Every year, the Experian team attends the Consumer Electronics Show (CES) in Las Vegas, to immerse ourselves in the world’s most significant consumer tech showcase and stay at the forefront of the latest technological advancements and innovations that shape the AdTech industry. This year’s event was a vibrant melting pot of innovation and vision, from streamers taking a bigger bite of the advertising pie to the emergence of AI-powered solutions and drone delivery services. Amidst these advancements, the dynamic interplay of technology, media, and advertising raised important questions, especially in the context of evolving regulations and cookie deprecation.
During CES, we captured insights from various thought leaders, and in the coming months, we’ll be sharing these valuable perspectives with you. Watch the video below for full insights coming from our content studio onsite during the event.
Or, keep reading for a recap on four key trends from CES and what they mean for your business in 2024!
“My first CES was a major success. You could feel the buzz in the air as new ideas and partnerships were being created within and across industries. The intersection of the different players within retail media, connected TV, retail technology, the demand and supply-side, and agencies all in an ever-changing world of regulation and privacy begs for a solution that can maximize a successful outcome for all.”
anne passon, sr director, sales, retail & cpg
1. Audience targeting: How first- and third-party data work together
A central theme at CES was the importance of audience targeting, highlighting the crucial role of first-party data. However, it’s clear that to maximize its potential, this data needs to be augmented with sophisticated identity solutions and enriched with third-party insights, all while navigating the complexities of privacy regulations. This integrated approach is vital to understanding audiences and for creating more effective marketing strategies that comply with privacy regulations.
2. Standardizing metrics in retail media networks
The challenges around retail media networks, particularly in terms of standardizing metrics like incremental return on ad spend (iROAS), were a hot topic at CES. This complexity around this topic underscores the need for neutral, expert third parties to help bring clarity and consensus, aiding businesses in navigating this multifaceted domain.
3. The challenge of switching data solutions
Discussions covered the broader challenges associated with transitioning to new data solutions. For businesses, this involves a critical assessment of the benefits versus the costs and complexities of adopting new platforms or systems. This decision-making process is increasingly significant as data strategies become integral to marketing success.
4. Identity solutions in a cookieless future
With the industry moving toward a cookieless future, the spotlight at CES was on the importance of robust identity solutions. Understanding the functionality and necessity of various universal IDs is essential to minimize data loss and maintain effective targeting. Investing in flexible and adaptable identity solutions like the Experian Graph is essential to maintain effective targeting and audience engagement in this new landscape.
Announcements and advertising innovations at CES 2024
CES was a stage for significant announcements and innovative marketing initiatives:
- Criteo and Albertsons announced their collaboration in retail media.
- Instacart’s partnership with Google for enhanced shopping ads and AI shopping carts.
- NBCUniversal’s advancements in streamlining programmatic advertising.
Brands like Netflix, LG, Freewheel, and Amazon Ads also captured attention with their creative marketing strategies, ranging from unique collaborations to themed promotions and captivating events.
These insights from CES provide a glimpse into the future of technology, media, and advertising. They highlight the need for adaptability, innovation, and informed decision-making in these dynamic industries, especially in the context of privacy regulations. Stay tuned for our series of posts where we’ll dive deeper into these topics, sharing exclusive insights from industry thought leaders.
Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing.
Latest posts
For British Petroleum (BP), 2010 has been marked by the unfortunate developments resulting after the Deepwater Horizon oil rig explosion in the Gulf of Mexico on April 20. Since then, BP’s crisis mismanagement and failed attempts to stop the oil spill have transformed this unfortunate event into an ecological disaster with political and financial consequences for the company. The oil leak has caused BP to lose a noticeable number of its American customers, namely their most loyal consumers. Experian Simmons DataStream shows that between April 26 and June 28, 2010 the percentage of American adults who report going to BP fell from 26.4% to 16.4%, a relative loss of 38% of their client base in just nine weeks. More astounding is the fact that BP’s most loyal consumers (those who said that BP is the gas or service station that they go to most often) declined a relative 56% during the same time. In fact, on June 28, 2010, only 9.5% of adults went to BP most often compared with 21.5% who were loyal to BP the week of the spill. With the flow of oil temporarily ceased and nearing a permanent solution, BP may finally be able to cap the flow of bad publicity and to reverse some of their loss in market share. Experian Simmons will continue to monitor this and other important consumer trends and share those findings here.
