The Cannes Lions festival is the annual celebration of creativity where a melting pot of talent from around the globe and across the advertising industry gathers in France for a week of networking and rosé.
This is MediaMath’s fourth year at the festival and we’re pleased to report that the adoption of advertising technology is growing exponentially. Creativity and technology are now intrinsically linked, which is apparent from the topics on the agenda at the festival, as well the ad tech branded cabanas and sponsored cafes positioned strategically along the Boulevard de la Croisette.
MediaMath is a key technology flag bearer in Cannes and we aim to cement the industry’s role at the festival by helping to illustrate that algorithms and interfaces are key drivers for innovation and creativity in data-driven marketing. With a wealth of new consumer channels opening up – thanks to the increased use of devices such as smartphones and tablets – the use of programmatic technology enables advertisers to operate seamlessly across all channels. So while ad tech is a relatively new kid on the block at Cannes, it is one that is truly here to stay.
We also recognise that an understanding of ad tech can be a challenge, amplified by the industry’s habit of over-using acronyms – from DSP to DMP to PMP. MediaMath’s educational arm, the New Marketing Institute (NMI), is addressing this challenge. As ad tech professionals, we need to better educate, engage, and empower the new generation of digital marketing professionals by promoting a greater understanding of the role of technology in marketing. This, in turn, will fuel greater openness to adoption and enable marketers to better recognise the value that ad tech can bring to their business.
This year, MediaMath is present at the premier ad tech destination of choice at Le Rooftop on Le Croisette … with beautiful ocean views thrown in for good measure. Our OPEN partners –Sizmek, LiveRail, and Rubicon – will also be sharing the views and holding their own events.
MediaMath is hosting two not-to-be missed parties:
• The first is on Wednesday June 18th from 6pm to 9pm, where we will embark on a movement to redefine the future of marketing and celebrate the launch of our new brand messaging – a glass of rosé and a beautiful sunset are guaranteed.
• The second is on Thursday June 19th from 5pm to 8pm, where we have teamed up with Digiday for our annual ‘Cocktails and Lies’ party. The evening will include an “Are You Calling Me a Liar?” game show style panel featuring top advertising executives telling tales – some true and some false. Two teams will compete to establish who is telling the truth, fuelled no doubt by some great cocktails.
Cannes is a pinnacle event for all businesses attending throughout the week and a chance to drive business objectives for the coming months. It provides a rare opportunity to gather senior executives together – in one beautiful spot – to discuss their advertising challenges and better understand how programmatic technology can help deliver the performance and results they seek. We look forward to coming away from the festival with a fresh perspective and new ideas – along with an affirmation that technology is the natural partner to creativity.