{"id":966,"date":"2026-06-17T10:10:00","date_gmt":"2026-06-17T13:10:00","guid":{"rendered":"https:\/\/madmix.tv.br\/blog\/?p=966"},"modified":"2026-06-15T19:15:41","modified_gmt":"2026-06-15T22:15:41","slug":"cannes-2026-futuro-converge","status":"publish","type":"post","link":"https:\/\/madmix.tv.br\/blog\/cannes-2026-futuro-converge\/","title":{"rendered":"Cannes Lions 2026: O Futuro da M\u00eddia \u00e9 a Converg\u00eancia"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><!-- METADADOS YOAST (colar nos campos do plugin, n\u00e3o no corpo) --><br><!--\n  T\u00cdTULO SEO: Converg\u00eancia Retail Media e CTV: o que Cannes Lions 2026 revela\n  SLUG: convergencia-retail-media-ctv-cannes-2026\n  META DESCRIPTION: Cannes Lions 2026 confirma a converg\u00eancia retail media e CTV como o novo eixo da m\u00eddia. Entenda o que isso significa para marcas no Brasil.\n  PALAVRA-CHAVE FOCO: converg\u00eancia retail media e CTV\n  ALT TEXT IMAGEM DESTAQUE: Converg\u00eancia retail media e CTV em painel sobre commerce media no Cannes Lions 2026\n--><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><!-- ENGLISH SUMMARY (inserir antes do H1) --><\/p>\n\n\n\n<div style=\"border-left:3px solid #b03a2e; margin-bottom:2rem; background:#141414;\">\n  <button onclick=\"var c=this.nextElementSibling;var a=this.querySelector('.nl-arrow');c.style.display=c.style.display==='block'?'none':'block';a.style.transform=c.style.display==='block'?'rotate(180deg)':'rotate(0deg)';\"\n          style=\"width:100%;display:flex;align-items:center;justify-content:space-between;gap:1rem;padding:0.9rem 1.5rem;background:none;border:none;cursor:pointer;text-align:left;\">\n    <div>\n      <span style=\"font-size:0.65rem;letter-spacing:0.22em;text-transform:uppercase;color:#e8724a;display:block;margin-bottom:0.3rem;\">English summary<\/span>\n      <span style=\"font-size:0.95rem;font-weight:500;color:#f4f1eb;font-family:'DM Sans',sans-serif;\">Cannes Lions 2026 Confirms: The Future of Media Lies in the Convergence of CTV, Retail Media and Commerce Media<\/span>\n    <\/div>\n    <span class=\"nl-arrow\" style=\"color:#e8724a;font-size:0.8rem;flex-shrink:0;transition:transform 0.2s;\">&#9660;<\/span>\n  <\/button>\n  <div style=\"display:none;padding:0 1.5rem 1.2rem;\">\n    <p style=\"font-size:0.9rem;color:#c8c4bc;font-weight:300;line-height:1.75;margin:0 0 0.9rem;\">Cannes Lions 2026 made one thing clear: the lines between television, retail, digital advertising and commerce are disappearing. Walmart Connect&#8217;s agenda placed commerce media, retail media, connected TV, shoppable video, purchase data and closed loop measurement at the center of the conversation. Brands that can reach a consumer on a smart TV, continue the message inside a retail environment, personalize it with data and measure the result at checkout are operating a new kind of media model.<\/p>\n    <p style=\"font-size:0.9rem;color:#c8c4bc;font-weight:300;line-height:1.75;margin:0;\">Companies like Walmart Connect, Magnite, NBCUniversal, Mastercard and Yahoo DSP are already building toward this convergence. In Brazil, retail media grew 41 percent in 2025 and the country is set to lead global retail media growth again in 2026, according to eMarketer. Combined with CTV, smart indoor media and TV 3.0, Brazil already has the building blocks for this integrated model. Therefore, the question is no longer whether convergence will happen, but who will be ready to operate this new infrastructure of media, data, content and commerce.<\/p>\n  <\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><!