New Digital Age spoke with Elsa Murray, Senior Sales Director about LG Ad Solutions’ experience at this year’s Cannes Lions festival and the current state of the marketplace for CTV advertising…
What was LG Ad Solutions’ main motivation for attending Cannes this year, and did having your own base meet those expectations?
Our objective wasn’t simply to have a presence at Cannes, it was to create a space where we could have meaningful conversations with clients, partners and the wider industry. Having our own apartment gave us the flexibility to do that in a way that felt productive rather than transactional.
Looking back, it absolutely met those expectations. It allowed our teams to bring together clients, partners and industry leaders for conversations that extended well beyond scheduled meetings. Those discussions have continued well beyond Cannes, which is the best measure of whether the investment was worthwhile.
What were the key things LG Ad Solutions showcased at Cannes this year, and how were they received?
We wanted to demonstrate where CTV is heading, and the role LG Ad Solutions is playing in that evolution.
Across our meetings and thought leadership sessions, we focused on how brands can engage audiences on the biggest screen in the home while delivering measurable business outcomes. That included conversations around the LG Home Screen as a premium discovery environment, the continued evolution of CTV, and our broader commitment to giving advertisers greater accountability through independent measurement and outcomes-based solutions.
The response reinforced what we’ve been seeing across the market: advertisers are looking for practical solutions that help them navigate an increasingly fragmented TV landscape while maintaining the quality and accountability they expect.
LG Ad Solutions sponsored and took part in NDA’s Digital Women panel in Cannes. Why was it important for the business to support this, and what impact did it have?
Supporting NDA’s Digital Women panel was important to us as it aligns directly with how we think about building stronger leadership across the industry.
We worked closely with the organisers and speakers in advance to shape a conversation that went beyond surface-level discussion. The panel focused on practical challenges women face as they progress into senior roles-how to build visibility without compromising authenticity, how to navigate moments of transition, and how to influence decision-making in environments that are still evolving.
It led to a more honest and actionable discussion than you often see during Cannes. The feedback we received reflected that, and it’s something we’re keen to continue supporting beyond the event itself.
What ended up being the main talking points of this year’s festival from your perspective?
Every year, Cannes has its buzzwords, but looking back a few weeks later, the conversations that have endured are often the most interesting.
AI was naturally part of almost every discussion, but it wasn’t the whole story. What stood out was the industry’s focus on how AI can solve real business challenges rather than simply being viewed as a new technology.
Alongside that, there was continued focus on premium environments, trusted media, measurement and outcomes. The conversation has shifted from whether CTV works to how advertisers can make increasingly fragmented viewing habits work harder for their business.
What sort of support were your clients looking for during the event, and did that differ from what you expected beforehand?
One consistent theme in our team’s conversations was that advertisers are seeking greater simplicity in an increasingly complex ecosystem.
They’re not asking for more channels or more technology for their own sake. They’re looking for trusted partners who can help them reach audiences in premium environments while providing confidence that their investment is delivering meaningful business outcomes.
That aligns closely with the direction we’ve been taking. Increasingly, success isn’t measured simply by campaign delivery-it’s measured by business impact and the ability to demonstrate that impact through independent, transparent measurement.
Looking back, what would you define as a “successful Cannes” for LG Ad Solutions this year? Did you achieve it?
For us, success is measured by the quality of the conversations but also by whether they continue afterwards.
Looking back, we’re encouraged by the momentum that has carried beyond Cannes. The event strengthened existing relationships, opened new conversations, and reinforced that our strategy is closely aligned with where the market is heading.
That’s ultimately what we hoped to achieve.
For those who attended Cannes for the first time this year, what advice would you now give based on your experience?
It’s easy to think Cannes is all about the busiest schedule, but some of the most valuable conversations happen in the moments between planned meetings.
Go in with a clear sense of what you want to learn, leave room for unexpected conversations, and remember that the real value isn’t what happens during the week itself – it’s the relationships and ideas that continue long after everyone has returned home.
