In a few short days, Infillion’s team will descend upon the French Riviera for this year’s Cannes Lions International Festival of Creativity, the ad industry’s biggest global gathering. In between award ceremonies, A-list music performances, rosé-soaked happy hours, and manic meeting schedules, Cannes is also a hotbed of in-depth industry conversations that touch every corner of the business. From workplace dynamics to the rise of innovative new tech, there’s probably a discussion going on about it somewhere along the Croisette, Cannes’ main boulevard.

What will be the biggest themes and trends? We have a few ideas… and some suggestions for what you might want to check out at the Infillion Café.

Whether AI threatens or empowers creativity – or a bit of both

ChatGPT was released to consumers not even two years ago, and yet generative AI has completely upended conversations in the ad industry about creativity, ownership of work, and even employment. A third of marketers say they’re already using it, with another 43% actively considering its potential. AI was all over the Croisette at last year’s Cannes Lions, and this year shows no sign of slowing down. But if this spring’s POSSIBLE conference was any indicator, the conversation is shifting to how AI can actually boost business.

• How Infillion’s showing up: We’re big believers that AI is more than generative AI, and that conversations about navigating automation in a creativity-first field need to incorporate the whole picture. Join us for a conversation about why “programmatic” doesn’t need to be a dirty word for creatives. RSVP here.

Why we need to elevate our standards for ad measurement

The ad industry has known for years that the old standards of views and impressions – and even clicks – don’t work in a multiplatform, multiscreen world. But so far, nothing’s replaced them as a truly mainstream standard, even as their vulnerability is underscored over and over again, as in the recent exposure of just how many ads are actually running on low-quality MFA (made-for-advertising) inventory. Interest in attention-based measurement is on the rise, with about a third of media buyers saying they planned to shift at least somewhat toward using them in 2023. What’s needed to bring this to the forefront?

• How Infillion’s showing up: Infillion’s latest research report is all about attention, it’s coming out at Cannes, and you can be the very first to hear about it. Join us for a panel with our CRO/CMO Laurel Rossi, accompanied by leaders from the IAB, Diageo, Adelaide, and Initiative. RSVP here.

How to navigate tougher times for DEI

The calls for social change and equity in 2020 were met with sweeping commitments from agencies and brands to both diversify their hiring and commit more of their budgets to media owned by members of historically underrepresented groups. A few years later, that’s changed. In an era of cultural backlash as well as tighter budgets for ad agencies that have put DEI initiatives on the chopping block, advocates for inclusion find themselves facing headwinds. And the diversity of the industry itself actually declined in 2023, according to ANA data.

• How Infillion’s showing up: This is a crucial subject for us, and we’re excited to host multiple conversations about it in the Infillion Café. Join us for a discussion in partnership with Mirror Digital about diverse-owned media, a conversation about DEI behind the lens in creative production, and a panel hosted by our friends at Havas about 

Understanding the new sports fan

The sports world seems to take a bigger role at Cannes every year, and this year puts that trend into overdrive: It’s an Olympic year, women’s sports are on fire with advertisers, Gen-Z’s sports viewing preferences have become a priority, and athletes’ social media followings have turned them into highly sought-after influencers. In Cannes, the Olympic torch’s parade down the Croisette and the Kelce brothers’ podcast taping at Stagwell’s Sport Beach are sure to draw crowds, but the bigger questions remain – particularly as live sports make their long-awaited move to streaming.

• How Infillion’s showing up: On the heels of our exclusive research on how sports fans are changing, we’re bringing thought leaders from Amazon, the Kansas City Chiefs, Stagwell, and more together for a panel about how to reach today’s enthusiasts. Our partner The A-List has also curated a discussion about athletes as ambassadors for social change, which they’ll be hosting in the Infillion Café.

