During Cannes Lions, Vogue Business and Amazon Ads welcomed senior executives from across the luxury industry to an exclusive session at Amazon Port, exploring how streaming TV is reshaping the way luxury brands connect with affluent consumers. Held in an intimate private room overlooking La Croisette, the event showcased the latest research from Vogue Business and Amazon Ads exploring the role of streaming in luxury discovery.
The event began with welcome remarks from Amazon’s US head of entertainment and telecommunications Alexys Coronel, who was joined by Fabiem Magalon, CEO and co-founder of ad attention measurement specialist xplan.ai. Together, they spoke about the innovations in measuring performance in a brave new world of digital marketing. “Content, context, and consistency are inherently important to successful digital marketing strategies, but having the tools to measure that impact are more important now than ever before,” Coronel said.
The session continued with a presentation from Anusha Couttigane, head of custom insights at Vogue Business, unveiling teasers from an upcoming whitepaper on the future of luxury attention. Based on a survey of more than a thousand US luxury consumers, the findings revealed that streaming environments are increasingly outperforming social media when it comes to inspiring discovery and driving purchase intent.
Among the key themes shared was the evolving definition of “premium” from a concept rooted solely in exclusivity to one defined by relevance, seamless experiences, and cultural resonance. “Since premium is increasingly defined by whether an experience feels relevant, seamless, and culturally aligned, luxury advertisers need to consider streaming as a luxury environment, and which streaming services can actually function as an extension of a brand experience,” Couttigane explained. Ultimately, she recommended a shift from measuring awareness (viewability rates, video completion rates) to measuring attention.
