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  • 1. What we learned at CES &WHAT EVERY BRAND SHOULD KNOWOgilvy & Mather2013 INTERNATIONAL CES

2. OverviewWHAT WE LEARNED AT CESThe 2013 International CES topped 150,000 attendees, covered 1.92 million square feet of exhibit space, unveiled 20,000 new products andshowcased hundreds of speakers discussing the state of the technology industry in just four days.But with all the hype, commotion and can-not-miss content owing throughout the 4 day event, we wanted to nd the answers to the onething on the top of all of our minds, What does all of this mean for my brand?Ogilvy & Mather broke down the 2013 International CES into bite size chunks of the most important brand takeaways and trends that youllnd compiled within What We Learned at CES & What Every Brand Should Know. Enjoy. 3. The TrendsWHAT EVERY BRAND SHOULD KNOW Trend 1: Life connected Trend 4: Humanizing technology Trend 7: TV is no longer passive Trend 2: Social product networks Trend 5: Emotional content distribution Trend 8: Screen size doesnt matter Trend 3: Endless CRM opportunities Trend 6: Home automation Trend 9: Bend it. Flex it. Wrap it. Twist it. 4. Trend One LIFE CONNECTED Passive objects like your scale or fork are now quietly analyzing your every waking moment. Technology is enabling products and services to connect to eachother, record new types of data and sync our physical selves to our digitalselves. These new insights into consumer behaviors gives us the ability to reach them more eectively and make more adaptive products and services. 5. Withings - Wi Body ScaleHapilabs - HapiforkTrend OneCES EXAMPLES CES 2013 6. Trend Two SOCIAL PRODUCT NETWORKS Objects in your day-to-day life are not only analyzing your actions but can talk with you via mobile devices. Your plant now has the ability to text and let you know how it feels. Swap in your product and this gives us a new mode ofcommunication to consumers. Through consistent product-to-consumer contact,we might start seeing social product networks on the rise. 7. Moneual - Smart Plant CareMoneual - Smart Plant Care Trend Two CES EXAMPLESCES 2013 8. Trend ThreeENDLESS CRM OPPORTUNITIESAs more of our digital devices talk, this will open up new CRM channels and opportunities for your brand to leverage. CRM can be found everywhere, from the push notications on mobile phones to LIVE conversation analysis overFaceTime that can provide users with contextually relevant information. With new improvements in digital comes new CRM oppportunities. 9. Expect Labs - MindMeld Urban Airship - Push Messaging Platform Trend Three CES EXAMPLES CES 2013 10. Trend Four HUMANIZING TECHNOLOGY Voice recognition. Facial recognition. Hand gestures. Next year well probablysee smell. But until then, the Human User Interface is upon us. No more GUI. Its all about your user-experience and making device UX a priority. How willyour marketing go beyond a click of a banner? 11. LG - Gesture CamFitbit - User Experience and Interface Trend Four CES EXAMPLESCES 2013 12. Trend FiveEMOTIONAL CONTENT DISTRIBUTION What if you could distribute your content based on how your consumer was feeling at an exact moment in time? And, what if we said you could capture thisemotional data in the form of biometrics? Happy, sad and angry are about tobecome part of every markters toolkit. With these future distribution and datacapture techniques, how will it aect your marketing decisions and KPIs? 13. Technicolor - Content Research + DevelopmentIntel - Perceptual Computing Trend Five CES EXAMPLESCES 2013 14. Trend SixHOME AUTOMATION More and more homes will become smart homes. This is a huge opportunity forbrands, especially CPG brands, to add a new layer of utility, data capture and CRMbetween interconnected devices and appliances. Brand utility can now be thought ofas a 360 degree experience that provides tools, content and automated control fromyour mobile device to appliances and connected products in your home. 15. Samsung - Smart HomeSamsung - Smart Oven Trend Six CES EXAMPLESCES 2013 16. Trend Seven TV IS NO LONGER PASSIVETelevision has become truly active. Its not just a content portal but asmart app portal, a connected home portal and a device portal. The TV isnow your lifestlye portal. 17. Panasonic - My Home Screen LG + Google TV - Content Discovery Trend Seven CES EXAMPLES CES 2013 18. Trend EightSCREEN SIZE DOESNT MATTERWhats the dierence between a 120 screen and the screen that sits neatly in your pocket? Its not the size. What matters is the content, utility, data andaccessibilty you give consumers across these screen experiences. And its not justproviding rich experiences across displays but providing these experiences basedon the location of your consumer. 19. Sharp - 85 8k TV Flingo - Samba, second-screen interactive TVTrend EightCES EXAMPLESCES 2013 20. Trend NineBEND IT. FLEX IT. WRAP IT. TWIST IT.Flexible-display technology will cover more objects than just televisions, tablets and mobile devices moving forward. Imagine this tech covering your products, branded objects, or apparel. Your brand creative will have moreaddressable consumer interactions than ever before. 21. Samsung - Youm, exible-displaySamsung - Youm, exible displayTrend NineCES EXAMPLES CES 2013