After a few days at CES, it’s easy to imagine a home simply full of screens; just by walking through the Central Hall of the convention center it was easy to spot fridges, washing machines, dishwashers, mountain bikes and a slew of other household items all outfitted with video display. As consumers get tougher to reach through traditional media channels there will be a temptation to use these mediums as the next great frontier for ads. But, there will need to be a fine balance.
Catching up with Entertainment While in the Car. Consider Sony’s new Vision-S self-driving car that has a dashboard loaded with media screens and 5G. Not to be outdone, LG rolled out a car tricked out with LED screens and tablets. GM announced that Android will power its Infotainment systems which was a couple for Google. While it seemed transportation was almost beside the point for many of the models, Qualcomm is powering a self-driving Lincoln with AI software focused on safety over full automation.
Personalized Ads During Personal Time. Panasonic used CES to showcase wall-mirror-length digital screens, the Panasonic Yoga Synchro Visualize, designed to help people practice yoga and other exercises. Amazfit rolled out an at-home workout system that Business Insider described as a “mashup of the Peloton Tread and a Mirror. Indeed, given the hype surrounding Peloton, it seems clear that tons of companies are looking to bring interactive exercise elements to people’s homes.
In-Home Inspired by Out-of-Home. Another potential new ad-vehicle was the smart closet tech shown off by Haier, which allows people to stand in front of a large screen, have their bodies scanned and then make virtual outfit suggestions. As electronics manufacturers like Haier introduce more in-home products, they’ll likely be looking to integrate with partners. But as the Financial Times put it, the proliferation of smart devices sparked numerous CES discussions on “surveillance capitalism.” That’s not the sort of capitalism most brands want to be associated with.
We can imagine a world without ads as we know them today through the intersection of multiple genres that create useful and interesting experiences while still reinforcing the superiority of P&G’s products.
Brands need to intersect with consumers not interrupt them. There’s no question that brands will be interested in tapping into the increasing number of screens that consumers will interact with, and the targeting opportunities they present. But over time, we think the brands that win will need to make people’s lives easier, instead of exploiting their increased connectivity with new interruptions.
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