Cannes 2026: Branded Entertainment Assets and Consumer Retention | Melissa Hobley, Tinder, Global CMO

Relying purely on disruptive digital banner ads can expose consumer brands to high audience fatigue and lower conversion performance.Dylan Conroy sits down with Melissa Hobley, Global CMO of Tinder, to analyze the framework for converting core product insights into unfragmented vertical entertainment networks.The Branded Entertainment Pivot: Why integrating product breakthroughs into original show IP beats traditional commercial models.Native Vertical Mobile Design: The production requirements of filming natively in a 9:16 aspect ratio to maximize mobile video views.Storytelling Beyond Algorithms: Evolving digital application frameworks to address social isolation and encourage real-world interaction.Social Network Co-Creation: The business strategy for building distribution deals with networks like TikTok and ITV.Melissa Hobley is an experienced consumer lifestyle executive and the Global CMO of Tinder, where she commands international brand architecture, co-created media licensing, and cross-platform mobile marketing campaigns.Connect with Melissa Hobley on LinkedIn: https://www.linkedin.com/in/melissahobley/Explore the Tinder Product Feature Roadmap: https://tinder.com/Optimize your cross-channel automated media performance with Strike Social: https://strikesocial.com/guaranteed-paid-social-media-ads-outcomes/Follow host Dylan Conroy on LinkedIn: https://www.linkedin.com/in/dylanconroy/