{"id":21853,"date":"2019-07-10T17:52:48","date_gmt":"2019-07-10T21:52:48","guid":{"rendered":"https:\/\/hearts-sciencecom.local\/?p=21853"},"modified":"2019-07-17T15:46:17","modified_gmt":"2019-07-17T19:46:17","slug":"imagine-cannes-2019-with-hearts-science","status":"publish","type":"post","link":"https:\/\/hearts-science.com\/es\/imagine-cannes-2019-with-hearts-science\/","title":{"rendered":"Imagine Cannes 2019 with Hearts &#038; Science"},"content":{"rendered":"<h1><b>Four ways you can respectfully reach consumers in 2019<\/b><\/h1>\n<p><span style=\"font-weight: 400;\">Our team just returned from the Cannes Lions 2019, where we had an amazing opportunity to hear from incredible speakers as they discussed how our industry and consumer behaviors are evolving.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s a key summary of the biggest news from the festival:<\/span><\/p>\n<p><iframe loading=\"lazy\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fheartsandscience%2Fvideos%2F2344160272509981%2F%3Fv%3D2344160272509981&amp;width=500&amp;show_text=false&amp;appId=16337903018&amp;height=280\" width=\"500\" height=\"280\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><span style=\"font-weight: 400;\">Read on to discover what the following four takeaways mean for reaching consumers in your business.<\/span><\/p>\n<h2>1. <b>Recognize the trends in consumer phone usage<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">New research from Hearts &amp; Science shows that 64% of consumers have curbed their app usage over the past year. Hearts kicked off Cannes with the introduction and pre-release of our latest research, \u201cGoing Dark: The Rise of Conscious Disconnectors,\u201d which explores this phenomenon.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hearts believes marketers can be part of the solution by providing a valuable digital experience that contributes to consumers\u2019 well-being. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, Hearts is planning to map these behavioral segments onto our Omni platform\u2014with thousands of attributes\u2014to build predictive look-alike models that will help clients reach these Conscious Disconnectors. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-21873 alignnone\" src=\"https:\/\/www.hearts-science.com\/wp-content\/uploads\/2019\/07\/quote.jpg\" alt=\"\" width=\"1200\" height=\"628\" srcset=\"https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/quote.jpg 1200w, https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/quote-300x157.jpg 300w, https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/quote-768x402.jpg 768w, https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/quote-1024x536.jpg 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As Hearts Chief Audience Officer, Renee Cassard, explained in an opening-day panel, \u201cMarketers need to remember that consumers\u2019 attention is more strapped and valuable than ever. It\u2019s not about how to maximize their attention but how to respect it. The right message is delivered at the right time\u2014otherwise, the consumer will disconnect.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Stay tuned for the full research release this fall, and check out more highlights from the panel on Facebook below.<\/span><\/p>\n<p><iframe loading=\"lazy\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fwatch%2F%3Fv%3D423730875146545&amp;width=500&amp;show_text=false&amp;appId=16337903018&amp;height=280\" width=\"500\" height=\"280\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2>2. Targeting versus privacy: Always at odds?<\/h2>\n<p><span style=\"font-weight: 400;\">The tension between advanced data targeting capabilities and growing calls for consumer privacy showed up in several panels throughout the week. AdExchanger Executive Editor, Zach Rodgers, reminded us of <\/span><a href=\"https:\/\/digiday.com\/marketing\/what-is-itp2-2\/\"><span style=\"font-weight: 400;\">Apple\u2019s increased anti-tracking measures in Safari<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/adexchanger.com\/platforms\/google-sharply-limits-doubleclick-id-use-citing-gdpr\/\"><span style=\"font-weight: 400;\">Google\u2019s moves to deprecate their DoubleClick ID<\/span><\/a><span style=\"font-weight: 400;\">, both large blows to advertisers\u2019 targeting capabilities.