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NEWS

TUESDAY / JUNE 21 / 2016

LIONS DAILY NEWS

YOU’RE ONE IN A BILLION Does Bambi make you cry or think about venison for dinner? Is Luke Skywalker a hero, a coward, or a disobedient son? Some of the questions posed by CHRISTINA CUBETA, vice-president of global marketing at Quantcast

WHATEVER you think, about anything, you’re not the only one. That’s what happens when you’re one of seven billion. There are a lot of other people just like you. Except for the fact there’s no one like you. You’re unique. Your DNA, your experiences, your environment have all combined to produce a singular being, unlike any other the world has ever seen. This essential contradiction is at the heart of modern business. How to reach mass audiences, one individual at a time with messages that create emotional experiences — the prerequisite of consumer engagement.

This year Pixar Animation Studios story supervisor and instructor Matthew Luhn and Quantcast CEO and co-founder Konrad Feldman, take to the Inspiration Stage and contrast Pixar’s ability to create a single message that connects with audiences of millions, with Quantcast’s expertise in delivering personally meaningful advertising to millions of individuals, simultaneously. Having this conversation at Cannes is recognition that data is increasingly at the heart of creative industries. Today, in the most progressive companies, data already underpins planning, execution and

QUANTCAST’S CHRISTINA CUBETA

PIXAR’S MATTHEW LUHN

learning. But disruptive companies are realising that data can, and must, also influence creative choices through its ability to turn ones and zeroes into human beings. Take the launch of Star Wars: The Force Awakens, in December 2015, as an example. Ahead of its release Quantcast identified the digital habits of its fans, uncovering that each character has its own unique demographic of fans. Surprisingly, Darth Vader fans over-index heavily for occupations within the Criminal Justice System, and Luke fans have the highest salaries — and it’s understanding unconventional

QUANTCAST’S KONRAD FELDMAN

characteristics like these that allows a brand to connect to its audiences in ways that show they understand them. Whether it’s Pixar’s ability to isolate thousands of different human facial expressions and transfer them to the big screen to create a moment of lasting audience empathy, or Quantcast’s ability to identify an audience segment in emotional as well as empirical terms, data married to humanity is a sustained competitive advantage. Quantcast and Pixar Animation Studios come together on the Inspiration Stage today to explore these issues.

CØNTEXT IS KING

Data and a world enslaved by algorithms threaten to stifle today’s creative industries. Context has the power to take us beyond the data, reintroducing human imagination, discovery and serendipity. Join us as we discuss. #RedefiningMedia

TUESDAY 21ST JUNE, 15:30-16:00 INSPIRATION STAGE, LIONS INNOVATION

SPEAKERS

SANJAY NAZERALI GLOBAL CHIEF STRATEGY OFFICER CARAT

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SHIVA RAJARAMAN VP OF PRODUCT SPOTIFY

MUSIC ARTIST RCA/SONY MUSIC

20/06/2016 10:06 PM

Lions Daily News 2016 Issue 4 Tuesday June 21  
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