eSports is a very popular industry with 31.6 million viewers, boasting pro leagues and competitions that reflect traditional sports as well as That being said, it's still unique in its fanbase and operation, which is important to note for advertisers -- don't go into it with the identical technique you would for in-person sporting events. The perception of eSports is still being largely debated, but it's clear that brands have a place in the arena. Our recent research at IAB further solidifies the potential for this promising market. https://lnkd.in/edghpZun #eSports #IAB #Marketing #CreativeBranding
Carryl Pierre-Drews’ Post
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With the creator economy reaching all-time heights, it's no surprise that many content creators attended this year's Cannes Lions Festival of Creativity. This is likely correlated to Lions Creators, a new program "dedicated to creator programming, networking, and events that was jointly led by Cannes Lions and Viral Nation." It's become impossible to ignore -- the influence and value of the creator economy is booming. Many of these creators have successfully established themselves in the world of branding, so Cannes Lions holding this space for them is a nod to their "arrival." It signals an imperative for incorporating content creators as an established arm of marketing and creative branding. Bravo! #CannesLions #ContentCreators #CreatorEconomy #Branding
Cannes Lions bet on creators this year. Did it pay off?
marketingbrew.com
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Toys R Us is partnering with OpenAI in a brand film that utilizes Sora -- one of the first brand films of its kind. "Sora, which is currently only available to alpha testers, can generate up to one-minute-long videos based on text prompts." Being made in just a few weeks, the goal of the film (which was shown at Cannes Lions) was to display how much Sora can speed up the production time for marketers. The film details the origins of the company, supporting its relaunch campaign. By showing their interest and capability in advancing technology like generative AI, the company is not only securing smart partnerships but also showing audiences they're future-savvy and ready for the next chapter. #Sora #ToysRUs #CreativeBranding #BrandingPartnerships #GenAI
Toys R Us creates first brand film to use OpenAI’s text-to-video tool
marketingdive.com
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According to Digiday, 85% of marketers (outside of Amazon) invested in Walmart's retail media platform in the beginning quarter of the year. Only half a year before these numbers, the statistic was only 54%. This shows the growth and potential in Walmart's media platform -- given how rapidly opinions and investments have changed. Retail media is very hot right now, and at the IAB Connected Commerce Summit happening in the fall, we'll be exploring the rise of retail media networks and marketplaces. As the number of stores that sell on social media grow and influencers continue to play a massive role in commerce, we're likely to see more and more brands hop on the retail media bandwagon. If you care to join us, early bird tickets are still available for about 2 more weeks. https://lnkd.in/e5Gn_NqD #RetailMedia #Walmart #CreatorEconomy #Amazon
Digiday+ Research: How do other retail media platforms measure up to Amazon?
digiday.com
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Streaming is surpassing cable, and it's likely due to the control that viewers have over what they watch and when (along with other factors). I know I sure do subscribe to quite a few services which gets expensive. IAB CEO David Cohen told Axios, "I think that there's a lot to be said for the power of the bundle. Consumers are not going to subscribe to seven or eight things, they simply can't afford that." We have to start adding layers. Investing in streaming isn't enough — we also need to add bundles that make financial sense to consumers who are now faced with the task of choosing which services they can afford. #IAB #Streaming #Bundles #StreamingServices
Streaming is the new cable
axios.com
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This was my seventh time attending the Cannes Lions International Festival of Creativity, and it was likely one of the best years yet. While insightful sessions are always expected, this year stood out because of the incredible people I connected with throughout the week—both new faces and familiar ones—who truly fed my soul. Whether captured in photos or not, I want to thank everyone who made my week in Cannes unforgettable. In addition to "Feeding the Soul," here are 4 key themes that stood out for me this week: https://lnkd.in/d4wkAk84 Laurel Rossi Shannon Jones Jeff Meza Orlando Reece Danielle DeVoren Megan Cunningham Ally Love Marc Guldimann Sophie Kelly Soren Godfrey Yun Yip (叶偲蕴)🔜 Cannes Lions Karen Nelson-Field PhD Priscilla V. Ritu Trivedi Scott Reed Sheryl Goldstein David Cohen Jerri DeVard Sarah Berl Clifford Michelle Mikoljak Stevenson Amy Tunick Michelle Vincent Leanne Upson MCIM Mary Murcko Michael Lehrer Josefina Rodriguez, MBA Valda Coryat Jeffrey Bustos Nidhi Tewari, LCSW Stephanie Vandenberg - Smith (she/her) Fernando Romero Michelle Wright Madison Schioppo Emma Tullio Vlada Pitner Freya Garcia Kofi Amoo-Gottfried Art Zeidman Marion Hargett and more as I'm out of my mention limit. 😍
