Kelly Scott Madison



This year's Consumer Electronics Show was packed with marketing takeaways. Discover the best in our recap.

The Consumer Electronics Show represents one of the most anticipated events of the year. Technological innovation has an increasingly dramatic impact on consumers’ lives and the show is a fantastic gauge of what is to come in media usage, breakthroughs in time-management aided by technology and ever-emerging new advertising platforms. Trends emerge as major and emerging brands showcase their new ideas for capturing consumer attention and addressing the gaps in the current marketplace.

What did the 2017 CES show tell us about the future?

Traditionally Non-Digital Times of Day Are Opening

Overall time spent with media has begun to flatten out as consumers have fully incorporated second and third screen time into any available hours they once had. The mass adoption of the smartphone brought major increases in media interaction time as more of the public was able to access news and entertainment while outside of the home. By 2016, Americans were spending 12 hours and 5 minutes of every day interacting with media, a full hour more than the total time spent in 2011. This was a direct result of ready access to mobile devices and the plethora of platform choice opened by an “anytime, anywhere” marketplace. Estimates for 2018, however, predict only a 3-minute growth over 2016 numbers, creating an ever-frenzied drive for the battle over valuable minutes in a cluttered marketplace.

It was evident that electronics developers are aware of the increasingly aggressive media landscape and the push for interactivity was everywhere at CES. Connected refrigerators, washers and dryers, and even bathroom mirrors allow for interaction with potential customers and open fourth, fifth, and sixth screens for advertising and purchase opportunities at all points of the day. Directly addressing pain points (washers that will order detergent directly from Amazon, refrigerators that create a shopping list and automatically order groceries, bathroom mirrors that connect to YouTube for beauty product demonstrations, etc) create in-home sales points beyond the desktop, phone or tablet while also creating efficiencies for busy consumers.      

Clutter and Endless Choice Create Confusion: Help the Consumer and Win Their Loyalty

Connected household devices improve people’s lives by making daily chores easier, and this theme extended throughout CES this year. Simplicity and ease of use were paramount with all product introductions. As technology becomes more advanced, streamlining options for consumers becomes more essential and cutting through the clutter will help brands stand out in the purchase consideration process. Plug and play TVs featuring easy installation and mounting options, tiny electric cars with charging capabilities via a basic household AC plug, and in-car or in-home predictive technology that suggests...

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