From June 18 through June 25, the Cannes Lions International Festival of Creativity was at the Hôtel Barrière Le Majestic Beach and Pier in France. This festival was originally founded in 1954. It is an eight-day program of celebration, networking, education and inspiration. More than 15,000 people from over 100 countries attend. There are over 40,000 submissions in 23 categories that are assessed by industry representatives to qualify for different awards.
This year, “Connect the World. Create for the World,” the main stage session, was hosted by Mark D’Arcy, Facebook’s Chief Creative Officer as well as Nunu Ntshingila, Facebook’s Director of Africa, at the Debussy Theatre. One of the biggest reveals at the festival was the announcement of the new mobile advertising tools that Facebook developed.
– Beta-test of Audience Insights API. Facebook is currently beta-testing the interface with a small group of advertisers. This includes Anheuser-Busch InBed and Mondelez International. The Audience Insights API will be available to partners early in 2017.
The gained insights can be used to create more effective campaigns by collecting psychographics, demographics, reports and topic data.
-Updates to its Canvas full-screen immersive ad product. These updates will allow marketers to design, create, share and gain insights. By advertisers sharing their Canvases with stakeholders, it will simplify the review process. Marketers will be able to see metrics such as clicks per component and dwell time per component to track performance of Canvas. Canvas will also have a new feed unit.
– Updates to its Slideshow ad product. You will now be able to overlay audio and text for Slideshow ads. There is also a video-to-Slideshow creation tool as well as the new ability to create a Slideshow ad from a mobile device. After this you can integrate it with Facebook’s photo library and the Shutterstock stock image library. What this means for small businesses is that they will be able to create, edit and boost customized Slideshows using already existing photos or stock images from Facebook.
-Launch of the Facebook Creative Hub. This will take a bit longer as it is currently being tested, but this is revolutionary in ad creation. You will be able to create ads from your smartphone or other mobile devices instead of needing to be on a laptop or desktop computer.
The use of mobile devices is only increasing as many people are on the go and need to be able to access a variety of things from many places. The way people absorb information from mobile devices is different than from other computers.
Mobile marketing campaigns need to be creative in order to be successful. People want to see something unique that will stick in their minds. If an ad is cookie cutter or boring, people will not be interested in the product. It needs to attract their attention.
Sometimes it can be hard for the people in the creative community to stay up to date with technology. Technology is ever-changing and must be monitored to keep up with the latest and greatest. The Creative Hub will help creative agencies to learn about the formats and different tools. From there they can share mock-ups, collaborate with stakeholders and experiment with content creation.
Creative agencies will be able to experiment with different ad formats for both mobile and online and see what works best. They will be able to work on their smartphones in addition to their desktops. There is a dynamic mobile feed that allows ad creators to preview their work. It will also produce a preview URL that can be shared with stakeholders to get their take on the mock-ups. There will also be a repository of case studies and content that is easy to navigate within the Creative Hub. This can help the creatives find inspiration for their work.
This gives the ability to create and publish campaigns from anywhere at any time. This will help ads get up sooner and reduce the time it takes from ad creation to development. It also helps creatives to work smarter.
Facebook has come up with some great tools for the future and will no doubt continue trying to improve itself. Getting ads across to consumers is only getting trickier with the increase of ad-blockers. By allowing people the flexibility to get feedback and work from any type of device, ads will be better, get up faster, and be more effective.