CES confirmed how advertising will progress in prediction, permission and goal | Digital Noch

I typically hear from advertising colleagues how they by no means managed to interrupt out of the C House, the realm of the convention devoted to talks and panels from CMOs and company counterparts round content material consumption and shopper conduct. Whereas that’s definitely the cradle of Adland at CES, personally, I couldn’t wait to stroll the present flooring. It’s typically within the conference middle and exhibitor halls the place I begin to increase, broader connections between disparate industries and classes and the actual fireworks start to occur.

This yr, these connections started to disclose three main themes for 2024 that each marketer ought to be leaning into.

The massive themes of CES

1. The way forward for mobility will drive prediction. One of the crucial thrilling issues I noticed at CES 2024 was the crossover between wearability and mobility to pave a brand new highway to prediction. Human knowledge from wearables met mobility knowledge from autos to foretell the well being of automotive and driver in a show from BMW and the Garmin Auto OEM and “prediction engine,” which “displays car capabilities, consumer actions, environmental data and extra to make useful predictions.” Take into consideration the chances for pre-empting driver conduct, car efficiency, and many others. The best way ahead – for all classes – will likely be connecting and mixing exact knowledge units to change into predictive.

2. Partnerships = Permission. There have been a myriad of name and product crossovers on show throughout the present, which allowed manufacturers to play in new areas and faucet into new audiences. The BMW and Garmin partnership is definitely one instance of two manufacturers understanding that by partnering with the opposite, they’d unlock permission to work together with a brand new set of shoppers. One other instance of collaborations permitting crossover and driving creativity was the Reebok partnership with Delorean to launch the F100 Mini Go-Kart, which not solely solidified Reebok’s place as a participant in mobility, but in addition introduced luxurious into the on a regular basis and married two very totally different shopper demographics. This isn’t a completely new idea, however it felt fully recent the way in which these partnerships allowed genuine model and product extensions.

3. AI Finds Objective. AI was all over the place at CES this yr and on the information of everybody’s tongues – from generative AI to robotic pets. However what I discovered to be most inspiring have been the shows of AI to assist susceptible communities – particularly ageing populations. Whether or not it was a wearable to maintain lively, a tool to help with bodily remedy or cognitive help for these battling Alzheimer’s, this customized monitoring and care grounded in real-time knowledge confirmed us how AI can enhance the human situation. Whereas “AI” and “ageing” aren’t usually two phrases used collectively, when you think about that 30% of the wealth within the US is managed by People over 70, this all looks like a reasonably sensible guess.

I left CES impressed and able to evangelize what I imagine to be the largest traits of 2024. Let’s double down on the info to get predictive; accomplice as much as make genuine connections with new audiences; and take into consideration how a number of the most cutting-edge tech can carry goal to essentially the most sudden shoppers.