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David Berkowitz, VP of Emerging Media at digital agency 360i, shares his comprehensive recap of this year's Consumer Electronics Show (CES) in Las Vegas. For more technology + digital marketing insights, visit http://blog.360i.com/
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PROPRIETARY & CONFIDENTIAL
Presented by:
CES 2013: The Year of the Connected Brand
David "Berky" BerkowitzVP Emerging Media360i - @[email protected]@dberkowitzwww.about.me/dberkowitz
Covering the Coverage
PROPRIETARY & CONFIDENTIAL3
CES in <140 characters
PROPRIETARY & CONFIDENTIAL4
Year of the startup?
PROPRIETARY & CONFIDENTIAL5
Why this CES mattered
"It was, in short, the BEST.CES.EVER.
"It’s what CES – and it’s what innovation in general – is really about: the lone genius (or geniuses) working in the dark, brining something into the light."
- TechCrunch
PROPRIETARY & CONFIDENTIAL6
5 Predicted Trends in Ad Age
PROPRIETARY & CONFIDENTIAL7
Scoring the 5 Trends in Ad Age
The Prediction The Result
PROPRIETARY & CONFIDENTIAL8
Walt Mossberg’s 2013 Forecast
Tablets trump PCs
Hardware & software integrate Apple TV leads
smart TV era
Cheaper smartphones &
plans
Cheaper smartphones &
plans
Costlier, better music players
Higher tech for fitness & health
monitorsInternet-
controlled everything
PROPRIETARY & CONFIDENTIAL9
Scoring Mossberg: What matters for marketers
Tablets trump PCs
Hardware & software integrate Apple TV leads
smart TV era
Cheaper smartphones &
plans
Cheaper smartphones &
plans
Costlier, better music players
Higher tech for fitness & health
monitorsInternet-
controlled everything
PROPRIETARY & CONFIDENTIAL10
Fast Company’s CES Fourbox
PROPRIETARY & CONFIDENTIAL11
Oh bloody hell… Phablets?
PROPRIETARY & CONFIDENTIAL12
Lazerow knows best
The research
PROPRIETARY & CONFIDENTIAL14
Things change fast:netbooks gone, and forgotten
Netbooks
2007-2012
PROPRIETARY & CONFIDENTIAL15
Desktops almost as dead as netbooks
PROPRIETARY & CONFIDENTIAL16
Salesforce monitored trends live
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>1.2 million social conversations about CES
PROPRIETARY & CONFIDENTIAL18
Pay TV is shrinking
Note the misleading Y-axis: it’s
shrinking, but not that fast
PROPRIETARY & CONFIDENTIAL19
People like their TVs connected, and sometimes smart
PROPRIETARY & CONFIDENTIAL20
The West Coast loves CES
PROPRIETARY & CONFIDENTIAL21
People chat about screens of all sizes
PROPRIETARY & CONFIDENTIAL22
Big screens are better
PROPRIETARY & CONFIDENTIAL23
Bendy screens capture the buzz
PROPRIETARY & CONFIDENTIAL24
NY, CA men are top tweeters
PROPRIETARY & CONFIDENTIAL25
TV still the hot topic of tweets
PROPRIETARY & CONFIDENTIAL26
More proof: CES is raining men (Hallelujah) – older men
PROPRIETARY & CONFIDENTIAL27
Most talked about products don’t matter
PROPRIETARY & CONFIDENTIAL28
Samsung tops brand mentions
The Marketer Matrix
PROPRIETARY & CONFIDENTIAL30
PROPRIETARY & CONFIDENTIAL31
The CES Marketer Matrix
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The CES Marketer Matrix
Hulk
Hawkeye
Iron Man
Capt. America
PROPRIETARY & CONFIDENTIAL33
The CES Marketer Matrix
An inside look at CES
PROPRIETARY & CONFIDENTIAL35
Big TASC ahead
PROPRIETARY & CONFIDENTIAL36
PROPRIETARY & CONFIDENTIAL37
Startups pitched angels at Launchfest
PROPRIETARY & CONFIDENTIAL38
Strangest product at CES: brainwave-controlled cat ears
PROPRIETARY & CONFIDENTIAL39
A memorable Qualcomm keynote…
PROPRIETARY & CONFIDENTIAL40
Celebs gone wild
PROPRIETARY & CONFIDENTIAL41
3 words seen often at CES 2013 not seen before
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“Unless you’re taking us to the edge of the abyss and making us uncomfortable, we don’t need you.”Coca-Cola CMO Joe Tripodi on what brands think of agencies, at CES 2013 Brand Matters keynote
PROPRIETARY & CONFIDENTIAL43
People come from all over the world
PROPRIETARY & CONFIDENTIAL44
Brand of the Year
PROPRIETARY & CONFIDENTIAL46
The 5th Horseman
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The key to Samsung’s success
“…There’s something else besides sheer size that makes Samsung so successful… Samsung is willing to try anything. Actually, it’s willing to try everything.”