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Facebook took a bold stance in Cannes, encouraging advertisers to move away from targeting altogether\u2014perhaps as a response to several privacy-related controversies\u2014with a reminder about the power of the platform\u2019s broad reach. Facebook\u2019s VP of Global Marketing Solutions, <\/span><a href=\"https:\/\/www.businessinsider.com\/facebook-says-advertisers-should-focus-on-its-massive-reach-2019-6\"><span style=\"font-weight: 400;\">Carolyn Everson, appealed to the benefits of awareness<\/span><\/a><span style=\"font-weight: 400;\">, frequency and the use of first-party data to reach potential customers.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But elsewhere, targeting is alive, well and celebrated. <\/span><a href=\"https:\/\/adage.com\/article\/special-report-cannes-lions\/whopper-detour-wins-direct-grand-prix-cannes-lions\/2178931\"><span style=\"font-weight: 400;\">Burger King won a Direct Lion award<\/span><\/a><span style=\"font-weight: 400;\"> for their \u201cWhopper Detour\u201d campaign. <\/span><\/p>\n<div id=\"attachment_21890\" style=\"width: 1330px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-21890\" class=\"wp-image-21890 size-full\" src=\"https:\/\/www.hearts-science.com\/wp-content\/uploads\/2019\/07\/Whopper.jpg\" alt=\"\" width=\"1320\" height=\"660\" srcset=\"https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/Whopper.jpg 1320w, https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/Whopper-300x150.jpg 300w, https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/Whopper-768x384.jpg 768w, https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/Whopper-1024x512.jpg 1024w\" sizes=\"auto, (max-width: 1320px) 100vw, 1320px\" \/><p id=\"caption-attachment-21890\" class=\"wp-caption-text\">Source: Adweek&#8217;s Inside Story of the Burger King Campaign<\/p><\/div>\n<p><span style=\"font-weight: 400;\">In it, mobile Burger King app users were geotargeted; when they came within 600 feet of a McDonald\u2019s, they were given an offer to buy a Whopper for only 1 cent. Maybe targeting is more palatable when it\u2019s served with a healthy dose of humor\u2014and provides real value exchange in return. <\/span><\/p>\n<h2>3. Cannes rewards creative with a purpose<\/h2>\n<p><span style=\"font-weight: 400;\">Cannes <\/span><a href=\"https:\/\/adage.com\/article\/special-report-cannes-lions\/nikes-dream-crazy-colin-kaepernick-billboard-wins-outdoor-grand-prix-cannes-lions\/2178321\"><span style=\"font-weight: 400;\">Outdoor awarded its top prize to Nike<\/span><\/a><span style=\"font-weight: 400;\"> for its billboard campaign featuring Colin Kaepernick. Nike famously partnered with the former pro-football player and social justice warrior Kaepernick, kicking off their joint campaign with a bold tweet. That tweet was then made even more prominent in the billboard design. <\/span><\/p>\n<div id=\"attachment_21907\" style=\"width: 1210px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-21907\" class=\"wp-image-21907 size-full\" src=\"https:\/\/www.hearts-science.com\/wp-content\/uploads\/2019\/07\/Nike.jpg\" alt=\"\" width=\"1200\" height=\"675\" srcset=\"https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/Nike.jpg 1200w, https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/Nike-300x169.jpg 300w, https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/Nike-768x432.jpg 768w, https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/Nike-1024x576.jpg 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><p id=\"caption-attachment-21907\" class=\"wp-caption-text\">Source: The National&#8217;s Nike Ad Featuring Colin Kaepernick<\/p><\/div>\n<p><span style=\"font-weight: 400;\">But Nike was far from the only brand integrating a social change message. In fact, social good was threaded throughout the weeklong festival. <\/span><a href=\"https:\/\/www.canneslions.com\/about\/news\/huge-amazon-change-for-good-hackathon-cannes-lions\"><span style=\"font-weight: 400;\">Cannes hosted its second \u201cChange for Good\u201d hackathon<\/span><\/a><span style=\"font-weight: 400;\"> in partnership with Amazon, Earth Day Network and Huge, which challenged agencies to create solutions to pressing environmental problems.