Peter Bray summarizes 6 key insights from CES 2014 that are relevant for advertising agencies. The insights are: 1) "Shop and Awe" marketing uses targeted, frequent messages based on consumer data and profiles; 2) Content needs personalized curation to be more relevant; 3) Native advertising that integrates seamlessly will rise over banners; 4) Data allows recognition of individuals, not archetypes; 5) Budgets should focus 90% on planning vs 10% on reactive tactics; and 6) Brands must engage in two-way storybuilding by listening to consumers.

1. T H E LO V E MAR K S C O M PAN Y
CES 2014 Key Insights for Agencies
Created by
Peter Bray
Director of Digital
Saatchi & Saatchi New York
@peterbray
January 23rd, 2013

2. OVERVIEW
CES 2014 conducted a number of parallel sessions in addition to the
main conference.
This document is a summary of 6 key insights that I have synthesized
as a result.
These opportunities are not focused on the technology in the
show, rather it is a summation specifically designed for agencies.
Some of these points may already be well known depending on
where the agency sits on the digital knowledge curve.

3. KEY INSIGHT 1: SHOP AND AWE

4. KEY INSIGHT 1: SHOP AND AWE
What Is It?
Today we are being more than watched. We are being
tracked, profiled, shackled and aggregated. Sometimes we passively
engage with this new connected world, sometimes we choose to wear
a device that shares our information

5. KEY INSIGHT 1: SHOP AND AWE
Either way, data is being collected that can enhance our lives. And
ecommerce, together with display advertising is doing just this. As we
become a unique set of numbers in the data universe, we are being
exposed to LESS campaigns each day, but more messages from the
same campaigns based on our profiles.

6. KEY INSIGHT 1: SHOP AND AWE
Ecommerce campaigns now blast creative messaging within a very
strict, controlled timeframe, with as much frequency and reach as
possible, based on our behavior.

7. KEY INSIGHT 1: SHOP AND AWE
Successful ecommerce brands now utilize a Shop and Awe
approach, where a unique user is targeted so that their past behavior
determines messages that are displayed to them in the future, in as
many instances as possible. It is all at once, but selective.

8. KEY INSIGHT 1: SHOP AND AWE
What It Means for Agencies
1. Digital creative will need to have more dynamic data elements
inside them.
2. Creative campaigns need to consider tweaked creative across all
channels.
3. Retargeting needs to be part of every digital media buy, together
with time sensitive messaging.
4. Wearables and other “Internet of Things” devices should be
experimented with as devices for targeted push messaging.

9. KEY INSIGHT 2: PERSONALIZED CURATION

10. KEY INSIGHT 2: PERSONALIZED CURATION
What Is It?
The greatest source of knowledge ever known to humankind is at our
fingertips. Yet most consumers only go to the same 4 – 6 websites per
day.

11. KEY INSIGHT 2: PERSONALIZED CURATION
But these websites are encasing more and more information from an
ever increasing variety of sources as content and syndication deals
become more widespread.

12. KEY INSIGHT 2: PERSONALIZED CURATION
There is war going on: the battle for clicks. Unfortunately due to short
term thinking, quality appears to be a casualty.

13. KEY INSIGHT 2: PERSONALIZED CURATION
Therefore, with increased volume and more widespread content there
is a need for content curation. Publishers can deal with this in a
number of ways, either through self selection or profiling.

14. KEY INSIGHT 2: PERSONALIZED CURATION
Irrespective of the method, the concept of one version of a content
page is soon to be dead as design catches up with data. Instead, one
content page becomes millions of a versions of a page as it is
personalized through a set of preferences.

15. KEY INSIGHT 2: PERSONALIZED CURATION
Content will be more relevant as a result of personalized curation, and
the easier publishers and advertisers can make this curation
process, the greater the stickiness of the customer experience.

16. KEY INSIGHT 2: PERSONALIZED CURATION
What It Means for Agencies
1. A la carte content items need to be created for every campaign.
2. Syndication will rise, but brands will need to be bold to avoid the
ensuing clutter.
3. Campaign content must offer value for the consumers as the
primary driver.

17. KEY INSIGHT 3: THE RISE OF NATIVE ADS

18. KEY INSIGHT 3: THE RISE OF NATIVE ADS
What Is It?
Great digital advertising does not interrupt, it integrates. And great
advertising is above all contextual. Native advertising combines non
invasive integration with context to create messages that enhance a
consumers experience on a web site.

19. KEY INSIGHT 3: THE RISE OF NATIVE ADS
Now sites like Yahoo can assist in the creation of campaigns on its
magazine portal that make the experience of being on the site
better, while conveying the advertisers message.