- Slate
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Samsung’s ad network a work in progress but gaining reach
PROPRIETARY & CONFIDENTIAL49
Samsung AdHub finds its corner
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Samsung devices connect with each other
PROPRIETARY & CONFIDENTIAL51
Voice activation uses NLP. Sponsored listings coming?
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Cameras add 4G for constant connectivity
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Cameras connect directly with social apps
PROPRIETARY & CONFIDENTIAL54
Samsung reimagines store windows
PROPRIETARY & CONFIDENTIAL55
AutoShare becoming de rigeur
PROPRIETARY & CONFIDENTIAL
The big trendsfrom CES 2013
Every screen can be the first screen
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Screens come in all sizes
PROPRIETARY & CONFIDENTIAL59
What’s a tablet anyway?
PROPRIETARY & CONFIDENTIAL60
Okay, I get it – it’s a tablet and a laptop
PROPRIETARY & CONFIDENTIAL61
Displair makes screens appear out of thin air
PROPRIETARY & CONFIDENTIAL62
USPS puts AR on direct mail. Because consumers want a mobile ad on top of junk mail.
The connected home
PROPRIETARY & CONFIDENTIAL64
Pre-CES 2013: “Internet of things”
PROPRIETARY & CONFIDENTIAL65
Internet-enabled sensors: new outlet for the passive aggressive
PROPRIETARY & CONFIDENTIAL66
Okay, these alerts can be a bit much
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Lots of ways to chill out “There was one thing I got wrong: it’s no longer about the internet of things. That’s geek speak from what now sounds like a bygone era. The new era of connected devices is for everyone.”- David Berkowitz, Advertising Age
PROPRIETARY & CONFIDENTIAL68
Lowe’s Iris is a hub for connected devices
PROPRIETARY & CONFIDENTIAL69
Perhaps HAPIfork will help you eat better
PROPRIETARY & CONFIDENTIAL70
Colbert on HAPIfork
“What is the point of consumer technology that stops you from consuming?”
- Stephen Colbert
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The new remote control
PROPRIETARY & CONFIDENTIAL72
Even the light bulb is reinvented
PROPRIETARY & CONFIDENTIAL73
Samsung’s smart fridge runs Evernote
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No more dumb appliances!
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LG appliances upgrade hardware and software
PROPRIETARY & CONFIDENTIAL76
Nest continuing to turn up the heat
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AT&T envisions a Digital Life
PROPRIETARY & CONFIDENTIAL78
Bluetooth stickers add sensors everywhere
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NFC devices such as LG Pocket Photo create more connections
Living room reborn
PROPRIETARY & CONFIDENTIAL81
The future of TV? Meh
PROPRIETARY & CONFIDENTIAL82
Yay, more big TV sets
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3D still around, but less a focus
PROPRIETARY & CONFIDENTIAL84
And now, umm, transparent 3D?
PROPRIETARY & CONFIDENTIAL85
TV focus shifts to software: Zeebox partners with Gracenote
PROPRIETARY & CONFIDENTIAL86
Gracenote empowers TV sets to target better ads
PROPRIETARY & CONFIDENTIAL87
TVs add facial recognition to personalize recommendations
"Increasingly, TVs will know who is watching them and I expect advertisers will know shortly thereafter. This should result in shows and commercials you like more and even better products, but far less privacy.“
- Rob Enderle, Enderle Group, in Business Insider
◦
PROPRIETARY & CONFIDENTIAL88
Panasonic TVs use facial recognition for personalization
PROPRIETARY & CONFIDENTIAL89
Time Warner Cable comes to Roku (but you still need cable)
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TVF makes more TVs smarter
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Dongles abound to add connectivity to TVs
PROPRIETARY & CONFIDENTIAL92
Don’t put mobile in the corner
"If the TVs are in one corner and mobile devices in another, as has been the case in years past, it will completely go against how consumers are interacting with devices and media. Look for savvier product manufacturers to show how devices really fit into people's lives."
