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This January, tens of thousands of industry professionals will converge in Las Vegas for the first major consumer electronics show in three years.
After a fully virtual show in 2021 and a scaled-down version last January, organizers said this iteration of the tech industry’s biggest trade show will form a footprint that’s at least 70% larger than last year’s show, which drew 45,000 people. I expect to return to , and over 3,000 exhibitors and 2.1 million square feet of show space.
The event’s program will also adhere broadly to the overarching theme of ‘Human Security for All’ for the first time this year, in partnership with the United Nations.
Here are some of the trends that could shape the show this year.
Increased health and transport technology
The stars of the show are of course futuristic gadgets, including more and more electric cars, health-related devices and smart home appliances of all kinds in recent years. Those trends are expected to continue this year, with a wider range of mobility and transportation devices, including demonstrations of real-life flying cars, and the healthtech industry, which has been overheated by surges in demand due to the pandemic, said his senior vice president. said Kinsey Fabrizio of Membership in the Consumer Technology Association, the industry group that runs CES, and his CES sales figures.
Even before the pandemic, CTA had made a concerted effort to become more committed to healthcare technologies such as telemonitoring, telemedicine and wearables, a trend that has been accelerated by the Covid-19 pandemic.
“Key healthcare leaders will be at CES this year,” said Fabrizio. “Moderna will be at his CES and the CEO will speak. Teladoc will be at his CES for the first time.”
Fitness tech and electric vehicles aren’t natural destinations for marketers, but new platforms such as in-car entertainment systems and in-home exercise programs may offer sponsorship opportunities.
Metaverse and NFTs Appear Across the Show Floor
Virtual reality and augmented reality devices will undoubtedly play a big role, and the story of the Metaverse set will permeate every corner of the show floor this year.
Aside from the actual hardware, the organizers believe that the show will continue with the metaverse and non-fungible tokens ( NFTs). Proponents say it constitutes a new version of the Internet.
“The metaverse and web3 are new subjects for us,” says Fabrizio. “This will go all over the show floor. All sectors at CES and the tech industry are talking about this.”
However, the recent FTX debacle and subsequent crash of the cryptocurrency market could cast a shadow over this part of the event, even though the controversy has little to do with technology like the Metaverse, Kassan said. said. NFT, too, was experiencing a sales slump in the months before FTX’s meltdown as the initial wave of hype seemed to subside.
“Right now, marketers seem to confuse FTX with blockchain and NFTs. Obviously, I don’t think so,” Kassan said. “That would get in the way of growth in that space, at least for the time being.”
Growing Presence of Retail Media Networks
Attendees to the show typically come to CES with an eye to the future, to get a glimpse of the technology that could shape the world in the next few years, but the economic uncertainty looming over the new year has forced budgets to dwindle. Constrained marketers contribute to bottom line in the short term.
“2022 was kind of the year of escapism… we were trying to find a new playground for all of us to participate in,” said Elav Horwitz, senior vice president of global innovation and creative partnerships at McCann Worldgroup. says. “I think CES 2023 will be more realistic and realistic.”
Topping that list is the retail media network, which will have more exhibits this year at C-Space, which will focus on event advertising and media. Walmart will have a bigger presence at this year’s show as it looks to boost its Walmart Connect advertising division, similar to Amazon advertising.
Michael Kassan, CEO of MediaLink, a management consulting firm known for its strong presence at CES, said: “Walmart, Kroger, Albertsons, Target and all other retailers see it as a huge potential growth area, not surprisingly, with a forecast of 12% of media spending going to retail media. .”
Economic uncertainty may curb attendance
Experts say an economic recession expected in the first quarter of next year could also see attendance fall as travel budgets are likely to be constrained in the first week after the holidays. I’m here. This could weaken the presence of some industries that have been particularly hard hit by the economic turmoil, such as advertising.
“I think people are looking at it and saying, ‘I will have more freedom in choosing which trips to take.’ Many companies, especially in our industry, have a hiring freeze. Not only do I put my travels on hold, and I think later in the year, maybe that’s carried over a bit as well,” Kassan said.
Stay ahead of the streaming world
Netflix will emerge as a major advertiser for the first time as the connected TV industry faces a volatile landscape this year as major streamers reorganize their strategies. The service seeks to activate a new layer of advertising support using speaking slots in the C space. Roku’s advertising arm, Samsung and other device makers will also have big exhibits, as they have in the past.
Marketers are looking for answers on how to stay ahead of the latest moves around ad-supported video for streaming services, such as Disney Plus launching its own ad-based options, Kassan said. “Everyone will see the tea leaves there and understand how brands can survive and thrive streaming in a connected TV world.”
‘Human Security’ shapes the show
Many of the participating brands’ activations and exhibitions will also contribute to sustainability and social good, in line with the theme of this year’s event. LG Electronics, a major company attending the show each year, will shine a spotlight on its sustainability goals with its “Better life for all” exhibit, while Samsung presents its vision of “Sustainable Innovation.”
“We found sustainability to be big this year,” Horwitz said. “I hope that the innovations we see become more pragmatic and humane, and aim to do good in the world this year.”
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