Creativity powering commerce: Cannes Lions 2026

At Cannes Lions 2026, one theme emerged consistently across the Croisette and in conversations with brands and partners: creativity powering commerce is critical for durable growth.

As customer journeys become increasingly fragmented, marketers are looking for ways to bring together creativity, media and commerce throughout the funnel. The result is a more integrated approach — powered by innovation that scales, full-funnel solutions that spark brand growth and signals that drive impact.

Innovation that scales

As commerce media evolves, advertisers are looking for greater flexibility in how they activate audiences, extend reach and measure performance — making open and interoperable media ecosystems increasingly important to driving performance at scale.

Ryan Mayward, GM & SVP of Walmart Connect U.S., hosted an in-suite discussion with leaders from WPP Media, Magnite, Mediaocean and Yahoo DSP on the impact that commerce signals are having in driving measurable outcomes in CTV. He highlighted Walmart Connect's recent expansion of access to Walmart audiences and measurement through new partnerships with Yahoo DSP and Magnite, as well as Google Display & Video 360 for YouTube inventory.

The week also included Walmart's plans to acquire Vibe.co, a self-serve connected TV advertising platform designed to make streaming TV advertising more accessible and measurable for small and mid-sized businesses and mid-market advertisers.

For advertisers, these partnerships provide more choice and make it easier to activate audiences, extend reach and connect media investments to measurable business outcomes.

Full-funnel solutions that spark brand growth

As media, content and commerce continue to converge, brands are rethinking how they turn cultural relevance into sustained growth. The opportunity lies in creating experiences that move seamlessly from inspiration to action.

We kicked off our time in Cannes hosting a Variety-moderated session, in which Seth Dallaire, EVP and Chief Growth Officer of Walmart, joined Spotify, the NFL and L’Oréal to explore the intersection of entertainment with advertising. Later in the week, I moderated a panel with industry leaders from Procter & Gamble, Coca-Cola and Walmart U.S. on the role culture plays in shaping modern brand building. Across discussions spanning entertainment, sports, creators and commerce, a common theme emerged: the strongest brands don't simply show up in culture — they become part of the moments, communities and experiences that matter most to customers.

We shared more about Backyard Escapes, the first premium branded content special developed and distributed via a partnership between Walmart Connect and VIZIO. The program combined creator-led storytelling, shoppable experiences and cross-platform content to connect inspiration and shopping in a seamless customer experience, driving a 37% year-over-year increase for Walmart's Patio & Garden Event,¹ a 54% increase in digital sales² and attracting nearly 50% new Patio & Garden shoppers.³

Beyond new formats and storytelling, we're also expanding the reach of our commerce media ecosystem with the introduction of Sam's Club Connect. By aligning Walmart Connect U.S., Walmart Connect International and Sam's Club Connect through shared technology, tools and capabilities, we're making it easier for advertisers and partners to reach customers wherever they choose to shop.

Signals that drive impact

Throughout the week, Walmart Connect focused on the growing importance of connected signals and measurement capabilities that help marketers understand not just who they reached, but how media investments influence customer behavior.

As Jon Gibs, Group Director of Media Insights & Measurement at Walmart Connect, shared during a discussion with Circana, the goal is no longer to explain past performance, but to inform future growth. This requires an ecosystem approach that combines first-party data with third-party measurement to give a more complete and trusted view of customer behavior.

At the Walmart Connect Studio, Linda Lomelino, Walmart's VP of Product, Data Monetization & Ads spoke with Mike Feldman, SVP of Commerce at Flywheel, to discuss how connected retail signals are helping advertisers gain a more complete view of customer behavior and business outcomes. She highlighted the Scintilla Media Data Feed, a new capability that gives partners access to connected retail signals through secure API access.

At Walmart Connect, we provide a more complete view of sales trends, media performance and customer behavior. The value isn't simply access to more data — it's the ability to turn signals into action.

Thank you to our advertisers, partners and associates for helping make Cannes Lions 2026 such a memorable week. Follow Walmart Connect on LinkedIn for more highlights from Cannes Lions 2026.

Sources: ¹Walmart first-party data, March 9–April 30, 2026 vs. March 10–May 1, 2025. ²Walmart first-party data, March 7–April 24, 2026 vs. March 8–April 25, 2025. ³Walmart first-party data, March 7–April 24, 2026.