The Creative Equation: Where Science Meets Storytelling, Part 2
As CTV transforms the advertising landscape, a powerful shift is underway—one where data-driven precision and creative storytelling are no longer separate forces, but strategic partners. In the second part of this series, filmed at Cannes Lions and sponsored by LG Ad Solutions, we sat down with industry leaders who are redefining what it means to connect with audiences in a world where performance and imagination go hand in hand. From shoppable formats to immersive home screen experiences, these industry experts explain how brands are embracing CTV as the ultimate canvas for meaningful impact.
LG Ad Solutions, Universal Ads’ James Borow reminds us just how performant CTV can be when it’s measured properly. That starts with making sure CTV is measured differently than digital—and why, when it is, the results are hard to ignore as “always-on” campaigns are now starting to drive real results.
Amazon’s Jeremy Helfand explains why data and storytelling don’t need to be enemies. It’s all about making sure that shoppable TV doesn’t mess with the viewing experience and reducing friction as much as possible with the sort of one-click experiences Amazon is known for.
Heineken's Rob Van Griensven reminds us that when advertising feels intrusive, we’re doing it wrong. He breaks down why the interactive nature of CTV makes shoppable ads feel like natural opportunities rather than interruptions. It's all about treating them as an enhancement of linear TV, not a replacement.
Horizon Media's Domenic Venuto explains why data needs to enhance emotion, not replace it. It’s why media agencies need to balance optimization with emotional connection. Because while generative AI tools are making creative more sophisticated, Venuto argues the goal isn't to remove the human element but to better understand consumers mindsets and meet people where they are with the right message.
