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Cutting through the CES clutter

News, 14 January 2016

LAS VEGAS: Marketers and agencies are reacting to last week's CES, coming to conclusions about which emerging technologies shown at the event are likely to have powerful applications for brands.

According to David Berkowitz, CMO at creative marketing agency MRY, brands, agencies, publishers and marketing-tech providers are looking to new touchpoints such as VR, and at new developments in mobile.

"The timeframe between 'what's now' and 'what's next' keeps shrinking, though," he told Warc. (For more, including takeaways from leading executives from across the communications industry, read Warc's report: Virtual reality, next-generation cars and gadgets for a connected world: insights from CES 2016.)

Shepherd Laughlin, Director of Trend Forecasting at the J Walter Thompson Worldwide agency, highlighted "the end of the 'tune-in' model that television advertisers are so accustomed to" and quoted a prediction that online video would become the main way consumers view entertainment by 2020.

Transport was a major theme as self-driving cars were displayed and carmakers announced various partnerships – Berkowitz said that CES had felt "like a massive car show" – while drones were again to the fore.

The latter are, said Tom Goodwin, SVP/strategy and innovation at Havas Media US, writing in the Guardian, "mesmerising, but for the short and medium term of marketing, a total distraction".

Nor was he impressed by developments in 3D printing, hoverboards or connected fridges – "amazing … fun, but what can a chief marketing officer do about them?" he asked.

He identified three areas for marketers to focus on, including incremental media: as everything becomes a digital screen and a potential canvas for advertising, existing rules about ads and channels will have to be rethought.

"Intimate data" is more interesting than big data, Goodwin suggested. And if privacy issues can be overcome this could usher in "a new era of personal, helpful marketing".

Goodwin's third topic was the growth of "immersive video": better cameras and 360 degree video and image capture means "we need to assume that all display units can be rich and immersive".

Data sourced from Warc, Guardian