Turning Creativity into Conversion
If you’re looking for new ideas and a break from your daily work routine, Cannes Lions week is a great place to start. Marketers, creators, and innovators gathered from around the world under the VERY hot sun, soaking in some of the brightest ideas shaping our industry’s future both years ahead and from a Q4 perspective.
The weeklong festival was a whirlwind of panels, networking, and notetaking. Beyond figuring out the importance of portable chargers and comfortable shoes, the biggest takeaways revolved around how marketers can use emerging trends to make smarter decisions. Below are three actionable insights from the week and why they matter as we approach Q4.
Don’t Be Data Rich and Insights Poor
During a session on going beyond the numbers, one speaker hit on a key point: “Don’t be data rich and insights poor.”
Marketers, publishers, and merchants now have access to more information than ever: traffic sources, conversion rates, order value, clicks, and beyond. But raw data alone doesn’t drive revenue. It’s about turning that data into meaningful insights, and if you haven’t figured out your data story yet, it’s time to act now. Take a second to ask yourself – are you dedicating time to think about the numbers that matter?
As the busy shopping season approaches, publishers and merchants need to start planning earlier than ever (we probably said the same thing last year). According to Adobe for Business, US ecommerce holiday sales grew 8.7% to $241.4 billion in 2024 and they’re expected to rise even more in 2025. This makes delivering a seamless, optimized user experience more important than ever to maximize sales. And with so much competition, it’s crucial to know which audiences to reach and how to reach them.
For publishers, this means using real-time analytics to focus on high-performing content, enhance page layouts, and highlight relevant promotions.
For merchants, it’s crucial to understand where consumers can be better engaged throughout their journey, which channels are bringing in the most qualified traffic, and how to make product discovery and checkout processes smoother.
Panel on “Going Beyond The Numbers: Driving Real Brand Growth” with Dominic DiMegilo, Patricia Corsi, and Cynthia Littleton
AI in Content Creation
AI has emerged as a major topic in marketing and content development. As marketers, we have a wide variety of AI applications at our disposal, however, we must remember that AI alone can’t build emotional connections or cultivate brand trust. Both tech and creative leaders agree: AI should guide the process, not replace it. It works best when it enhances a human-centered strategy.
Consumers are bombarded with content during peak seasons. What breaks through is relevance and personalization. A McKinsey study found that personalized product recommendations can boost conversion rates by 10-15%. During high-volume periods like Q4, when teams are stretched and deadlines are tight, AI’s value increases. It can analyze performance data to identify trending topics, recommend content formats, and even create variations of headlines to enhance click-through rates — allowing marketers to focus on creating messages that will connect with users.
Panel on “Empowering Humanity with AI” with Deepak Chopra, Poonacha Macaiah, and Janna Salokangas
The Effect of Influencer Recommendations and Platform Diversification
One major theme at Cannes this year was avoiding over-reliance on a single platform. More brands are partnering with creators as a key way to showcase their products. Creators aren’t just brand ambassadors; they’re product educators, storytellers, and reliable sources for recommendations. Different platforms and creators deliver different types of influence, which are often complementary.
Influencer-driven content really stands out during major shopping events like Prime Day and Black Friday. When consumers are bombarded with ads, genuine suggestions from familiar creators can hold sway over a customer’s decision, especially with a Gen Z audience. Born between 1997 and 2012, this group is highly connected, with 74% spending most of their free time online. Influencers form a key channel for this group to discover new products.
Want to learn more about how to reach Gen Z through creator marketing? Check out our feature, “A Portrait of a Young Shopper.”
Platform diversification is also about reducing risk. With cookies disappearing and targeting becoming more challenging, marketers are looking for smarter, multi-channel strategies. This means blending performance with storytelling and direct response, rather than relying on one large platform alone. This includes exploring affiliate content, live shopping, niche social platforms, and creator-owned storefronts. The goal is to meet consumers where they are, rather than forcing them to gather in one place.
All in all…
Cannes wasn’t just a beautiful event. It provided a glimpse into the evolving landscape of digital marketing and commerce. The best part? Connexity is already applying these insights. We’re not just gathering data; we’re turning it into meaningful strategies that help our partners grow. We’re using AI to anticipate upcoming trends and efficiently connect high-intent shoppers with offers. And we’re assisting publishers and merchants in building smarter, more diverse revenue paths.
As we head into Q4 2025, these lessons are not just timely; they’re essential. The future is here, and we’re ready for it.
