Now in its 48th year, the Consumer Electronics Show, or “CES,” kicked off earlier this week in Las Vegas, Nevada. The international trade show brings the most important brands, technology companies, and industry players together under one roof to showcase the latest consumer facing technological innovations.
So far, this year’s CES hasn’t disappointed. We’ve already heard from big tech brands like Samsung, with their 105-inch bendable TV, and award winning Galaxy Note Edge phablet. However, while walking the floor at CES, I was struck most by the advancements being made in connected technologies and devices. The one theme that stands out most at this year’s CES has to be the Internet of things and “smart” devices.
The Internet of Things, a term that rose to prominence in 2014, is here to stay. The sheer amount of physical devices on display at CES that are connected and “smart” is impressive. From cars (Audi), to tech gadgets, to products like tennis rackets and baby clothing, more and more items are being made smarter to serve the consumer.
This new, open, ecosystem of products is reminiscent of the digital advertising ecosystem in that when processes and technologies are “talking” to each other the end user is sure to benefit. A colleague of mine said that “the key to driving performance is to know and understand the interrelationship between the different types of programmatic products and the values of each of the functional parts to a marketer and publisher,” when talking about the open exchange. Replace “programmatic products” with “marketing solutions” and the statement holds true for brands looking to build out their marketing stack. If 2015 is going to be the year of the Internet of things, I’m confident that 2015 will also be the year that marketers master the art of identifying and building the technology stacks to power their digital marketing efforts.
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