The innovations that will stand out at CES 2019
CES 2019 is correct across the nook and the anticipation for this 12 months’s present and its new applied sciences is rising. As is custom, the brand new 12 months will begin off with inquisitive entrepreneurs and advertisers strolling the flooring of CES, utilizing their time to attach with shoppers, meet with companions, take heed to rivals and adapt to applied sciences that may drive enterprise outcomes.
With greater than 2.5 million sq. ft of exhibit , CES is commonly overwhelming for attendees. To raised navigate the present, community with friends and create a schedule that touches on one of the best classes and cubicles obtainable, I spoke with main Omnicom executives and CMOs on what they’re most excited to see this 12 months. Here is what they needed to say:
Troy Ruhanen, President and CEO, TBWA Worldwide
One of many huge tech improvements we have been monitoring is haptic wearables. Teslasuit, which debuted final 12 months, allows immersive movie and gaming by way of full-body haptics. It has local weather management to position the wearer in particular environments, an API and biometric monitoring for exact measurements and optimized suggestions. The go well with can be utilized on set (or at house) for movement seize, however past simply gaming and leisure, there are purposes for healthcare, aerospace, automotive entrepreneurs and past. Our builders and creatives have been clamoring to get their arms on a Teslasuit. Think about the inventive potential once we can design experiences meant for all the physique.
Lauren Sallata, CMO, Panasonic Corp of North America
Entrepreneurs will wish to pay shut consideration to expertise that seamlessly integrates the bodily and digital worlds. For instance, Panasonic is introducing digital platforms that may allow clever highways (or, “Internet of Roads”); autonomous automobiles, the place the motive force turns into a passenger and their consideration is up for grabs; and a human-centric smarthome platform that learns from earlier interactions and might help with every thing from scheduling to purchasing. This can create significant alternatives for personalization whereas putting a premium on privateness and safety. The rise of those platforms will seemingly upend the advertising and marketing combine.
Raja Rajamannar, Chief Advertising & Communications Officer, Mastercard
Innovation breeds innovation, and that is what we’re seeing with the mixing of contact funds and voice purchasing among the many billions of connected-devices reworking our world. Over the subsequent 5 years, billions of shoppers will make a fee with biometric expertise. And whereas a nascent software, voice commerce is setting an simple tempo. At CES, we anticipate the most recent applied sciences related to multisensory commerce to be on the forefront of many conversations. The way forward for advertising and marketing can even evolve to develop into extra experiential and sensory-driven as manufacturers redefine what shopper engagement seems like within the digital age.
Dianne Wilkins, CEO, Vital Mass
When the world went from analogue to digital, increasingly of our on a regular basis merchandise have been infused with smaller, higher silicon chips. The facility of our cool, new units was a mirrored image of the ability of these little chips that producers have been cramming in. Right this moment, our units want one other form of power-up: higher batteries. As we preserve on the lookout for new methods to chop cords, wires, and fossil fuels out of our lives, huge tech gatherings like CES might begin giving extra stage time to individuals who could make batteries cleaner, stronger, smaller, cheaper, and—dare I say it—cool.
Scott Hagedorn, CEO, Hearts & Science
After rapidly perusing this 12 months’s line-up of sensible locks and AR/VR enablement, CES 2019 seems to be a 12 months of evolutionary incrementalism. Many applied sciences are advancing in the direction of beforehand introduced product ambitions. The sheer preponderance of autonomous driving expertise merchandise will make it the class du jour of the present. Not on show, however prime of thoughts, must be the unintended penalties of speedy deployment of applied sciences. Look no additional than the present Tesla autopilot DUI case for a glimpse of issues to come back.
John Saunders, President and CEO, FleishmanHillard
CES 2019 will not simply be about innovation and the most recent merchandise. There can even be a shift to, and deal with, Know-how for Good. There might be far higher deal with accountability, schooling and debate – particularly across the want for regulation and laws to guard shoppers. The communications trade can have a task to play, serving to enterprise, authorities and academia come collectively to teach shoppers and supply the moral and privateness frameworks which can be essential to bolster public belief in rising expertise – and in so doing, guarantee it reaches its full potential.
From haptic wearables to multisensory commerce to the batteries that energy all of it, this 12 months will place a much bigger emphasis on sensory-driven buyer engagement. The bodily and digital worlds will proceed to mix in 2019, providing our trade higher alternatives for stylish, personalised buyer interactions that drive tangible outcomes.
In order CES planning begins and schedules are hashed out, remember to preserve an eye fixed out for the classes and cubicles that take these improvements one step additional. As we have seen with voice search and AI, promoting will proceed to latch onto the experiential applied sciences that absolutely immerse the patron right into a model, and with these sensory experiences will come trade tips and precautions which have but to floor.