January 13, 2010

CES for advertisers

lasvegas_sign1At the Consumer Electronics Show in Las Vegas this past week we’ve seen many interesting products that have generated lost of excitement. What will these new devices mean for advertisers and marketers? Any new technology opens up new opportunities to connect brands with consumers. Let’s take a look at a few…

3D TV – the true goggle box?

The biggest buzz at this year’s event was 3D. With the massive success of the movie Avatar everyone wants a piece of the 3D pie. Many manufacturers presented 3D TVs and once the technology becomes more widespread we’ll begin seeing 3D advertising too. AdAge have provided some expert opinions about the need to create a 3D ad and suggests that advertisers producing spots for cinema should definitely be looking into the technique. Read the article here >

No doubt some of the big brands like Coke are already developing 3D ads for cinema screens. Will this 3D craze last? Does the technology add to a movie (or TV show)? Personally, after seeing Avatar in 3D I wished I had seen it in 2D. The colours were muted and the movement become blurred at times. What do you think? Leave your comment.

Is that an App on your TV?

The big screen in your living room continues to make a comeback with internet-connected televisions being another big development. Samsung and LG were just two manufacturers presenting web-enabled TVs. Already we see companies like Yahoo! providing apps designed specifically for the TV screen. Just like with the iPhone, we will soon see branded apps appearing on the bottom of the screen allowing brands to enhance standard 30 second TV spots and inviting consumers to interact. People don’t want to surf ordinary websites from their sofa so apps will provide a simpler way to bring online content and interactivity into the living room. Find out more >

Perhaps we will see a time when very few people go to what we know as a website. Apps provided bite-sized interaction. In the same way that Twitter is to blogs so apps will be the “websites” for the attention-deficient.

Future in your hands

It all started with the success of the Kindle and the rumor that Apple would release a tablet device. Now we see many companies such as HP and Lenovo presenting prototypes of slim devices that read e-books and other media. These could soon become commonplace on coffee tables everywhere. CNET doubts that the technology will take off quickly (read article) but it’s worth keeping these devices on the radar. With 3G connectivity and great portability plus GPS in some cases, advertisers will be able to reach consumers in a relevant and timely way. Want to read the news while waiting for a plane? The duty free shop nearby could alert you to special offers. We’ll see more e-books as branded premiums, especially in the business market. Some say it will save the publishing industry. That’s good news for advertisers too.

A simple gesture

Companies like GestureTek are pushing the use of motion sensors to do away with manual input. It opens up amazing possibilities for retail displays where you just wave a hand to interact. Soon everyone can be like Tom Cruise in Minority Report, browsing products with the flick of a finger. Check out this article on NYTimes > Gesture technology will be built into TVs before too long so interacting with branded apps on your TV screen will be even easier. A swipe off the screen could send your favourite brands to your slate for later enjoyment. Just like in Pixars Wall-e, we can just lie back getting fat and just wave our hands.

The internet has radically changed the advertising world in just 15 years. Will any of these developments do the same? Let’s wait and see.

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