Augmented Reality, Creator Economy, B2B Marketing & Ntau

Tom qab peb xyoos, lub Cannes Lions International Festival of Creativity coj rov qab los ntawm tus neeg tuaj koom thawj zaug txij li muaj tus kabmob kis thoob qhov txhia chaw, thiab cia li hais tias nws tau ua rau lub sijhawm ploj. Ntau txhiab tus neeg tuaj koom tau ya mus rau sab qab teb ntawm Fabkis los ua kev zoo siab rau qhov zoo tshaj plaws hauv kev tsim thiab tshaj tawm. Cov kev paub dhau los tsuas yog ib xyoos xwb nqi zog qhia tau tias nrog tons ntawm kev kawm, lub sijhawm, thiab cov ntsiab lus tseem ceeb tsim nyog sib koom. Ntawm no yog kuv cov lus qhia saum toj kawg nkaus hauv qab no:

Vogue & Snap Showcase Lub Hwj Chim ntawm Augmented Reality

High fashion ntsib high tech nyob rau hauv no Kev sib koom tes ntawm Vogue thiab Snap raws li lawv tau sib koom ua ke los tsim qhov kev muaj tiag augmented (AR) exhibition. Txhua chav tau curated los ntawm designers xws li Balenciaga, Dior, Versace, thiab ntau dua. Sab hauv, koj tuaj yeem siv Snap's Lens technology txhawm rau luam theej duab cov lej hu ua "landmarks" los nthuav tawm AR cov kev paub dhau los thiab sim sim cov khaub ncaws. Piv txwv li, hauv chav ua yeeb yam Gucci, koj tuaj yeem sim ua lub tsho plaub thiab lub tsho zoo nkauj ntawm cov khoom.

Thaum qhov kev tshwm sim no tau qhia txog cov khoom kim heev ntawm cov qauv tsim, nws kuj tseem qhia txog kev siv tau ntawm AR hauv khw muag khoom. Raws li Snap, 77% ntawm cov neeg siv khoom txaus siab nkag mus rau qhov chaw uas lawv tuaj yeem tshawb nrhiav kev ua lag luam virtual thiab tsim 'sim ua ntej koj yuav' khaub ncaws thiab 66% ntawm cov neeg siv khoom siv AR tsis tshua muaj peev xwm rov qab lawv cov kev yuav khoom. Nrog rau qhov ntawd, cov khoom lag luam tuaj yeem siv cov thev naus laus zis no kom nce kev muag khoom, txo cov neeg siv khoom rov qab, thiab tiv thaiv lawv cov kab hauv qab.

Qhov kev nthuav qhia no tseem tsoo ntawm qhov sib txawv ntau dua li ASOS, Rayban, thiab Sephora, rau npe rau ob peb, twb tau siv AR khw los tsim kev koom tes nrog lawv cov neeg siv khoom. Tsiv mus tom ntej, AR thev naus laus zis tuav lub peev xwm loj heev raws li lub ntiaj teb kev lag luam loj rau AR cov khoom lag luam - xws li lub taub hau teeb tsa, tsom iav ntse, thiab cov tshuab AR nyob ruaj khov - tam sim no yog $ 6.12 billion tab sis xav tias yuav loj hlob mus rau $ 97.76 lub nyiaj los ntawm 2028 nrog Snap nyob rau hauv pem hauv ntej ntawm coj nws mus rau pawg neeg.

LinkedIn CEO kwv yees yav tom ntej ntawm B2B Advertising

Thaum nws tseem ceeb, LinkedIn CEO Ryan Rolansky hais txog yuav ua li cas cuaj ntawm kaum ntawm xyoo tas los cov thev naus laus zis loj tshaj plaws IPO yog cov tuam txhab B2B uas txhais tau hais tias yuav muaj kev cuam tshuam loj heev hauv B2B kev lag luam siv nyob rau xyoo tom ntej.

