Cannes Lions 2022

CANNES – Advertising campaigns are most optimal when they’re backed with a strong marketing strategy. From there, brands also can determine which media channels are most effective in reaching a target audience. “There is no great creative execution without great strategy,” Nancy Reyes, chief executive of Omnicom Group’s TBWA\Chiat\Day New York, said in an interview […]

CANNES – Consumers are bombarded throughout the day with dozens of advertising messages, making their creative content an important part of standing out in the crowd. With dynamic creative opitimization (DCO), the creative elements of an ad – including its imagery, text and layout – can be put together in real time and customized to […]

CANNES — What’s old is new – but that doesn’t mean things should stay the same. In advertising, no-one used to call the manual practice of finding inventory-content adjacencies “contextual targeting”. But, in the wake of challenges to people targeting techniques, the technique has been rebooted for digital. In this video interview with Beet.TV, Marla […]

CANNES — Addressable TV, which supports targeted advertising replacements, is growing. Lately, it has been growing nationally and is becoming offered to ad buyers on a self-service basis. In this video interview with Beet.TV, Larry Allen, VP & GM, Addressable Enablement, Comcast Advertising, explains why his company made an announcement at the apex of those […]

CANNES — After a year in which the consensus around traditional media measurement splintered, Nielsen came to Cannes Lions acknowledging the rivals nipping at its heels – and stating its case for its own vision of media measurement. Over the last year, Nielsen has been working to gain re-accreditation with the Media Rating Council and […]

CANNES — He may have previously run the world’s largest advertising agency holding group, but Sir Martin Sorrell is pretty happy in his current seat. The former WPP CEO is now executive chairman of his own S4 Capital, the group building a digital marketing services company through its main Media.Monks division. In this video interview […]

CANNES — In recent years, many advertisers hit a fork in the road, and chose their path. Much spend has gravitated toward either outcomes-driven performance channels or creative-driven, top-of-funnel brand building. Lauren Benedict wants to connect the two. In this video interview with Beet.TV, the SVP, enterprise sales at ad-tech firm MNTN, explains why. Connecting creative […]

CANNES — Supermarket chain Kroger is readying to pilot a brand new way to measure the performance of its ads across Facebook and Google, after agreeing on a test with media agency group Dentsu. The retailer will begin measuring the “attention” consumers give its ads, based on work Dentsu has been doing over the last […]

CANNES  ̶  It is still troubled by inefficiencies, but connected TV (CTV) advertising is benefitting from a growing number of solutions. Even so, despite the emergence of those solutions, realizing the full benefits is going to rely on buyers and sellers leaning in. In this video interview with Tameka Kee for Beet.TV, Sarah Warner Harms, […]

CANNES – Advertisers are demanding television viewership metrics that reflect the way people spend time with traditional linear TV and newer streaming video platforms. Comcast’s NBCUniversal has worked to provide insights into what’s currently achievable in audience metrics by sharing the results of a recent test-and-learn project that included 158 brands. Kelly Abcarian, executive vice president […]

CANNES – Putting brand messages next to content that appeals to an audience of likely customers for years has been the basic strategy for contextual advertising. That methodology was overshadowed as advertisers relied on technologies to track people’s online activities, but it’s making a comeback as consumers become more protective of their digital privacy. Contextual […]

CANNES — Brands are renewing their interest in contextual signals that indicate where consumers saw an advertisement as tracking cookies and device identifiers become less reliable for audience targeting. Artificial intelligence technology such as natural-language processing can help to strengthen these contextual signals. “It isn’t just about trying to attach your brand to specific keywords,” […]

CANNES — Across the digital ad world, “attention” is rising as a potential metric, even a currency, to fit the new working reality. But what is “attention”, and how can it improve on the norms on offer right now? In this video interview with Tameka Kee for Beet.TV, Monique Pintarelli, Chief Revenue Officer, Teads, explains why her company […]

CANNES — There is a common notion that binds two top themes in Christa Carone’s world – opting-in. The president of Infillion, a new company recently formed out of a merger of Gimbal and true[X], wants more women to “opt in” to the workforce, and she wants more TV viewers to get control in the advertising […]

CANNES – Consumers have a variety of ways to view video programming and listen to audio content, often at the same time as they keep their smartphones nearby while watching television. This behavior is challenging advertisers to measure not only if their advertising was seen or heard, but also if it captured the attention of […]

CANNES — People are dividing their time among more media channels and connected devices, pushing advertisers to demand better measurement of consumer behavior. The rapid growth in streaming, especially during the onset of the pandemic, heightened the need for a more universal media currency to help set the value of ad transactions. “There’s a number of […]

CANNES – The media industry has been through a couple of years in which ad buyers swerved away from news media for fear troubling stories would put off audiences. By and large, industry education efforts have succeeded in telling the story that such an impact is not necessarily true. In this video interview with Beet.TV, Tony […]

CANNES — Over the last few years, the industry has heard a lot about “purpose-driven marketing”. But, in a world that is still created by people, purpose has a much wider, deeper and earlier resonance. In this video interview at Cannes Lions with Tameka Kee for Beet.TV, Najoh Tita-Reid, Global Chief Marketing Officer, Logitech, describes how […]

Our villa became an extraordinary gathering place for 350 attendees over five days, with meaningful conversations with 60 speakers led by our accomplished moderators. More than an ephemeral event, our Cannes activation was a “made for TV” project with panels of experts and on-site interviews produced for publication as videos. We have begun to publish […]

CANNES – If you thought Mastercard’s brand revision was just about the logo, think again, listen up or… have a sniff. For Raja Rajamannar, Chief Marketing Communications Officer & President, Healthcare Business, Mastercard, marketing has to go “multi-sensory”. That means appealing to ears, noses, tastebuds and skin receptors. Sensory clutter “When we are trying to reach […]