How the working world is changing post-COVID

Return-to-office policies, how remote work affects creative processes, and related subjects have been top-of-mind for ad agencies since Cannes Lions returned to the Croisette after two years of COVID cancellations. A study last year found that 67% of agency employees were back in the office regularly. But employees frequently find themselves at odds with management over what best fosters creativity, productivity, and camaraderie – not to mention work-life balance. What does the workforce of the future look like, and how can agencies and brands optimize tech-enabled flexibility while creating community for their employees?

• How Infillion’s showing up: We’re welcoming women’s leadership group TheLi.st and buzzworthy brand Little Words Project to the Infillion Café for a special conversation about women in the workplace and the loneliness crisis. RSVP here.

A “return to the roots” of creativity

Yes, this one comes up every year. The more ad tech companies flock to Cannes, the louder the call to bring creativity back to its fundamentals. But especially with conversations about AI dominating panels and fireside chats – and the companies that make that AI technology descending on the Riviera – expect a particularly strong emphasis on classic creative and what made it great.

• How Infillion’s showing up: Our friends at XR and the Ad Council are coming to the Infillion Café to celebrate the 80th anniversary of Smokey Bear with a panel about the legendary public service campaign’s legacy. RSVP here.

Not going to Cannes? Don’t miss any of the action – follow Infillion on LinkedIn for live updates.

POSSIBLE is only in its second year, and yet it’s already become a must-attend event on the ad industry circuit. Infillion is proud to be joining as a partner of this exciting conference and we’d love for you to join us at the Innovation Stage, POSSIBLE’s hub for all things entrepreneurial and disruptive.

Here’s what we’ll be up to:

• The POSSIBLE Content Studio
  Monday, April 15 and Tuesday, April 16
  
  Infillion is proud to sponsor POSSIBLE’s content studio in partnership with Digiday. The conference’s marquee speakers will be coming through for exclusive video interviews throughout the event – and it’s located right next to registration, so it’ll be easy to spot. 

• Vertical Ads: How B2B is Bending the Ecosystem Around its Needs
  Tuesday, April 16, 10:00 – 10:20 AM, Innovation Stage
  
  Many of the biggest advancements in digital ad tech were effectively built for consumer marketers. That hasn’t stopped innovative B2B marketers from “hacking” those systems to make it work for them. Infillion CMO and CRO Laurel Rossi will lead this discussion about how the ad tech ecosystem can learn from B2B marketers’ creative workarounds to build more robust tools that are tailored more finely to those clients to help them reach their target audiences. On the panel will be Richard Brandolino, Global Media Channels & Ad Tech Leader at IBM; Adam Heimlich, CEO at Chalice.ai; Dan Rosenberg, Co-Founder and CEO of Octane11; and Jatinder Singh, Global Head of Data & AI at Accenture Song.  

• Time for a Rationalized Retail Media 3.0
  Wednesday, April 17, 9:40 – 10:00 AM, Innovation Stage

Infillion CRO and CMO Laurel Rossi will moderate this panel about how the future of retail media networks (RMNs) is being shaped both by the explosion of industry interest in them – particularly in the wake of third-party cookie deprecation – and brands’ need to get in front of consumers in an increasingly cluttered shopping environment. What moves does the space need to make to elevate the success of everyone involved? She’ll be joined by Vinny Rinaldi, Head of Media and Analytics at The Hershey Company; Evan Hovorka, VP of Product and Innovation at Albertsons Media Collective; and Dave Kersey, Head of Media at The Collective, Omnicom.

Infillion is also co-sponsoring the POSSIBLE Pioneers Startup Pitch Competition, where rising innovators in digital advertising will have the opportunity to present live on the Innovation Stage. Infillion founder and executive chair Rob Emrich will be one of the judges.

And finally, Infillion’s leadership team will also be on the ground to meet with you and tell you what we’ve been up to lately and what’s next, from our award-winning CTV creative to our relaunch of MediaMath. Sign up for a meeting here!

This guest blog was originally published on Airship.com.

The demand for personalized messaging is on the rise, yet consumers are becoming increasingly cautious about when, how and why they share their personal information with brands. Consumers want brands to know them (“cool”), but not too much (“creepy”). As first-party data takes center stage, it’s crucial for brands to strike the right balance between relevance and privacy.

