Last week was the Consumer Electronics Show (CES, if you will), which meant tens of thousands of people filled the Las Vegas Convention Center to see the latest and greatest in shiny tech doodads and—CLIENT PLUG—check out the highly awarded C by GE Smart Switches, of course.
So brace for impact: because we’re time traveling into the future of advertising.
Advancing TV tech
Progress wasn’t limited to hardware: the Vizio-backed “Project OAR” demoed “linear dynamic ad insertion,” or in English: an improved way to show different ads to different people watching the same program.
This would allow you to create multiple versions of an ad that would play depending on the target audience. (Look alive, video editors!) Forget the general public: this will let TV ads get nice and niche.
New views on mobile video
Attention spans are short. Phone usage is constant. Quibi (named after these “quick bites”) combined those truths to make the first streaming platform built exclusively for smartphones.
Thanks to “Turnstyle” technology, rotating your phone while watching a show—anything from star-studded movies to daily news updates—gives you a different point of view. It’s TBD whether this will catch on or just cause wrist strain, but offers an interesting take on mobile video nonetheless. And since the $5 per month subscription comes with ads, it’ll be interesting to see how brands navigate this horizontal/vertical plane.
One show. One screen. Two perspectives.— Quibi (@Quibi) January 8, 2020
Hold the phone horizontally = Cinematic perspective.
Hold the phone vertically = The character’s phone takes over your phone. #QuibiCES pic.twitter.com/mANwJJKsGU
Stepping into a new dimension
You know Virtual Reality and Augmented Reality. Next up: Parallel Reality, brought to you by Delta Airlines. The Parallel Reality board is a digital display made of “multi-view pixels” that can show over a hundred travelers their own personalized flight info on individual screens, all at the same time.
Advertising seems to be a logical next step for this tech—after all, why show one ad when you can show a hundred? Now if only Delta could keep track of my luggage! Hey-O!
If CES is any indication (which, to be clear: it is), things are about to get personal. With upgraded tech and new platforms to play in, get ready for ads that are more targeted, in more places, than ever before.
Have an anything-but-conventional weekend, everybody!
—Your always-forward-thinking friends at Brokaw