Xwb li Nike thiab Lub Coca Cola Company thawj zaug ua rau lawv cov hom lag luam txaus siab rau cov neeg siv khoom xyoo dhau los, Rolansky tau kwv yees tias ntau lub npe B2B yuav ua tib yam tab sis rau lawv cov neeg siv khoom lag luam - thiab ua nws los ntawm ntiav cov neeg ua haujlwm ntau dua li ua ntej. Rolansky tau qhia qee qhov kev txheeb cais ntxiv uas tau hais txog qhov no:

• Hauv xyoo 2021, rau txhua lub luag haujlwm muaj tswv yim ntiav, 1.25 lub luag haujlwm tau raug ntiav
• Muaj 32% poob qis hauv kev ntiav rau kev txawj ntse (xws li lub tswv yim thiab kev lag luam) piv rau 47% nce hauv kev txawj ntse (xws li coding)
• Kev lag luam tshaj tawm poob 5.5% ntau tus neeg dua li nws tau txais hauv 5 xyoo dhau los.

Tsis txhob xav tsis thoob yog tias peb pom ntau lub tuam txhab B2B tau txais khoom plig ntawm Cannes Lions hauv ob peb xyoos tom ntej no.

Paris Hilton, Gary Vaynerchuk & Swan Sit Sib Tham NFT Kev Lag Luam

Hauv kev sib tham nrog Swan Zaum, Paris Hilton thiab Gary Vaynerchuk tau hais txog lub neej yav tom ntej ntawm NFTs thiab yuav ua li cas cov khoom lag luam tuaj yeem ua kom zoo dua. Hilton tau hais txog yuav ua li cas nws tsim ib qho tshiab ntawm Paris World (tam sim no tuav hauv Roblox) rov qab rau xyoo 2016, uas yog ua ntej ntawm nws lub sijhawm. Nws lub zeem muag ntawm virtual nightclubs, helicopters, thiab tsev lojs yeej tseem ceeb kwv yees qhov peb paub raws li qhov cotaverse hnub no. Nws yog qhov kev xav rau pem hauv ntej uas coj mus rau nws qhov kev tshaj tawm NFT tsis ntev los no Keeb Kwm Raws Cai hauv kev koom tes nrog Superplastic.

Nyuam qhuav pib lub xyoo no, kuv zoo siab hais lus nrog Hilton kuv tus kheej thiab kuv nug nws txog yuav ua li cas nws pib nws txoj kev NFT thiab ua haujlwm nrog Origin Protocol. Nrog qhov ntawd los nws qhov project "Yav dhau los Lub Neej, New Beginnings, "nrog rau 1/1, qhib ib tsab, thiab kaum ib tsab ntawv txwv NFTs txhais tau tias ua cim xaus ib tshooj thiab nkag mus rau tom ntej raws li tus neeg tawm tswv yim thiab ua lag luam.

Raws li nws thiab Vaynerchuk txuas ntxiv nqis peev hauv qhov chaw no dhau los Cov phooj ywg, lawv txhawb kom cov hom lag luam ua ib yam: "Cov tuam txhab tuaj yeem hu kuv lub tuam txhab thiab kuv yuav ua kom nws tshwm sim", Hilton hais. Nws cov lus qhia zoo tshaj plaws yog qhov tseem ceeb ntawm kev koom tes nrog cov neeg zoo - thiab tau kawg, nws yog ib tus ntawm lawv.

Celebrities Hu Rau Ntau Ntau Ntau

Cov neeg feem ntau hais tias, "koj tsis tuaj yeem ua qhov koj tsis pom." Nyob ntawm Bloomberg ESG House, Samuel Stephen tuav ib lub vaj huam sib luag uas featured Martin Agency's Chief Creative Officer Danny robinson leej twg tau hais rau qhov no:

"76% ntawm cov kws tshaj lij tsis muaj tswv yim dawb tsis paub txawm tias [kev tshaj tawm] yog kev ua haujlwm thaum lawv nyob hauv tsev kawm theem siab," nws hais. Nws yog ib tug staggering statistics uas Celebrities nyiam Issa Rae, Tracee Ellis Ross, Thiab Ryan Reynolds yog siv lawv lub hwj chim los hloov.

