2018 RECAP - MullenLowe Mediahub
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
TO LEARN MORE ABOUT FOR INQUIRIES,
MULLENLOWE MEDIAHUB VISIT P L E A S E C O N TAC T DAV I D S WA E B E
mullenlowemediahub.com david.swaebe@mullenlowe.com
2018 RECAP
Image Source
technologyreview.com/s/601519/how-to-create-a-malevolent-artificial-intelligence/
_ This year’s CES has been panned by many as one of the worst in memory. It’s true that
not one big thing blew everyone away. Artificial Intelligence, especially from leaders
IN TRO like Amazon and Google, certainly had a heavy presence this year. Yet, according to
experts and pundits, no one particular thing really “won” CES. The truth is that the
theme this year was similar to last year’s, in which there was an evolution of multiple
technologies including IoT, AI, AR, VR, robotics, drones, wearables, connected homes,
connected cars, connected cities, even rideable luggage, and much, much more.
This has led us to one striking conclusion: This is simply the new reality we all live in
today. Whether you look at it as a wave of progressive advances here to improve our
way of life, or an onslaught of dark horrors a la Black Mirror, the fact is that almost
every facet of our lives will be connected through a myriad of new and advanced
technologies. We now must face the reality of a world with smart countertops, smart
lampposts, drone pizza deliveries, robotic pets, virtual vacations, and voice controlled
everything. All of these technologies are here today, rapidly evolving, and moving
faster to real-world adoption than we may all expect.
We believe the following trends are the most impactful on the marketing industry in
the near term:
_
2 MUL L ENLOWE ME DIAHUB
CES 2 01 8 RECAP
_
TOP TRENDS OF 201 8
_
3 MUL L ENLOWE ME DIAHUB
CES 2 01 8 RECAP
_
TOP TRE N DS O F 2 01 8
1. AI Everywhere.
Alexa Google
amazon http://www.businessinsider.com/google-
assistant-versus-amazon-alexa-2018-1
Let’s just get this very popular one out of the way first. There’s obviously a reason why
artificial intelligence is on the tips of everyone’s tongues. On one hand, there are the very
visible voice assistants like Google Home and Amazon Alexa. On the other hand, things
like “deep learning” and “machine learning” are being applied to multiple programs and
platforms across the ad tech landscape. It was clear at CES that AI is being embedded
into almost everything and marketers will have the opportunity to tap into discovery and
recommendation engines that will make today’s search engines look truly archaic.
_
4 MUL L ENLOWE ME DIAHUB
CES 2 01 8 RECAP
_
TOP TRE N DS O F 2 01 8
2. A Faster, Even More
Connected Network
5G Wireless Network Ecosystem
http://www.zdnet.com/article/at-ces- Futurum Research
2018-enthusiasm-mounts-on-how-5g-will-
transform-industries/
One popular panel at CES was the one focused on 5G networks. Fifth generation
networks are still a little bit of a ways off, but the consensus among the panelists from
organizations like Qualcomm, Ericsson, and Nokia is that the speed and processing
power will transform multiple industries. In addition to that, Ford showed off its mobility
ecosystem designed to connect cars and cities. Devices, including cars themselves, will
become much more powerful from almost anywhere, dramatically changing how we
experience and provide content like video, virtual reality, and more.
_
5 MUL L ENLOWE ME DIAHUB
CES 2 01 8 RECAP
_
TOP TRE N DS O F 2 01 8
3. The Internet of Everything
Transformation Trends in Auto Whirlpool Smart Oven
https://www.convergetechmedia.com/top- https://www.cnet.com/news/you-can-use-voice-
digital-transformation-trends-automotive/ commands-to-control-this-whirlpool-oven-ces-2018/
You’ve heard it before. Screens everywhere. Data everywhere. Internet everywhere. The
difference now is that the hardware and other technology are real. On display at CES
were connected showers, digital ovens, smart toilets, an army of automated automobiles,
and smart fabric. When your kitchen, your shower, your car, and even your clothes are
connected, there is literally nowhere to hide from it. It will give us the opportunity to
connect with consumers with the promise of anyplace and anytime, but it also runs the
risk of making consumers even more adept at avoiding advertising.
_
6 MUL L ENLOWE ME DIAHUB
CES 2 01 8 RECAP
_
TOP TRE N DS O F 2 01 8
4. New Immersive Frontiers Emerge
Tony Romo Floyd Mayweather
https://www.geekwire.com/2018/intel-
brings-former-nfl-star-tony-romo-ces-
keynote-tout-companys-sports-technology/
It’s clear that media and publishing companies are investing more and more in new
immersive experiences like augmented reality and virtual reality. During his keynote
speech, Brian Krzanich, CEO at Intel, showed off the company’s latest version of True
View virtual reality that enables fans to see NFL games from a player’s perspective. Boxer
Floyd Mayweather literally fought himself to promote a new VR fitness game. Meanwhile,
Hulu announced that the streaming service will be offering a personalized live broadcast
of this year’s Olympics. Snapchat and Facebook continue to invest heavily in augmented
reality. And as per usual at CES, a slew of new TV technologies were introduced,
including one by Samsung called The Wall due to its insane 146-inch size, and an OLED
one by LG that is actually “rollable” like a newspaper. These innovations, along with the
literally hundreds of other new experiential technologies, prove that the hardware to
change how media is experienced is very real.
_
7 MUL L ENLOWE ME DIAHUB
CES 2 01 8 RECAP
_
W H AT B R A N D S
CAN DO NOW
_
8 MUL L ENLOWE ME DIAHUB
CES 2 01 8 RECAP
_
W H AT I T A L L M E A N S F O R A DV E R T I S E R S
The simple message for advertisers coming out of CES is that the old guard of
conventional media is finally on its last legs, and if you are slow to the party when
it comes to working in new technologies like voice assistants, augmented reality,
and even mobile and social advertising, then you could find yourself in big trouble
very soon. An onslaught of new screens and immersive experiences powered
by artificial intelligence and delivered at ultrafast speeds to myriad devices is
on its way, and on its way fast. It’s imperative to develop a plan for testing new
technologies, for having a flexible tech and data stack that can go well beyond
the world of cookies and points, and most importantly, for finally sun-setting
much of the conventional advertising and media that may not even exist in the
next two to five years.
_
9 MUL L ENLOWE ME DIAHUB
CES 2 01 8 RECAPYou can also read
