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Takeaways From CES 2017

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Y&R Takeaways From CES 2017

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Takeaways From CES 2017

  1. 1. TAKEAWAYS CES 2017FROM
  2. 2. The annual International Consumer Electronics Show—better known as CES—kicked off in Las Vegas this month in a dizzying spectacle spanning more than 25 million square feet of trade show space. But CES is as much about the consumer trends that drive change as it is about a showcase of the latest product technology. It’s also a chance to explore the new ways we can drive business growth for our clients in the years to come. We saw technology transcend both industry and marketplace to drive innovations that affect our lives in new and profound ways. Y&R’s team on the ground share their takeaways and insights from CES 2017.
  3. 3. Mansi Jayakumar Global Director of Innovation, Y&R 1. Virtual Reality (VR) It’s the old chicken and egg problem – until VR scales to many consumers, high-value VR content is in short supply. But until content comes, people are reluctant to buy. Although VR may be the next frontier for both game makers and movie studios, it’s still in its infancy and we are eager to see them step up on content. VR community chat technology was also impressive, allowing you to voice call and talk with others in virtual settings, bringing a new personal touch to the space. This year’s CES 2017 was marked less by the emergence of new technology, and more by the shift towards mass applicability of existing technologies. We revisited a few familiar trends – and the surprising insights within each. 2. AI / Chatbots CES 2017 was the year of chatbots. The technology continues to expand and the challenge now is finding the right way to channel the innovations in our industry. The next challenge for AI? Using deep learning capabilities to interpret unstructured data for even smarter applications and powerful decision making.
  4. 4. 4. Wearables Women’s rings with a panic button, men’s boxers that protect the goods from cellphone radiation, wearable alcohol sensors that tell you when you’ve had enough and auto-inflatable body jackets for use in sports. Wearables continue to deliver solutions for personal needs – whether or not you asked for them. 3. TV Manufacturers all came in to prove their TV tech was the best tech – from haptic feedback to the thinnest and lightest screens to 4K resolution and the blackest blacks. As with previous years, the trend of bigger and brighter screens was easy to see. One interesting takeaway on the future of VR in the home: expect really big screens and video walls – the insight being that no one is dying to wear 3D goggles or VR helmets in their living rooms. 5. Other things heard around the conference: - The way emoji’s have been embraced by people as a language is fascinating. The most requested feature from companies is click-through emoji’s that can help connect to commerce sites and point of sale. - On Twitter, brands can actually target by specific emoji’s now (which means targeting people who use emoji’s to express specific feelings and moods). But of course, emoji’s are an accent — not a strategy. - Tinder and Spotify hooked up in a new partnership based on analytics (and love). Together they tapped one of the most talked about subjects on tinder: music. - Sony Entertainment said that there was high correlation between their digital video engagement and theatre ticket sales.
  5. 5. #DellExperience For the second year in a row, Y&R/VML collaborated with Dell to transform the Yardbird Restaurant in Las Vegas into an immersive brand experience at CES. The Objective Create an engaging experience that builds excitement around Dell products. Position Dell as an innovative leader in tech. The Visual Approach Incorporate rich and colorful visuals on Dell products. Emphasize product features such as TrueColor and InfinityEdge. Influencers The experience showcased influencers such as Tom Holland, GlitchMob, JJP, and more! Ann Carey Group Account Director, Y&R Megan Facone Account Supervisor, Y&R
  6. 6. Interactive Experiences An exclusive display offered visitors a sneak peek and photo opp with the official suit featured in the new Spider-Man: Homecoming. Visitors also watched the film’s official trailer on Dell’s new XPS 27. Nighttime Parties A VR & Open Bar Happy Hour and a Gaming Innovation Party immersed attendees in ground- breaking gaming and virtual reality experiences. Product Announcements Important product announcements included the Dell Gaming 15 7000 Inspiron; the Dell Canvas, geared towards artists; and the impressive Dell XPS 27 All-in-One with superior sound.
  7. 7. JJ Schmuckler Global CMO, Y&R One of the most insightful experieces was the curated tour of the CES show floor hosted by Irwin Gotlieb, the Chairman of GroupM Global. We learned about the newest technologies around screen and video quality and how tiling is the next big thing. Connected kitchens were also incredibly impressive, although not as relevant to a Manhattan renter like me with a kitchen the size of my pinky toe. There was also a strong showing around Artificial Intelligence (AI), which according to Irwin, is “neither artificial nor intelligent.” For me CES is really about what surrounds the conference center. I spoke with clients and prospects – all of whom are looking to find that one needle in the haystack that will help drive their business in new and engag- ing ways. As an agency at CES, the best thing we can do is to help that navigation. I was also lucky enough to sit on a panel hosted by the DPAA (Digital Place Based Ad Association) about the future of digital out-of-home, media that’s expected to overtake its traditional counterpart by 2020. The audience was a mix of tech partners and brands, with a couple of agency folks too. The tech companies focused on employing data to develop super personalized messaging. The brands in the room were focused on how to develop programmatic creative with a more contextual delivery system. What became evident in the conversation is that now more than ever our job as an agency is clear: harness innovation and utilize technology to enhance the way we tell brand stories.
