Our Head of Marketing Tilman Eberle was compelled by his experience in Cannes to share his thoughts. Here’s an extract:
Rising above the Croisette, blocking out the daylight, Snapchat’s ferris wheel cast a long shadow at this years Cannes Lions. A pointless folly, demonstrated that the agency landscape is being eclipsed more than ever before.
Where once were creative and media agencies, now stand tech companies. From the Comcast beach to the Sizmek yacht, advertising technology was unavoidable. Just as striking was the lack of agency presence, and prominence of major publisher brands – Spotify, Vice, Pinterest. At vi we took over a local creperie during the festival.
The shifting sands of Cannes beach represents the paradigm shift we’re experiencing, and the financial muscle that is shifting its weight. Without speculating too much, publishers and technology companies are elbowing traditional advertisers out, and hard.
The big wheel keeps on turning, and there’s not enough room for everyone to be on board. For many traditional advertisers, perhaps it’s time to dismount. For companies intent on innovation and reducing distance between advertisers and publishers, the ride is just beginning.
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