Next week, the French Riviera hosts Cannes LIONS 2022, the international festival of creativity widely regarded as the world’s largest gathering of the advertising and creative communications industry with more than 15,000 attendees from 90 countries.
It’s a welcome return for an event that was canceled entirely in 2020 and only returned to digital format in 2021. However, with the economic tailwinds (or even hurricanes) approaching, alongside a hand A workforce weary and exhausted by the pandemic has some wondering if the glitz of the French Riviera is an entirely appropriate destination for 2022, especially on a continent where war is taking place farther east.
Digiday, speaking to a number of industry executives, equally admits saying that “things will be tempered this year”, aptly summed up Deloitte Digital’s Leslie Sims who says “2022 is likely to have two vibes – the celebration since it’s the first time back in person in two years, and yet also a more reserved tone given the complex issues facing the world.
Overall, the tenor is going to be happy and grateful, but he’s probably going to be tempered a bit by a real recognition that times are tough right now.
Jenny Rooney, managing director and co-founder of consultancy firm Black Glass CMO House speaking to Digiday
Don’t underestimate the importance of events
If there’s one thing last week’s FIPP World Media Congress taught us, it’s the importance of in-person events for networking, learning and connecting.
A long time ago, one of my mentors told me that he didn’t think he needed to know the answer to every question and every problem, but rather to know how to find the person who knows the answer. One way to do this is to create networks.
Bo Sacks, CEO, Precision Media Group
Indeed, with WNIP having just returned from Lisbon for the FIPP World Media Congress, the importance of in-person events for networking, learning and connecting has never been more evident. Brian Morrissey admitted this in his latest work Substack titled “Why Events Still Matter”.
At the FIPP World Congress this week, I gave a talk on a more humane future for publishing. Events, both in-person and virtual, are an ideal third element of a primary engagement model along with newsletters and podcasts.
Brian Morrissey, The Reboot
Peter Houston, co-founder of Media Voices who also attended FIPP, agrees, commenting, “There’s a real serendipity to in-person events that simply doesn’t exist anywhere else in media, except both in terms of which speakers you choose to listen to and who you end up next to at the coffee break. Face-to-face events are effective. »
Cannes has always been synonymous with relationship building.
Josh Golden, CMO, Quad speaking to Digiday
Advertising remains a key channel for publishers
If Cannes LIONS is above all an advertising and creative event, it is nonetheless relevant for publishers. The latest Digital Publishers Revenue Index (DPRI) from the Association of Online Publishers (AOP) and Deloitte found that display advertising was the largest revenue category for digital publishers; with revenue reaching £66m in Q1 2022, a 24% increase on Q1 2021.
AOP/Deloitte DPRI closely followed the IAB Europe AdEx 2021 benchmark study which revealed double-digit growth in digital advertising across all European markets. Overall, in 2021, digital advertising grew by 30.5% to €92 billion.
In short, for publishers, advertising remains an extremely important revenue channel, even for the subscription poster, The New York Times.
Advertising remains a key revenue driver for The New York Times, but we rely on “Less, Bigger, Better” – which means displaying fewer ads, placed in better positions, in larger formats. We’ve even created our own ad units in-house, designed to work best as part of NYT pages.
Tom Armstrong, Vice President of Global Advertising, New York Times
A very low-key topic at this year’s conference is the topic of ad fraud, the ubiquitous elephant in the media industry room. Indeed, a recent Association of National Advertisers (ANA) report – recently canceled (such is the controversy it generated) – describes how ad fraud is now in the $120 billion range.
We throw around numbers without really understanding the context. It is difficult to understand what the numbers mean. Here is some context. If the ANA estimate of ad fraud is correct, ad fraud is a bigger business than… Coca-Cola, McDonald’s, Pepsico, Nike… get this.
Bob Hoffman, Ad Contrarian Newsletter
Cannes Lions Highlights
While the event will be somewhat muted this year, the schedule is jam-packed with speaker sessions, product launches, demonstrations and, of course, beach and yacht parties. Seasoned Cannes veterans urge attendees to lower their expectations of what they will be attending and go with the flow.
Cannes is unlike any event you have attended before. Yes, there will be meetings, but some might not happen (much more likely in Cannes), but that’s where you’ll meet people you didn’t expect to meet and some of those meetings can be very valuable . Don’t get #FOMO.
Andy Evans, Founder, Digital Founders
The full speaker schedule can be viewed here, and while many events are aimed directly at the advertising fraternity, here are a few handpicked highlights for publishers:
- Monday, June 20, 10:30 a.m.: David Rubin, Chief Marketing Officer, New York Times ‘CMOs in the spotlight’. Terrace scene.
- Monday, June 20, 4 p.m.: AXIOS/ZEFR/SNAP session ‘the one big thing’ [The Baron Trenck Yacht, Le Vieux Port De Cannes, Jetée Albert Edouard]
- Tuesday, June 21, 3 p.m.: Pandu Nayak, Google is “reinventing search, anyway, anywhere” [Lumiere Theatre, Palais 1]
- Wednesday June 22, 3:30 p.m.: Angie Gifford, META ‘The changemakers’ with Euronews [Terrace Stage, The Terrace]
- Future Gazers: This future-focused series features VR and Synthetic AI, Metaverse, Web3, Livestreaming, and more. Stage on the terrace every day.
- Brands such as Meta, TikTok, Pinterest and Amazon are hosting their own activations this year. Amazon, for example, has created a 2,500 m² harbor and will host numerous events, including “Words Mean Things: Deconstructing the language of storytelling” with best-selling author Roxane Gay on Tuesday, June 21 at 10:30 a.m., exploring the different ways whose publishers can tell compelling stories.
- Following the acquisition of Splash News, Shutterstock is bolstering its bid to become the world’s largest 3D, creative and production marketplace by hosting a series of events at Croisette Corner Square, Cannes. Noteworthy presentations include how advertisers are using 3D technologies today, and how advertisers and publishers can prepare for the metaverse and the future of 3D.
What’s New in Publishing will be participating in many of the events listed above. If you can’t find us and want to say hello, please contact us using our Twitter (@wnip).
We’ll see each other there!