What Cannes Lions 2025 Told Us About the Future of Audio, Podcasting, and CTV

We didn’t touch down in the south of France this year—but like many in the industry, we were paying close attention to what was coming out of Cannes Lions 2025. Between the panels, press coverage, brand announcements, and social chatter, one thing became clear: audio, podcasting, and CTV are no longer on the sidelines—they’re shaping the frontlines of modern media strategy.

Here’s what we observed as standing out from the conversation this year:

1. Audio is stepping into the spotlight.
   From immersive soundscapes to personalized sonic branding, brands are investing in audio not just as a support channel, but as a primary driver of connection. Many of this year’s celebrated campaigns used sound to build emotional resonance and brand recall in ways that visual-only formats simply can’t replicate. It’s a reminder that when audio is strategic and intentional, it drives real impact.
2. Podcasting is maturing—and accountability is catching up.
   Branded podcasts, host-read sponsorships, and guest-driven content strategies are evolving from experimental to essential. But with scale comes scrutiny. Cannes sparked fresh conversation around how we measure the real influence of podcast investments—not just downloads, but brand lift, sentiment, and behavior. As the medium matures, so must the measurement.
3. CTV is forcing a creative reckoning.
   With CTV ad spend continuing to rise, marketers are being asked to think differently about creative performance. We saw a strong emphasis on measuring the effectiveness of creative within lean-back environments like streaming platforms, where attention behaves differently and sound plays a crucial role. The shift? Treating CTV not just as a media channel, but as a space where creative and context must be perfectly in sync.
4. Cross-platform storytelling demands unified insights.
   The campaigns earning attention this year weren’t bound by a single format—they moved fluidly across podcast, CTV, radio, and digital audio. The challenge? Measurement systems that still operate in silos. Marketers are looking for ways to understand creative performance across channels, so they can optimize in real-time and prove true ROI.
5. The most effective creative is personalized and measurable.
   Above all, the Cannes conversation seemingly emphasized that creative needs to be as dynamic as the audiences it serves. Whether adapting audio by region, tailoring CTV spots to audience behavior, or testing podcast formats for engagement, the brands leading the way are the ones building flexibility and measurement into every campaign.

In short: Even from afar, Cannes Lions 2025 delivered a clear message: brands can’t afford to guess when it comes to creative performance. Whether it’s a podcast ad, a streaming video spot, or a multichannel campaign, the ability to test, learn, and adapt is what turns great creative into great outcomes.