-- CORPO DO ARTIGO --><\/p>\n\n\n\n<h1 class=\"wp-block-heading\">Cannes Lions 2026: O Futuro da M\u00eddia \u00e9 a Converg\u00eancia<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Afinal, o Cannes Lions 2026 confirmou uma tend\u00eancia que muitos suspeitavam, mas poucos enxergavam com clareza: a converg\u00eancia retail media e CTV deixou de ser uma promessa e virou a espinha dorsal da m\u00eddia global. Basta olhar a agenda da Walmart Connect no festival para perceber que as fronteiras entre televis\u00e3o, varejo, publicidade digital e com\u00e9rcio est\u00e3o desaparecendo diante dos nossos olhos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Durante anos, o mercado tratou branding, performance, retail media, televis\u00e3o, streaming e e-commerce como mundos separados. Em Cannes, esse discurso mudou completamente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O novo vocabul\u00e1rio da m\u00eddia em Cannes em 2026<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Os pain\u00e9is mais relevantes deste ano giraram em torno de commerce media, retail media, <strong>CTV<\/strong> (Connected TV, ou televis\u00e3o conectada \u00e0 internet), shoppable video, dados de compra e closed-loop measurement, que \u00e9 a medi\u00e7\u00e3o que conecta a exposi\u00e7\u00e3o \u00e0 m\u00eddia diretamente ao resultado da venda. Portanto, o foco deixou de ser apenas audi\u00eancia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Agora, a discuss\u00e3o central \u00e9 a capacidade de conectar aten\u00e7\u00e3o, inten\u00e7\u00e3o, compra e resultado dentro da mesma jornada. Essa mudan\u00e7a \u00e9, de fato, profunda e estrutural.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quando TV, varejo e e-commerce viram uma s\u00f3 infraestrutura<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A televis\u00e3o conectada, por exemplo, deixa de ser apenas um canal de distribui\u00e7\u00e3o de conte\u00fado. Da mesma forma, o ponto de venda deixa de ser apenas um local de exposi\u00e7\u00e3o de produtos. O varejo, por sua vez, deixa de ser apenas um ambiente transacional.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tudo passa a funcionar como uma \u00fanica infraestrutura de m\u00eddia, dados e convers\u00e3o. Imagine impactar um consumidor na Smart TV, continuar a comunica\u00e7\u00e3o no ambiente de varejo, personalizar a mensagem atrav\u00e9s de dados e, ainda assim, medir o resultado direto na venda. Estamos diante de um novo modelo de comunica\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e3o por acaso, players como Walmart Connect, Magnite, NBCUniversal, Mastercard e Yahoo DSP est\u00e3o direcionando suas estrat\u00e9gias para essa converg\u00eancia retail media e CTV. Ali\u00e1s, os n\u00fameros j\u00e1 comprovam o movimento: a divis\u00e3o de publicidade da Walmart cresceu <strong>36%<\/strong> no \u00faltimo trimestre fiscal, com o Walmart Connect avan\u00e7ando <strong>44%<\/strong>, segundo dados divulgados pela pr\u00f3pria companhia.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O Brasil j\u00e1 est\u00e1 dentro dessa transforma\u00e7\u00e3o<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Por essa raz\u00e3o, no Brasil, essa transforma\u00e7\u00e3o j\u00e1 come\u00e7ou e os n\u00fameros confirmam o ritmo. Segundo o estudo Digital AdSpend 2025, do <a href=\"https:\/\/iabbrasil.com.br\" target=\"_blank\" rel=\"noopener\">IAB Brasil<\/a> em parceria com a Kantar Ibope Media, o retail media movimentou R$ 3,5 bilh\u00f5es no pa\u00eds em 2024, crescimento de 41% em rela\u00e7\u00e3o ao ano anterior.