Another Consumer Electronics Show (CES) is in the books! It is always a great way to kick off the new year, pressure test those resolutions (I crushed my daily step goals!), and gain insights into the broad cross-section of the technology and media industries. Joining 140,000 attendees across multiple venues in Las Vegas this year, I made a conscious effort to explore more of the show, hopping between sites to uncover emerging themes.
Artificial Intelligence Takes Center Stage Across Industries
Artificial intelligence (AI) and robotics dominated discussions, not only in media but also in health and wellness and entertainment. AARP’s inclusion of pickleball, while contextually appropriate, added to the already high ambient noise levels.
Samsung and LG presented two standout approaches to AI. Samsung showcased an “AI for All” theme, demonstrating the technology’s applications across verticals such as home, work, auto, and art. LG, meanwhile, offered a more nuanced take with “Affectionate Intelligence,” illustrated through their exhibit, A Day in Life, highlighting organization, productivity, entertainment, and security. Both effectively demonstrated AI’s ability to anticipate and assist, sparking thoughts about its transformative impact on advertising. LG’s hyper-personalized outdoor model even raised concerns about safety. Will AI-powered billboards be too distracting?
Innovations in Health, Elder Care, and Lifestyle
The innovation and startup sections were buzzing with breakthroughs, particularly in health and elder care. AARP stood out with a comprehensive segment on aging and care, including monitoring technologies, therapies, and diagnostics. Pets received equal attention, with solutions for care and monitoring.
One particularly disruptive health innovation came from Eyebot, an automated eye test that completes in 90 seconds. This could revolutionize the ophthalmology industry by enabling remote fulfillment and broadening access. Similar to companies like RO (formerly Roman) and Hims in prescription medication, Eyebot’s approach redefines customer relationships and ease of entry into the market. From a marketing perspective, this opens new opportunities to connect with consumers.
AI in Design and Global Innovation
International delegations showcased exciting applications of AI in design. For example, France’s IMKI demonstrated how they partnered with Jonak shoes to evolve designs using archives, a model that could help brands blend past and future. This could easily be extended into advertising creative (and I’m sure someone already has!)
Marketing and Advertising Trends: Connections and Conversations
CES remains a hub for connection, similar to other industry touchpoints like RampUp. Observations from the marketing and advertising realm included:
- Optimism for 2025: There is a buoyant outlook for 2025, with stronger expectations compared to 2024 results.
- Retail Media Networks (RMNs): Discussions around RMNs were prevalent as more players explored adjacent categories beyond consumer packaged goods (CPG) retail. Some efforts feel like rebrands of existing audience businesses, often struggling with differentiation. Models like Truthset and Experian’s recent moves with Audigent offer fresh approaches by combining data and inventory, and it will be interesting where they go and what traction they gain.
- Shift Toward Outcomes and Fusion: The Trade Desk’s influence on RMN highlights a growing emphasis on return on ad spend (ROAS) and return on investment (ROI). Companies like Ogury are excelling by marrying data with creative, driving resonance and relevance, which is key to impactful advertising.
Ready to bring this innovation to your campaigns? Connect with us today and discover how Choozle can help you stay ahead in the ever-changing advertising landscape.
Underrepresentation of Measurement
Surprisingly, measurement groups were underrepresented (with Comscore as an exception). Given the critical role of measurement in marketing, this was an unexpected gap despite the impressive work happening in this space.
Reflections: Transformative Trends in Advertising
One of the most compelling threads throughout CES was how the intersection of data and technology is changing industries. Whether it is the predictive power of AI, the growing prominence of RMNs, or the demand for measurable outcomes, it is clear that the future of advertising is rooted in both innovation and accountability.
These trends are central to the evolution of advertising. The ability to combine data and inventory to drive efficiency and outcomes, as seen in models like Audigent, demonstrates how advertising is shifting toward performance-driven strategies. Companies that pair actionable data with engaging creative formats highlight how resonance and relevance remain at the core of impactful advertising.
Moving Forward: Make 2025 Count
For marketers and advertisers, the takeaways from CES challenge us to leverage new technologies to create more meaningful, measurable campaigns. How do we blend creativity with data to deliver results? How do we optimize every step of the process to drive outcomes that matter?
At Choozle, these themes are at the heart of what we do. From advanced targeting to innovative tools that connect data and media seamlessly, our self-service platform and managed services are designed to help advertisers drive measurable ROI. Whether you are navigating the rise of RMNs or exploring ways to improve campaign performance, Choozle offers solutions that empower you to thrive in this dynamic landscape.
Learn more about Choozle’s innovative advertising solutions and start shaping your 2025 strategy.
Author: Martin Smith
At Choozle, we are at the forefront of omnichannel marketing, leveraging product innovation to drive impactful revenue growth and operational efficiency. My leadership in strategic sales is underpinned by a dedication to excellence, fostering solutions that enhance performance and effectiveness across the board.
With a strong foundation forged across digital and direct marketing we create tangible wins for our clients. We prioritize dismantling the inefficiencies that impede success, ensuring our team delivers results that resonate within the dynamic landscape of customer marketing.