JCDecaux Event: Out-of-Home Ads as Empathy Catalysts
At Cannes Lions, JCDecaux and Ipsos explored how out-of-home advertising is evolving. The session highlighted empathy as a key driver for brand growth in a shifting world.
During a session at Cannes Lions, co-hosted by JCDecaux and Ipsos, industry leaders discussed the evolution of out-of-home (OOH) advertising and its role in a changing global landscape. The discussion centered on how empathy is becoming a critical factor for brand growth.
Research presented by Ipsos indicated a climate of widespread uncertainty and declining trust in institutions. However, this is juxtaposed with a growing desire for reconnection and collective experiences, creating opportunities for brands to foster genuine connections with consumers.
Empathy has emerged as a significant differentiator for brands. Ipsos data suggests that 69% of consumers believe empathy greatly influences brand preference. Brands aligning with consumer values and demonstrating authenticity are building long-term trust and loyalty.
Alban Duron, Marketing Director at JCDecaux France, emphasized OOH's unique position. He stated that its inherent presence in people's daily journeys and collective experience allows it to capture attention naturally and contextually, making it a powerful medium for brands seeking cultural relevance.
Eleanor Thornton Firkin from Ipsos presented findings showing that creativity combined with empathy significantly amplifies advertising effectiveness. The combination of attention, creativity, and empathy was identified as the formula for deeper engagement and sustained brand growth.