In the first video of our Cannes 2024 'Talk With Teads' series, we interviewed Kerry Flynn, Media Deals Reporter at Axios, aboard the Teads Yacht. Interviewed by Teads Global CMO, Natalie Bastian, Kerry shares her insights on emerging trends and the future of media from Cannes and beyond. Key Highlights: • Sports in Spotlight: The rise of women’s sports and its advertising impact. • From Attention to Intention: Advertisers focusing on consumer purchase decisions. • Data & Privacy: Importance of first-party data, with Uber Advertising as a leader. • Generative AI: Practical implementations of AI in businesses. • Women’s Sports Market: Untapped potential and growing media deals. Watch the clip and see the full 20-minute interview on our blog: https://hubs.li/Q02DV3F20 #CannesLions2024 #BestInGlassAdvertising #BestInGlass #TalkWithTeads #MarketingTrends #AI #WomensSports #CTV #Cookieless #Creativity #Innovation #Athletes #Authenticity
Transcript
Welcome to Talks with Teens. I'm Natalie Bashian Tees, Global CMO and we are live at Can Lions 2024. And we are joined today by Carrie Flynn from Axios. Welcome, Carrie. Thanks for having me. So happy to be here, starting my day with you on this yacht. I can't complain. I know it's not a bad way to start the morning and midweek and it's already, you know, we're we're definitely hit the ground running and it doesn't feel like it's only Tuesday, but we didn't when I got here. I had to ask you what day it was. That's where I'm at. You are not alone in that journey. But yeah, it's so wonderful to have you because I think, you know, I love doing these reverse interviews. You're usually on the other on the flip side. But part of the benefit of that is that you have so many insights and you're hearing so many perspectives. And so I wanted to hear from you today on just so far. What are you hearing at Kane? What are the key themes? I I say trends, but I think themes are, are likely the most realistic because I think, you know, likely a lot of what's being talked about now is going to be here to stay. And continue to evolve for the next year plus. So what are you hearing? Well, I appreciate you having me and and I could be an expert in this space because this year I talk to people all day every day. I'm notorious for losing my voice during Cannes. So thank you for having this conversation early in the week. So we still have a full voice. So I'd be remiss not to say the loud presence of sports. I say that in part because Axios has a house that it with deep blue sports and entertainment called women's sports house where we're having athletes talking about really the the fandom that they feel and the attention they feel in the rise of women's. Sports and what we're making sure is that like it's not brand new but the concept of women playing sports and the business at all but we're seizing on this moment as a movement and what I say that as well it's not just axios you'll see sports the the panels in inside the player the Stagwell sports speed this throughout the conversation so many podcast companies are really investing in sports podcast so there's so much attention on ohh also the Olympic torches running through can today yes yeah the Olympics are coming up NBC is here and talking about. Of their upcoming live programming, obviously for that. So sports Keith fandom and it gets to there's so much conversation for the past few years about the attention economy, right? And I think sports fits into that right. People are going to be paying attention a lot and there's a lot of opportunities for advertisers there. But I was out of panel yesterday where Shingy, who I hope he I think he needs no introduction. Shingy said that he's kind of over the attention economy and it's interested in the word intention. And I'm hearing that word intent and intention a lot more these days. And there's opportunity for advertisers when it comes to being at the place where people are, where they want to make a purchase decision. So, for example, the publisher dot Dash Meredith, that's kind of their bread and butter. They write articles that serve people's questions for Reddit, the publisher, that they're a whole community. You go there, you type in and you look for conversations about like what beauty products I should be using, right? You're clearly having to do. And I think it also speaks to the rise of retail media, right? So with Amazon, you have Target. You have Albertsons, you have like all these giant companies are seasoning on that because they know when they're when you're in a grocery store, when you're online shopping, clearly you're gonna buy some CPG brands and that's a great opportunity for advertisers. So again, leaning into it intention And the last thing I guess I would say is the power of data and privacy. Again, not new, but it's. Seizing on when you know that you have a great first party data set back to retail media. It's it's weird to call them that, but Uber advertising is one that I'm really paying attention to these days. And they're they're again, they're kind of categorize retail media because of like Uber eats and CPG. But what makes them so strong is their first party data and their again, the intent of what you're going to, but they also know where you're going. Like they're map is incredible. And so you just like look around at who's here and who's thriving. It's really the partners that have incredible data. Or if they don't have data, they're working with companies that do and, and that's where they're really placing their bets and growing the, I guess the last thing that I will say is obviously there's a lot of conversation about gender of AI and AI is not, not leaving us. I've moderated, I spoke on and moderated a session about gender AI. And I'm sure that'll be if I said one word the most this week, it would be. So, you know, it's, it's, it's interesting about generative AI because I feel like it was picking up speed around this time last year at Cann where it was a lot of themes and there was a lot of. Here's what's possible and in one year's time, people are going beyond testing and they're starting to scale and the amount of options of tools and capabilities across yes, the bigger companies, but also these smaller startups that are also picking up. Are you seeing that too Understand you're right on the word possible was the thing last year and this is like what are you actually doing? Like we need to this technology is here to stay. It's not going anywhere if we don't like seize on it and start implementing it like we're gonna lose the moment. So I what IBM released. This study yesterday that was saying that more than 1/3 of companies are past the experimental phase for generative AI, they're implementing it. So it's really key that companies are listening to what I just said and, and engaging in that. But the question is really how you're engaging it. And that's what I'm starting to hear of again, I was on two panels yesterday about AI and the the intent, the engagement was like really there people wanting to take lessons from other people about what they should be doing internally. Because the truth is there, it's very new. And there's not there's experts, but there's not a ton of experts. So really there's that were conferences like this can be so valuable. It's not just like doing, you know, add deals, but it's also just like learning from each other about how they should be organizing internally, what tools are really best. Someone told me that one of their like priorities of can this year is to figure out a market research company that's using AI really well, because they see that as like a really good opportunity for AI because now it makes sense on PD right now, you can say. I want to know more about this right and you can learn a lot, but he's curious more about back to like first party data and actually having the information like what again, market research company who's really good at that is using AI to interesting, right? That will help him do his job better as a as a filmmaker.To view or add a comment, sign in