For over 60 years, Cannes Lions has been the seminal celebration for creativity in advertising. But this is the first year that we will see the festival organisers prioritising ad tech. This year, Cannes Lions extended the festival by adding Lions Innovation, a two-day conference focusing solely on how technology is bridging the gap between creativity and data in the industry.
As ad tech has gained relevance at Cannes Lions, xAd set up camp, hoping to share the potential of location with marketers, advertisers and publishers.
We used our location-based marketing platform to bring relevant, timely messages to people near the Palais, at La Croissette and beyond. As people used one of the 30,000 apps on the xAd platform within the festival area, they could receive a rich media banner ad to tell them the distance to xAd’s yacht, The Good Life.
We also used beacon technology to let attendees know that we offered something nearly invaluable in Cannes: free coffee. The Cannes Lions organisers placed beacons at the entrance and registration zones so Bluetooth users received a message directing them to xAd’s branded Vespa coffee station in the Lions Lounge.
To find out more about the potential of location marketing, get in touch with the xAd team at contactus@xad.com
This advertisement feature is brought to you by xAd, sponsors of the Guardian Media Network’s Future of advertising hub.
