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CES 2015: 5 Future Implications for Marketers (Performics)

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CES 2015: 5 Future Implications for Marketers (Performics)

  1. 1. CES 2015: 5 Future Implications for Marketers
  2. 2. • The Internet of Every “Thing” • Evolution of Wearables • Semi-Unbundled TV • Auto Tech Innovation: Safety • Practical Uses of Virtual Reality CES: 5 Trends & Implications for Marketers
  3. 3. • At CES, the Internet continued to extend to just about every “thing” imaginable, including things outside the household: – Samsung SmartThings enable users to easily build smart, connected homes – Parrot Pot & H2O connected plant pots – Intel SteadyServe iKeg – Intel Internet-connected coffee machines Trend: The Internet of Every “Thing”
  4. 4. • Connectivity creates a world where personal data is generated at every point of product interaction • Data optimizes the product experience – e.g. a better cup of coffee or beer – e.g. insurance premiums may change as product usage data is gathered for home devices • Data powers advertising – e.g. connected washing machine data could help a detergent brand: • Know when most people do laundry, helping media flighting • Know who does laundry more, informing targeting – Ad campaigns & content can run on the mobile application for controlling the connected thing (e.g. reminder to buy more detergent) The Internet of Every “Thing”: Implications for Brands
  5. 5. • 33% of fitness bands are discarded after 6 months (CNET) • Very crowded space – Wearables with heart rate monitoring, GPS, calorie counts, mileage counts & activity tracking are just table stakes • Design influence is becoming more relevant (Apple) • Comfort is key – Jabra & Sony headphones wirelessly monitor heart rate & play music based on heart rate – Sony SmartBand Talk light & streamlined v. Microsoft Band – Glasses still bulky & distracting • Integration w/ equipment is promising Trend: The Evolution of Wearables
  6. 6. • The quantified self creates a plethora of new data points (e.g. health, location) • Wearables data may soon become accessible for advertising & content distribution – e.g. health insurer targets people on activity level – e.g. apparel (shoes, outdoor) targets active people – e.g. food brand targets people interested in health • Insurance premiums may change as data (heart rate, calories burned, steps) is gathered for people – Oscar band (rewards) • Brands will need to establish rigorous guidelines for use of personal data • Apple Watch will change everything Wearables: Implications for Brands
  7. 7. • Intro of Dish’s new Sling TV offering: – Curated # of content providers (including ESPN) over users’ Internet connections for $20/month, without a contract – First time that ESPN has unbundled, sending a signal to the industry that cord cutting is a marketplace opportunity – The user experience is designed to feel like TV, easing the consumer transition from cable to online • HBO & CBS have also announced stand- alone online streaming services • Extension of the quantity & quality of TV that people can view w/out a pay-TV subscription Trend: Semi-Unbundled TV
  8. 8. • Sling TV will plant the seed for further unbundling activity in the marketplace – It’s what consumers (especially young ones) want • New unbundled services will increase the available supply of quality ad inventory – This has been a key issue throughout 2014 as audiences have migrated to ad-free subscription services like Netflix or UGC platforms like YouTube • Think about online video advertising opportunities Semi-Unbundled TV: Implications for Brands
  9. 9. • Evolution from previous years: – Super-connected cars – Self-driving cars (controlled by smart watches) – Electric vehicles (even a BMW that charges by parking in an inductive space) Trend: Innovation in Auto Tech: Safety • But what stood out as brand new? A few new prototypes centered on safety: – Smart Headlights • BMW’s M4 Concept Iconic Headlights – Eye Tracking – Button-less Cars
  10. 10. • These innovations may soon impact – Street signs – Road infrastructure – On-road mobile communications – Insurance rates Auto Tech Safety: Implications for Brands
  11. 11. • Oculus generated a huge buzz with its Oculus Rift Crescent Bay demo – This placed users in a series of virtual environments • But the practical potential for using VR in brand communications was highlighted for the first time: – Lowe’s HoloRoom enabled consumers to experience their yet unbuilt kitchen or bathroom • Consumers design their new room using Lowe’s 3D model • Then they use Occulus Rift glasses to see the room in a life- like way Trend: Practical Use of Virtual Reality
  12. 12. • Immersion: create a compelling brand experience by immersing consumers in a whole new world Practical VR: Implications for Brands

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