{"id":85,"date":"2025-05-27T17:50:16","date_gmt":"2025-05-27T17:50:16","guid":{"rendered":"https:\/\/events.omc.com\/cannes\/?page_id=85"},"modified":"2025-06-12T17:21:39","modified_gmt":"2025-06-12T17:21:39","slug":"rethinking-live-think-beyond-the-moment-to-maximize-investment-impact","status":"publish","type":"page","link":"https:\/\/events.omc.com\/cannes\/rethinking-live-think-beyond-the-moment-to-maximize-investment-impact\/","title":{"rendered":"Rethinking Live: Think Beyond the Moment to Maximize Investment Impact"},"content":{"rendered":"[vc_row type=”full_width_background” full_screen_row_position=”middle” column_margin=”none” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”100″ bottom_padding=”0″ top_padding_phone=”50″ bottom_padding_phone=”0″ text_color=”light” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” color_overlay=”#000000″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column top_padding_desktop=”50″ bottom_padding_desktop=”50″ left_padding_desktop=”50″ constrain_group_101=”yes” right_padding_desktop=”50″ top_padding_phone=”50″ column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#ffffff” column_border_style=”solid” column_padding_type=”advanced” gradient_type=”default”][vc_custom_heading text=”Rethinking Live:” font_container=”tag:h1|text_align:left” use_theme_fonts=”yes” css=””][vc_custom_heading text=”Think Beyond the Moment to Maximize Investment Impact” font_container=”tag:h2|font_size:64|text_align:left|color:%23e2ff00|line_height:1.1″ use_theme_fonts=”yes” css=”.vc_custom_1749060580183{margin-bottom: 0px !important;}”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”none” equal_height=”yes” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”0″ bottom_padding=”60″ constrain_group_2=”yes” top_padding_tablet=”75″ top_padding_phone=”0″ text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column top_padding_desktop=”50″ constrain_group_100=”yes” bottom_padding_desktop=”50″ left_padding_desktop=”50″ right_padding_desktop=”25″ left_padding_phone=”25″ column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”advanced” border_left_desktop=”1″ border_bottom_desktop=”1″ border_left_phone=”1″ border_right_phone=”1″ border_bottom_phone=”0″ column_border_color=”#ffffff” column_border_style=”solid” column_padding_type=”advanced” gradient_type=”default”][vc_column_text css=”.vc_custom_1749500040747{margin-bottom: 0px !important;}” text_direction=”default”]\n

Consumers\u2019 perception of Live is shifting. Once seen simply as tentpole moments on TV, Live has become far more multi-dimensional.<\/strong><\/p>\n

This shift is particularly noticeable among younger audiences, driven by cultural changes that emphasize shared, authentic experiences, the rise of co-viewing, an increasingly influential creator ecosystem, and more. Platforms have facilitated this evolution by integrating functionalities that enhance real-time collective viewing experiences and two-way interactions. Today, the definition of Live\u00a0transcends its traditional roots in tentpole TV moments, where more consumers now equate Live with live-streaming on social platforms than they do traditional TV\/streaming. Live has expanded to include primary and ancillary content; a temporal dimension where the \u201cbefore\u201d and \u201cafter\u201d are as important to consider as the \u201cduring\u201d; and a growing set of elements ranging from content, to conversation, to commerce.<\/p>\n

Marketers must meet the moment by re-thinking their own conventional wisdom around Live. This means developing comprehensive vertical and horizontal strategies that encompass all stages of Live events, optimizing content for multi-screen engagement, maintaining flexibility for spontaneous activations and interactions, and implementing robust KPI frameworks to measure success much more broadly and deeply.<\/p>\n[\/vc_column_text][\/vc_column][vc_column top_padding_desktop=”50″ constrain_group_100=”yes” bottom_padding_desktop=”50″ left_padding_desktop=”25″ right_padding_desktop=”50″ top_padding_phone=”0″ right_padding_phone=”25″ column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” font_color=”#ffffff” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”advanced” border_right_desktop=”1″ border_bottom_desktop=”1″ border_left_phone=”1″ column_border_color=”#ffffff” column_border_style=”solid” column_padding_type=”advanced” gradient_type=”default”][vc_raw_html css=””]JTNDc2NyaXB0JTNFJTBBJTIwJTIwJTI4JTI4JTI5JTIwJTNEJTNFJTIwJTdCJTBBJTIwJTIwJTIwJTIwY29uc3QlMjBzY3JpcHQlMjAlM0QlMjBkb2N1bWVudC5jcmVhdGVFbGVtZW50JTI4JTIyc2NyaXB0JTIyJTI5JTNCJTBBJTIwJTIwJTIwJTIwc2NyaXB0LnNldEF0dHJpYnV0ZSUyOCUyMnR5cGUlMjIlMkMlMjAlMjJ0ZXh0JTJGamF2YXNjcmlwdCUyMiUyOSUzQiUwQSUyMCUyMCUyMCUyMHNjcmlwdC5zcmMlMjAlM0QlMjAlMjJodHRwcyUzQSUyRiUyRmpzLmhzZm9ybXMubmV0JTJGZm9ybXMlMkZlbWJlZCUyRnYyLmpzJTIyJTNCJTBBJTBBJTIwJTIwJTIwJTIwc2NyaXB0LmFkZEV2ZW50TGlzdGVuZXIlMjglMjJsb2FkJTIyJTJDJTIwJTI4JTI5JTIwJTNEJTNFJTIwJTdCJTBBJTIwJTIwJTIwJTIwJTIwJTIwaGJzcHQuZm9ybXMuY3JlYXRlJTI4JTdCJTBBJTIwJTIwJTIwJTIwJTIwJTIwJTIwJTIwcmVnaW9uJTNBJTIwJTIyZXUxJTIyJTJDJTBBJTIwJTIwJTIwJTIwJTIwJTIwJTIwJTIwcG9ydGFsSWQlM0ElMjAlMjIyNTIxODY1NyUyMiUyQyUwQSUyMCUyMCUyMCUyMCUyMCUyMCUyMCUyMGZvcm1JZCUzQSUyMCUyMjllNTdkYTExLTkxNjYtNDg5OS1hNDc5LTc2MWFkY2UxY2UwOCUyMiUyQyUwQSUyMCUyMCUyMCUyMCUyMCUyMCU3RCUyOSUzQiUwQSUyMCUyMCUyMCUyMCU3RCUyOSUzQiUwQSUwQSUyMCUyMCUyMCUyMGRvY3VtZW50LmhlYWQuYXBwZW5kJTI4c2NyaXB0JTI5JTNCJTBBJTIwJTIwJTdEJTI5JTI4JTI5JTNCJTBBJTBBJTBBJTNDJTJGc2NyaXB0JTNF[\/vc_raw_html][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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