Cannes Lions has evolved beyond a creative showcase to include significant participation from media companies and platforms. Among the notable out-of-home (OOH) players is Outfront, led by interim CEO Nick Brien, a seasoned Cannes veteran and long-time board member.
For the first time, Outfront brought its XLabs unit to Cannes. XLabs specializes in advanced digital OOH solutions, primarily transit-focused, used by clients such as Aruba Tourism, Visit Fort Lauderdale, and HBO Max. A key feature of XLabs is the integration of gamification, including quizzes accessed via touch screens and QR codes, designed to engage transit passengers. An initial Halloween campaign featured trivia related to supernatural lore around New York.
XLabs’ demo, a scaled-down version of their New York lab, was presented along Cabana Row outside the Palais des Festivals. The display included augmented and mixed reality experiences, dynamic data-driven creative often linked to real-time weather, 3D content, and live streaming. Content was tailored to specific brands and agencies attending Cannes, allowing for category-focused presentations rather than generic showcases.
Chad Shackelford, XLabs’ VP and head of digital creative and a Cannes newcomer, emphasized the importance of aligning presentations with brand categories to foster stronger connections with potential clients.
Nick Brien highlighted the objective to reposition OOH as a cutting-edge medium, distinct from other traditional channels. “Unlike other legacy media, OOH is gaining audience share, connected closely to mobility and mobile devices, and recognized as a trusted platform for brand engagement and performance,” he said.
Brian Rappaport, CEO of OOH media agency Quan, praised Outfront’s role in driving digital innovation in the sector, noting steady yearly growth and increasing brand interest.
While investment figures for XLabs remain undisclosed, insiders suggest spending runs into the millions. Despite flat overall revenue for Outfront in 2023 at $1.83 billion, transit-related income rose by 8.8% to $384 million. Jason Kuperman, Outfront’s chief product experience officer, noted that XLabs innovations are attracting clients focused on direct response goals, who tend to buy more frequently or larger campaigns.
Barry Frey, president and CEO of the Digital Place-based Ad Association, underlined the strategic importance of Cannes for OOH innovation visibility, stating that new technologies such as 3D, AR, and interactive content are transformative. He credited Outfront with advancing the digitization and creative evolution of the global OOH industry, delivering value to brands and agencies.