Cannes Lions

LONDON — When buyers can successfully identify which ad impressions are really viewable, how will ad pricing change? For one thing, publishers are going to work a lot harder, according to one measurement exec. “Viewability has become the conduit for identifying, at least, some really good quality traffic that does the work,” says comScore advertising SVP […]

Describing her company’s approach to choosing audience channels for its creative messages as “almost peripatetic,” GE Chief Marketing Officer Linda Boff predicts that media technology will become commoditized but never breakthrough creative. Having sold off most of its financial services holdings, the GE brand is now about energy, health and transportation and becoming a “digital […]

LONDON — With more than 50% of set-top television devices in the United Kingdom capable of delivering addressable advertising, clients of GroupM are excited because addressable provides more niche targeting and reduces dependence on panels for audience measurement. “We have to a little bit careful we don’t think we will change the world in one […]

Consumers have come to expect brands to entertain them as much as Hollywood does. The best way to accomplish that is to shock them—not for shock value itself but to shock them “in amazement,” says GE’s Chief Creative Officer. Andy Goldberg believes that when it comes to creating content, nothing is off the table these […]

In its first-ever trials of cross-screen addressable advertising for television and mobile devices, AT&T AdWorks  saw “tremendous” results tied to various key performance indicators for Walmart, a luxury automaker—and itself. “We ate our own dog food,” VP of Marketing Maria Mandel Dunsche says in an interview with Beet.TV. That’s a reference to the company’s experiment with Opera […]

The threats are mounting. With challenges like viewability, fraud and ad blocking rising, the online ad industry could risk falling, just as Rome’s empire did before it. That’s the view of Terence Kawaja, the famed digital media M&A advisor, whose just-released 100-slide deck, inspired by Netflix’s House Of Cards, lays the industry bare. LUMA's State of Digital Media at DMS 16 […]

Whereas traditional media optimization has focused on who an ad is delivered to, dynamic creative optimization (DCO) is the how and what you show them, according to one of its big proponents, David J. Moore, chairman of WPP unit Xaxis. “Once you add that component to a digital campaign, the results are nothing short of […]

What keeps the Senior Vice President of Media at Bank of America up at night isn’t the fear of digital advertising fraud, transparency or viewability. It’s ad blocking, and Lou Paskalis says a main conversation at this year’s Cannes advertising confab must address a different approach to engaging with consumers. Ad blocking, Paskalis says in […]

As he walks the halls of the Palais des Festivals convention center at Cannes, Kris Magel hopes “to be inspired” by examples of how data are informing the best advertising work in the world. As opposed to simply meeting with other executives who also have traveled to France for the annual creative pilgrimage, “I’m going […]

When Craig Atkinson talks about the contributions of data and creativity to advertising that is most effective in engaging consumers, he thinks in terms of Taoism, while some people perceive a struggle between the two. “I think the reality is they have to work in a yin and yang kind of approach,” Atkinson, Chief Investment […]

CANNES – The growth of the scope of Cannes Lions, from a handful of categories – print; 30- and 60-second spots – to what it has become today, is, in the words of Icaro Doria, chief creative officer for DDB NY, “crazy.” “Today I come here, and it’s so inspiring because you literally can do […]

CANNES — One consequence of the rise of data-driven marketing is brands creating tens of even hundreds of ads for various audience segments for a single campaign, not just two or three like in the old days. It’s “great from a sales perspective and not so great from a marketing cost perspective,” says Richard Guest, […]

CANNES — So-called “addressable TV”, in which TV sets can now speak back to broadcasters, are tantalizing with the promise of household-level ad targeting. But addressable TV is not just about more refined TV targeting – the device in the living room is one platform that will feed in signals to an overall system which will produce […]

CANNES – As addressable TV advertising emerges, so are a number of companies including Visible World (recently bought by Comcast), Clypd, Simulmedia and others.  For the new medium to succeed, one essential will be companies that focus on yield management around addressable TV, says investment banker Terence Kawaja. Kawaja is CEO of LUMA partners, a boutique […]

CANNES – Comcast’s data from its twenty millions set-top boxes, coupled with marketers’ first party data, will create a “whole new world” for NBC Universal, for both advertising and content creation, explains Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships in this this interview with Beet.TV Comcast has been expanding its addressable technology via acquisitions including […]

CANNES – “I think what clients are looking for from agencies now is a partner that helps them navigate,” says Lyle Tick, chief growth officer for J. Walter Thompson. “And that’s a lot of what we’ve been doing at J. Walter is restructuring ourselves in order to deliver those types of solutions to our clients […]

CANNES — The $72 billion US TV advertising industry is premised on making 30-second spots that target consumers. Imagine what happens when TV sets give advertisers the cues they need to target customers individually. Michael Bologna, president of GroupM’s Modi Media division, which is working on just that proposition, says 2015 is the year it […]

CANNES — In one form or another, David Kenny’s career has been all about data, from the advertiser, agency and publisher perspective. Now The Weather Company’s CEO and chairman, Kenny was previously a president at Akamai, a managing partner of VivaKi, and a founder of Digitas. In his first job at Bain, he learned from […]

CANNES – “Certainly the speed of technology innovation is dizzying,” says Cary Tilds, chief innovation officer for GroupM. “Some say it would be nearly impossible to keep up with that change.” Tilds’ four tips for keeping up are to be a student of technology; to maintain a consistent framework for learning about new technologies; to […]

CANNES — Addressable TV has been in development for the last decade, but only now is it beginning to reach scale. That means that gross ratings points, or GRPs, may be starting to become obsolete. “You know what’s really silly?” says Michael Bologna, president of GroupM’s Modi Media, in a panel discussion at Cannes recorded by […]