The Cannes Lions “Personalization and Privacy” panel saw Airship Chief Strategy and Marketing Officer Thomas Butta, Infillion CMO Laurel Rossi, and VaynerX EVP, Zubin Mowlavi, engage in a stimulating discussion, moderated by Bain & Company Partner Maureen Burns. The panel focused on the effective tactics and approach necessary for brands of all sizes to continually optimize relevance and customer experience, while respecting privacy. The conversation also featured the unveiling of new research by Airship that delved into 11,000 global consumers’ preferences regarding brand interactions — ranging from the most useful forms of personalization to the factors influencing app retention and deletion.

Here, we’ll explore the evolving dynamics of personalized messaging and privacy, while considering the challenges marketers face achieving this delicate balance.

The Potential — and Limits — of AI.

The realm of AI and machine learning present an opportunity to not only avoid the unsettling practice of intrusive, blunt retargeting, but also to discover individuals who share similarities with our initial target audience and may genuinely appreciate the experience we have in store for them.

Infillion’s Laurel Rossi said that by engaging with consumers during the next phase of their purchasing journey and eliminating an unnecessary step, we not only save them valuable time and attention but also ensure that they receive the relevance they desire.

The untapped potential of AI is often overshadowed by its association with “creepiness” — when the consumer feels virtually “stalked” by the brand.

Creep Factor? No, You Can’t.

Burns posed the question to the panel, “Is it creepy if it’s really relevant?”

According to Airship’s Thomas Butta, consumers are open to receiving information related to their stated interests. He emphasized, though, that potential problems arise when you cross a boundary with privacy.

Rossi argued that the concept of relevance extends beyond traditional personalization and through to deep personalization. The goal is to identify the true value-add and moments of delight awaiting consumers along their journey. The thinking goes, consumers will appreciate the means if the ends are marvelous and meaningful.

VaynerX’s Zubin Mowlavi noted that it’s usually desirable to be at the forefront of marketing and technology, but this particular area is an exception: here, it’s crucial to align with consumer expectations and not exceed them.

When people perceive their phones to be listening to them and they receive unexpected content, that’s when the unsettling aspect arises — the creep factor. As brands, it’s vital to refrain from exceeding consumer expectations simply because you can, given available technology.

How, When, Where — Best Practices in Privacy & Personalization. 

Butta emphasized that brands that effectively implement personalization strategies achieve an impressive 30-45% retention rate from their initial app downloads. How? By focusing on the how, when and where of both privacy and relevance.

After download, brand leaders promptly query users about their interests and assist users in establishing communication preferences in terms of timing, frequency and preferred channels. By prioritizing these best practices, successful brands are able to strike a balance between personalization and privacy — ensuring a positive user experience, while respecting individual preferences.

Optimizing for Conversion: Rethinking Metrics and Consumer Engagement.

According to Rossi, consumers are highly vocal about their aversion to ads and go out of their way to ignore approximately two-thirds of them. As brands, our primary objective should be to capture consumers’ attention. For an app, the way to do that is by providing consumers with a superior experience. If a customer genuinely does not desire ads, we should offer them the option to opt out.

In real life, practices are different. In light of deteriorating macroeconomic conditions, the industry has gravitated towards inexpensive media, overly fixated on generating clicks. And, as Rossi highlights strongly, this approach is not getting us anywhere.

Mowlavi emphasizes the criticality of optimizing for the right metrics, as many marketers tend to prioritize engagement and marketing KPIs that may not necessarily influence actual purchases. Successful brands, on the other hand, prioritize optimization that extends all the way to conversion, whether at a macro or micro level, across different channels. Simply optimizing for clicks, without considering meaningful outcomes, leads to superficial engagement. The focus should be on identifying the consumers who generate the highest lifetime value — understanding their product usage patterns and the underlying drivers. By concentrating on these cohorts and optimizing accordingly, rather than fixating on clicks and engagement on external platforms, brands can achieve more meaningful and impactful results.

