Cannes Lions: It Really Is About The Conversation.
Known for being the ultimate gathering for the global marketing community, it’s clear today that Cannes Lions has expanded far beyond its roots in celebrating creativity to spotlight the rapidly evolving state of the ad business– as well as the technology and the insights needed to drive it forward…and rightfully so.
In reading through the trade coverage of the Lions Festival, it’s hard to ignore the banter (and the Stateside envy) around the yachts, the rosé, the incredible setting, and spectacular evenings. However, the festival is actually about something bigger and more meaningful: conversation. More specifically, conversations that surpass creativity in advertising to include a dialogue on how we have an obligation to make it better.
Creativity + Technology = 3
For FreeWheel and the FreeWheel Council for Premium Video, we couldn’t have been more pleased that conversation in Cannes centered around unleashing the power that technology can bring to premium content and the brand advertising that should be consumed with it. We crossed the ocean to lead the dialogue about premium video, the unrivaled value it holds for today’s brand advertisers, and the path forward to fully leverage data and automation in the quest for engaged audiences.
The prime directive for the industry was made clear over our five days and evenings on the Croisette: enhance the consumer experience by empowering our advertisers with ad experiences, data and insights that drive business outcomes. Here at Freewheel, we couldn’t agree more, which is why we chose Cannes as the platform for the FreeWheel Council’s position paper on Reconstructing Programmatic, reinforcing the need to align the use of data and automation with the unique characteristics of premium video. Only then will we see the efficiencies premium publishers and advertisers expect and deserve.
Catch Us If You Cannes
At Plage Goeland, the first beach in from the Palais des Festivals, we found ourselves a home base to showcase our new partnership with StickyADS.tv, the France-based SSP FreeWheel recently acquired. We were delighted to host our first joint event (and on the beach to boot) under the shade of our open air “office space,” meeting with our clients and tech partners, and deepening our collective relationships in an atmosphere that only the South of France can inspire.
A Great Partner (and View)
FreeWheel was also proud to partner with MediaLink this year. Their unique vantage point of the entire ecosystem gives them a 360 degree view into why premium content matters and how creativity and data enable it to shine. Throughout the week, MediaLink curated and delivered great content and thought leadership, strategic meetings and exclusive events that brought the industry together in a meaningful way.
Now, as Cannes is done for another year and we find ourselves settling back into reality, we look forward to continuing the valuable conversations we started on the French Riviera. As an industry, we have a great opportunity to infuse creativity with technology and create ad experiences that benefit advertisers, publishers and consumers alike.