Ntawm tib lub vaj huam sib luag nrog Robinson thiab Etienne, Ryan Reynolds tau hais txog nws qhov kev pib tshiab, Creative ntaiv. Qhov kev tsis muaj txiaj ntsig no yog txhawm rau pab cov tub ntxhais kawm los ntawm txhua qhov keeb kwm kawm paub txog txhua txoj haujlwm muaj tswv yim uas tos lawv, thiab muaj kev cob qhia kev coj noj coj ua rau cov neeg pib taug kev.

Tom qab ntawd, Tracee Ellis Ross tau xav txog qee yam "kev cob qhia kev cob qhia" los hais tias nws tsis ncaj ncees rau ib tus neeg ua haujlwm tsis tau them nyiaj thiab tom qab ntawd tso lawv siab thiab qhuav yam tsis muaj txoj haujlwm thaum nws xaus. Nws hais tias tsis muaj dab tsi tsis ncaj ncees lawm los ua tus cob qhia, tab sis muab cov haujlwm rau tib neeg. Cov 'cov kev pab cob qhia' uas tsis them - uas siv tib neeg thiab txhua yam lawv yuav tsum muaj - ces tsis cog lus rau txoj haujlwm thaum kawg ntawm kev cob qhia, tsis ua haujlwm. "

Ntawm Cannes Lions lub ntsiab theem, Issa Rae tau tham txog txoj haujlwm uas yuav tsum tau ua kom muaj ntau haiv neeg thiab koom nrog hauv kev lag luam. "Kuv tseem pom kev tsis ncaj ncees hauv kev lag luam," nws hais. "Tam sim no muaj kev tshaj tawm rau pej xeem txog nws, tib neeg tuaj yeem hu nws tawm thiab pom cov txiaj ntsig."

Rae yog thawj coj ua piv txwv los ntawm kev siv lub luag haujlwm ntawm tag nrho nws cov haujlwm: 60% ntawm tag nrho cov neeg ua haujlwm ntawm txheej yuav tsum muaj ntau haiv neeg. Nws kuj tsis yog thawj zaug uas nws nyuaj kev tsis ncaj ncees hauv kev lag luam - nyob rau hauv 2014 nws launched ColorCreative, lub tuam txhab kev tswj hwm txhais tau tias txhawb nqa ntau tus tsim thiab tsim cov ntsiab lus suav nrog.

Saib rov qab rau nws txoj hauj lwm, Rae hais tias nws yog txaus siab tshaj plaws "ua lub raj xa dej [thiab] muaj tib neeg nce hauv kev lag luam."

Spotify Siv Audio Beyond Music

Tshaj li hosting concerts ntawm Cannes headlined los ntawm Kendrick Lamar, Ncej Malone, Thiab Dua Lipa, Spotify tuaj rau Cannes los tham txog lwm qhov tseem ceeb ntawm lawv lub platform: podcasts.

Hauv tsawg tshaj li plaub xyoos, lawv tau mus los ntawm muaj ob peb podcasts los ua ib tug tus thawj coj thoob ntiaj teb hauv kev ua lag luam. Lee Brown, Spotify Lub Tuam Txhab Ntiaj Teb Kev Tshaj Tawm Kev Lag Luam & Platform tau hais tias "cov neeg tsim khoom yog lub hauv paus ntawm [qhov no] kev lag luam," uas yog vim li cas nws tseem ceeb heev los txhawb lawv.

Spotify kuj tau tuav kev sib tham nrog qee qhov ntawm lawv cov txuj ci siab tshaj suav nrog "Batman Unburied"cov neeg ua yeeb yam Winston Duke thiab Hasan Minhaj, leej twg tham txog kev hloov kho thiab lawv cov kev paub tsim lub suab nkaus xwb.

Spotify tau hais meej tias podcasting yog qhov tseem ceeb, thiab lub tuam txhab xav kom ncav cuag cov neeg mloog hluas. Cov yeeb yam ua yeeb yam zoo li "Batman Unburied" ua haujlwm zoo nkag kis rau cov neeg tuaj saib kom pom lwm cov ntsiab lus los ntawm cov tsim me me. Nrog ntau ntau hom podcasts kom txaus siab, Spotify nyiam ntau yam ntawm cov neeg mloog - 32.5 lab tus neeg mloog txhua hli hauv Tebchaws Meskas, thiab tus lej ntawd tsuas yog nce mus.