According to Butta, there is a growing realization that a significant portion of email usage is wasteful. At the same time, many marketing cloud platforms rely heavily on email as a primary channel.

Interestingly, consumers are willing to share their email addresses as the most prominent piece of data. However, when it comes to communication, email is often the first to be ignored, particularly among younger generations — of whom, 81% or more ignore email marketing they’ve subscribed to at least half the time or more. This is partly due to the prevalence of disposable or fake email addresses. Promotional emails are typically dismissed as such, while transactional emails or those providing genuine value are considered “good” emails. The result is inefficiency and wasted effort in the realm of email marketing.

Brands are being forced to rely on internal (zero- and first-party) data rather than external (third-party) data. This is what consumers want as well. They want the relationship to be with the brand, not with third parties who are trying to get to them.

No-code Solutions Allow Marketers to Drive Moments That Matter.

According to Butta, the potential of the mobile app lies in its always-on reach and the continuous conversation it fosters. Marketers — or at least, those who are eager to expand their capabilities — have historically relied on developers to improve app user experiences — and they represent a scarce resource.

However, with the shift from HTML to native and the emergence of no-code solutions, non-technical professionals can now actively create meaningful moments and accomplish much more. Drawing inspiration from the app’s ability to provide continuous experiences, marketers can apply their insights without being burdened by time constraints imposed on developers. This paradigm shift empowers marketers to take charge and make a more significant impact in driving greater value creation.

Butta suggested that brands can enhance their effectiveness by reacting promptly to consumer feedback, which may be direct via surveys or app store reviews, or observed from data on their behaviors. By responding directly, rather than relying on intermediaries like developers, brands can establish a more immediate and direct connection with their audiences.

Understanding Consumer Experience and Loyalty.

According to Butta, the essence of brand interactions lies in the experiences we have with them, and the app serves as the center of these experiences. We’re all consumers, he reminded the audience, and our lives revolve around apps from morning to night — and for many types of apps, total time spent is inverse to value and usefulness provided. The foundation of value-exchange between consumers and brands rests upon respect and reward, and these experiences shape our expectations and preferences.

By recognizing this and ensuring exceptional experiences within the app, brands have the opportunity to cultivate customer loyalty. While downloading an app is a significant step, ensuring users return to it is a whole other game that hinges on delivering relevant content that provides genuine value — from discounts to time-saving solutions.

• Mowlavi emphasized that, with the advent of AI-generated content, there’s the danger of inundating consumers with content.
• Burns highlighted that a crucial challenge in the coming years will be creating a digital frontline within physical stores that consumers will be eager to engage with.
• Burns also pointed out that many brands are unaware of the missed opportunities and untapped potential by not utilizing apps for direct sales.
• Others noted brands need to consider how to interact with consumers across multiple touchpoints — from CTV to mobile devices to in-store shopping.

Collectively, these insights underscored the importance of leveraging digital strategies, respecting consumer preferences, and seizing purchase potential through well-designed and engaging app experiences.

Learn more about global consumer preferences, across countries, generations and income levels, and what exactly brands should be doing in Airship’s latest report, The Mobile Consumer 2023.

In a recent panel discussion at the Infillion Garden in Cannes, Laurel Rossi sat down with Kristi Argyilan, SVP of Retail Media at Albertsons, to discuss the transformative power of retail media networks. The conversation delved into standardization, data privacy, and the industry’s future. While summarizing the entire discussion won’t do justice to the depth of insights shared, here are the key takeaways on the evolving landscape of retail media networks.

Background and Vision: Kristi Argyilan began by sharing her journey, emphasizing her passion for creating engaging advertising and delivering it to the right audience at the right time. “I’ve always been looking for a better way from a media perspective because you see all this really rich content, but getting it in front of the right person at the right time seems to be somewhat elusive.” She expressed her quest for a “win-win-win” scenario, where brands, retailers, and customers all benefit from targeted and relevant messaging, saying “most importantly, that the customer wins, that they’re seeing the content and the messaging that they’re interested in.” Argyilan’s expertise in the creative agency and media spaces eventually led her to Target’s Roundel, where she recognized the immense value of retail media networks in providing customers with the information and engagement they desire.

