Retailers Embrace Cannes Lions for Retail Media Growth
Cannes Lions International Festival of Creativity, which Adweek and Retail TouchPoints describe as an increasingly important global venue for retail media strategies, has become an essential proving ground for retail media networks. Major players like Walmart Connect, CVS Media Exchange, Pinterest and DoorDash are using the event to court brands, showcase data-driven strategies and position themselves as indispensable partners in an evolving omnichannel landscape.
Retail media networks, advertising platforms run by retailers, have grown into a nearly $100 billion global industry, according to Adweek. As marketing dollars shift from traditional channels to closed-loop retail data, Cannes Lions provides a rare forum to forge partnerships with CPG brands and creative agencies seeking measurable, targeted reach. This year’s festival reflects a growing consensus that retail media is no longer a niche discipline but a mainstream pillar of the marketing ecosystem.
Walmart Connect's Cannes Strategy
Walmart Connect, the retailer’s advertising arm, highlighted its omnichannel proposition at Cannes Lions 2025 with an emphasis on "winning carts and minds." The offering centers on uniting Walmart’s massive in-store audience with its expansive eCommerce footprint, enabling brand partners to execute campaigns with full-funnel measurement.
At Cannes, Walmart Connect focused on three pillars: scale (240 million weekly customers), closed-loop measurement (connecting impressions to sales) and omnichannel relevance (serving ads both digitally and in-store).
Retailers see Cannes as a chance not only to attract advertisers but also to prove that retail media’s promise of precision and accountability can match creative ambition. Walmart Connect’s approach aims to become a top-tier media network, with Cannes serving as both stage and strategy session for building relationships with global brands.
Competitive Landscape at Cannes
Walmart is not alone. CVS Media Exchange showcased its healthcare-focused shopper data, offering brands an opportunity to target health-conscious consumers in privacy-compliant ways, according to Retail TouchPoints. Pinterest used Cannes to position itself as an inspiration-to-purchase platform, promoting its integration with eCommerce retailers. DoorDash Ads highlighted its unique last-mile delivery data for targeting restaurant and CPG partners.
These strategies illustrate a wider retail media reckoning. As Adweek notes, retail media networks face increased scrutiny around measurement standards, brand safety and transparency. Cannes offers a forum to address these concerns while reinforcing the power of first-party data.
Omnichannel Impact
The rise of retail media at Cannes demonstrates the industry's shift toward omnichannel retailing. By meeting creative agencies and brand partners where they gather to plan campaigns, retailers signal their ambition to be not just points of sale, but media owners with sophisticated audience insights.
As retail media continues to mature, the Cannes Lions Festival is poised to remain a key battleground for retailers and brands shaping the future of commerce.
