Digiday+ Research Briefing: Meetings draw attendees to Cannes this year, but cost is a big barrier
June 22, 2023 • 4 min be taught • By Catherine Wolf
Ivy Liu
Interested by sharing your views on the media and marketing and marketing and marketing industries? Join the Digiday be taught panel.
Welcome to the Digiday+ Overview Briefing, your weekly curation of media and marketing and marketing and marketing be taught insights. As a member, you have gotten plump accumulate true of entry to to the Digiday+ Overview below.
In this edition, we piece focal aspects from Digiday’s these days launched experiences about how meetings — no longer parties — are riding attendance at Cannes this yr and the map smaller publishers depend essentially the most on digital channels.
Digiday+ Overview: Meetings plan attendees to Cannes this yr, nonetheless assign is a tall barrier
The Cannes Lions Global Festival of Creativity is underway on the French Riviera, nonetheless the accumulate collectively atmosphere is riding attendance less than that you simply can additionally ponder this yr. That is in accordance to a Digiday+ Overview gaze of 180 consultants from abilities platforms and providers, publishers, companies and kinds. Whereas you are going to Cannes, meetings are the tall driver. Fifty-eight p.c of those who in fact handy Digiday they’re heading to the event said they’re doing in an effort to meet with folk.
Key findings:
- Dealmaking was as soon as the 2d-superb reason sending attendees to the competition — nonetheless by a broad margin. Genuine below a quarter of respondents going to Cannes (24%) said making provides is their reason slack attending.
- Despite the event’s repute, no longer one respondent cited parties as their reason slack heading to the French Riviera. Only 7% of respondents in fact handy Digiday they’re going to Cannes to be viewed, whereas factual 2% said there’s no outsized reason to support Cannes.
- Charge is the superb barrier to attending the competition. More than one-third (39%) of respondents said the assign of attending is the reason they’re no longer in Cannes.
Learn plump document
Digiday+ Overview: Smaller publishers depend essentially the most on digital channels
Media companies require a aesthetic stability between the primitive channels the alternate is constructed on and the digital ones that have reach to dominate publishing. And that stability appears diverse reckoning on the scale of the publisher, in accordance to a Digiday+ Overview gaze of more than 80 publisher consultants. Digiday’s gaze stumbled on that tiny to medium-sized publishers depend more on the income they accumulate from digital channels than their higher counterparts.
Key findings:
- With regards to two-thirds (65%) of publisher pros who work for tiny to medium-sized publishers (or those who made less than $50 million in income last yr) said their companies generate most of their income fully or mostly from digital channels. Within the meantime, half of of publisher pros who work for phenomenal publishers said the same.
- Lower than one-quarter (19%) of tiny to medium-sized publishers said they accumulate most of their income fully or mostly from primitive channels. Within the meantime, 25% of phenomenal publishers (or those who made $50 million or more in income last yr) said they accumulate most of their income fully or mostly from primitive channels.
Learn plump document
Digiday+ Overview: Extreme pessimism about the tip of the cookie stages off among companies
As the tip of the third-accumulate collectively cookie genuinely attracts nearer, the winners and losers have a tendency to birth rising. If you uncared for it, companies are amassed feeling out who they ponder those winners and losers will be, nonetheless they’re doing so with notably less pessimism than they’ve in the past. That is in accordance to a Digiday+ Overview gaze of more than 50 company consultants.
Key findings:
- Companies quiz Apple to be the winner in the wake of the tip of the third-accumulate collectively cookie. More than half of of company pros (fifty three%) said that Apple will perform lots or a little bit of after the third-accumulate collectively cookie goes away, with 20% saying Apple will perform lots. Within the meantime, 43% said Google will perform lots or a little bit of, and 32% said Meta will perform.
- The stages of pessimism companies expressed about the tip of the cookie have dropped vastly. Forty-three p.c of company pros said in Q2 2022 that they anticipated Meta to lose lots from the tip of the third-accumulate collectively cookie, nonetheless that fell to 27% in Q2 2023. And, whereas 26% said last yr they anticipated Google to lose lots, most consuming 16% said so this yr.
Learn plump document
Peek be taught from all Digiday Media Brands:
Digiday+ Overview
Peaceable+ Overview
Contemporary Retail+ Overview
https://digiday.com/?p=508440
Digiday High Tales
-
Cannes Briefing: Despite financial worries, alternate carries on as in kind in Cannes — plus CMO video sequence
The dysfunction of the alternate felt in particular palpable in Cannes this yr as consultants continued to schmooze and dine over rosé that was as soon as by no map filled immediate ample as layoffs encourage dwelling have hit simply about every dwelling of the advert alternate’s ecosystem: from Noteworthy Tech to media to brands.
-
How brands hope to reach avid gamers the utilization of considerate messaging at some point of Satisfaction Month — with out pandering
Nonetheless whereas avid gamers are a diverse neighborhood that is inviting to engage with brands, diversity messaging can in total drop flat, with Satisfaction activations discovering as more of a cash snatch than an exact effort to bolster the lives of LGBTQ+ avid gamers. Digiday spoke to DEI and streaming alternate consultants to be taught why brands’ efforts to reach avid gamers by strategy of diversity messaging can drop flat — and the map entrepreneurs can overcome these challenges.
-
Cannes unveils clues to next steps for Apple’s advert ambitions
There have been no tall battle plans laid out by Apple consultants at some point of their meetings with advert tech vendors on the Cote d’Azure. As an alternate, conversations have been more about the right here and now — i.e. the tech broad’s search industry.
-
Professionals differ on what compose AI will soak up their companies at Cannes — nonetheless agree it is going to have a spot aside
Conversations around generative synthetic intelligence have shifted from dismay to curiosity, apparently reaching an inflection point at this yr’s Cannes Lions Festival of Creativity.
-
Digiday podcast at Cannes: Analyzing the advert-tech companies alongside Yacht Row with Tom Triscari
Triscari assessed the prospective and challenges going by means of IAS, DoubleVerify, Magnite, OpenX, Criteo, Cognitiv and Experian — nonetheless the conversation naturally brought up one other tall gamers too.