Empowering Women in the Industry: Laurel Rossi took a moment to address the role of women in the industry and sought Argyilan’s perspective. Argyilan acknowledged the changing expectations of leadership styles and highlighted the natural inclination of women to bring everyone along and foster collaboration. She shared valuable advice with women in the industry, encouraging them to trust their knowledge and embrace vulnerability as a strength. “First off, trust what you know. So many times we’re quiet for multiple years…because we’re not quite sure we got it right. And so we listen and we’re like, they just said what I could have said 15 minutes ago. And then the other piece is trust that being vulnerable in the workplace is actually a strength, it’s a superpower and it’s the way that people really buy into you as a leader.” According to Argyilan, vulnerability is essential for building trust and connecting with the younger generation entering the workforce.

Understanding Retail Media Networks: The discussion then shifted to the definition and differentiation of retail media networks from traditional shopper marketing. Argyilan explained that shopper marketing originated from in-store circulars, signage, and point-of-purchase displays. However, as shoppers became more digital and loyalty programs generated valuable data, retailers recognized the potential to evolve. “It suddenly became apparent with our websites and our apps that we were starting to sit on the makings of a media company.” 

Hyper-Relevance and Consumer Respect: Argyilan highlighted the unique advantage of retail media networks, providing hyper-relevant data on consumers’ behaviors and preferences, both online and offline. But she also stressed the importance of respecting consumers’ time, attention, and privacy while delivering personalized advertising. She stated, “If we promise hyper-relevance and respect to the consumer, we can build stronger relationships.” This approach fosters trust in the industry and strengthens customer connections.

The Power of Local and Customization: Albertsons is an example of the value of being a local-centric retail media network. The industry gains immense potential by customizing marketing efforts to meet the needs of specific communities and integrating online and offline channels. Argyilan explained, “The idea of being able to take the media and sales data and bridge that gap… that is where we are going.” Bridging this gap opens up new opportunities for retailers and advertisers alike.

The Landscape and Standardization: With the emergence of various retail media networks, the topic of standardization became crucial. Argyilan acknowledged the complexity faced by advertisers in dealing with different platforms and emphasized the need for standardization across networks, noting, “We’re hearing loud and clear from our clients that it is too complicated to have to figure out how each of us does our thing… they’re hiring people to try to normalize us and they shouldn’t have to do that.” By streamlining processes and metrics, retail media networks can offer advertisers consistent and comparable results. Collaboration and removing friction from the engagement process are key to fostering stronger partnerships between retailers and advertisers. She stated, “We have to get our act together. We need to standardize the industry, align different networks, and make it easier for advertisers to compare results and measure effectiveness.” Retail media networks can gain greater trust and investment from brands by simplifying the engagement process.

Challenges and Opportunities: The panel concluded with a discussion on the challenges and opportunities that lie ahead for retail media networks. Argyilan expressed the importance of continuous innovation and balancing the enhancement of the base business with an aggressive innovation agenda. Efforts are underway to leverage first-party data, build targeted audiences, and integrate with programmatic platforms for seamless ad placement. Collaboration among retail media networks and the industry as a whole is seen as crucial to achieving widespread progress and making the market more accessible and transparent. 

The panel discussion at the Infillion Garden at Cannes provided valuable insights into the world of retail media networks and the need for standardization. Kristi Argyilan’s journey, coupled with her vision for creating win-win-win scenarios, emphasized the potential of retail media networks to revolutionize advertising and customer engagement. As the industry evolves, collaboration, innovation, and standardization will pave the way for a future where retailers, brands, and customers can all reap the rewards of personalized and effective marketing strategies.

