THURSDAY, JUNE 25th
2:00 PM - 2:30 PM
Rethinking video strategy for brand growth
Most brands believe they have a reach strategy. In reality, many are still operating a duplication strategy — overspending on audiences they already reach while missing those that actually drive growth.
In this invite-only session at Cannes Lions, Kantar and Amazon Ads challenge common assumptions in video planning. We explore where video investment still goes wrong — and how brands can build more effective, outcome-driven strategies.
From reach to real impact
The industry has long focused on total reach. But reach isn’t the real problem — incremental, qualitative reach is
What matters is not how many people you reach, but whether you are reaching new audiences, managing frequency effectively, and ensuring your creative works in each environment.
When video is planned as a connected system rather than a list of channels, brands unlock stronger reach and better brand outcomes.
What you'll take away:
- Why incremental reach matters more than total reach
- How to move from channel planning to audience orchestration
- Why creative drives half of campaign success
- What smarter video planning actually looks like in practice