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And Print &amp; Publishing Bronze campaign Lion winner, \u201cRead more, Listen More,\u201d won for its industrywide message promoting the importance of news media. The campaign launched on World Press Freedom Day, anchored by The New York Times and UNESCO.<\/span><\/p>\n<h2>4. <b>Newcomer Quibi takes on video industry titans<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Short-form video streaming platform Quibi came out with a bang at Cannes <\/span><a href=\"https:\/\/www.cnbc.com\/2019\/06\/19\/quibi-has-already-sold-100-milllion-in-ads.html\"><span style=\"font-weight: 400;\">when they announced $100M<\/span><\/a><span style=\"font-weight: 400;\"> in ad commitments for its not-yet-launched digital video destination. CEO Meg Whitman joined Co-Founder Jeffrey Katzenberg and P&amp;G Chief Brand Officer Marc Pritchard on stage to share details of what advertisers can expect from the platform.<\/span><\/p>\n<div id=\"attachment_21941\" style=\"width: 5657px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-21941\" class=\"wp-image-21941 size-full\" src=\"https:\/\/www.hearts-science.com\/wp-content\/uploads\/2019\/07\/Quibi.jpg\" alt=\"\" width=\"5647\" height=\"3172\" srcset=\"https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/Quibi.jpg 5647w, https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/Quibi-300x169.jpg 300w, https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/Quibi-768x431.jpg 768w, https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/07\/Quibi-1024x575.jpg 1024w\" sizes=\"auto, (max-width: 5647px) 100vw, 5647px\" \/><p id=\"caption-attachment-21941\" class=\"wp-caption-text\">Source: Adweek&#8217;s Video Platform Quibi Will Launch in April<\/p><\/div>\n<p><span style=\"font-weight: 400;\">Despite a planned launch in Q2 2020, brands like P&amp;G, Walmart and Google have already signed on for non-skippable pre-roll inventory to run on the platform. Quibi\u2019s content will be served in quick bites (the meaning behind the name) to satisfy millennials\u2019 short digital attention spans. Steven Spielberg<\/span><span style=\"font-weight: 400;\"> and Jennifer L<\/span><span style=\"font-weight: 400;\">opez are just a few of the big names already signed on to create content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similarly to Hulu, consumers will have the choice of watching ads for a cheaper subscription ($4.99 vs. $7.99), and ads will be kept short, <\/span><a href=\"https:\/\/adage.com\/article\/special-report-cannes-lions\/quibi-secures-100-million-ad-commitments-ahead-launch\/2178936\"><span style=\"font-weight: 400;\">starting at only six seconds<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2>Looking for more?<\/h2>\n<p><span style=\"font-weight: 400;\">Find more ways to reach your consumers. Discover what Google can teach us about<\/span><a href=\"https:\/\/www.hearts-science.com\/what-google-can-teach-us-about-optimizing-digital-marketing-experiences\/\"> <span style=\"font-weight: 400;\">optimizing digital marketing experiences<\/span><\/a><span style=\"font-weight: 400;\"> or what key takeaways you might have missed from<\/span><a href=\"https:\/\/www.hearts-science.com\/is-brand-safety-making-advertisers-too-conservative\/\"> <span style=\"font-weight: 400;\">Digiday&#8217;s Programmatic Marketing Summit<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Four ways you can respectfully reach consumers in 2019 Our team just returned from the Cannes Lions 2019, where we had an amazing opportunity to hear from incredible speakers as they discussed how our industry and consumer behaviors are evolving.\u00a0 Here\u2019s a key summary of the biggest news from the festival: Read on to discover [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":21984,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[40],"tags":[],"class_list":["post-21853","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-evolving-consumer"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Imagine Cannes 2019 with Hearts &amp; 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