Indiantelevision.com Team

(25 June 2007 8:15 pm)

MUMBAI: Microsoft digital advertising solutions today extended its exclusive sponsorship of Cyber Lions at the Cannes Lions International Advertising Festival for an additional three years.

Microsoft's online services business VP Steve Berkowitz said, “Digital is taking an increasingly prominent position in the advertising mix. The industry has reached a level of maturity, and advertisers are now truly recognizing the power of digital. There’s never been a better time to be in Cannes and we’re thrilled to have the opportunity to be here in force for three more years.”

Cannes Lions International Advertising Festival CEO Philip Thomas added, "The Cyber Lions awards have become firmly cemented on the Cannes awards schedule as digital has added a richness to the advertising mix. We’ve seen strong growth again this year in Cyber with a record number of entries, up 8.35 per cent versus 2006."

This year Cannes witnessed a co-sponsored presentation with Microsoft’s multinational advertising sales director Tom Bowman and director of the centre for the digital future Jeff Cole focusing on research exploring the dual dynamics of TV and the internet as digital takes centre stage in consumers’ daily lives.

The beginning of the week saw the presentation of joint research from Microsoft and Starcom Mediavest Group on how 17–35 year olds are not only ignoring advertising, but actively avoiding it. The seminar detailed consumer understanding and techniques for advertisers to effectively engage with consumers in the era of ad aversion.

Windows Live Platform Group VP Blake Irving participated in the Wunderman panel, discussing the authenticity of brands adopting cause-related marketing initiatives to create dialogues with consumers.