Digital Strategies Mature According to Cannes Study
According to Warc’s analysis of the 2015 Cannes Creative Effectiveness Lions, digital-led advertising strategies, particularly those combining video and PR, are increasingly delivering business results for marketers.
Of the shortlisted and winning entries:
- 60% used social media as a lead channel vs. 50% of the total pool of entries.
- 44% used online video as a lead channel vs. 34% of the total pool of entries.
According to Warc, 2015 marked the first year that a truly digital-led campaign won the Grand Prix at the Cannes Creative Effectiveness Lions. The “Live Test Series” campaign from Volvo Trucks utilized a strategy built around online video and PR.
Social media, online video and PR have all seen significant growth in recent years: 85% of case studies used social media in the 2015 Lions compared with 51.9% in 2011; 64% of entries used public relations, and the same percentage used online video – in both cases more than double the 2011 figures.
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