The Consumer Electronics Show (CES) is known as the one event that sets the stage for the tech world in the new year. But for those in ad tech, the real action often happens off the trade show floor. With thousands of exhibitors, CES can feel like a maze of technology that’s difficult to navigate. So, how does the ad tech industry stand out amid all this innovation?
In this article, I’ll explore why CES remains one of the most important events for ad tech professionals and how the real value lies in the show within the show. Let’s dive into the trends and opportunities that make CES 2024 a must-attend event for ad tech companies and advertisers.
CES 2024: More Than Just a Show
CES 2024 is set to take place from January 7 to January 10 in Las Vegas. In 2023, more than 138,000 attendees flocked to the event. While that’s a solid number, it still doesn’t break the record of 170,000 attendees from 2015. The event continues to grow each year, with more than 4,300 exhibitors in 2023, up by 17% from a decade ago.
While these numbers are impressive, they also highlight a challenge for ad tech companies: How do you stand out among such a vast crowd?
The answer lies in the industry’s shift from simply showcasing products to creating opportunities for direct business development and partnerships. According to IAB CEO David Cohen, CES may be “the event that folks love to hate,” but its importance is undeniable for anyone working in tech and advertising.
Ad Tech at CES: The Key Trends to Watch in 2024
As we look at CES 2024, it’s clear that ad tech companies will need to be strategic to make an impact. Here are a few key trends driving innovation and conversation:
1. Non-Traditional Screen Advertising
Mike Brooks, global head of business development and partnerships at LG Ad Solutions, believes the future of advertising lies in screens expanding into non-traditional environments. This means opportunities in places like shoppable TV ads and ad-supported connected TV (CTV) offerings. These developments could significantly reshape how brands reach audiences.
If you’re looking to stay ahead of the curve, keep an eye on ad tech companies experimenting with new formats in these spaces.
2. AI-Driven Advertising
We’ve heard a lot about artificial intelligence (AI), but CES 2024 is poised to take this tech to the next level. Last year, 28,000 CES attendees worked in AI-related roles, and we can expect that number to grow. AI can revolutionise ad targeting, personalisation, and campaign optimization. For ad tech professionals, the challenge is knowing which AI tools offer tangible value, as opposed to buzzwords that fail to deliver.
Kevin Krim, CEO of EDO, believes AI must solve real-world problems for marketers. As Nancy Hall, CEO of Mindshare North America, points out, “There has to be a core human insight at the center of what you’re doing and real value for your audience.” For ad tech companies, that means focusing on vertical AI products that are specifically designed to tackle advertising challenges.
3. The Rise of Shoppable and Ad-Supported TV
CES 2024 marks the unofficial start of what’s essentially CTV upfronts, where digital-first platforms like Amazon, YouTube, and Roku showcase their latest offerings. These platforms are key players in the growing ad-supported TV space, giving advertisers new opportunities to reach audiences beyond traditional TV advertising.
Sarah Harms, Roku’s VP of advertising, explains that CTV is all about making TV advertising “easy to buy, easy to manage, easy to validate, easy to show impact.” If you’re involved in programmatic buying, this trend should be top of mind as you plan for 2024.
Ad Tech at CES: The ‘Show Within the Show’
One of the most exciting aspects of CES is the way companies create their own mini-events alongside the main show. These “show within the show” experiences allow ad tech firms, publishers, brands, and agencies to meet decision-makers without the noise of thousands of other exhibitors.
The Value of Networking and Meetings at CES
With so much going on, it’s not always about attending every seminar or checking out every booth. Instead, it’s about the networking opportunities. Major players in the industry use CES as an opportunity to meet in private spaces – often in nearby Las Vegas hotels. These spaces become the venues where high-level discussions and deals take place.
According to IAB Tech Lab CEO Anthony Katsur, CES isn’t just for the keynote speeches or the glitzy exhibitions; it’s about the side meetings that drive the future of ad tech. Many companies now send fewer representatives to the main event but increase their presence in these private settings.
Cost vs. Value: Is CES Worth It?
While the appeal of CES 2024 is undeniable, it’s not a cheap trip. Travel costs, hotel accommodations, and booth fees can add up quickly, making it essential for companies to assess whether the investment makes sense for them. For many, the value isn’t found in the exhibitor floor but in face-to-face meetings and partnerships that arise from them.
As Katsur puts it, “It has to make fiscal sense.” And that’s something every ad tech company needs to keep in mind when planning their CES strategy for the year ahead.
Final Thoughts: Why Ad Tech Must Be at CES 2024
Despite all the noise and distractions, CES remains a critical event for those in the ad tech industry. As more digital-first companies and traditional publishers showcase their capabilities in areas like CTV, AI, and shoppable TV ads, there’s no better time to connect, learn, and grow.
Whether you’re a programmatic buyer, a tech innovator, or a marketer looking for the next big thing, CES 2024 offers the chance to discover game-changing trends, forge meaningful partnerships, and gain valuable insights that will shape your strategy for the year ahead.
So, if you’re in the ad tech space, attending CES is a no-brainer. Don’t miss out on the opportunities waiting at the “show within the show.”
Relevant Links for Further Reading:
- Ad Tech AdExchanger
- CTV Advertising Roku
- AI Advertising EDO
- Programmatic Buying Freewheel
Photo credit: Belubac
