Kinetic a WPP Agency and the global leader in contextually connecting and activating audiences on the move, led a CES tour for both clients on the ground and around the world, through a Spectacles-powered livestream on Snapchat. Here are the top trends for brands.

2. Our Approach
CES presents thousands of innovations that will impact how brands
connect with audiences on the move.
This year, Kinetic pioneered and led a CES Tour for both clients on the
ground and around the world through a Spectacles-powered livestream on
Snapchat.
Here’s an immersive recap that will bring you up to speed with new
technologies and trends already shaping the future.
ENJOY!

3. CES 2017
Kinetic Innovation

4. Hello from
CES!

5. Global
Perspectives

6. How will technology re-write the rules of
engagement?
Our Global CEO, Mauricio Sabogal, was on panel discussing the
digitalization and socialization of every media vertical, including the
most traditional ones.
Mauricio highlighted how connected, self-driving cars will develop
new ways for brands to connect with travelers, from in-car
entertainment and pre-saved maps to how cars will be interacting
with smart cities and digital out-of-home.
Mauricio also pointed out the connection between social and
physical: “ What started in social has moved into the physical world
with out-of-home – has come back to social amplified media.”
Global
Perspectives

7. Internet of
Vehicles

8. Internet of
Vehicles

9. How the IoV will impact marketing for
audiences on the move?
The Toyota concept as well as the Faraday Future represent how
far we can go with intelligent technology like face recognition,
personalized voice-controlled systems and smart energy.
Consumers will get used to drive with AI, what Toyata coins “a
buddy for life,” transforming the mindset of driving.
The IoV is not only going to change the in-car experience, but how
we interact with our surroundings and specific locations. Brands will
be able to contextually connect data from connected cars, devices
with OOH, locations and proximity networks.
More on this trend in GeoMarketing.
Internet of
Vehicles

10. Virtual
Reality

11. Virtual
Reality

12. Virtual
Reality

13. Virtual
Reality

14. Virtual
Reality

15. How is VR going to impact location
marketing?
VR isn’t new, but continues to transform the very concept of location
with developments in terms of:
- High quality VR content production
- Sensorial immersion
- DIY VR creation
- Gaming
- Video/movie, music and event livestreaming
As consumer adoption grows, brands can create emotionally
charged, on-site experiences that surprise and delight customers.
Travel, hospitality and retail marketers need to leverage VR as a 360
sneak peak of brand destinations.
Virtual
Reality

16. VR Content
Production

17. VR Content
Production

18. VR Content
Production

19. How will VR content production change
transmedia content for good?
CES 2017 introduced VR devices with advanced technology, better
lenses or additional audio experiences. The quality of content will
contextually immerse people into a world that will feel less virtual and
more organic.
Smartphone add-ons can now capture 360° moments and share
them on any social media platform instantly.
High quality cameras will also impact the film industry.
VR content will help marketers create contextual ecosystems in which
consumers can develop stronger emotional ties with brands.
VR Content
Production

20. Augmented
Reality

21. Augmented
Reality

22. Face
Recognition

23. TOLED
Innovation

24. AR is the name of the game!
AR and filter reality is growing rapidly. This year at CES, we saw
augmented glasses, walls, mirrors, cameras, holograms and
windshields.
AR is already an everyday thing and augmented lenses are
transforming how we interact with the physical world through social
and mobile.
Marketers can now add augmented layers to physical assets, from
OOH and retail to events and any sort of location-based advertising in
order to activate consumers on the go.
AR is the technology that is connecting the digital, physical and
emotional journeys.
Augmented
Reality

25. Capturing
Moments

26. Will smart glasses take over
smartphones?
Taking your phone out of your pocket to capture an exciting or
important moment in your life takes time and could actually ruin the
moment.
Recording through smart glasses will only take one second so people
can actually enjoy the experience from your point of view.
Add to that a layer of augmented reality, and the mobile industry may
need to worry about their relevance soon.
Capturing
Moments

27. Human
Robotics

28. Human
Robotics

29. Human
Robotics

30. How will robots reshape the consumer
journey?
Utility, convenience… and personality. Robots, powered by AI, are
becoming more and more human.
From window cleaning robots to companions, robots are connected to
our smart homes, devices and personal assistants like Alexa, learning
from our personal data and acting upon our preferences in order to
make our lives easier.
Robots have screens and commercial applications which can be
leverage for advertising, commerce and location traffic.
More about how robotics will influence marketing in The Drum.
Human
Robotics

31. Smart
Watches

32. Smart
Watches

33. Smart
Watches

34. How can marketers use smart watches
and stripes?
Luxurious brands like Michael Kors or Armani are now taking part in
the smart watch business opening up a broader audience base with
different styles and other budget dimensions. These watches are
open for both iOS and Android which makes them even more
accessible. Smart stripes might also accelerate consumer adoption.
In any case, this means mobile will remain the aggregator of data.
As smart watches operate under an always-on Bluetooth, the
personal data that is shared will further inform planning, targeting as
well as the consumer journey.
That data could also help trigger connected environments.
Smart
Watches

35. Face
Recognition

36. Face
Recognition

37. Face recognition enhance online, offline
and travel retail.
Face Recognition technology as well as sensor mechanics has
greatly developed.
Cameras react in real time and leverage every piece of
psychographic data to make the reflective experience as authentic as
possible.
The Automotive, Beauty, Fashion and Luxury sectors will benefit from
direct applications at key locations, whether it’s in-store, online or
even at airports and hotels.
Face
Recognition

38. Kinetic is up
to speed!

39. Inspired?
Have an idea?
Questions?
Connect with Kinetic
on social media!