"Cannes is all about the experience. If you invite your partners and clients to a yacht party, they'll have a great time, they'll feel looked after and leave tipsy and happy. Invite them to an intimate lunch in a nice restaurant, they'll feel valued, special, and probably also leave tipsy and happy. Some prospects will only experience Cannes remotely, online from their desk in their office."
"Spotify has refined its experience so that as a user I no longer need to curate my music choices, the platform has already done it for me. Apple used its large retail presence to deliver customer experiences that surprised and delighted. These are worthy award winners, because they had a vision beyond the immediate conversion, to the value of enjoyment, and longevity. We can learn from this."
"Digital advertising ignored user experience for too long. By optimising on abstract metrics, the impact on internet users became too much. People were annoyed at retargeting, they were outraged at their data being treated with neglect. People felt helpless to protect their identities online. The result: GDPR and ePrivacy, a backlash against social platforms, ad blindness, ad blocking, brand safety... all-in-all, a general distaste for online advertising. The fall-out of this dominated the conversations at Cannes this year."
Experience determines how people feel and how brands are perceived, with different experiences fitting different stages of the customer funnel. Award-winning examples like Spotify and Apple's in-store programme show experience that removes friction, surprises customers, and focuses on enjoyment and longevity beyond immediate conversion. Neglecting user experience in digital advertising led to irritation, privacy violations, and a sense of helplessness among users. Regulatory responses and consumer behaviors—GDPR, ePrivacy, ad blocking, ad blindness, and concerns about brand safety—reflect that backlash. Restoring balance between measurement and user-centric experience is necessary to rebuild trust and long-term value.
Read at The Drum
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