  8. 8. Clara Luo Senior Account Executive Y&R New York This was my first time at CES and it was an incredible experience not only to learn about the latest in tech from a new business perspective, but also to hear clients share their thoughts on the opportunities and challenges they face. Despite all the second-hand knowledge about the event’s big crowds and sheer size, nothing cou ld have prepared me for the real experience of being there! I wasn’t as wowed by the technology as I thought I would’ve been. This year’s confer- ence focused on how to make technology such as AR, VR, wearables and drones relevant and useful to mass consumers. For instance, if we’ve learned anything about wearables and fitness trackers in the last few years, it’s that there’s a significant drop off in usage after purchase. Companies are realizing that it takes more than just a ‘cool’ standalone product; it’s about finding relevance and elevating the product through creative partnerships and integrations. I saw a lot of Alexa enabled/synced products and interesting partnerships. For example, Spotify partnered with Tinder based on the insight that music is one of the most talked about topics among would-be soulmates. Users were presented with the option to swipe left or right on songs, ultimately matching you with a Spotify playlist that suited to your tastes. Based on the exhibits at CES, I saw many companies trying to achieve the same things through their products: • Bring more accuracy to your life • Make something existing more useful • Connect seamlessly with existing AI applications like Alexa
  9. 9. New opportunities for companies and noteworthy insights: I was surprised by the volume of investment in fitness innovation, as well as the continuous product innovation in wearables and fitness trackers. After a few years of app acquisitions like “MyFitnessPal” and “MapMyRun,” Under Armour has developed a strong strategy around connected fitness. Under Armour doesn’t just want to be a retail brand. They want to be a sports data brand—just as LinkedIn is for business, and Instagram is for photos. Fitbit had a big presence as well, showcasing their latest product innovations with heavy emphasis on design. Some of the noteworthy partnerships included Tory Burch and Vera Wang. Overall, their trackers were much more sleek and modern than previous lines. Turner Sports discussed how to engage with fans off the court. CEOs of NHL, NASCAR and the Olympics have said that it is more imperative than ever to focus on the fans who many not be going to the games, but are still engaging on social and driving merchandise sales. Making the right technology partnership is important for these sports leagues as they start engaging with fans more and more outside of the stadium. As a result, Turner Sports also introduced their in-house agency that will help capture some of this growing demand. I’m curious to see what holds relevance in next year’s CES.
  10. 10. David Quintiliani Group Creative Director, VML Some CES observations: In recent years, if you thought of a laptop, a phone, a desktop, a tablet – you most likely thought of Apple, and all its imitators. This year the post-Apple landscape began to emerge. Now the terrain has opened up for experimentation in all of these areas, and new visions are popping up at an exciting pace. At CES 2017 we saw laptops of a staggering variety of sizes, shapes, costs, and features. Samsung made a Chromebook that also runs Android apps, transforms into a tablet, and has a built-in stylus (Samsung Chromebook Pro). Lenovo shared a stunningly thin 2-in-1 whose keyboard is a screen that doubles as an e-ink sketchpad (Lenovo Yoga Book). Dell shared a business laptop thinner than a Macbook Air and cheaper and more powerful than a Macbook Pro (and with a borderless touchscreen – the XPS 13 2-in-1). Gaming computers were in abundance, including the wild $9,000 Predator from Acer, which has a 21” curved screen, built in virtual reality, outrageously powerful specs, built-in subwoofers, a fold out keyboard, and weighs 20 pounds! PC makers shared desktops that are aimed straight at Apple’s core audience: creative professionals. The Microsoft Surface Studio has a giant touchscreen drawing canvas and a funky control wheel. The Dell Inspiron all-in-1 has built-in speakers more powerful than a Bose Soundbar. We saw smartphones with built-in augmented reality and virtual reality (Asus ZenFone AR running Google Tango and Google Daydream out of the box). There was a phone with Amazon Alexa built-in (Huawei Mate 9).
  11. 11. Xiaomi even shared a phone that is all screen, with no bezel at all on 3 of the 4 sides (the Mi Mix). Smart watches, a category that was quiet for most of 2016, started to hint at what’s to come. Traditional watch makers like Casio and Fossil blended traditional watch design (and analog hands) with smart innards. And Amazon and Google left Apple in the dust in the race to conquer AI and smart homes. Dozens of third parties integrated Amazon Echo’s open API into their products this year. From the Triby connected fridge magnet, to the Ford SYNC in-car infotainment system, you can now talk to Alexa in more places than ever before.
  12. 12. www.facebook.com/YoungAndRubicam @YoungRubicam @YoungRubicam

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