Behind the Numbers: What Everyone Is Talking About at Cannes 2025

Episode Release Date: June 13, 2025
Host: EMARKETER
Guests:

• Jasmine Emberg – VP and Principal Analyst, Social Media
• Sarah Marzano – Principal Analyst, Retail and Commerce Media
  Podcast Description: EMARKETER’s podcast, Behind the Numbers, delves into the evolving landscape of digital media, providing marketers, retailers, and advertisers with critical insights and analyses on topics ranging from AI's transformative influence to shifts in consumer shopping habits.

1. Introduction

The episode kicks off with host Marcus introducing the guests, Jasmine Emberg and Sarah Marzano, setting the stage for an in-depth discussion on the anticipated conversations and sessions at the Cannes Lions International Festival of Creativity 2025. The festival, marking its 71st edition from June 16 to June 20, garners thousands of industry professionals annually to explore advertising's challenges and future directions.

2. Fact of the Day: The Hidden Meaning Behind Freshly Cut Grass

Marcus opens with an intriguing fact about the smell of freshly cut grass:

"Smell isn't just an accidental byproduct of cut leaves. There's actually some evidence to suggest that plants are deliberately emitting volatile compounds in response to damage... The pheromones emitted when grass is cut are known as GLVs, green leaf volatiles that act as a distress signal or warning call." (00:00)

This revelation leads to light-hearted banter among the hosts, emphasizing how such facts can alter everyday perceptions.

3. Anticipated Cannes 2025 Sessions and Advertising Trends

a. "Pas de Publicité. Merci No Ads Please"

This session addresses the declining reception of traditional advertising:

Marcus: "How did [advertising] become the guest nobody invited, and how can we change that?" (03:00)

Jasmine Emberg shares insights on adapting to a fragmented media landscape:

"Brands should focus less on casting as wide a net as possible and more on identifying the right audience and the right message... designing for adaptability while maintaining brand consistency." (04:31)

Sarah Marzano emphasizes the opportunities within retail media:

"Advertisers today have more opportunities than ever to tell cohesive stories that feel relevant... powered by effective retailer data and targeted audience creation." (06:18)

She further elaborates on integrating retail media data into both digital and physical shopping environments, highlighting the evolution of retail media beyond on-site placements.

b. "A New Era of Uncertainty: Finding Success in Riskier Times"

This panel delves into navigating economic challenges, such as fluctuating tariffs and declining consumer sentiment:

Sarah Marzano: "Retail media is positioned well to weather economic downturns due to its strong ties to performance marketing and clean attribution... but it's crucial not to neglect brand-building tactics." (11:45)

Jasmine Emberg echoes the importance of brand awareness:

"Even in times of economic uncertainty, it's vital to continue brand building and loyalty campaigns... influencer marketing remains resilient due to its flexibility and effectiveness during volatile times." (13:09)

Marcus summarizes the discussion by highlighting the resilience of search advertising and other versatile marketing channels amidst economic turbulence.

c. "AI and the Future of Creativity"

Exploring AI's role in marketing and advertising, this session anticipates the integration of artificial intelligence in creative processes:

Jasmine Emberg: "Digital clones or AI avatars will play a bigger role in marketing... creators are open to licensing their digital clones to reduce burnout and scale their businesses." (16:11)

She raises concerns about the potential misuse of AI likenesses and emphasizes that creators are unlikely to accept pay cuts for AI-generated content, challenging the notion that AI will universally reduce creative costs.

Sarah Marzano touches on the evolution of retail media, highlighting the need for dynamic and differentiated content through AI:

"Retail media is evolving beyond on-site placements to require new content forms, such as co-branded creative... AI can unlock the creation of dynamic and cost-effective content." (18:53)

Marcus reflects on the consumer backlash against overt AI usage in advertising, citing a survey where nearly half of consumers view AI-generated ads as fraudulent. He notes a shift towards more subtle AI integration, focusing on efficiency and creative ideation rather than overt automation.

4. Conclusion

The episode wraps up with light-hearted remarks about AI potentially replacing human roles, underscoring the ongoing balance between technology and human creativity in the marketing landscape. Hosts and guests humorously acknowledge the evolving dynamics, emphasizing the irreplaceable value of human insight and adaptability.

Marcus: "It seems like the message here is don't just retreat, maybe audit your ad spends because there are a lot of opportunities to still reach people." (15:00)

Sarah Marzano: "Nothing can replace you, Marcus." (18:37)

The hosts encourage listeners to stay tuned for upcoming episodes and extend gratitude to the guests and production team, maintaining engagement until the next release.

Key Takeaways

1. Adaptability in Advertising: Brands must shift from broad messaging to targeted, adaptable strategies tailored to fragmented media consumption habits.

2. Retail Media Evolution: Leveraging retailer data and expanding into off-site and physical store integrations present significant opportunities for cohesive storytelling.

3. Balancing Performance and Brand Building: Even amidst economic uncertainties, maintaining a balance between performance-driven tactics and brand-building initiatives is crucial.

4. AI Integration with Caution: While AI offers powerful tools for creativity and efficiency, brands must navigate consumer perceptions and ethics surrounding AI-generated content.

5. Influencer Marketing Resilience: Influencers and creators remain pivotal in brand strategies, offering flexibility and authenticity that withstand economic and technological shifts.

Notable Quotes

• Marcus: "Smell isn't just an accidental byproduct of cut leaves... The pheromones emitted when grass is cut are known as GLVs..." (00:00)

• Jasmine Emberg: "Brands should focus less on casting as wide a net as possible and more on identifying the right audience and the right message." (04:31)

• Sarah Marzano: "It's crucial not to neglect brand-building tactics... retailers should continue investing in upper funnel capabilities." (11:45)

• Jasmine Emberg: "Digital clones or AI avatars will play a bigger role in marketing... creators aren't willing to take a pay cut for it." (16:11)

• Sarah Marzano: "Retail media is evolving... AI can unlock the creation of dynamic and cost-effective content." (18:53)

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