ces 2015: 5 future implications for marketers (performics)
TRANSCRIPT
• 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
• 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”
• 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
• 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
• 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
• 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-TVsubscription
Trend: Semi-Unbundled TV
• 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
• 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
• These innovations may soon impact
– Street signs
– Road infrastructure
– On-road mobile communications
– Insurance rates
Auto Tech Safety: Implications for Brands
• 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