Media on the Move: CES edition
As always, the Consumer Electronics Show in Las Vegas is rife with gadgetry and possibilities (and, this year, apparently, a 50-ft-long roaming snake named “Titanoboa,” but that’s a different story…) When it comes to advertising and technology, several themes have already emerged as focal points, and it’s no surprise that ‘mobile’ tops the list. Beginning with Qualcomm CEO Paul Jacobs’ keynote address entitled, Young People Today are ‘Born Mobile,’ and continuing from there, the topic of mobile — how it’s evolving and how to effectively target it — is on everyone’s minds. Mobile is the single fastest growing method of media consumption –with usage doubling in less than two years, according to eMarketer, and growing at a rate of 14 times that of desktop. With growth like this, it’s easy to see why marketers are hustling to keep pace, while searching for new and improved ways of targeting it.
The overwhelming prevalence of smartphone and tablet usage directly influences another big theme this year: the multiscreen, channel-agnostic “TV Everywhere” future that we’ve all been hearing so much about. Dish Network’s Charlie Ergen took to the stage again this year, this time to announce improved “Hopper” (whole-home HD DVP box) capabilities, and reiterate Dish’s commitment to multiscreen, web and mobile viewership options. Many other companies, including Accedo, AT&T, and Bravo (to name just a few), have stepped up to the TV Everywhere plate with multiscreen, streaming-video, and smart TV apps, or in the case of Audible Magic, with automated content recognition (ACR) solutions like interactive and addressable advertising across mobile devices. Time Warner Cable and Roku have struck up a deal, as well, which will allow subscribers to stream up to 300 live channels on their box.
Companies are realizing, now more than ever, that trends are rapidly shifting and they will need to either accommodate the changing paradigm, or risk being left behind.