January 6, 2017
Bloomberg’s digital and video journalists are on the ground in Las Vegas this week, covering key trends emerging from the huge tech trade show – for both consumers and businesses. Read on for a behind-the-scenes take on what matters to marketers, from the new augmented reality advertising frontier (hint: it’s on wheels) to how digital assistants are taking over the world.
Nissan concept car on display at CES. Photo: Patrick T. Fallon/Bloomberg
Car tech is now a major feature at CES. Bloomberg Tech reporter Alex Webb highlights how augmented reality could bring digital advertising to your car’s windshield next: “A driver that’s close to running out of gas would see an alert pop up that notes the fuel situation and offers to find a nearby gas station. The car’s virtual assistant will offer a choice, again on the windshield, of two options, including directions to a station where the driver is eligible for a free cup of coffee – an ad placed by the gas company that fits with the driver’s buying patterns, also known by his smart car.” Read more from Alex on Bloomberg.
The interior of the BMWi Inside Future concept car on the floor of CES. Photo: David Paul Morris/Bloomberg
Augmented reality shopping is also expanding. Bloomberg’s Elisabeth Berhmann and Mark Bergen report that “As virtual and augmented reality technology rapidly improves, analysts predict the retail industry may be one the biggest beneficiaries. IDC estimates the market for the technologies will explode from about $5.2 billion in 2015 to $162 billion in 2020.”
Google announced two new retail deals for its Tango 3D scanning project – one with BMW and one with Gap. Meanwhile, Microsoft is partnering with Renault-Nissan – watch Bloomberg’s interview with Microsoft business development chief Peggy Jonson – and Ford vehicles will soon come equipped with Amazon’s Alexa digital assistant.
David VanderWaal, vice president of marketing for LG Electronics USA, draws on the screen of the company’s smart refrigerator. Photo: Patrick T. Fallon/Bloomberg
Alexa is in more than just cars at this year’s CES – it’s also embedded in many other products, among them the LG smart refrigerator pictured above. Digital assistants, chat apps and bots are poised to change how individuals interact with businesses in 2017. Read more from Bloomberg Intelligence on how that’s creating opportunities for marketers.
Attendees ride the Samsung Galaxy Gear VR 4D Experience at CES. Photo: Patrick T. Fallon/Bloomberg
Virtual reality entertainment – from gaming to AT&T’s content ambitions – has also been a huge story during this year’s CES. But “There’s no tech involved in narrative storytelling,” IAC Chairman Barry Diller told Bloomberg TV in an interview on the CES show floor. “It’s very simple: you have a story, you tell it, and people either like it or not. It’s very binary.” Watch the whole interview on Bloomberg.
Barry Diller chats with Bloomberg’s Alex Webb on the floor at CES, January 5, 2017.
– Jen Robinson | January 6, 2017