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The New Frontiers in Advertising from CES

 

The world of consumer electronics is evolving, along with user expectations for interactions with products. This year’s Consumer Electronics Show in Las Vegas, Nevada showcased smarter consumer technology. Advertisers and marketers know that smarter consumer technology means more intelligent and granular data that will soon be able to tell us what consumers are thinking and feeling.

The digital advertising industry thinks in terms of video, apps, and mobile. Soon, that thinking will need an update with 20-50 billion devices estimated to come online by 2020. Some of those devices were on display at this year’s CES, and all internet-connected devices will bring better data and targeting through personalization, better ad content, and timing.

 

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Smart Mirrors:

We saw a smart mirror called HiMirror that is designed to identify blemishes, wrinkles, or dark spots on a user’s skin. It is marketed as a personal beauty consultant. This product’s user data is supposed to be anonymized and encrypted. However, future products could easily trade some user data for a lower product cost, and that will bring opportunities for advertisers to target users right in their reflections.

 

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VR/AR:

Virtual and augmented reality are here, and they deserve their own post for their sheer range of applications and uses. Headsets from companies like Oculus, Beenoculous, and Osterhout Group are making huge advances, like eliminating motion sickness, improving interoperability with mobiles and screen resolution. We believe that native advertising will need to become just as immersive as these platforms are. Advertising will certainly have to be more in tune with the user interface and user experience, as VR/AR provides infinite new advertising surfaces.

 

Smart TVs:

Samsung Lifestyle TV will blend into the interior decor when off, and Panasonic’s Invisible Library is actually a sliding glass cabinet door with an embedded OLED TV. Just like digital personalized TVs are becoming less intrusive, ads on these TVs will become much more targeted to the viewer. That’s because data about viewing behavior and preferences can help fine-tune strategies to reach and engage target audiences.

 

 

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Emotion-Tracking Wearables:

How does your customer feel at any given moment and how receptive will he or she be to your ad? New wearables are going to know much more than the Apple Watch or Jawbone, which know how many steps you take. Feel tracks the wearer’s emotional state, which could provide insight that goes beyond geolocation.

 

New Search and SEO:

Smart assistants like Amazon’s Alexa have built-in artificial intelligence inside of the Amazon Echo smart speaker. How does search engine optimization work on AI systems like Alexa?  Marketers need to work within the technology and find ways for robots to recommend their products and services to users.

 

Some of these innovations will come to market quicker than the others, but advertisers and marketers need to start thinking about them today. The richer data that comes with the internet of things and the next generation of consumer electronics will enable more personalization of content, timing, and beyond.   Finally, when artificial intelligence can search the internet and recommend products, optimizing search becomes a new challenge. It won’t be long before we are targeting artificial intelligence and robots, too.  

 

  Gil Wilder-Tekuzener is a Marketing Executive at DMG

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