Beyond the Yachts: Why Outcomes Stole the Show at Cannes

Cannes is beautiful, intense, and — let’s be honest — embarrassingly ostentatious. Ten meetings a day. Seven miles of walking. Lots of sweat and lots of sparkling water (rose all day, no thank you!). But between the yachts and panels and dinners, one thing came through loud and clear:

Everyone’s talking about outcomes.

And not in the vague, reach and frequency brand-lift sense. We’re talking about concrete performance, accountability, and ROAS. Marketers are demanding more, and nowhere is the disconnect more obvious than in CPG.

I had many conversations with brands and agencies who admitted what we already suspected: CPGs are still flying blind when it comes to measuring the impact of advertising on in-store sales. 

TV remains a powerful driver of awareness and intent, but the link to actual purchases is murky at best. Closed-loop measurement is largely gated by retailers, and unless you’re spending like a top-10 brand, good luck getting access.

So instead of optimization, we get guesswork. Instead of confidence, we get conservatism. The market needs a better way to connect spend to results.

That’s why we launched Guaranteed Outcomes.

It’s the first programmatic CTV solution that gives advertisers the thing they actually want: predictability, accountability, and performance — guaranteed.

Here’s how it works:

• Advertisers set their desired cost-per-outcome (CPO)

• tvScientific’s patented AI platform optimizes in real time to hit or beat that number

• Advertisers only pay for outcomes, not impressions

• Full transparency is provided across site visits, conversion paths, and attribution

This isn’t a test or a beta. We’ve been refining this model for years with select advertisers. The average results we’ve seen were CPOs that beat client targets by 30%.

It works because it’s purpose-built for performance:

• We spent four years investing in AI-powered optimization infrastructure

• Campaigns self-adjust based on real-time conversion data

• Marketers declare goals and the platform delivers automatically

• And unlike black-box platforms, you can see every dollar, every path, and every outcome

As one of our customers put it, “After testing every major CTV platform in the market, tvScientific stands in a league of its own. The transparency is unmatched. The performance speaks for itself.”

The goal is simple: make CTV as measurable, accountable, and performance-focused as search and social — without sacrificing quality or control. Guaranteed Outcomes brings those principles to the biggest screen in the house.

For the CPG marketers struggling to link spend to in-store results… For the performance brands looking to scale beyond Meta and Google… For anyone tired of chasing impressions with nothing to show for it…

We built this for you. 

By next Cannes, all TV advertisers should know whether their campaigns are driving incremental sales. You can fly home weary and sunburned, but don’t fly blind.

— Jason