At China’s largest advertising festival, ROI, there’s no question that tech innovations will play a big role in the future of China’s ad industry. This year marks the 10th edition of the festival, which was created to celebrate the best advertisements and campaigns in China. While the evenings are booked with black-tie galas and award shows, the day time speakers all hail from China’s biggest technology oriented firms, video sharing platforms, digital agencies, and brands.
金投赏是中国规模最大的广告盛会，在此，科技创新无疑在中国未来的广告行业起到越来越重要的作用。金投赏的创立是为了为中国最好的广告活动喝彩，今年，金投赏迎来了第十个年头。晚间活动上，人们西装革履参加晚会和颁奖典礼，白天则是各种各样的演讲，讲者都来自中国各大科技巨头公司、视频共享平台、广告机构和知名品牌。
Attendees of the world’s most renown advertising festival in Cannes, France sometimes bemoan the take over of tech firms and clients at the annual awards show. In China’s young ad world, however, tech firms are proudly given center stage. China entering the international ad arena at a time when “digital” is already an accepted buzz word has some advantages. It’s not a question in China if the industry or consumer should embrace new technology but how quickly can each company incorporate and improve on current technological innovations.
戛纳国际创意节可谓是全球最为知名的广告盛会，参与者有时会抱怨科技公司在每年的颁奖典礼上出镜率太高。然而，对较为青涩的中国广告业而言，人们却很骄傲地把舞台中心交给了科技公司。中国逐渐走向广告业世界舞台，此时恰逢“数字化”越来越被人们所接受，越来越有力量。在中国，问题的关键并不是广告业和消费者是否要去接纳新科技，而是公司能否迅速融入到科技创新中，是否能改进科技创新。
Pan Fei, Blue Focus Mobile Marketing CEO, on stage at ROI | 蓝色光标传播集团CEO潘飞在金投赏
Pan Fei, the CEO of mobile marketing from Blue Focus, expressed this sentiment clearly in his panel presentation early in the week, “technology now touches every industry, and if embracing technology is not in your company’s future strategy you might as well not exist”. The speech was not a threat but rather a reminder that no matter what service or function a company provides, using data and incorporating technology is essential.
整合数字营销公司蓝色光标传播集团CEO潘飞在本周的小组演讲中明确地表达了他的看法，“科技贯穿到各行各业，如果一个公司的未来战略不融入科技的话，就将无法生存”。这并不是危言耸听，却给我们敲响了一记警钟，无论公司的业务和服务如何，融入科技、利用数据都是至关重要的。
Most presentation followed suite with a similar theme stressing the importance of technology and data no matter what your service or platform. KFC, a fast food company, showed its tech prowess under the brand’s KI platform (KFC Intelligence). Yes, the same company offering greasy chicken wings, that is trying to stay on the forefront of AI and facial recognition technology. Pairing with Isobar, KFC’s Senior VP of strategy, Steven Li, showed off an impressive array of KFC’s technology endeavors to better serve its customers.
多数演讲都是类似的主题，都强调科技和数据的重要性，任何服务或平台都需要这样的支持。快餐连锁肯德基也打造了KI（KFC Intelligence）平台，试图在科技领域一展身手。没错，就是我们熟知卖油炸鸡翅的肯德基，也要站在AI和面部识别技术的前沿。肯德基高级战略副总裁Steven Li，携手安索帕，展示了肯德基如何能够利用科技为消费者提供更好的服务，他的展示给人留下了深刻的印象。
KFC AI technology used to order | KFC 智能点餐
Google’s Greater China Chief Marketing Officer, Ben Wong, and Greater China and South Korean Regional President, Scott Beaumont, the lone non-Chinese to make an appearance on stage, had some exciting announcements from the global tech giant. Google’s Deep Mind AI technology recently defeated the top players of the Chinese game of Go, which is known to have more possible moves than there are atoms in the universe (BBC article).
全球科技巨头谷歌大中华区首席营销官Ben Wong，大中华区和韩国区总裁Scott Beaumont（讲者中唯一的非华人面孔），共同宣布了非常喜人的消息。谷歌Deep Mind AI科技近期击败了几位中国顶级围棋选手，而围棋的棋局可能性比宇宙原子数还多（BBC文章报道）。
Google’s Deep Mind AI masters the Chines game of Go | 谷歌 Deep Mind AI 科技掌控围棋
While Google’s services are still blocked in China, Google translate has made in-roads and is available in Mainland China. American-Hong Kong rapper MC Jin made a special appearance for the brand, with a spontaneous live rap performance about the power of translation.
虽然谷歌在中国被禁，但谷歌翻译功能在中国大陆是可以使用的。谷歌还特意请来了华裔饶舌歌手欧阳靖（MCJin），现场即兴来了一段饶舌，主题就是讲述谷歌翻译的实力。
Google translate x MC Jin | 谷歌翻译 x 欧阳靖
MC Jin was not the only rapper to lighten up the presentations. iQiyi, platform to China’s popular “中国有嘻哈” brought on stage two of the shows most popular contestants Little Ghost and VAVA. A slightly awkward but highly attended panel session with iQiyi marketing executives and the new pop stars discussed how to capture the illusive millennial market segment.
除了欧阳靖，现场活动还请来了其他饶舌歌手。爱奇艺还请来了其自制音乐选秀节目《中国有嘻哈》中的两位最受欢迎的选手Little Ghost和VAVA。爱奇艺市场营销高管跟新晋流行歌手展开小组对话，虽然这样的组合有点奇特，但是观众参与人数众多，小组讨论的话题是如何俘获千禧一代消费者。
iQiyi panel discussion with《中国有嘻哈》stars | 爱奇艺与《中国有嘻哈》明星讲话
On the last day of talks Ogilvy’s China Head of Business Consulting Joseph Fan shared about the growing number of Chinese companies successfully going global. He gave advice on brand reputation for Chinese companies attempting to expand out of China as well. It’s no doubt the technological advancements and positives vibes reverberating from China’s will continue to grow. It seems only a matter of time before these vibes are felt throughout the entire global ad industry.
最后一天的演讲中，奥美广告中国商务咨询总监Joseph Fan表示，已有越来越多的中国公司成功打进全球市场。同时，他也给想要进军海外市场的中国公司提出了一些宣传品牌的建议。无疑，中国的科技领域将继续不断发展并将充满活力。全球广告行业必将感受到中国的活力，这只不过是时间早晚的问题。
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