According to data released by Standard and Poor’s and Experian for S&P/Experian Consumer Credit Default Indices, “default rates nationally fell in May across the board.” Defaulting balances declined among all types of credit lines, including bank card loans, first and second mortgage default rates and auto loans. Further research from Experian Simmons DataStream underscores this trend. Between November 17, 2008 and May 10, 2010, there has been a 15% increase in the share of major credit card holders who report usually paying their credit card balance in full each month. This increase is reflected among both VISA and MasterCard credit card holders, during the same time period. Specifically, the percent of VISA and MasterCard credit card holders who usually pay their credit card balance in full increased by 25% and 17%, respectively. During the later part of 2008 and much of the first half of 2009, MasterCard holders were the more likely to pay their card balance in full each month. Today, however, VISA card holders are the more likely to pay the full amount due. As of May 10, 2010, 42% of VISA card holders usually paid their VISA balance in full compared with 40% of MasterCard holders. American consumers’ attempt to become solvent shows that personal financial responsibility standards are increasing in response to the recent financial crisis. According to data released by Standard and Poor’s and Experian for S&P/Experian Consumer Credit Default Indices, “default rates nationally fell in May across the board.” Defaulting balances declined among all types of credit lines, including bank card loans, first and second mortgage default rates and auto loans. Further research from Experian Simmons DataStream underscores this trend. Between November 17, 2008 and May 10, 2010, there has been a 15% increase in the share of major credit card holders who report usually paying their credit card balance in full each month. This increase is reflected among both VISA and MasterCard credit card holders, during the same time period. Specifically, the percent of VISA and MasterCard credit card holders who usually pay their credit card balance in full increased by 25% and 17%, respectively. During the later part of 2008 and much of the first half of 2009, MasterCard holders were the more likely to pay their card balance in full each month. Today, however, VISA card holders are the more likely to pay the full amount due. As of May 10, 2010, 42% of VISA card holders usually paid their VISA balance in full compared with 40% of MasterCard holders. American consumers’ attempt to become solvent shows that personal financial responsibility standards are increasing in response to the recent financial crisis.
Forward thinking marketers leverage the power of social networking sites like Facebook, MySpace, Twitter and more to connect to consumers in a more personal and meaningful way. That's why Experian Simmons is focusing on social networking in this issue of Consumer Insights, featuring the freshest insights available from the latest Simmons New Media Study. The 2010 Social Networking Report provides the hard data behind this consumer revolution, including the fact that fully 66% of online Americans use social networking sites today, up from just 20% in 2007. Social networking is an increasingly addictive activity, with nearly half of those who access such sites (43%) reporting that they visit them multiple times per day. While users of social networking sites may have initially signed up to better keep in touch with friends, a growing number say they now use sites like Facebook to connect with family members. An astounding 70% of social networkers keep in touch with family via their various online networks, up from 61% a year ago. Fully two-thirds of all online adults today have visited a social networking site in the last 30 days, up from 53% in 2008 and 20% in 2007. Social networks have most thoroughly penetrated the young adult market, as nearly 9-in-10 online 18-to 34-year-olds visit such sites today. But even older Americans are tapping into social networks, with 41% of online adults age 50 and older making monthly visits to sites like Facebook, MySpace and Twitter. The rise of social networking tracks closely with that of Facebook. As of April 26, 2010, 46% of the U.S. online adult population reported having visited Facebook in the past 30 days. While keeping in touch with others is an important part of social networking, the popularity of games like Farmville and Mafia Wars illustrate that fun is a big part of the appeal of social networking. Whether it’s keeping in touch with others, playing games, debating politics or any of the other reasons people use social networking sites, it cannot be denied that there’s a sense of addictiveness to it all. Visiting social networking sites multiple times a day is up 28% over last year, while less frequent visits are down across the board. As social networking sites extend their reach across generations, Americans are increasingly using such sites to connect with more than just their friends. Today, 17% of social networkers communicate with their parents via those sites and 22% connect with their kids, up from 9% and 15%, respectively, a year ago. An astounding two-thirds of social networking site visitors (68%) say they have shown their support of a product, service, company or musical group by becoming a “fan” or a “friend” on a social networking site. One year earlier, only 57% of social networkers had publicly declared their “like” for a product, service, company or musical group. Knowing that social networkers are comfortable connecting with products and brands they support, it's important to understand which brands have the best opportunity to connect with this group. Top retail brands among Facebook users, for instance, include H&M, Hot Topc and Forever 21. Specifically, Facebook users are full twice as likely as the average American adult to shop at H&M. Twitter visitors are 3.7 times more likely to shop at Nordstrom. Heavy users of social networking sites are primarily concentrated in the Northwest and markets that are heavily influenced by major colleges or universities.