- David Berkowitz in Ad Age
PROPRIETARY & CONFIDENTIAL93
What CES really looked like
TV
PC
Smart-phone
PROPRIETARY & CONFIDENTIAL94
Technologies connect portable screens to TV screens
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Dish ruffles feathers with ad hopping and slingboxing
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Gadgets connect screens with each other
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Telibrahma’s Point adds AR to TV screens
Bespoke Bytes
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Pebble shows off its $10MM crowdfunded watch
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Lots of tech to watch with touch screens & voice control
PROPRIETARY & CONFIDENTIAL101
Wearable health monitors keep forging forward
PROPRIETARY & CONFIDENTIAL102
Vuzix seeks to one-up Google Glass
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Trying on virtual clothing’s in vogue
PROPRIETARY & CONFIDENTIAL104
Styku uses 4 Kinects to reinvent the fitting room
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Xsens demos wearable 3D body motion tracking
New inputs
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Asus taps Leap Motion to power gesture-controlled PCs
PROPRIETARY & CONFIDENTIAL108
Mauz adds gesture input for laptops via smartphones
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Facial recognition determines ad reactions
PROPRIETARY & CONFIDENTIAL110
Orange + Movea = Gesture controlled set top box
PROPRIETARY & CONFIDENTIAL111
Intel puts your body into the virtual experience
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Tobii Gaze: look out for PCs controlled by your eyes
PROPRIETARY & CONFIDENTIAL113
Haier lets you control TVs with your eyes
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Sensors scan your brain
PROPRIETARY & CONFIDENTIAL115
Advertising needs new inputs too. Enter Moonrider’s Art Jam
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Cube26 lets you shush your TV
In transit
PROPRIETARY & CONFIDENTIAL118
“Why is the car not an app?”Marc Benioff, CEO, Salesforce at CES 2013 Brand Matters keynote
PROPRIETARY & CONFIDENTIAL119
Toyota, Audi preview self-driving cars (taking on Google)
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BMW-backed MyCityWay surfaces local recommendations
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Qualcomm Gimbel engine adds context to location apps
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Fords as Glympse to share location
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Ford turns cars into platforms
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Ford turns cars into platforms
PROPRIETARY & CONFIDENTIAL125
ODB enables an API
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Samsung also becomes modular with Evolution Kit
Fun & Games
PROPRIETARY & CONFIDENTIAL128
Reality can still be virtual and not just augmented
PROPRIETARY & CONFIDENTIAL129
Nvidia’s previews new Android gaming device
PROPRIETARY & CONFIDENTIAL130
Fisher-Price embeds screens in toys
PROPRIETARY & CONFIDENTIAL131
Cubelets add sensors to these robotic building blocks
PROPRIETARY & CONFIDENTIAL132
Skylanders collectibles interact with PCs and game consoles
PROPRIETARY & CONFIDENTIAL133
Gamestick: big screen gaming in your pocket
PROPRIETARY & CONFIDENTIAL134
Microsoft ‘Holodeck’ tech to expand games beyond TV set
PROPRIETARY & CONFIDENTIAL135
Smart Glass, BlueStacks signs of new era of interoperability
All hail our robot overlords
PROPRIETARY & CONFIDENTIAL137
3D Printing pervasive
PROPRIETARY & CONFIDENTIAL138
LG vacuums dance even better than Bradley Cooper
PROPRIETARY & CONFIDENTIAL139
Cooper can still outdance Shimi
PROPRIETARY & CONFIDENTIAL140
iRobot cleans your gutters
PROPRIETARY & CONFIDENTIAL141
Build your own robots with the next gen of LEGO Mindstorms
PROPRIETARY & CONFIDENTIAL142
Careful: you may step on robots trying to snapchat you
Wrapping up
PROPRIETARY & CONFIDENTIAL144
2 apps that saved me at CESCardmunch: Scan business cards, add to address book
and LinkedIn with 1 tapwww.cardmunch.com
Pocket: Save articles to read later via browser,
mobile, emailwww.getpocket.com
PROPRIETARY & CONFIDENTIAL145
Other companies of interest
◦ Alto: AOL’s new web-based email interface that works with Gmail, Yahoo, etc
◦ Bluestacks: Run Android apps on Windows or Mac
◦ Cube26: tech products to enable devices to better recognize and interact with users
◦ Dhama Innovations: Sensors embedded in clothing, healthcare products to change temperature
◦ iBuildApp: free modular DIY app development, with low fees ($10/mo) to host
◦ Mindmeld by Expect Labs: Contextual intelligence for video chat
◦ ooVoo: now watch videos together with 10 people
◦ Stremor: TLDR bBrowser extension that summarizes content
◦ Trackdot: Sensors to help you track your luggage
◦ TroopID: Verifies US military records so retailers can reward servicemen and vets with perks at checkout
PROPRIETARY & CONFIDENTIAL146
Bonus: The Best CES Coverage◦ VentureBeat: 10 Things That Blew Our Mind at CES 2013 - there are good ones here
◦ Ad Age: Seeing CES Through the Eyes of Group M's Irwin Gotlieb - one of the titans of the ad industry is also a gadget junkie and even a developer
◦ NY Times: Smartphones Become Life's Remote Control -
◦ TechCrunch: Why CES Matters (for Now) - it's about meeting the lone geniuses trying to make it big
◦ Jerusalem Post: Levi Shapiro shares 5 themes from this CES
◦ Business Insider: TVs include facial recognition to recommend content, and soon to personalize ads
◦ TechCrunch: Why Samsung is the 5th Horseman of Tech
◦ The Verge: Awards for the Best of CES
◦ Digiday: What Agencies Learned at CES. I'm one of four execs included here. Ian Schafer and I seemed to have the same idea (it's hardly the first or last time for that).
◦ TechCocktail: 16 Gadgets You Might Actually Buy from CES. I've bought a few of them already and others are on my wish list.
PROPRIETARY & CONFIDENTIAL147
Thanks! Keep in touch
David Berkowitz
VP Emerging Media, 360i
◦blog.360i.com / @360i
◦MarketersStudio.com / @dberkowitz
◦www.about.me/dberkowitz