While new technologies and capabilities were a hot topic at Cannes Lions, meaningfully advancing diversity and inclusion in the industry—at long last—was another center-stage issue at the festival.

For all the talk over the years about the need for more diversity in media and advertising—in the campaigns we produce, the media we buy, and the people we hire—it was encouraging to hear that hard work is underway to make our ads and companies more reflective of our world. In a series of panel discussions called Inclusion Cafe, hosted by Infillion and our partners, participants acknowledged that the images created by our industry—as well as the people who are hired and promoted within it—can help change global perceptions. 

“Media introduces a narrative, a way of life, and exposes people to things that they may not otherwise be exposed to in their lives,” said Alex Kennedy, EVP of Commercial Strategy at My Code Media, who noted that portraying Black people in positions of power and leadership has been important for changing people’s impressions. 

It certainly works that way in business. As the saying goes, you can’t be what you can’t see. Leveling the playing field in the industry remains a hot topic—and is clearly a must-do. Women in advertising and marketing continue to say they need to see other women in lasting leadership roles if they are going to have high expectations for their own careers. And it’s good for business: “Growth comes from innovation, and the only way you get innovation is through diversity—diversity of thought, diversity of gender, diversity of generations,” said Viviane Paxinos, CEO of AllBright.

How to make sure our campaigns and our workplaces reflect more diversity?

Embrace authentic—and incremental—change. While it’s critical to move beyond superficial “checking the box” initiatives, it’s not difficult to weave representation of more diverse audiences into advertising storylines and scenarios in incremental and authentic ways, noted Tristen Norman, Head of Creative Insights, Americas at Getty Images. That might mean something as simple as putting a same-sex couple at a dinner table holding hands. “We’re building a muscle; we’re a pilot light, not a firework,” said Norman. “This is a lifelong, career-long investment and change that advertisers, marketers—wherever you sit within the industry—have to make.”

Demonstrate opportunity and scale. At Essence Ventures, Chief Revenue Officer Pauline Malcolm is seeing marketers commit to supporting the Essence Festival and other events the company produces. “We really want to ensure that the brand partners that are coming in are really investing into that community and not just doing ‘one and done’ at the festival,” she said during a panel discussion about why featuring diverse voices in media plans is good for society and business. 

Often, media outlets need to educate partners about the scale of an audience and the opportunity to companies that still see media platforms aimed at diverse audiences and other groups as “niche.” “Everyone assumes ‘you can help me reach a diverse audience,’ but it’s important to give them an idea of the whole scale,” said Christian Facey, Founder & CEO at AudioMob. 

Marketers and media outlets need to understand that “Black culture drives pop culture, and pop culture drives GDP,” said Lynnwood Bibbens, Founder and CEO of ReachTV.

Be comfortable with accountability. You can’t manage what you don’t measure. GLAAD, the LGBTQ+ media advocacy organization, and Kantar at Cannes launched an Advertising Visibility Index that will establish benchmarks for the industry to assess the quantity and the quality of LGBTQ+ representation in advertising with the goal of improving visibility. “Advertising is light years away from where TV and film are in terms of LGBTQ representation,” said Rich Ferraro, Chief Communications Officer at GLAAD.

Embrace the challenge. In the workplace, changing hiring practices, creating training programs, and making accommodations for people who need them can be daunting. But as I’ve seen through my work with Creative Spirit, a nonprofit that matches employers with job candidates who have intellectual and developmental disabilities, these efforts are necessary—and worthwhile. Others have noticed this as well. 

“Most managers have not been trained nor supported to work on the ‘human’—and not just the work,” said Monique Nelson, Chair at UWG. “The process is only as good as your training of the people—and some people learn differently. Actually, everyone does…. What are we doing to make sure that all of these organizations can support the difference that’s coming?”

If diversifying the people we hire, the folks we put in our C-suite, and the work we produce is difficult, that’s okay. As Julia Boorstin, author of When Women Lead noted: “When something feels hard, it makes you smarter,” she said. “Companies will be better for embracing that ‘hardness.’”