—From AI-powered media planning to image creation, here are the major announcements relevant to the advertising industry from the 2024 Consumer Electronics Show—
By Jessica Heygate & Brandon Doerrer
Advertising leaders and technology professionals are touching down at CES 2024, the annual consumer technology trade show in Las Vegas that provides a preview of the biggest tech trends shaping investments and consumer habits in the year ahead.
News had already begun to trickle in ahead of the kick off on Tuesday; we’ll be sharing updates to this blog as they happen throughout the event.
While CES 2024 is at its heart a conference to preview the latest consumer tech innovations, Campaign US will be focusing on news that is most pertinent to the marketing and advertising industry, led by Campaign US technology editor Jessica Heygate, along with Brandon Doerrer will be plugging in news and updates from livestreams.
Tuesday, Jan. 9
Magna released a report in partnership with Integral Ad Science delving into the challenges of keyword exclusion lists as part of its “responsible media” discussions at CES. It claims that by blocking keywords such as “BLM” and “LGBTQ,” brands are missing out on 12% of suitable DE&I content and may also be hindering campaign performance.
On a panel at the Aria Hotel, advertisers discussed the next decentralized version of the cookie, dubbed the doughnut by Futureverse, which has filed a patent for the tech. The tech would give consumers control over the permissions they give to brands, but marketers are just now starting to see use cases, AdAge reported.
Tropicana dropped all A’s and I’s on its packaging to give CES attendees bottles of Tropcn, highlighting that there’s nothing artificial about its orange juice.
Reddit released its “Trust, Recommendations, and the Next Era of Influence” report which unpacks how consumers discover products and make purchasing decisions based on Reddit conversations. The study found that influencers will have less impact on discovery while community-focused platforms such as Reddit will have more.
Assembly launched ShopConnect, a retail planning tool that finds digital out of home inventory for media buyers and automates the buying process. The tool will analyze consumer behavioral data to find the optimal times and places to deliver ads.
Monday, Jan. 8
NBCUniversal rolled out a planning and activation technology called One Platform Total Audience. It will use artificial intelligence (AI), of course, to analyze the media giant’s content portfolio alongside advertisers’ data sets to determine which programming is most likely to deliver against advertiser objectives. It will then design a media plan across both linear and streaming inventory.
“2024 will be a watershed year for change,” said Mark Marshall, chairman of global advertising and partnerships at NBCU, in a statement. “Seismic shifts in measurement will throw everyone’s media mix models up in the air, presenting a singular opportunity to transact on strategic audiences and measure real KPIs for marketers.”
NBCU said it built the product with brand and agency partners to complement agency planning systems.
It also said One Platform Total Audience has sold out across all major categories including tech, auto and retail for Q1 2024, with plans to expand access in the second quarter.
NBCU first announced its One Platform initiative to unify its linear and digital ad inventory at CES in 2020.
Nvidia and Getty Images have partnered to launch Generative AI by iStock, a text-to-image platform that allows users to create and edit stock imagery using Nvidia’s Picasso AI model and Getty’s catalogue of copyright-approved photos.
The new service will create AI-generated images with a text prompt. In a demo, Nvidia showcased the ability to replace parts of images, such as swapping out a sweater for a vest, as well as a function that can stretch or shrink an image’s dimensions by adding new visuals at the borders.
The service functions similarly to Generative AI by Getty Images but for individual users. Prices will start at $14.99 for 100 prompts, with each prompt producing four images.
Nvidia also announced a new way for Twitch streamers to reach audiences on different devices simultaneously. Partnering with OBS, Nvidia announced a beta version of enhanced broadcasting, which enables streamers to broadcast up to three different resolutions across a maximum of five concurrent streams. They were previously stuck with picking one resolution. Beta signups start today and the program goes live later this month.
Weather app MyRadar launched a set of APIs and software development kits to enable developers to integrate weather and environmental data into their apps and software solutions.
“Whether you want to know how storms will impact your operations, historical weather data to train your machine learning models or road weather information to help manage your fleet, our APIs can deliver the weather information you need to make data-driven decisions,” said Andy Green, CEO of MyRadar.
