A series introducing CES from the perspective of members of the global Dentsu Group. The second installment features Ben Wood, Global President of iProspect, the global network brand for digital.
In recent years, the number of corporate marketing executives visiting CES has surged. Why? Unlike Cannes Lions or dmexco, which focus on advertising-related topics like creativity, consumer engagement, and ad tech directly relevant to their work, CES shows them where their customers are in the future.
The biggest criticism leveled at the new technologies unveiled at CES is that they seem too far removed from consumers' hands. Connected cars, VR (virtual reality), "smart skin patches" that measure UV levels, rollable screen TVs. All undeniably cool, but isn't it all still a distant world?...
In reality, that's not the case. Less than a decade after the iPhone's debut, Google reports that 71% of Britons now own a smartphone. The dramatically larger, high-resolution touchscreens compared to previous mobile displays revolutionized marketing and delivered the biggest impact on the advertising industry in recent years. It's not hard to imagine that VR, simultaneously achieving higher quality and lower prices, will bring a similar impact to the market. We in the advertising industry will witness both the growth of users and advertisers exploring these market opportunities.
That's why marketing executives descend on CES, eager to witness the latest consumer tech showcases to keep pace with the Zeitgeist. In stark contrast to industry events focused on what's already been done and how to refine it, CES centers on what comes next and how to navigate the curve ahead.
Judging by this year's launches, one thing is clear for advertisers: more data is becoming available, meaning greater potential for companies to get creative. L'Oréal, the cosmetics giant, unveiled a smart skin patch. They told a business publication they aren't aiming to be a tech company; rather, wearable tech is beginning to influence the beauty industry. Indeed, it's not hard to imagine a world where smart tech monitors skin and offers personalized products.
Furthermore, location-based wearable technology is poised to have a massive impact. Just because the Apple Watch hasn't fully captured users' hearts, or Fitbit faced a stock price drop upon entering the smartwatch market, doesn't mean wearable tech is finished. Fitbit's core activity tracker dominated the Christmas shopping season, topping the iOS app download charts in the US during the holiday period. Other notable trends include the further penetration of smartphones, the evolution of the connected car market, and the growing importance of data in consumer behavior.
We in the advertising industry must grasp the patterns of what is unfolding now and translate them into timely, data-driven digital advertising that connects with consumers. Frankly, we're still missing the mark. CES opens a window to future opportunities, but if we don't take the initiative, we risk being left behind. Personally, I'm delighted to see corporate marketers flocking to Las Vegas to contemplate advertising five or ten years from now. If my time in this industry has taught me anything, it's that change arrives far faster than we imagine.
Dentsu Group's Perspective on CES [2]
