The document provides an immersive recap of CES 2017, summarizing some of the new technologies presented at the conference and their potential impact on how brands can engage audiences. It discusses innovations in areas like virtual and augmented reality, the Internet of Vehicles, drones, facial recognition, smart watches and screens, and how these technologies will reshape consumer experiences and marketing.

1. CES 2017 RECAP

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. “Are these Spectacles?
Cool, you are the first one I
see with them here!”
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
Perspec-ves

7. Internet of
Vehicles

8. Internet of
Vehicles

9. Internet of
Vehicles

10. 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

11. Virtual
Reality

12. Virtual
Reality

13. Virtual
Reality

14. Virtual
Reality

15. Virtual
Reality

16. 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

17. VR Content
Production

18. VR Content
Production

19. VR Content
Production

20. VR Content
Production

21. VR Content
Production

22. 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

23. Augmented
Reality

24. Augmented
Reality

25. Augmented
Reality

26. Augmented
Reality

27. Face
Recognition

28. TOLED
Innovation

29. 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

30. Capturing
Moments

31. Capturing
Moments

32. 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

33. Human
Robotics

34. Human
Robotics

35. Human
Robotics

36. Human
Robotics

37. 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

38. Smart
Watches

39. Smart
Watches

40. Smart
Watches

41. Smart
Watches

42. 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

43. Face
Recognition

44. Face
Recognition

45. Face
Recognition

46. 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

47. Digital
Screens

48. Digital
Screens

49. Digital
Screens

50. Touch
Screens

51. Screens will be everywhere and 100%
interactive
The more connected and adjustable our screens get, the more
we can create immersive and dynamic experience in the OOH
space, pushing content in real time and influencing the path to
purchase.
With AR, NFC and tactile screens, people can touch digital
surfaces, change content in real time or unlock rewards they
can redeem at physical locations.
Screens

52. Drone
Innovation

53. How can drones engage with
audiences on the move?
Drones get smaller, smarter and can carry heavier weight. With
that they can easily be rebuilt as flying and portable advertising
platforms that are used in context.
Drones might redefine the concept of location as well, and
have the potential to reach all audiences on the move.
Additionally, 360° or face recognition cameras with sensors can
screen the surroundings and identify what kind of audience is
near.
More on Drones in The Drum.
Drone
Innovation

54. Smart
Projection

55. Smart
Projection

56. Projections get smarter.
If we cannot apply a screen, we can project content in 3D and
“holographically.”
High definition and smart projectors can bring content on any
still or moving surfaces.
Consumers on the go can be reached any where at any time
through projections. With high speed computer processors we
can display information in real time and also have share and
amplify their experience.
Smart
Projection

57. Startup
Technology

58. Innovation
Nominated

59. Kinetic is up
to speed!

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