September 21, 2017
Cannes Lions 2018 – The Best Is Yet To Come
And just like that – Cannes Lions is behind us; may the reminiscing of the Croisette begin – clear skies, inspiring talks and rosé for days. It’s been just over a week since OpenX’s yacht, Les Bruxellois, set sail after yet another year of success, but we’re all still letting the key themes of the week sink in.
There’s no escaping the GDPR conversation
While many conversations touched on topics like the renewed focus the industry has on creativity, or the varied ways publishers can harvest user data to enable audience-targeted technologies, the main issue on everyone’s mind was GDPR. Whether behind closed doors or during impromptu drinks on at a yacht party, immediate implications of the GDPR remained at the forefront of every industry meeting, along with the discussion around current strategies for complying with the regulation.
Cannes reigns supreme in building key relationships
Although the relaxed vibe in the beautiful Riviera is now more than a week past, there is no doubt the relationships made and initial business negotiations started will continue to blossom in the weeks, months and even years to come.
With 80+ meetings on our yacht this year and even more off-site, the team aboard Les Bruxellois left Cannes buzzing about future opportunities. Between the meetings set up months in advance, and the surprising connections made over a few brief moments in passing, one thing is for certain: every connection made and conversation had, regardless of formality, holds the potential to lead to much more down the line.
A glimpse into the future of emerging ad formats
The attendance may have been lacking this year – an estimated 25% decrease from last year to be exact – but the Cannes crowd was still incredibly diverse with agencies, brands, consultants, publishers and technology companies l among the Cannes crowd. More importantly, each of these groups seemed to have a renewed focus on exploring ways to improve the advertising experience and generate deeper consumer engagement.
Recent developments of innovative and user-friendly ad formats, such as rich media and opt-in video, have given brands an opportunity to deliver interactive storytelling at scale. And, the excitement for these formats continues to grow as they strike a key balance between delivering a positive brand experience for users while returning much higher CPMs for publishers and app developers — a “win-win-win” situation.
It was a productive week to say the least, but it wouldn’t be Cannes without a little fun during after-hours. Conversations around leveraging technology to shift consumer behavior moved from the streets of Cannes into a picture-perfect mélange during our yacht party – and it was an event you did not want to miss.
As we settle back into our daily routines, trading our vibrant colored shorts and bottomless glasses of rosé for button ups and unhealthy amounts of coffee, it is imperative we do not forget the prominent exchanges that took place last week. Glasses up for another amazing year of opportunities – the best is yet to come.