A Game of High Stakes: Media Roulette and Other Learnings from CES

Several key trends are influencing the disruption and evolution of the marketing landscape Many of the worldamp8217s global business leaders touched on them during the annual tech pilgrimage to Las VegasPrivacy and Regulatory ForcesSeveral notable headwinds are impacting global digital advertisers including the amp8220brokenamp8221 media and measurement supply chain high risk of fraud lack of brand safety SVOD decreasing reach of TV and changing consumer preferences Also among these challenges are the rise of privacy concerns amid regulatory changes with GDPR in EU and the CCPA in California Given these multiple forces we are facing slow but inevitable change across the ecosystem According to Richard Raddon of ZEFR amp8220technology overhead is very complex and not often understood by regulators and in addition all the regulation has ironically enhanced the walled gardensamp8221 As advertisers get ready for these sweeping regulatory changes peak industry bodies are intensifying their lobbying efforts to get closer to a consistent national data privacy law to prevent the tricky and confusing scenario of multiple state regulations The impact of the GDPR has been global and it is expected that the impact of the CCPA will be as well considering that California is the fifth largest economy in the worldCreativity at ScaleCreative will be driven by relevance engagement and data according to Brian Quinn of AppsFlyer The industry has an opportunity to create a flywheel effect of amp8220creative at scaleamp8221 buoyed by technology personalization and insightsAccording to Gary Vaynerchuk CEO of VaynerMedia amp8220We donamp8217t need more data it is highly commoditized In the end creative will determine successamp8221Given almost 75 of internet usage will be on mobile phones by 2025 and the majority of mobile usage will revolve around video content with sight sound and motion the versatility multidimensionality and digitization of storytelling will reach exciting new heights Jeffrey Katzenberg Founder of Quibi and Meg Whitman CEO of Quibi took to the stage at CES to talk about their companyamp8217s turnstyle technology which allows users to change the perspective of the show when they hold their phones in portrait mode versus holding them verticallyDigitization and Personalization Across PlatformsFrom AI to podcasting from shoppable interactive ad units to dynamically creative locationbased ads the world of the physical and digital is colliding Brands need to migrate from current multiplatform delivery across tablet mobile inapp video and events to omnidelivery that extends to IoT virtual assistants and new immersive worlds using AR augmented reality VR virtual reality and MR mixed reality Interactive videodriven and personalized solutions will drive consumer actionsThe worldamp8217s largest brands including Procter ampamp Gamble and Unilever took different approaches during CES to addressing the disruption facing the ad industry Unilever focused on an integrated way to fix a broken digital ecosystem including through datadriven solutions like blockchain while PampampG appeared to offer something closer to a radical transformation one where technology and purposedriven products are central to the strategy quotI would say that the days of advertising as we know it today are numberedquot Marc Pritchard chief brand officer at PampampG said quotWe need to start thinking about a world with no adsquotDriven by Brand PurposeAt the center of these conversations is brand purpose which has increasingly become the modus operandi of several global brands Samsung set the tone during its keynote emphasizing that its mission during the Age of Experience is to ensure amp8220better global societiesamp8221 From smart cities to smart fitness tracking to a smart ball amp8220housekeeperamp8221 robot called Ballie Samsung unveiled how technology can make our lives more efficient healthier and memorableOne of the strange things about CES 2020 is how many nontech companies chose to present at the giant trade show to show off their wares CocaCola pushed a new formulation for CocaCola Energy it has guarana extracts Impossible Foods unveiled a new fake pork product Deere ampamp Co showed off its new age techenhanced tractors Procter ampamp Gamble showcased its connected toothbrushes and a concept robot that delivered a spare roll of toilet paper when you need it most Delta also made a splash at the show when CEO Ed Bastian raised concerns about carbon emissions from air travel promising Delta would invest in renewable solutions to offset emissions for flights to and from Las Vegas during the week of CES Delta also reiterated its commitment to cutting its emissions in half by 2050Game OnWhere the media allocation decision may have resembled a game of roulette some years ago it no longer does at least in most cases With the avalanche of data new technologies like AIML and the digitization of the consumer experience marketers are now armed to enter the high stakes arena of delivering on marketing effectiveness with foresight pinpoint intelligence and digital gravitas The road ahead will rely on strategic vision stellar execution and empowering leadership We saw plenty of all three at CES 2020Click the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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A Game of High Stakes: Media Roulette and Other Learnings from CES

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Raquelle Zuzarte

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A Game of High Stakes: Media Roulette and Other Learnings from CES

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