I am asking this because I am going to be a plenary speaker in a couple of months (this is not going to be my first invited/keynote/plenary talk, but for some reason I never stopped to think about this issue before). I've spent 10 minutes thinking of plenary/keynote speakers I've seen in past conferences, and they roughly divide into two classes: (i) a majority who give a talk that, other than being longer, is pretty much indistinguishable from the talks of speakers that get in through peer-review ("here is a very well-delimited problem, which I propose to solve as follows"); (ii) a minority that attempt to give a loftier, programmatic talk ("recent developments have this overarching theme, which is pointing the field into this direction; here are some remarks on what this means for us all and a sketch of some neat things we can do if we take things seriously").
The organizers of this particular conference don't really have a preference either way, but I am wondering if audiences at large do. Personally, I prefer (i), but that is just because I'm more of a problem-solver than a theory-builder.