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al\u00e9m disso, a eMarketer projeta que o Brasil deve liderar o crescimento global de retail media pelo terceiro ano consecutivo, movimentando US$ 1,67 bilh\u00e3o em 2026. Consequentemente, as estrat\u00e9gias come\u00e7am a migrar do foco tradicional em sites de varejo para solu\u00e7\u00f5es ligadas \u00e0 CTV e ativa\u00e7\u00f5es em lojas f\u00edsicas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">As pe\u00e7as que j\u00e1 existem no mercado brasileiro<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Atrav\u00e9s da combina\u00e7\u00e3o entre CTV, Smart Indoor Media, Retail Media, TV 3.0 e segmenta\u00e7\u00e3o din\u00e2mica por dispositivo, j\u00e1 existem tecnologias capazes de aproximar o mercado brasileiro desse novo modelo de opera\u00e7\u00e3o. Inclusive, quem j\u00e1 domina <a href=\"https:\/\/madmix.tv.br\/blog\/tv-3-0-retail-media-infraestrutura-consumo\/\">o funcionamento da TV 3.0<\/a> sai na frente nessa corrida.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por outro lado, a infraestrutura sozinha n\u00e3o resolve. \u00c9 preciso integra\u00e7\u00e3o entre dados, conte\u00fado e ponto de venda para que a jornada funcione de ponta a ponta.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A pergunta que toda marca precisa responder agora<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A quest\u00e3o j\u00e1 n\u00e3o \u00e9 mais se essa converg\u00eancia vai acontecer. Ela est\u00e1 acontecendo, e os dados de Cannes, Walmart e do mercado brasileiro deixam isso evidente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A quest\u00e3o real \u00e9 outra: quem estar\u00e1 preparado para operar essa nova infraestrutura de m\u00eddia, dados, conte\u00fado e com\u00e9rcio? Especialmente porque, segundo a Retail Media News, 2026 ser\u00e1 o ano em que a CTV passa a ser tratada como destino do dado de varejo, e n\u00e3o mais como canal isolado.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclus\u00e3o: o futuro ser\u00e1 integrado<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Em resumo, o que o Cannes Lions 2026 est\u00e1 mostrando \u00e9 simples. O futuro da m\u00eddia n\u00e3o ser\u00e1 dividido entre TV, digital, varejo ou OOH (out-of-home, a publicidade exibida em espa\u00e7os f\u00edsicos como outdoors e telas em lojas). O futuro ser\u00e1 integrado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Se a sua marca ainda trata CTV, retail media e e-commerce como \u00e1reas separadas, este \u00e9 o momento de repensar a estrat\u00e9gia. Quer entender como aplicar essa converg\u00eancia ao seu neg\u00f3cio? <a href=\"https:\/\/wa.me\/5511950212511\" target=\"_blank\" rel=\"noopener\">Fale com a MADMIX<\/a> e descubra como estruturar essa nova infraestrutura de m\u00eddia para a sua marca. Voc\u00ea tamb\u00e9m pode explorar mais sobre <a href=\"https:\/\/madmix.tv.br\/blog\/tv-canal-de-venda-shoppable-tv-conversao\/\">retail media no Brasil<\/a> em nosso blog.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>English summary Cannes Lions 2026 Confirms: The Future of Media Lies in the Convergence of CTV, Retail Media and Commerce Media &#9660; Cannes Lions 2026 made one thing&#8230;<\/p>\n","protected":false},"author":2,"featured_media":978,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,4],"tags":[180,181,39,171,23,182],"ppma_author":[121],"class_list":["post-966","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia","category-monetizacao","tag-cannes-lions-2026","tag-emarketer","tag-estrategia","tag-iab-brasil","tag-retail-media","tag-walmart-connect"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cannes Lions 2026: O Futuro da M\u00eddia \u00e9 a Converg\u00eancia<\/title>\n<meta name=\"description\" content=\"Cannes Lions 2026 confirma a converg\u00eancia retail media e CTV como o novo eixo da m\u00eddia. 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