What we learned at CES &WHAT EVERY BRAND SHOULD KNOWOgilvy & Mather2013 INTERNATIONAL CES
OverviewWHAT WE LEARNED AT CESThe 2013 International CES topped 150,000 attendees, covered 1.92 million square feet of exhibit space, unveiled 20,000 new products andshowcased hundreds of speakers discussing the state of the technology industry in just four days.But with all the hype, commotion and can-not-miss content ﬂowing throughout the 4 day event, we wanted to ﬁnd the answers to the onething on the top of all of our minds, “What does all of this mean for my brand?”Ogilvy & Mather broke down the 2013 International CES into bite size chunks of the most important brand takeaways and trends that you’llﬁnd compiled within “What We Learned at CES & What Every Brand Should Know”. Enjoy.
The TrendsWHAT EVERY BRAND SHOULD KNOW• Trend 1: Life connected • Trend 4: Humanizing technology • Trend 7: TV is no longer passive• Trend 2: Social product networks • Trend 5: Emotional content distribution • Trend 8: Screen size doesn’t matter• Trend 3: Endless CRM opportunities • Trend 6: Home automation • Trend 9: Bend it. Flex it. Wrap it. Twist it.
Trend One LIFE CONNECTED Passive objects like your scale or fork are now quietly analyzing your every waking moment. Technology is enabling products and services to connect to eachother, record new types of data and sync our physical selves to our digitalselves. These new insights into consumer behaviors gives us the ability to reach them more eﬀectively and make more adaptive products and services.
Withings - Wiﬁ Body Scale Hapilabs - Hapifork Trend One CES EXAMPLES CES 2013
Trend Two SOCIAL PRODUCT NETWORKS Objects in your day-to-day life are not only analyzing your actions but can “talk” with you via mobile devices. Your plant now has the ability to text and let you know how it feels. Swap in your product and this gives us a new mode ofcommunication to consumers. Through consistent product-to-consumer contact, we might start seeing social product networks on the rise.
Moneual - Smart Plant Care Moneual - Smart Plant Care Trend Two CES EXAMPLES CES 2013
Trend Three ENDLESS CRM OPPORTUNITIES As more of our digital devices talk, this will open up new CRM channels and opportunities for your brand to leverage. CRM can be found everywhere, from the push notiﬁcations on mobile phones to LIVE conversation analysis overFaceTime that can provide users with contextually relevant information. With new improvements in digital comes new CRM oppportunities.
Expect Labs - MindMeld Urban Airship - Push Messaging Platform Trend Three CES EXAMPLES CES 2013
Trend Four HUMANIZING TECHNOLOGY Voice recognition. Facial recognition. Hand gestures. Next year we’ll probablysee smell. But until then, the Human User Interface is upon us. No more GUI. It’s all about your user-experience and making device UX a priority. How will your marketing go beyond a click of a banner?
LG - Gesture Cam Fitbit - User Experience and Interface Trend Four CES EXAMPLES CES 2013
Trend FiveEMOTIONAL CONTENT DISTRIBUTION What if you could distribute your content based on how your consumer was feeling at an exact moment in time? And, what if we said you could capture this emotional data in the form of biometrics? Happy, sad and angry are about to become part of every markter’s toolkit. With these future distribution and data capture techniques, how will it aﬀect your marketing decisions and KPI’s?
Technicolor - Content Research + Development Intel - Perceptual Computing Trend Five CES EXAMPLES CES 2013
Trend Six HOME AUTOMATION More and more homes will become “smart homes.” This is a huge opportunity forbrands, especially CPG brands, to add a new layer of utility, data capture and CRMbetween interconnected devices and appliances. Brand utility can now be thought ofas a 360 degree experience that provides tools, content and automated control from your mobile device to appliances and connected products in your home.
Samsung - Smart Home Samsung - Smart Oven Trend Six CES EXAMPLES CES 2013
Trend Seven TV IS NO LONGER PASSIVE Television has become truly active. It’s not just a content portal but asmart app portal, a connected home portal and a device portal. The TV is now your lifestlye portal.
Panasonic - My Home Screen LG + Google TV - Content Discovery Trend Seven CES EXAMPLES CES 2013
Trend Eight SCREEN SIZE DOESN’T MATTER What’s the diﬀerence between a 120” screen and the screen that sits neatly in your pocket? It’s not the size. What matters is the content, utility, data andaccessibilty you give consumers across these screen experiences. And it’s not justproviding rich experiences across displays but providing these experiences based on the location of your consumer.
Sharp - 85” 8k TV Flingo - Samba, second-screen interactive TV Trend Eight CES EXAMPLES CES 2013
Trend NineBEND IT. FLEX IT. WRAP IT. TWIST IT. Flexible-display technology will cover more objects than just televisions, tablets and mobile devices moving forward. Imagine this tech covering your products, branded objects, or apparel. Your brand creative will have more addressable consumer interactions than ever before.
Samsung - Youm, ﬂexible-display Samsung - Youm, ﬂexible display Trend Nine CES EXAMPLES CES 2013