Cannes Lions 2025 was more than an award show it became a living case study in how brands like Netflix and TikTok use billboard advertising.
Netflix Spotlights Its Streaming Power Outdoors
At Cannes Lions, Netflix didn’t just rely on screens—it went full OOH. With branded lounges, outdoor digital panels, and creative activations along the Croisette, the streaming giant made a strong statement about its storytelling dominance. These installations weren’t just flashy—they were strategic. Netflix used these touchpoints to highlight global series like Wednesday and Squid Game, effectively merging content promotion with billboard advertising rates designed to maximize foot traffic and press coverage.
TikTok Turns Engagement Into Real-World Impact
TikTok brought its signature energy to Cannes through vibrant outdoor installations that echoed its viral content. Their setup included massive LED walls showing real-time content, creator lounges for influencers, and social challenges activated on-site. These elements blended digital creativity with physical outdoor advertising placements, demonstrating how brands can amplify reach by combining billboard advertising prices with content that’s built to be shared. Networking hubs inside TikTok’s space also attracted marketers looking to explore Gen Z strategies firsthand.
Cannes Lions Becomes a Billboard Playground
The streets of Cannes transformed into a billboard gallery with dynamic formats, including digital billboards, interactive wallscapes, and AR-integrated posters. Each creative installation reflected how brands are adapting their campaigns to be more immersive, culturally relevant, and strategically located. The variety of formats also revealed insights into billboard advertising prices, with high-impact zones commanding premium rates. For marketers attending the festival, this acted as a live catalog of the best OOH advertising trends and performance strategies.
Networking Lounges as Brand Strategy Powerhouses
The campaign's ability to interrupt the ordinary and immerse people in a cinematic moment is what sets it apart. This isn't just advertising — it's an experience that turns billboards into plot devices, drawing in viewers and building suspense before they even enter the theater.
OOH Advertising Rates Rise With Visibility
Cannes Lions continues to attract the world’s top creatives—and with it, the demand for billboard real estate explodes. Advertising rates for key placements along the festival circuit have surged, as brands understand the ROI of being seen at the epicenter of global creativity. From backlit signage to 3D billboards, advertisers were willing to pay a premium for visibility, showing how billboard advertising prices are tightly linked to event timing, footfall, and brand synergy. BM Outdoor notes a similar rise during other major global events.
#Wednesday and the Rise of Cultural Tie-Ins
One of the most clever activations was Netflix’s reference to Wednesday, which made a mysterious appearance throughout the festival. From pop-up billboards with dark gothic designs to eerie violin performances near brand lounges, the campaign served as a masterclass in cultural marketing. The success of this tie-in underlines how OOH advertising can tap into pop culture to drive fan connection and social media amplification—without needing massive media buys. Strategic placement and timing can outweigh traditional billboard advertising rates when done creatively.
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- Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
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