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Everything starts as a concept -- like the innovative and creative things we see at the Cannes Lions International Festival of Creativity. I particularly love the concept from The Mill for Montefiore Einstein titled "Solo’s Journey: There’s Magic in All of Us," which shows an amazing use of “eye tracking” technology. "The film celebrates themes of resilience, imagination, and finding enchantment in everyday moments." While eye tracking is also used in attention metrics, which I spoke about at Cannes 2024, it's inspirational to see this heartwarming and innovative use case. Plus it won a Cannes Lions Silver in the Health & Wellness category celebrating creativity for personal well-being. Congrats Montefiore Einstein! #CannesLions2024 #EyeTrackingTech #Innovation #attentionmetrics
From Concept to Cannes Lions 2024 | Technicolor Group
technicolor.com
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Attending the Cannes Lions International Festival of Creativity taught me the importance of being intentional with my time and experiences. Here are four key themes that stood out: 🤖 AI as a Partner for Good: #AI can amplify human potential. Experts are working to debias AI data, emphasizing verification and validation. Collaboration tools are being developed to predict campaign success for marginalized communities. ❣ Purpose is Not a Fad: Women's sports are a cultural powerhouse, and the storytelling that highlights this is increasingly on the rise. Brands like Chase and Sesame Street are leading with #purpose, emphasizing trust and consumer needs over revenue. 👀 Attention Equals Outcomes: #Attention is crucial for brands, impacting audiences, creatives, and media. #Gaming, in particular, offers huge opportunities for engagement. 🙋🏽♀️Human Connection Feeds the Soul: Meaningful connections, whether with colleagues or new acquaintances, are invaluable. Embracing #diversity in our interactions can bring us closer together.
My Takeaways from the Cannes Lions Festival of Creativity: Intentionality in Action
Carryl Pierre-Drews on LinkedIn
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Excellent takeaways, Infillion. Attention is now -- human and machine -- learning together.
Special Thanks to Our Panelists on "Why It's Time To Get Real About Attention In Advertising" Missed out? Dive into our top takeaways below and stay tuned for more insights throughout #CannesLions2024! Today's panel shed light on the evolving advertising industry, notably the shift towards experiential attention. Here's a snapshot of key insights from each expert: 🎯 Laurel Rossi "After studying attention data for past 14 years we know 90% of people are looking to avoid ads. Experiential attention is the future, focusing on interactive learning for brands. This method enhances engagement, inviting everyone into a discovery phase, where they interact with the brand at their own pace." 🎯 Marc Guldimann "It's critical not to approach attention as a monolith - breakdown attention and understand its impact on the three key areas of advertising: audience, creative, and media. The goal of advertising isn't just to capture attention—it's to drive business." 🎯 Sophie Kelly "Cultural relevance and personalization are vital for creating lasting impressions. If you're not tuned into the culture, you're invisible. Engaging people at the right time is the heartbeat of your business." 🎯 Soren Godfrey "Focusing solely on attention can harm ROI and reach. It's essential to balance KPIs in media buying to enhance brand recall effectively." 💡 What to Leave Behind? Our panelists advocated for moving away from outdated metrics and funnels that no longer reflect the dynamic nature of digital advertising. They urged the adoption of new metrics that accurately measure the quality and impact of our advertising efforts. Today's discussion was a powerful reminder that not all attention is created equal, and in the age of information overload, the way forward is through meaningful engagement and strategic innovation. #InfillionAtCannes #Brands #AttentionEconomy
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Cannes we say "two for two?" Yes, we Cannes! Fantastic conversations yesterday and today with iion and their talented partners, agencies and brand partners at Cannes Lions International Festival of Creativity. While we all know this, I'll say it again: everyone is a gamer. Don't focus on the idea of "a gamer," focus on reaching your audience where they are with the right value exchange. Most times they just happen to be entertaining themselves by playing a game. #gaming #gamesadvertising
iion’s A-Team is Shaking Things Up at Cannes Lions International Festival of Creativity! 🦁🚀 It’s been an action-packed two days filled with non-stop discussions, insightful roundtables, and valuable networking events. But the best is yet to come. We’re gearing up to share some Big News about exciting global-first innovations and insights with partners and thought leaders from Omnicom Media Group, PHD, dentsu, Reckitt, WeGame2, IPG Mediabrands, Activision, WHOODEN/STUDIOS. A special thanks to IAB and Carryl Pierre-Drews for moderating and steering our roundtable discussions and Amplified Intelligence for opening the sessions. Stay tuned—you won’t want to miss what’s coming next! #CannesLions2024 #iionAtCannes #BigNews #GameAdvertising* Dubit, Enthusiast Gaming, Odeeo, AdInMo, TapNation
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