January 13, 2025
CES 2025: Noah Vardon on the standout tech of the year
  • Leadership and customer experience
null

CES continued to deliver on its promise to grant a view into what’s next for business, communities and consumers. While we saw many new notable innovations this year, many technologies of the past – from automation, autonomy and, of course, AI – are ready for their next evolution.

Here are five that stood out at this year’s CES.

Quantum Computing

For many years, quantum computing was seen as mainly academic and years away from adoption. But what we heard from many companies this week, including Google and Amazon, is that it is very much here today. Quantum algorithms will work by storing and processing information that is inaccessible to classical computers of today. For example, in healthcare, this could mean getting to clinical trials significantly faster. For marketers, there would be significantly less need for synthetic data, as you could access high-value first-party data and build agile outcome performance models in a matter of days. Taking it one step further, you could imagine a world where quantum computers go hand-in-hand with helping to teach AI new iterations and adapting proactively to consumers.

Digital OOH 2.0

This is a great example of what was once new, is new again. Digital OOH has been growing for several years but it’s now at the tipping point of personalization and scale. The showcase of projection technology on a scale as big as The Sphere shows the true potential of projection technology today. This showed up on the floor in a big way, with new advancements in digital projections that can basically adapt to all surfaces. You now have companies like Evision Auto, which can turn parts of the car into personalized LED that matches the mood or personality of the driver. And other showcases of large storefronts that can be turned into digital without hardware or screens.

These advancements also showcase how OOH can become more personal – which was on display at CES, where a “Yellow Guy” on the Sphere wished attendees a “good morning” from the skyline, delivering a timely, relevant message.

Vehicle tech

The last two years have seen a significant focus on the engine of cars as we have marketed to the change in demand for EVs. But what was clear to me is that while the adoption of EVs begins to scale, the focus is back on the inside of the vehicle. For example, a company named Zeiss is redefining glass digital technology that would allow car screens and software to be on each window, instantly increasing the usage and utility of car IOS software. Imagine being able to pull up your favourite show on your window to pass the time. And, as the technology for autonomous driving improves, you’ll have more dwell time than before – completely undistracted. My prediction is that auto media networks will see similar levels of growth as retail media networks in the coming years.

Horizontality to drive Connected Commerce

This concept really speaks to one of the core challenges that arose with digital ecosystems. Very little was connected due to technology constraints, which meant your efforts to deliver a cohesive consumer journey was challenged.

This week, OMG held many related panels with our clients about connected commerce. They shared that brands cannot afford drop offs or disengagements from consumers. Remember when many said the funnel was dead? It’s not. And it may matter more than ever. How you take someone from learning about your product, to knowing where to buy it, to discovering advice and reviews, to finally a purchase – this sequence will matter if you can do it faster and with more precision.

The Future of Search

One key driver of commerce growth has been fueled by the significant changes in how consumers are searching for topics and inspiration – first on social media and now through AI prompts. More than ever, these expanded searches are leading to direct purchases.

New forms of search were present everywhere on the floor. These are places where people will be searching out of the native environment we know today. Need something for a recipe? Search on your latest fridge from Samsung. Or order a meal from your local restaurant if you are out of food and don’t have the time to leave your home.

Overall, it’s clear that we are no longer waiting for technology to arrive, it’s here today and we can harness its potential to drive incredible outcomes.

Redefining

creativity

We are steadfast in our belief that marketing and media creativity needs to be constantly redefined. Because we are emboldened by the ever-more meaningful, memorable and impactful connections this creates between a brand and its audiences. And most importantly, because it drives business success.