Twinning and Winning at Cannes Lions: How Social + DOOH Are Shaping the Future of Brand Engagement
Last week during the Cannes Lions Festival, our Co-Founder Michael Girgis joined an all-star panel hosted by JCDecaux titled, "Twinning and Winning: Syncing Social and DOOH Together." Alongside leaders from Quan Media Group, L'Oréal, and TikTok, the panel discussed one of the hottest trends in media today: how to successfully engage with audiences where offline and online worlds intersect.
The premise was simple but powerful: Social and DOOH are not competing. They're converging.
From Channels to Moments
As video continues to dominate the digital space, brands are shifting away from siloed media strategies. Traditional TV buys are giving way to platform-native storytelling, and attention from audiences is no longer confined to a single screen. Instead, it's scattered, scrolling on social, walking through cities, streaming Connected TV, commuting, creating, and sharing.
In this fragmented attention economy, the most effective media strategies are no longer about choosing the "right" channel, they're about creating continuity across all of them. Social delivers immediacy, relatability, and viral velocity. DOOH offers scale, presence, and brand credibility. When the two are synched, they create something bigger: a cross-platform flywheel where brand stories are reinforced, recontextualized, and remembered.
Bringing Creator Content to the Physical World
At DIVE, this convergence is not theoretical, it's our reality. Every day, we help brands bring creator-driven content into the physical world. Whether you're transforming viral TikToks to towering billboards, extending brand messages into premium retail networks, or surrounding cultural moments with dynamic Connected TV and DOOH placements, we believe the future belongs to campaigns that live both in the feed and on the street.
These campaigns aren't about reach, they're about resonance. When audiences see a creator they love show up in a place they didn't expect - a subway ad, a storefront, an airport lounge - it creates a moment of surprise, delight, and validation. It turns passive viewers into engaged participants. And it turns everyday spaces into stages for storytelling.
Looking Ahead
The social-DOOH feedback loop is only getting stronger. With measurement becoming more sophisticated and creator content becoming the new creative currency, brands who embrace this synergy will not only capture attention, they’ll earn it.
We’re proud to have joined this timely conversation at Cannes alongside Dan Page, TikTok's Global Head of Partnerships, New Screens, Karla Vélez, L'Oréal's Global Media Director, Brian Rappaport, CEO of Quan Media Group, and our fantastic moderator Chris Powell, Co-Editor, Campaign Canada.
And of course, enormous thanks to JCDecaux for bringing the community together to imagine what's next.
The future of media is synched. Let's build it!
