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Ces Ogilvy

Jonathan Cloonan
Jonathan Cloonan

The document summarizes key trends observed at the 2013 International CES conference. It identifies 9 trends that every brand should be aware of: 1) Life is becoming more connected through devices that sync data between the physical world and digital world, 2) Products are gaining social networking capabilities to communicate directly with users, 3) New customer relationship management opportunities are emerging from connected devices, 4) Technology is becoming more humanized through voice and gesture recognition, 5) Content distribution will be personalized based on users' emotions, 6) Home automation allows brands to enhance the consumer experience across interconnected home devices, 7) Televisions are becoming smart portals for apps, homes and devices, 8) Screen size is less important as content and experiences can span

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What we learned at CES & WHAT EVERY BRAND SHOULD KNOW Ogilvy & Mather 2013 INTERNATIONAL CES
Overview WHAT WE LEARNED AT CES The 2013 International CES topped 150,000 attendees, covered 1.92 million square feet of exhibit space, unveiled 20,000 new products and showcased 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 鍖owing throughout the 4 day event, we wanted to 鍖nd the answers to the one thing 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 youll 鍖nd compiled within What We Learned at CES & What Every Brand Should Know. Enjoy.
The Trends WHAT 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.
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 digital selves. These new insights into consumer behaviors gives us the ability to reach them more e鍖ectively and make more adaptive products and services.
Withings - Wi鍖 Body Scale Hapilabs - Hapifork Trend One CES EXAMPLES CES 2013
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 of communication to consumers. Through consistent product-to-consumer contact, we might start seeing social product networks on the rise.
Moneual - Smart Plant Care Moneual - Smart Plant Care Trend Two CES EXAMPLES CES 2013
Trend Three ENDLESS CRM OPPORTUNITIES As 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 noti鍖cations on mobile phones to LIVE conversation analysis over FaceTime that can provide users with contextually relevant information. With new improvements in digital comes new CRM oppportunities.
Expect Labs - MindMeld Urban Airship - Push Messaging Platform Trend Three CES EXAMPLES CES 2013
Trend Four HUMANIZING TECHNOLOGY Voice recognition. Facial recognition. Hand gestures. Next year well probably see 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 will your marketing go beyond a click of a banner?
LG - Gesture Cam Fitbit - User Experience and Interface Trend Four CES EXAMPLES CES 2013
Trend Five EMOTIONAL 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 this emotional data in the form of biometrics? Happy, sad and angry are about to become part of every markters toolkit. With these future distribution and data capture techniques, how will it a鍖ect your marketing decisions and KPIs?
Technicolor - Content Research + Development Intel - Perceptual Computing Trend Five CES EXAMPLES CES 2013
Trend Six HOME AUTOMATION More and more homes will become smart homes. This is a huge opportunity for brands, especially CPG brands, to add a new layer of utility, data capture and CRM between interconnected devices and appliances. Brand utility can now be thought of as a 360 degree experience that provides tools, content and automated control from your mobile device to appliances and connected products in your home.
Samsung - Smart Home Samsung - Smart Oven Trend Six CES EXAMPLES CES 2013
Trend Seven TV IS NO LONGER PASSIVE Television has become truly active. Its not just a content portal but a smart app portal, a connected home portal and a device portal. The TV is now your lifestlye portal.
Panasonic - My Home Screen LG + Google TV - Content Discovery Trend Seven CES EXAMPLES CES 2013
Trend Eight SCREEN SIZE DOESNT MATTER Whats the di鍖erence between a 120 screen and the screen that sits neatly in your pocket? Its not the size. What matters is the content, utility, data and accessibilty you give consumers across these screen experiences. And its not just providing rich experiences across displays but providing these experiences based on the location of your consumer.
Sharp - 85 8k TV Flingo - Samba, second-screen interactive TV Trend Eight CES EXAMPLES CES 2013
Trend Nine BEND 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 more addressable consumer interactions than ever before.
Samsung - Youm, 鍖exible-display Samsung - Youm, 鍖exible display Trend Nine CES EXAMPLES CES 2013

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Ces Ogilvy

  • 1. What we learned at CES & WHAT EVERY BRAND SHOULD KNOW Ogilvy & Mather 2013 INTERNATIONAL CES
  • 2. Overview WHAT WE LEARNED AT CES The 2013 International CES topped 150,000 attendees, covered 1.92 million square feet of exhibit space, unveiled 20,000 new products and showcased 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 鍖owing throughout the 4 day event, we wanted to 鍖nd the answers to the one thing 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 youll 鍖nd compiled within What We Learned at CES & What Every Brand Should Know. Enjoy.
  • 3. The Trends WHAT 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 digital selves. These new insights into consumer behaviors gives us the ability to reach them more e鍖ectively and make more adaptive products and services.
  • 5. Withings - Wi鍖 Body Scale Hapilabs - Hapifork Trend One CES 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 of communication to consumers. Through consistent product-to-consumer contact, we might start seeing social product networks on the rise.
  • 7. Moneual - Smart Plant Care Moneual - Smart Plant Care Trend Two CES EXAMPLES CES 2013
  • 8. Trend Three ENDLESS CRM OPPORTUNITIES As 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 noti鍖cations on mobile phones to LIVE conversation analysis over FaceTime 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 probably see 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 will your marketing go beyond a click of a banner?
  • 11. LG - Gesture Cam Fitbit - User Experience and Interface Trend Four CES EXAMPLES CES 2013
  • 12. Trend Five EMOTIONAL 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 this emotional data in the form of biometrics? Happy, sad and angry are about to become part of every markters toolkit. With these future distribution and data capture techniques, how will it a鍖ect your marketing decisions and KPIs?
  • 13. Technicolor - Content Research + Development Intel - Perceptual Computing Trend Five CES EXAMPLES CES 2013
  • 14. Trend Six HOME AUTOMATION More and more homes will become smart homes. This is a huge opportunity for brands, especially CPG brands, to add a new layer of utility, data capture and CRM between interconnected devices and appliances. Brand utility can now be thought of as a 360 degree experience that provides tools, content and automated control from your mobile device to appliances and connected products in your home.
  • 15. Samsung - Smart Home Samsung - Smart Oven Trend Six CES EXAMPLES CES 2013
  • 16. Trend Seven TV IS NO LONGER PASSIVE Television has become truly active. Its not just a content portal but a smart app portal, a connected home portal and a device portal. The TV is now your lifestlye portal.
  • 17. Panasonic - My Home Screen LG + Google TV - Content Discovery Trend Seven CES EXAMPLES CES 2013
  • 18. Trend Eight SCREEN SIZE DOESNT MATTER Whats the di鍖erence between a 120 screen and the screen that sits neatly in your pocket? Its not the size. What matters is the content, utility, data and accessibilty you give consumers across these screen experiences. And its not just providing rich experiences across displays but providing these experiences based on the location of your consumer.
  • 19. Sharp - 85 8k TV Flingo - Samba, second-screen interactive TV Trend Eight CES EXAMPLES CES 2013
  • 20. Trend Nine BEND 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 more addressable consumer interactions than ever before.
  • 21. Samsung - Youm, 鍖exible-display Samsung - Youm, 鍖exible display Trend Nine CES EXAMPLES CES 2013