The Consumer Electronics Show (CES) in Las Vegas sets the table for the year in technology, encompassing the raw potential from innovation, major bets from industry titans, and the opportunity to see the future before it happens. More than 170,000 attendees were on hand to see the latest and greatest AV, automotive, and computing technologies—from unique IoT concept devices to commercial displays. For this week’s round up, we bring to you the key takeaways from Vegas, the challenges with programmatic advertising, and a look at why MarTech is here to stay. Read on to know more:
Show participants were given a glimpse into the future, and the new technology stars that might have been born at CES this year – time will tell. There’s no doubt 2016 is the year virtual reality begins to go mainstream. Jaunt, NextVR and Oculus all grabbed headlines last week for their VR cameras — and in the case of Oculus — its $600 consumer headset. Luna 360, a consumer-friendly camera about the size of a pool ball, made its debut at the show ahead of a planned release later this year.
It’s not all about the gadgets – CES was always defined by the unveiling of the latest, coolest tech toys. Despite the almost ubiquitous presence of drones among other “stuff,” that’s not what we’ll be talking about next year. Even with a good bit of buzz about “wearables,” the folks in that business already see the term as having a very short shelf-life. Intelligent gathering of data with actionable impact for health, wellness and marketing intelligence will be incorporated into the objects in our everyday lives, but we won’t be buying separate devices to make that happen.
About a year or so ago, there were a slew of announcements in the arena that has loosely been referred to as “programmatic TV.” Collectively, they seemed to indicate that the foundation was being laid for TV advertising to finally start operating like digital advertising — meaning that TV ads would soon be bought and sold using automated technology and precision data. The truth is in the data, however. So far, a full-scale shift to programmatic for TV advertising has been much slower than analysts predicted. In a nut shell, programmatic advertising requires an evolution of business model between [pay TV providers] and programmers and changes between sellers and buyers.
This article pits adtech against martech and finds that martech will eclipse its paid cousin. Over the next five years we will see adtech supplanted by technology and companies that directly serve marketers and enterprises — rather than ad industry ecosystem intermediaries, where most adtech today is centered. Think closed-loop marketing platforms, omnichannel data mining, prospect profile management systems, and dynamic messaging and pricing systems. Initial leaders in this space include companies like Oracle, Palantir, IBM, Neustar and Adobe.
MarTech is still on the rise, and according to IDC, spending is expected to grow at a rate of 9 percent each year through 2018. In this Q&A, DemandGen’s CEO, David Lewis, talks about the future of martech and what the landscape will look like beyond that time. According to Lewis, in order to keep pace with how buyers learn about and purchase products in this digital age, all businesses must be investing in marketing technology (the marketing cloud as it’s now been branded) to leverage tools that automate engagement and streamline sales and marketing operations. The benefits of doing so increase collaboration across these two critical functions to accelerate growth.