Cannes for the fiftieth
Samuel Helbling on the consistent preference for below-the-line measures
Samuel Helbling on the constant preference for below-the-line measuresIn an industry that thrives on optimism, hope seems to die last: despite the global advertising crisis - with the exception of emerging countries with steep economic growth - 16,000 works were once again sent to the competition in Cannes this year. That is only five percent less than last year. Over 8000 visitors are expected at the advertising festival on the Côte d'Azur. What began 50 years ago with the screening of 80 commercials in front of 200 visitors has developed into the most important and largest advertising festival in the world. The legendary Cannes reel with the best television commercials enjoys international cult status - far beyond the advertising industry.
But Cannes is no longer just a festival for advertising films. Since the 1990s, prizes have also been awarded here in the areas of press & outdoor, direct marketing, internet advertising and media. With this diversification, the festival has prepared itself for the eventuality that advertising-financed television should one day become a discontinued model. This is exactly what the German Mercer Management Consulting (www.mercermc .de) recently predicted. The German consultants assume that a new generation of end devices for skipping and bridging commercial breaks will become standard in the near future.
This reduces advertising efficiency and forces advertisers to use new forms of communication.
Market researchers estimate that of the three billion euros lost by the traditional advertising market in Germany since 2001, one billion has been used in favor of more direct and individual advertising formats. The statistics on submissions in Cannes also provide an indication of the beginning of this development: while fewer and fewer works are taking part in the competition in the traditional disciplines, the below-the-line segment is growing from year to year.
Samuel Helbling, Editor-in-Chief
But Cannes is no longer just a festival for advertising films. Since the 1990s, prizes have also been awarded here in the areas of press & outdoor, direct marketing, internet advertising and media. With this diversification, the festival has prepared itself for the eventuality that advertising-financed television should one day become a discontinued model. This is exactly what the German Mercer Management Consulting (www.mercermc .de) recently predicted. The German consultants assume that a new generation of end devices for skipping and bridging commercial breaks will become standard in the near future.
This reduces advertising efficiency and forces advertisers to use new forms of communication.
Market researchers estimate that of the three billion euros lost by the traditional advertising market in Germany since 2001, one billion has been used in favor of more direct and individual advertising formats. The statistics on submissions in Cannes also provide an indication of the beginning of this development: while fewer and fewer works are taking part in the competition in the traditional disciplines, the below-the-line segment is growing from year to year.
Samuel Helbling, Editor-in-Chief
