Because the annual Consumer Electronics Show (CES) kicks off the new year, it’s a harbinger of the year ahead in tech and media. It is no surprise that organizers of this year’s CES show have identified 2019 as the year the industry shifts its attention from the Age of Connectivity to the Data Age.
In the dozen-plus years since the iPhone was introduced, electronics makers and the media companies that fill those electronics with content have focused on getting a lot of devices into as many hands and homes of consumers as possible — and getting those devices linked to the Internet. Now that this work of connecting is essentially complete, the industry has shifted focus to utilizing the data that all these connected devices generate and empowering devices do new and marvelous things with the data they continuously collect.
In this new Data Age, we see chips made by Intel and others with artificial intellgence (AI) embedded. Suddenly, household appliances, phones, TVs, cars, and medical devices are all empowered with meaningful and coordinated interactions. We can tell our refrigerator to order milk when it determines we are low, and we are on the cusp of being able to tell our cars to come pick us up and drive us to the movies.
But the Data Age on display at CES this year is not just about what the devices can do. AI-embedded chip sets are helping to drive massive changes in marketing and advertising as well. Voice assistants and those connected appliances are quickly becoming highly desirable platforms for advertising, with brands newly empowered to proactively assist consumers in their daily lives with contextualized and personalized offers. The same is true of smart cars. They are no longer just transportation but a platform for marketing — the more they do the driving for us, the greater attention we can give to messages contextualized to our journey.
The Centerpeice of a Programmatic Ecosystem
The smart TV continues to be one of the most potent data-driven devices for advertisers. While the emergence of mobile devices seemed to spell the end of the television, the data revolution has injected the TV with new life. Now the most prominent screen with the most compelling content can also operate as the centerpiece of a programmatic ecosystem where advertisers can direct the consumer experience at the household level.
CES is a great opportunity to view the latest technology to better understand how this new Data Age is taking shape. More than 4,500 exhibiting companies from around the globe will be in Las Vegas to unveil their latest and greatest in devices and groundbreaking technology. At RhythmOne, we invite you to discover our immersive and educational Partnership Lounge. We will also be taking clients on Curated Floor Tours to highlight the most interesting and dynamic new consumer technology for the smart home, entertainment, augmented and virtual reality, as well as wearables.
While the advertising industry has been successful with data aggregation for some time, now the real shift in the new Data Age is moving towards activation — making data a utility capable of not only informing decisions but transforming the entire process, helping to drive predictive models for just about everything.
Through a powerful combination of differentiated supply, innovative technology, and data-driven insights, RhythmOne has integrated innovative technology that works across the supply and demand side ecosystem. At CES, our team will demonstrate the power of our unified programmatic platform and what it could achieve for your business now that data is a major driving force powering the consumer experience.
Let RhythmOne help you and your brand navigate the ever-changing landscape of technology and its impact on the consumer journey. Contact us today.
This article contains forward-looking statements. In some cases, you can identify forward-looking statements by the words “may,” “will,” “expect,” “intend,” “plan,” “objective,” “anticipate,” “believe,” “estimate,” “predict,” “project,” “potential,” “continue” and “ongoing,” or the negative of these terms, or other comparable terminology intended to identify statements about the future. All statements other than statements of historical fact are statements that could be forward-looking statements, including, but not limited to, statements about the potential and effectiveness of data usage and programmatic marketing. These forward-looking statements are subject to risks and uncertainties, assumptions and other factors that could cause actual results and the timing of events to differ materially from future results that are expressed or implied in the forward-looking statements. Factors that could cause or contribute to such differences include the dynamic and rapidly evolving sector, as well as the highly competitive industry that RhythmOne operates in, which make it difficult to evaluate prospects. These and other risk factors are discussed in RhythmOne’s Annual Report for the period ended March 31, 2018. The forward-looking statements in this press release are based on information available to RhythmOne as of the date hereof, and we assume no obligation to update any forward-looking statements.