Cannes Lions 2025 may be over, but the signal is clear: audio isn’t just having a moment. It’s shaping the future of media.
From beachfront panels to packed partner dinners, this year’s festival buzzed with conversations about AI, creative innovation, and where brands can actually hold attention. The Odeeo team was on the ground all week, and one thing stood out across every meeting, croissant, and croquet match:
Here’s what we heard, saw, and took away.
Gaming isn’t fringe anymore. It’s a cultural channel where brands can show up with storytelling, scale, and staying power.
A highlight for Odeeo was joining Assembly Global’s panel on gaming and attention. Odeeo Co-founder & President Elad Stern summed it up clearly: “Gaming isn’t just entertainment; it’s one of the fastest-growing, most immersive marketing channels today.”
From AI-driven media to creator collaborations, gaming sat at the intersection of nearly every conversation at Cannes. And audio plays a critical role in making those experiences feel natural, not disruptive.
Cannes Lions winners leaned into humor, vulnerability, and emotion with campaigns that made people feel something real. Whether it was Telstra’s quirky stop-motion or New Zealand’s bold health messaging, emotional resonance stood out.
And sound carries emotion better than any other format. In-game audio reaches players directly and personally. With the right creative, it can turn background moments into brand memories.
Artificial intelligence was everywhere this year, but the narrative shifted. It’s not about replacing human creativity, it’s about enhancing it. Meta, Amazon, and major DSPs shared AI-powered planning tools, but the work that resonated most was deeply human. Storytelling, empathy, and humor, those are things AI can’t automate.
CTV and sports sponsorships dominated the media headlines. With Disney and The Trade Desk opening new paths into streaming inventory, the industry is clearly leaning into programmatic performance. But many conversations quickly turned to what comes after CTV. Brands are looking for high-attention, measurable channels that don’t rely on visual clutter.
“In-game audio is immersive, brand-safe, and fully measurable. It’s becoming the go-to channel for marketers who want outcomes without interrupting the experience,” said Rohan Premnath, Odeeo’s Commercial Lead, EMA.
This year, influencer marketing didn’t just show up; it showed out. Creators were everywhere: on branded yachts, in panel discussions, and leading campaigns that felt more community-driven than commercial. The takeaway? Influence isn’t a tactic anymore. It’s the connective tissue of modern advertising.
And audio fits into that evolution. Whether it’s voicing a brand message or shaping the soundscape of a game, audio has the power to amplify creators in ways that feel native, not forced.
Between our beachside brunch with AudioStack and Sounds Profitable, dinners under the stars, and nonstop meetings across the Croisette, Cannes Lions 2025 was a week of strong signals and stronger conversations.
What stood out? Audio is gaining real momentum. Brands are listening. Publishers are leaning in. And Odeeo is right where it belongs, connecting the dots between creativity, performance, and player experience.
Finally, it was impossible not to notice the absence of many Israeli adtech colleagues this year. Over the past several years, they’ve become a vital presence across the Croisette. We’re hopeful for brighter days and looking forward to reuniting soon.