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Cannes Lions Closer Tackles Why Sports Rights Are Leading the Streaming Wars: ‘A Ceiling Has Not Yet Been Reached' [Yahoo! Finance]
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Welcome to the sprawling Amazon pavilion at The 2024 Cannes Lions , as the five-day advertising and creativity festival wraps Friday night. Gifted seashell bracelets to promote the Prime Video show “The Summer I Turned Pretty.” Quiz-style entertainment on stage from hostesses in vintage frocks. An “Amazon Live” broadcast with young presenters filming center stage. Tablets to order products. Cafes. Cakes. And, at one point, Gwyneth Paltrow for a panel. Amazon had it all. Not only did they steal the show when it came to statement-making digs, but the company let the ad world know at its biggest annual festival that it is a serious partner. Prime Video notably added commercials earlier this year and attended the upfronts for the first time in May. Industry estimates are that if it sold all advertising spots across its platforms, Amazon could take in $6 billion annually, roughly a third of the tally taken by traditional networks at the upfronts each year. “It's exciting. They inv
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