After eight years at AOL, digital prophet David Shing still knows how to preach the gospel of the future. And so there he was Saturday at the Cannes Lions International Festival of Creativity, talking about code, culture, brands and how to appeal to millennials through ads.
He said Gen Y consumers are "freaky for video." They spend all their
time in feeds, meaning news feeds, message feeds and photo feeds. And
it's not that they don't like advertising—they don't like bad
advertising.
"It's all about content. Nobody wants ads," he said. "And where it
becomes fascinating to me is that 70 percent of people would rather read
about a brand than be advertised to."
He also discussed how online advertising is getting more sophisticated
with multichannel behavioral retargeting. Platforms like AOL are building the ad infrastructure
to hit up consumers online as they switch from searching the Web to
posting on social media, and as they go from their phones to their
desktops. Such channel-based divides once made it difficult for digital
advertisers to follow consumers' purchasing habits after viewing ads,
but that's changing.
The new technology makes it possible to say, "Hey man, here's those
shoes you're checking out, here's turn-by-turn directions to the store
and here's a discount," Shingy said.
He delivered his views in a fast-paced motivational speech during the
Cannes Lions Innovation portion of the festival. Shingy's talk came over
the weekend as the event wound down.
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