While Cannes Lions was once primarily a stage for celebrating creative excellence, over the past 15 years media companies and digital platforms have increasingly taken over key spaces – from the beaches along the Croisette to the stages inside the Palais des Festivals, Digiday notes.
Among the companies aiming to make an impact at this year’s festival is Outfront Media, led by experienced industry veteran Nick Brien, who currently serves as interim CEO and has been a member of the company’s board for a decade. For the first time, Outfront is showcasing its innovative division XLabs at Cannes – known for developing cutting-edge digital out-of-home (DOOH) solutions, particularly in transit advertising.
XLabs is behind campaigns for brands such as Aruba Tourism, Visit Fort Lauderdale, and HBO Max, and is especially popular among advertisers in the tourism and destination marketing sectors.
As explained by Chad Shackelford, Vice President and Head of Digital Creative at Outfront, XLabs has now added gamification features to its offerings – such as quizzes passengers can interact with via touchscreens and QR codes on public transport. One early test included a Halloween-themed quiz about supernatural legends from the New York area.
At Cannes, XLabs is presenting a miniature version of its New York lab, set up along Cabana Row just outside the main festival hall. The demo content is tailored for specific agencies and brands registered to explore the showcase, and includes augmented reality (AR), mixed reality, dynamic data-driven content (such as weather-based triggers), 3D creative formats, and live streaming solutions.
‘Based on the brands we meet here, we’re building category-specific playlists to align content with their industries. I don’t just want to show a ‘best of’ – I want to build meaningful connections with brands’, says Shackelford, formerly a creative director at Havas.
Breaking Away from Legacy Formats
Nick Brien emphasizes that the goal of XLabs is to demonstrate how DOOH media can be relevant, measurable, and performance-driven – unlike some traditional media that are steadily losing audience share.
‘Unlike other legacy media, we’re not losing audience – we’re gaining it. We are inherently connected to mobility and mobile devices. Our outdoor displays are increasingly recognized as trusted media channels for delivering real experiences’, Brien said.
Digiday also cites Brian Rappaport, CEO of specialist agency Quan, who says that Outfront is ‘continuing to set the standard for innovation in the OOH sector,’ calling this ‘a seismic shift – not just a slight evolution.’
Million-Dollar Investments and Growing Interest
While the company has not disclosed official investment figures, it is known that XLabs represents a multi-million dollar initiative. But as company representatives point out, the focus is on outcomes.
‘We now have clients who are genuinely excited about solutions they may not have considered before. Thanks to interactivity, these formats are also attracting brands with lower-funnel goals – who are now buying more frequently or committing to larger campaigns’, says Jason Kuperman, Chief Product Experience Officer at Outfront.
In closing, Barry Frey, President of the Digital Place-based Advertising Association, explains why having a presence at Cannes Lions is so crucial.
‘Our mission has always been to accelerate the digitization and innovation of the global OOH industry. We’re talking about 3D, AR, interactive content, creative tech applications. Outfront is delivering what we’ve been advocating for years – and the more OOH leaders push this forward, the more value it will generate for brands and agencies alike’, Frey says.