YouTube Tshaj Tawm Tshaj Tawm Tshaj Tawm hauv Creator Economy

Hauv nws lub ntsiab lus tseem ceeb, YouTube & Video Ntiaj Teb Kev daws teeb meem VP Debbie Weinstein tau hais txog yuav ua li cas YouTube them lawv cov neeg tsim 30 billion nyiaj hauv peb lub xyoos dhau los, uas yog ntau dua li lwm lub platform kev sib raug zoo. Ua tsaug rau YouTube cov kev pabcuam nyiaj txiag, ntau tus tsim tau nrhiav lawv cov khoom siv puv sijhawm thiab khwv tau nyiaj los ntawm lawv cov ntsiab lus.

Weinstein kuj tseem hais txog qhov kev loj hlob ntawm YouTube Shorts, lub platform luv-form video teb rau TikTok. Nws tau hais tias muaj ntau dua 30 billion Shorts views txhua hnub thiab 1.5 billion tus neeg siv luv luv. Txawm hais tias hom ntawv no tau nrov dua ntawm Gen Z, cov neeg saib tseem tsis tau tso tseg cov yeeb yaj kiab ntev dua. Qhov tseeb, 59% ntawm cov neeg saib siv YouTube Shorts los tshawb pom cov ntsiab lus uas lawv xav saib ntev dua, thiab 60% ntawm lawv siv YouTube los nrhiav cov ntsiab lus ntxiv ntawm kev ua yeeb yam lossis yeeb yaj kiab uas lawv nyuam qhuav saib - txhais tau tias ob hom ntawv yeej ua tiav ib leeg. ntawm kev sib tw.

Ua raws li Weinstein, YouTube Tus Thawj Coj Ntiaj Teb Kev Noj Qab Haus Huv & Kev Tsim Nyog Kevin Allocca nthuav tawm cov ntsiab lus tseem ceeb txaus nyiam ntawm qhov tseeb tiam sis thiab kev nkag siab thoob plaws lub platform. Nws hais txog ntau yam loj hlob cov ntsiab lus hom, Xws li:

• "Cov neeg tsim kev nplij siab": Alloca tau hais tias 83% ntawm Gen Z siv YouTube los saib cov ntsiab lus soothing uas pab lawv so. Yog li ntawd, cov hom ntawv zoo li ASMR txuas ntxiv hloov zuj zus raws li cov neeg saib saib rau cov neeg tsim los pab lawv xav tias "kev nplij siab" thiab txo qis kev ntxhov siab.
• “Community Creativity”: Cov neeg tsim khoom tab tom hloov cov kev txaus siab niche rau hauv kev sib koom ua ke. Ib qho piv txwv zoo yog Big Jet TV uas kos ze li ntawm 250,000 tus neeg saib los saib tus tsim Jerry Dyer qhov kev pab cuam ntawm cov dav hlau navigating Cua daj Eunice thaum lawv tsaws ntawm tshav dav hlau Heathrow.
• "Multi-format Creativity": Allocca tau piav qhia txog Weinstein cov ntsiab lus ua ntej txog yuav ua li cas cov neeg tsim siv Shorts thiab cov ntsiab lus ntev los ntxiv rau ib leeg.

Allocca tom qab tham nrog tus tsim Kos Rober hais txog nws txoj kev taug hauv YouTube thoob plaws kaum xyoo dhau los, raws li lawv tau hais txog qhov hloov pauv toj roob hauv pes thiab yuav ua li cas taug kev zoo tshaj plaws. Ob qhov xaus los ntawm kev hais lawv cov lus qhia zoo tshaj plaws rau cov neeg tsim khoom yog tsom rau kev tsim kev sib tham, sim nrog cov qauv, thiab teb cov kev xav tau ntawm lawv cov neeg tuaj saib.

Nrog rau txhua yam uas tau tshwm sim ntawm Cannes Lions xyoo no, muaj qhov tsis txaus ntseeg lub sijhawm uas kuv tsis nco qab yog li xav tawm tswv yim hauv qab no yog tias koj nyob ntawd thiab muaj lwm yam khoom siv lossis kev kawm los qhia.