Blockboard’s sponsorship of Digiday’s Cannes coverage and the inclusion of this year’s Digiday+ Media Buying Briefing, which is usually only accessible to paying subscribers, is indebted.
The Cannes Lions event has been a success for influencers, who have leveraged social media and content to engage with their clients. However, the 2019 festival has given rise to the expectation of increased attention from creators and influencers.
The occurrence of acquisition discussions in Cannes could indicate a new era of consolidation in the market.
Amy Luca, the evp and global head of social at Media.Monks, expressed her knowledge of the industry’s fragmentation and inability to synthesize specific niches. She also acknowledged the possibility of consolidation.
The increasing significance of the combination of creator practices and influencers in media groups, as pointed out by Krishna Subramanian, the CEO of Captiv8 and founder of the influencer marketing firm, could make them capable holding companies.
According to Subramanian, influential individuals and creators have become a media channel, which remains outside the reach of media shops where agency holding companies operate.
Influential’s CEO, Ryan Detert, declared that the creator economy’s impact on Cannes is heightened each year.
Detert pointed out that Cannes and other industry events differ in the involvement of creators and traditional celebrities and athletes, resulting in a blend of creativity and connections.
Currently, as the number of participants at Cannes Lions evaluates the potential of generative AI, the influencer agency space will showcase its potential in broadening its automation division, given the festival’s inclusion of more influencer-related content.
Advances in transparency and automation are being made in AI.
AI tools are being trialed by tech giants like Meta and Google, as influencer agencies are leveraging artificial intelligence to enhance content creation and productivity, according to Maria Rodriguez, senior director of marketing and communications at Open Influence.
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