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In addition to the usual sweltering heat in Cannes this year, there was construction going on all over the Croisette. Nonetheless, at the Cannes Lions International Festival of Creativity 2023, the usual leaders of each company were present.
They had a proud expression on their faces as they mentioned that the scale was the largest ever. But it soon becomes apparent that one key player was absent from Cannes’ beach boardwalk—yes, Twitter.
No Elon Musk, No New CEO
If it were there, it would have been Elon Musk’s signal to the advertising industry that Twitter was serious. “Many advertisers who left Twitter are back,” Musk said at the VivaTech 2023 conference in Paris last week. talking. “Most of the advertisers are saying they’re back on Twitter or plan to come back.”
Since Musk’s tumultuous acquisition, Twitter has faced more open competition for users, ad dollars and iconic beachfront spots than ever before. The spot used to host performances by singer Ciara and talks by model Chrissy Teigen.
Adweek reports that incoming CEO Linda Yaccarino isn’t planning to show up to appease Twitter’s ad buyers. The former NBCUniversal executive addressed her former colleagues on Twitter with a photo of the Aperol Spritz, the cocktail that will be heavily consumed at Cannes during the fair, with the caption: She seemed to be joking about her participation.
– You can take a girl out of Cannes, but you can’t take Cannes out of a girl’s heart! #CannesLions2023
Taking the spotlight instead of Twitter?
Instead, the spot on Twitter is taken by influencer marketing firm Influential (given that spot is adjacent to Pinterest, Yahoo!, and Disney Advertising). This could be a sign of the growing importance of influencer marketing at Cannes Lions this year, but that’s for another time.)
That Twitter is not here. It is an intuitive reminder that its absence creates opportunities for other companies.
As cracks began to form in Twitter’s leadership late last year, various competitors entered the spotlight. One of them is Spill, the soon-to-launch social media app co-founded by former Twitter employee Alfonzo Terrell. Spill doesn’t have a big top tent yet, nor a spot on the yachts that moor side by side in the marina. At a morning meeting with Digiday at the infamous Gutter Bar on the Croisette, Terrell said:
“I was going to hold my breath, but not only my acquaintances, but also my partners and related people are participating. So it was very meaningful for me to come here. I can reach out to people I would never otherwise have been able to reach, and that alone was worth the high price I paid to come here.”
What it means to attend Cannes
The presence of spill is not large. But it still makes sense to have a seat at Inkwell Beach, where various panel discussions and activations take place. “We want to make a lasting impression by connecting with inclusive organizations, advertisers and potential advertisers at the industry’s biggest event of the year,” Terrell said.
“It’s like looking at what they’re hearing about[ours]through deals and rumors,” he said. “Just to get people’s attention.”
Twitter’s big white tent last year (also called “#TwitterBeach”) was recognizable from a mile away if you were walking down the Croisette. The trademark big blue bird, Cannes swag and imported palm trees for shade adorned the tent.
Under that big white tent was a panel discussion with Chrissy Teigen, the Queen of Twitter. While the free meal was being served, the media scrutinized the leaders. As luck would have it, representatives from each company turned up at the late-night party and were able to step in with Ciara.
Without Twitter, the presence of other key players has increased even more. This year, Netflix landed at the JW Marriott. The TikTok spot is just a stone’s throw from the Carlton Hotel. Both are spaces for events, talks and, of course, the opportunity to garner more advertiser endorsements, and both companies have stronger advertising offerings than usual.
What Advertisers Want
As social media and digital TV continue to gain momentum, so too do the advertising dollars they consume. At Cannes this year, advertisers are clamoring for tangible opportunities for measurement rather than “something shiny” from companies. So said Jay Friedman, CEO of Goodway Group (this will be his sixth time at the Cannes Lions).
“Apple introduces spatial computing. Twitter lays off 90% of its employees. These things are becoming a reality, but at the end of the day, what I care about is consumers. , and where those ears are pointing, so we can help marketers successfully connect with consumers,” Friedman said. “Consumers can say whatever they want. Where are their eyes and ears going? Where will they stand out in the future? Our job is to anticipate that. ”.
[original text]
(Text by Kimeko McCoy, Translation by Galileo, Editing by Ryohei Shimada)
Source: BusinessInsider
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