Welcome to a special edition of The Media Odyssey Podcast from the heart of the Croisette at Cannes Lions! Hosts Marion Ranchet and Evan Shapiro dive into the evolving mood and key narratives emerging from the industry’s most vibrant gathering. From linear TV’s staying power in Europe to the acceleration of addressable advertising and first-party data, they set the stage for a candid, high-energy conversation on the state of the market.
Joining them are two major voices shaping media’s future: Dan Callahan, newly appointed SVP and CRO at Spectrum Reach, and Dave Campanelli, President of Global Investments at Horizon Media. The group unpacks the dominance of sports in the upfronts, the murky waters of multi-currency measurement, and how AI is transforming both creative and campaign performance. It’s a sharp, forward-looking dialogue about attention, collaboration, and the tectonic shifts reshaping how we define effectiveness in a converging media world.
Key Takeaways:
1. Sports is the Anchor of Upfronts
Sports content is driving upfront media buys more than ever, with brands aggressively securing placements around high-impact events like the Super Bowl well ahead of schedule.
2. Multi-Currency Measurement is a Work-in-Progress
The transition away from a single dominant currency (Nielsen) toward a fragmented, multi-currency ecosystem is proving complex and inconsistent. A lack of sell-side standardization remains a major hurdle to scalable adoption.
3. Creative + Context = Future of TV Advertising
With AI accelerating creative production and optimization, there's growing emphasis on aligning ad tone and mood with surrounding content. Matching emotional context is becoming a new frontier for premium video advertising effectiveness.
4. The Programmatic Model is Under Pressure
As CTV gains ground, legacy programmatic models—filled with intermediaries and "ad tech tax"—are being questioned. With a more finite set of publishers, buyers are increasingly seeking direct, data-rich relationships.
Thank you Dan Callahan for joining the pod!
LinkedIn: https://www.linkedin.com/in/dan-callahan-28956015
Thank you Dave Campanelli for joining the pod!
LinkedIn: https://www.linkedin.com/in/david-campanelli-b9b39464/
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Connect with us on Linkedin:
Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/
Marion Ranchet - https://www.linkedin.com/in/marionranchet/
Newsletters:
Marion Ranchet - https://marionranchet.substack.com/
Evan Shapiro - https://eshap.substack.com/