes but also opens up opportunities for more personalised and effective campaigns, making data-driven decisions, and unlocking new levels of creativity and innovation.

Embrace transformation

There were a number of keynote talks from brands and publishers sharing insights into how important it has been for their businesses to transform to drive growth. With Expedia sharing how the travel industry has lost sight of who the traveller was and what they wanted, the industry focused on cheap options that negatively impacted the overall experience. Expedia, on the other hand, has taken the time to transform its legacy technology and significant amounts of information to design an integrated, app-first experience for travel.

Take note of the long-term

Cannes Lions provided insights and inspiration to help understand the opportunities available right now for marketers and what is very quickly coming up. Whilst many of us are focused on short-term impact and ROI, we need to remember the importance of longer-term branding and ensure that we are evolving our marketing strategies based on the data that is available and the consumer.

Lucy Walker is Head of Media at MG Empower. With over a decade of experience in developing integrated digital and media strategies for brands internationally, she’s all about digging deep and chasing the curve to keep her finger on the pulse of what effectiveness looks like, today and tomorrow. If you want to know more about MG Media, check out this page or just get in touch!