1. What we learned at CES &
WHAT EVERY BRAND SHOULD KNOW
Ogilvy & Mather
2013 INTERNATIONAL CES
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 ﬂowing throughout the 4 day event, we wanted to ﬁnd 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 you’ll
ﬁnd 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 doesn’t matter
• Trend 3: Endless CRM opportunities • Trend 6: Home automation • Trend 9: Bend it. Flex it. Wrap it. Twist it.
4. Trend One
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 eﬀectively and make more adaptive products and services.
5. Withings - Wiﬁ Body Scale Hapilabs - Hapifork
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
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 notiﬁcations 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
10. Trend Four
Voice recognition. Facial recognition. Hand gestures. Next year we’ll probably
see smell. But until then, the Human User Interface is upon us. No more GUI.
It’s 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
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 markter’s toolkit. With these future distribution and data
capture techniques, how will it aﬀect your marketing decisions and KPI’s?
13. Technicolor - Content Research + Development Intel - Perceptual Computing
14. Trend Six
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.
16. Trend Seven
TV IS NO LONGER PASSIVE
Television has become truly active. It’s 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
18. Trend Eight
SCREEN SIZE DOESN’T MATTER
What’s the diﬀerence between a 120” screen and the screen that sits neatly in
your pocket? It’s not the size. What matters is the content, utility, data and
accessibilty you give consumers across these screen experiences. And it’s 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
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, ﬂexible-display Samsung - Youm, ﬂexible display