by Celtra // January 22, 2020 // Blog

The annual CES conference showcases the most ground-breaking consumer technologies. And this year was no exception. Glancing into the near future, everyone left CES with their own type of inspiration. 

Industries across the board will undoubtedly feel the impact of these products. But since we’re marketer-minded at Celtra, we wanted to provide a relevant list of the most valuable technology round-ups from CES 2020. Enjoy your oohs and ahhs. 

Wired: 8 of the Smartest Things We’ve Seen at CES 

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Wired stays on-brand for their round-up, presenting the coolest products CES had to offer. Rather than flashy, futuristic gadgets though, the list is comprised of items which make our everyday lives easier. Smarter watches, cheaper Airpods, shoe health tracking, hair pods, and car karaoke all fit comfortably in our current time. Arguably, this made for an even more interesting collection of tech. 

One particularly eye-catching item was an exoskeleton suit from Sarcos. Any person can put this on and effortlessly lift up to 200 pounds. Plus, users can barely even feel the weight of the suit. It runs for 8 hours with a single charge and is easy to function. Delta is testing the alpha version first. However, Sarcos predicts the availability of a commercial model later this year from other manufacturers. 

(Photo credit: The Daily Mail) 

Vergecast: A Week at CES 2020 

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Articles aren’t the only way to sum-up an event. Nilay Patel and Dieter Bohn host Vergecast, a weekly podcast about the latest technology news. Of course, CES 2020 had its own special. The team discussed the 3 biggest and most surprising displays at the event. 

The first big topic in this Vergevast episode was Sony’s electric car. How well did Sony pull it off? And why didn’t they team up with a supplier? The discussion then went into the new streaming service Quibi’s keynote presentation. The team discusses the matter of whether Quibi really has, “created a new language of cinema.” The third and final topic was Sonos’ lawsuit against Google and how this was handled at the event. 

Overall, Marketers can learn a lot from Vergecast’s CES conversation. Particularly, they can discover how these major brands go about partnering, competing, and even suing other companies. 

Martech Advisor: Top 3 Takeaways for Marketers

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Naturally, Martech Advisor looked at CES from a marketing perspective. They began by exploring the current state of 5G. Despite being at it’s very early stages, Verizon, Sprint, AT&T, Nokia, and Ericsson showcased their advancements. Although the shift has been slow, the 4-to 5G move is underway, and CES was the ideal chance to explore its potential uses. With this change, marketers will see transformations to mobile marketing, customer experience, and digital processes. In the further distance, we can anticipate extended reality (XR), original content, and overall improved customer experiences for 5G. 

Another fascinating product came from Delta Airlines. As the first major airline to exhibit at CES, Delta introduced a screen technology will that re-envision out-of-home (OOH) advertising. “Parallel Reality” is a digital screen that gives airport travelers a customized message when they stand in front of it (as represented by the objects in the image below). So rather than searching a board full of irrelevant information, you will only see boardings and greetings that pertain to you in your preferred language. In terms of OOH ads, imagine the impact of tailoring your ads to specific consumers without having to increase your content volume. 

Forbes: Tech Catches CMOs’ Attention at CES 2020 

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In their round-up, Forbes explores the most pragmatic technology from the show. On the same note as the Wired piece, Forbes highlighted how this year was less about glitz-n-glam and more about practical-and-functional. Items like smart canes for the blind, internet-connected diapers, air quality devices, and various technology for the elderly, were all about problem-solving items. 

However, this piece does touch on one new way to brand — scent. Companies like Moodo are noticing the potential of scent technology. Moodo has a paired app to custom control the blend of scents. Similarly, Procter & Gamble’s Aria device was showcased at their booth. Scent technology doesn’t have to be limited to the hospitality industry either. It could be used to recall the feeling of a vacation or redefine a “new car smell.” 

(Photo credit: Moodo) 

LG’s ThinQ platform (first shown at CES 2019) uses AI to make ultra-personalized household items. Leveraging smart technology, homeowners can put their own settings on things like temperature that’s based on who’s in a room or a laundry machine that senses which clothing is inside for the best wash. 

According to David Vanderwaal, senior vice president of marketing for the U.S. division of LG Electronics, “AI has been a B to B approach. A lot of consumers have said that’s good for businesses, but in their everyday life, especially for health care and personal fitness, it’s starting to show now.”

Richard Yao, Medium: CES 2020 Trends Recap 

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Yao’s personal account of CES 2020 explores the potential outcomes of introducing these new technologies. From smart homes or digital health, he comments on the emerging trends collectively and questions the new possibilities they may hold. 

One major insight was about the rise in streaming wars. While there’s nothing new about that, unforeseen opportunities are surfacing. For instance, the Avatar team teamed up with Mercedes-Benz to create a futuristic concept car that incorporates the aesthetics as well as the eco-conscious theme of the film. The media uptake from this new product was a great way to generate excitement around the Avatar sequels. Similarly, Amazon’s Fire TV OS will be put in the backseat screen of BMW and Fiat-Chrysler cars. 

What’s the lesson here? Non-traditional media is becoming more and more common. It’s time for brands to prepare by prepping their images, videos, or 3D objects for product previews in AR. This will be essential to reaching the modern consumer. Additionally, scoping out the suitable partners should be an ongoing effort. 

CES 2020 set the stage for a year of innovation. Even though many brands showcased new experiences, most products demonstrated the importance of solving current challenges. Marketers can take this approach when addressing their audience’s pain points as well. So answer this, what are you planning to improve this year?

 

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