Creators, Campaigns, and Cannes: Navigating the Evolving Media Ecosystem

📺 YouTube's Growing TV Presence: YouTube is increasingly seen as a significant part of the TV landscape, with viewership numbers supporting its inclusion in TV consumption.

📱 Short-Form Content on TV: YouTube Shorts are surprisingly popular on television, prompting discussions on whether short-form content like TikTok and YouTube Shorts should be considered alongside traditional TV in video strategies.

🚀 Social-First and Short-Form Strategies: Brands should consider starting with social-first and short-form content, depending on their audience and message, as there are various options for reaching consumers.

🤝 Streamlined Creator Partnerships: While finding and activating creators at scale remains challenging, companies are making strategic acquisitions and developing agile processes to simplify creator deals and get campaigns to market quickly.

📊 Need for Holistic Measurement: There's a strong demand for better, more comprehensive, and consistent measurement across all media platforms, including walled gardens, to compare performance effectively and understand ROI.

🤖 AI and Tech in Media Buying: Technology and AI are becoming increasingly important for media buying, helping to streamline approaches, inform product choices, and create more effective and impactful campaigns.