Following CES 2016, Warc collected takeaways and insights from industry leading executives, including Mindshare’s Chrissie Hanson, Head of Strategy, West Coast, along with leaders from Epsilon, JWT, and MRY. Check out some of Chrissie’s insights below, and see the rest on Warc’s subscription service.
While more and more people flock to CES to see the latest shiny objects, what marketers should really focus on is the implications of those objects on our lives. This year, three themes emerged:
1) How we’ll see: Virtual reality, augmented reality (AR), holograms and object-recognition technology again made their way onto the showroom floor. Each exist along a continuum of how we can, and will, see the world. What differs is the depth at which computer-generated, data-sensory input is required.
While VR faces challenges with monetization, and its immediate appeal sits firmly within the gaming space, AR offers the most realistic – and scalable – opportunities. The ability to present ambient information at all times to support commerce (enhancing product reviews), education (enabling remote collaboration) and medicine (letting doctors look inside a patient) are just a few ways that we’ll see AR integrate seamlessly into our lives for the better.
2) What we’ll wear: Wearables and sensors were everywhere. From Fitbit (launching Blaze, its first smart watch), to OMbra (the bra that collects data on heart rate and calories burned) to ShotTracker (sensors in your shoes and on your basketball to help improve your shot), companies were pushing a number of different functions for wearables.
Of particular note was the beginnings of fashion in this space. Xenoma, for example, unveiled an innovative wearable fabric – namely, e-skin with motion-sensing capabilities, and which completely removes the need for clunky devices.
3) How we’ll live in a connected world: The connected home was a major focus this year, from a smart fridge that takes real-time photos of your food (no more accidentally buying items that you already have) and automatically re-orders items when supplies run low to intelligent lighting that adjusts with your circadian rhythm to help you get a better night’s sleep.
Meanwhile, voice-command integration through Apple’s Siri and Amazon’s Echo will further augment the personalization of the home to the needs of each family member. It gives retailers the opportunity to understand their needs on an individual basis, rather than relying on data at the level of the main household shopper.
Finally, when we consider the types of insights gleaned from these types of technology – from wearables showing our level of activity to the way we shop – it’s very likely that, in a few years, we’ll be able to administer healthcare tailored to the specific needs of the individual. Now that’s an interesting scenario.