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CES 2012: A Move from Devices to Content

While CES 2012 has passed, the buzz still lingers. We bet there are a few of you still wondering how a consumer electronics show is significant to your business. Well, from everything we’re reading and hearing, CES’ content has evolved beyond the usual technology conference. Coverage and attendee insights suggest that CES has jumped on the content bandwagon with companies talking less about new devices and more about content consumption (something we can all benefit from knowing).

Today, Mindshare’s Antony Young has a piece in Advertising Age about why CES is a must-attend event for marketing execs. Young compares attending CES to that of attending a live football game—in both cases, the experience and perspective gained from being there are significantly better than from the couch or behind the computer, touching on the content, networking opportunities and inspiration to be found on site at CES.

DIGIDAY’s Brian Morrissey also attended the conference and provided daily reports on what most impressed media and marketing execs at CES. The day-by-day recap included thoughts about the role that mobile and other communications devices continue to play in connecting consumers to content. Executives from Organic, Mullen and Tremor Video were just a few of those who weighed in on CES action: Recap Day 1, Recap Day 2, Recap Day 3.

Even though new technology wasn’t king at this event, Shelly Palmer, host of NBC Universal’s Live Digital with Shelly Palmer and other shows, offered highlights in the Huffington Post about technologies and the implications of “connected living.” Palmer flew high into the cloud, while homing in on the changing behaviors of today’s leading consumer electronics brands and efforts to create universal systems that work across devices.

Now the question remains, will you be there next year?

Takeaways from 4A’s Transformation 2011 Conference

Transformation can be a scary and difficult journey for companies and individuals, as Sam noted in her introductory post.

Traditional agency executives certainly know that’s true. They have been blasted, as a group, in recent years for being head-in-the sand types who are reluctant to adapt in changing times. How many years have we been reminded at this conference that “the 30-second TV spot isn’t dead”? That came up as recently as last year at the ad group’s conference in San Francisco, where there was a lot of hand-wringing as one top marketer urged the jittery group to, at last, think beyond the 30-second TV spot. Embrace social media, they were told. Well, duh.

But, finally, signs of change. At the the 4A’s Transformation Conference in Austin this week the group is facing up to changing and challenging times–and agencies are trying to adapt. Many of the sessions and cocktail discussions (before the second cocktail) are about mobile apps, online video, crowdsourcing design, virtual collaboration, and brand-created content. Attendees—there are some 1,000 people at this conference—are eager use technology that’s transforming advertising.

Takeaways:

  • Web video is big and growing. In 2011 twice as many videos will be viewed than searches queried we heard Tuesday from Tremor Media. Marilyn Mersereau, CMO of Cisco, says 90% of all Internet traffic by 2013 will be video.
  • Crowdsourcing  is part of the future of advertising. “Collaboration is here,” Winston Binch, partner/managing director of Crispin Porter + Bogusky, said. One conference speaker, Tim McClure, co-founder of GSD&M, used the term “curativity,” noting that it may take some traditional agency jobs away. (How long before there’s a Chief Curator at agencies?)
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