Talks With Teads | Kerry Flynn from Axios on unpacking Cannes 2024 Trends, AI Innovations, and Athletes

In the latest episode of “Talks with Teads,” hosted at Cannes Lions 2024, Natalie Bastian, Teads’ Global CMO, sat down with Kerry Flynn from Axios. Broadcasting live from the Teads Yacht, this episode delves into the key themes and trends emerging from the festival. Kerry Flynn offers her unique insights on the evolving landscape of marketing, sports fandom, and generative AI, providing a comprehensive overview of the key trends observed at Cannes.

Top Trends Spotted At Cannes

The Loud Presence of Sports

Kerry Flynn highlighted the significant presence of sports at Cannes Lions 2024. She emphasized the rise of women’s sports and its impact on the advertising industry. Flynn shared insights from various panels and discussions, noting the increasing attention on sports podcasts and the role of sports in the attention economy. The Olympic torch passing through Cannes further underscored the relevance of sports in current media conversations.

From Attention to Intention

Flynn introduced a shift in focus from the attention economy to the intention economy. She discussed the growing emphasis on advertisers being present at the moment of purchase decision. This shift is reflected in the rise of retail media, with companies like Amazon, Target, and Uber leveraging first-party data to capitalize on consumer intent.

The Power of Data and Privacy

Data and privacy remain central themes at Cannes. Flynn discussed the importance of first-party data and how companies with robust data sets are thriving. She mentioned Uber Advertising as an example, highlighting their innovative use of first-party data to enhance advertising strategies. The conversation also touched on the ongoing discussions about generative AI and its implications for data privacy and security.

Generative AI: From Possibility to Implementation

Generative AI was a recurring topic, with discussions moving from theoretical possibilities to practical implementations. Flynn shared insights from panels on how companies are now scaling AI technologies and integrating them into their operations. She noted that a significant portion of companies are moving beyond the experimental phase, as evidenced by a recent IBM study on generative AI adoption.

Gender and AI

The role of gender in AI was another key discussion point. Flynn moderated a session on this topic, reflecting on how generative AI is evolving and the importance of intentional implementation. The conversation highlighted the need for more stakeholders to take AI seriously and the benefits of having dedicated experts within organizations to drive AI initiatives.

Women’s Sports: A Growing Market

Flynn discussed the burgeoning market for women’s sports, noting the increasing media attention and sponsorships. She highlighted recent deals, such as League One Volleyball’s media rights deal with ESPN and Adidas’ sponsorship, as examples of how brands are recognizing the value of women’s sports. The conversation underscored the loyalty of women’s sports fans and the untapped potential for advertisers in this space.

Stay tuned for more insights from the Cannes Lions 2024 and explore the latest trends in marketing, AI, and data in our “Talk to Teads” series.