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This year marked the 52nd year of CES– one of the most highly anticipated product launch platforms in our industry. With 2.9MM square feet of exhibition space, over 4,500 exhibiting companies flocked to Las Vegas to showcase their brands and products to consumers across every market. There were over 188,000 attendees from all over the globe, including our Havas digital strategy team, who curated the most meaningful insights and takeaways for our clients and colleagues.
Since the launch of smartphones circa 2007, the level of expectation from CES increases each year as marketers and media practitioners seek the next game-changing technologies. While it may not have been home to the next iPhone, Google or Amazon disruptor (yet), CES 2019 went beyond gadgets, robots, and cool toys.
Certain key themes have remained of top interest over the years, and they continue to build momentum in the marketplace: smart homes, voice, retail, IoT — all of which ladder up to connected experiences. Connected devices have given brands unparalleled access to consumers by shortening the distance between the consumer and what they want to engage with or buy. Conversely, they have increased the distance between brands and the consumers as multiple connections also bring the challenge of holding their attention. Connected devices and consumers enable richer opportunities for brands only when the right ecosystem powers that opportunity. Furthermore, consumers expect to get what they want in their immediate context, at their precise moment of need.
For brands, this change in the power dynamic has raised the importance of effectively and efficiently interacting with consumers across each touchpoint. To be able to distinguish themselves and drive long-term loyalty valuable consumers, they need to build a long-lasting authentic connection. This is dependent on their ability to maintain a consistent and always-on presence in front of their consumers with or without paid media dollars or exposure. In a world where marketing dollars continue to shrink, that is no small feat; however, the mandate is quite clear: To deliver the best digital marketing solutions, brands must simply find the maximum outcome from their investments. And it is with this mandate in mind that we navigated CES 2019 to draw inspiration from what was showcased on the floor and build meaningful themes for our clients and partners to share in the boardroom.