Media Trends on the Croisette

Written by Kristy Quagliariello and Jacqueline Goldberg .

While CES may kick off every year with industry predictions and partnerships, it’s six months later when the who’s who in media and ad tech gather in Cannes to check in and validate the accuracy of those predictions.?

This year, Klick Media team’s Cannes Lions International Festival of Creativity experience was jam-packed with meetings, panels, and events. There was no shortage of adTech and media there, from company beach club take-overs to branded yachts and penthouses that doubled as meeting spaces overlooking the Palais.?

What we uncovered was that many of the initial CES themes were present in the South of France:?

• Artificial Intelligence (AI) was everywhere: AI conversations continued to dominate at the Cannes Cannes Lions International Festival of Creativity. Google, Meta, TikTok, and tout le monde were talking about AI. While some companies had novelty demos for attendees to play with, many panels focused on how AI can evolve from a buzzword to a practical application.?

Media Implications: While biddable media has been tapping into AI and machine learning for years, advancements in capabilities, like search, analytics, and programmatic processes will result in more efficient optimizations and reduced ad waste. This shift translates to an enhanced consumer experience and improved brand performance.?

• Retail Media Networks (RMN) continue to grow: With retail media spending expected to rise, Amazon, Target, Chase Bank, Criteo, Kroger, Albertsons, Instacart, United Airlines, and Walmart were all well represented, showing off their retail media networks. Uber Eats provided free late-night pizza beside the Gutter Bar, where the who’s who of Media assembled to discuss the day’s hot topics.?

Media Implications: The influx of RMN has created new opportunities for marketers while accelerating fragmentation. This decentralization of walled gardens, such as Google and Amazon, makes it challenging for brands to manage holistic approaches to retail media.

• Major 2024 Tentpoles and Cultural Moments: The Paris Olympics, FIFA soccer, and the U.S. election were hot topics throughout the week. Everyone from NBC and Freewheel touted how big the next few months will be in advertising. Olympian Shaun White appeared on La Croisette, while actress Halle Berry carried the Olympic torch as it made its way through Cannes on Day 2 of the festival.?

Media Implications: NBC will launch the largest live sports streaming experiment this summer. Digital buying will become highly competitive, and costs per one thousand impressions (CPMs) are expected to increase exponentially as more people than ever will be tuning into these events.?

• 1:1 Connections and Advertisement Authenticity: A central theme across festival programming, panels, and activations was “delivering the right message to the right person at the right time.” Creators were out in full force throughout the week at YouTube, Snap, TikTok, and Instagram installations. At Amazon’s A’Maison, influencer du jour Alix Earle discussed the importance of authenticity in partnerships. This year, Cannes introduced a Creator's Pass, further integrating influencers into the event. Creators seem to be leading this significant shift, with over three times the number of influencers in attendance compared to previous years.?

Media Implications: Deeper connections with consumers through tailored campaigns start with creative and partnerships that resonate with audiences and extend to social and programmatic activations.?

Without a doubt however, the best part of the festival is the serendipitous nature of encounters on La Croisette. These spontaneous meetings often lead to significant business opportunities, connecting with new partners and old colleagues. It's a "choose-your-own-adventure" experience, where every unplanned meeting can lead to new paths and possibilities. So much fantastic work gets done, and the ability to celebrate and meet in person is a welcome opportunity—especially as so many meetings these days are virtual.?

Bottom line: Going to Cannes is a must for Media professionals, and we are excited about Cannes 2025, only 51 weeks away!

Kristy Quagliariello , VP of Programmatic Media at Klick, manages a team of 10+ and oversees all in-house programmatic activations. She is passionate about talent development with extensive experience in the evolving programmatic space. A #billsmafia fan, she enjoys travelling, her new puppy Enzo Cannoli, Pilates, and binging true crime.?

Jacqueline Goldberg , Senior Director and Enterprise Partnership Lead at Klick brings over 10 years of healthcare marketing experience. She drives strategic partnerships, negotiates Klick-wide media rates, and manages enterprise deals for maximum client ROI. Jacqueline excels in identifying potential partners, leveraging media insights, and collaborating with cross-functional teams to align goals. She uses data analytics to track performance and adapt strategies based on industry trends.