Yahoo Finance met with executives and marketers from companies including Disney (DIS), TikTok, Spotify (SPOT), Autodesk (ADSK), Candle Media, DoorDash (DASH), and JPMorgan Chase & Co. (JPM) at the 2024 Cannes Lions International Festival of Creativity to discuss the future of marketing and advertisement and AI's role in the industry.

TikTok President of Global Business Solutions Blake Chandlee (00:00:03)

Chandlee notes that "AI is changing the game... for the advertising community."

Autodesk CMO Dara Treseder (00:00:09)

Treseder discusses how AI has impacted ad spend. "You're going to see capital be deployed in more effective ways moving forward thanks to AI."

Disney President of Global Advertising Rita Ferro (00:00:35)

Ferro talks about the company's streaming platform. "You will see a transition to an immersive platform where streaming will underpin the basic core of the reason people come there."

Candle Media Co-Founder & Co-CEO Kevin Mayer (00:00:53)

Mayer explains that advertising is "shifting." "Advertisers are seeking high quality video environments... but also coupled with the ability to at least lightly... if not, really in a deep way, target their advertisements."

Spotify Global Head of Advertising Lee Brown (00:01:37)

Brown discusses Spotify's expansion of content. "You'll start to see more of those new categories of content coming on with all the personalization and discovery that you expect from your Spotify experience."

DoorDash Chief Marketing Officer Kofi Amoo-Gottfried (00:01:54)

Amoo-Gottfried notes that the company thinks about the business through "the key inputs... so like what do customers come to us for?"

JPMorgan Chase & Co. Chief Marketing Officer Carla Hassan (00:02:02)

Hassan explains how to think about the "wealth continuum." "You've got to think about it as... the different phases of [the customer's] life."

For more expert insight and the latest market action, click here.

This post was written by Mariela Rosales.

Video Transcript

A. I is changing the game for our community, the advertising community in general, and we're all really, really excited about it.

I think when it comes to ad spend, I don't It's not necessarily about peak ad spend, but I think what you're going to see is more effective ad spend.

So I think you're going to see instead of money being spent, maybe on Oh, how can I create multiple versions of this that might be done more effectively with a I?

But then maybe I can place this in more effective ways, right?

I can use in better context.

I think you are going to see capital be deployed in more effective ways.

Moving forward thanks to A We talk a lot about our streaming platform today, and I think you will see a transition to an immersive platform where streaming will underpin the basic core of the reason people come there.

But you will also think about how you interact on your social platforms.

How Gamification comes into that shopping comes into that experience all within one advertising experience, doing pretty well, and I do think it's shifting, though there's a big mix shift afoot in advertising.

I think advertisers are seeking high quality video environments, which I've always had in linear television, but also coupled with the ability to at least lightly, if not if not, if not really in a deep way.

Target their advertisements.

So I think these interactive platforms, I think fast channels, I think all the over the top ad supported services.

Most streaming services now do have ads in their in their mix.

I think that's where the advertising dollars are flowing.

Linear TV is still important.

It has a lot of reach, has deep some of the highest quality programmes in the world, so it's still important.

But I think you're seeing this target media coupled with great environments.

That's what that's the thing.

You start to see other forms of content coming into the Spotify experience, which our listeners are loving and embracing.

And it's, uh, it's enabled us to have that sort of deep level of engagement.

So I think you'll start to see more of those new categories of content coming on with all the personalization and discovery that you expect from your Spotify experience, the way we tend to think, think about our business is through, like the key inputs, right?

So, like, what do customers come to us for?

And we think about customers through every side of the marketplace.

You can't think about the wealth continuum as just one customer.

You've got to think about it as you know, the different phases of their life.