Richard Yao, Srategy and Content Manager at the IPG Media Lab, UM’s innovation division, penned an op ed for Adweek summarizing his CES 2020 experience. Read below for a preview, and click here to read the article in full.
As CES wraps up another year of hustle and bustle, it is clear that technology has not only impacted every aspect of our daily lives, but it is also expanding consumer access points beyond traditional media channels for brands to experiment and innovate around.
While some have lamented that CES 2020 offered nothing particularly new to see, a deeper look reveals some hidden trends emerging from the show floor this year that should intrigue brands and marketers alike.
THE STREAMING WARS EXPAND BEYOND TV
The launch of Disney+ and Apple TV+ last fall marked the beginning of a new era for the streaming wars, and its escalation reverberated throughout CES.
Quibi, the upcoming short-form video subscription service, took the keynote stage on Wednesday to make a case for their mobile-native content strategy and video platform. For brands looking to advertising on Quibi, which has sold out its first year of ad inventory, it would be smart to wait and see if Quibi can overcome the adoption hurdle of convincing users to pay $5-$8 a month for premium short-form video, which has so far been widely available for free on platforms like YouTube and TikTok.
In this post-peak TV world, cross-category collaboration can help content stand out. For example, the team behind Avatar collaborated with Mercedes-Benz to develop a futuristic concept vehicle that embodies the unique aesthetics and eco-conscious message of the movie. The resulting earned media likely directed some Disney+ subscribers to rewatch the movie for the first time in a decade.
Read more in Adweek here.