20. KEY INSIGHT 3: THE RISE OF NATIVE ADS
Banner ads will stay have there place on websites that are not content
rich or need widespread awareness, but engagement will be driven by
native ads. With native ads often comes native ad formats, which also
provides opportunities to reach out to consumers in innovative
ways, especially important as people get more and more banner
blindness.

21. KEY INSIGHT 3: THE RISE OF NATIVE ADS
What It Means for Agencies
1. Native formats will mean more production required
2. Creative agencies will need to work more with publishers directly
3. Publishers will eventually form their own in house creative teams
4. More large advertisers will become publishers e.g. RedBull

22. KEY INSIGHT 4: BYE ARCHETYPE, HI NEOMONADIK

23. KEY INSIGHT 4: BYE ARCHETYPE, HI
NEOMONADIK
What Is It?
We are all zeros and ones in the connected world, but we need to
acknowledge we are all different sequences.

24. KEY INSIGHT 4: BYE ARCHETYPE, HI
NEOMONADIK
Carl Jung’s notion of archetypes, which he coopted as a means to cut
through the clutter of the “creative consciousness,” was useful as a
time saving device where a set of patterns was “close enough” to
ascribe to all character types.

25. KEY INSIGHT 4: BYE ARCHETYPE, HI
NEOMONADIK
However, with the rise of data, advertisers are retrospectively examine
every unique individuals behavior, without having to resort to archaic
constructs (archaic in the ancient sense). There is also value in
forward projections of behavior.

26. KEY INSIGHT 4: BYE ARCHETYPE, HI
NEOMONADIK
We must now recognize every consumer as a person: a person that
lives in a messy, imperfect world that we can help guide them through
by adding value in tune with their own belief systems.

27. KEY INSIGHT 4: BYE ARCHETYPE, HI
NEOMONADIK
We must now recognize every consumer as a person: a person that
lives in a messy, imperfect world that we can help guide them through
by adding value in tune with their own belief systems.

28. KEY INSIGHT 4: BYE ARCHETYPE, HI
NEOMONADIK
We must now recognize every consumer as a person: a person that
lives in a messy, imperfect world that we can help guide them through
by adding value in tune with their own belief systems.

29. KEY INSIGHT 4: BYE ARCHETYPE, HI
NEOMONADIK
No more 25 – 40 white urban dwelling mom of 3. Now is the time to
embrace the Neomonadik, the new individual, complete with their own
unique set of desires, beliefs and behaviors.

30. KEY INSIGHT 4: BYE ARCHETYPE, HI
NEOMONADIK
What It Means for Agencies
1. Planning based on archetypes should be avoided, inward facing
brand personas will still work.
2. Develop a planning process to deal with the infinite segmentation
of the Neomonadiks that maintains efficiencies.
3. Though big data is superb for past behavior, be aware of the
inherent issues it has for predicting future behavior.
4. All creative agencies need to be on top of data analysis, either in
house or in partnership.

31. KEY INSIGHT 5: THINK 90/10

32. KEY INSIGHT 5: THINK 90/10
What Is It?
Always on, rapid response, newsrooms, all terms that abound in
digital advertising, in particular social. With the rush to get to the
online party, it seems many people have forgotten the directions.

33. KEY INSIGHT 5: THINK 90/10
Digital campaigns and their social offspring have often been
schizophrenic and lacking substance – all sizzle and no sausage. So
much focus has been on ensuring that every tweet, every
comment, can be reacted to in an agile away, that often we have lost
the bearing on the campaign’s compass.

34. KEY INSIGHT 5: THINK 90/10
It is time to redress that balance, especially in light of the data that is
now presented to us. It is time to step back and ensure our
foundations are solid.

35. KEY INSIGHT 5: THINK 90/10
Many digital campaigns are now sold in as 50% planned, 50%
reactive. Given the poor return on investment on most particularly
social endeavors, the investment split should be radically altered to
that 90% of budget is focused on planning and prepared creative, and
10% on reactive responses.

36. KEY INSIGHT 5: THINK 90/10
Even large social platforms like Facebook are now touting the need to
have social elements far more campaign focused. The mass of data
now available cannot be refuted.

37. KEY INSIGHT 5: THINK 90/10
What It Means for Agencies
1. Readjust budgets away from reactive tactics to approximately
10% of total budget.
2. Reassign resources to planning and canned content.
3. Continue to focus on return on investment for social activities, with
a watching brief on all metrics.

38. KEY INSIGHT 6: VISIBLE STORYBUILDING

39. KEY INSIGHT 6: VISIBLE STORYBUILDING
What Is It?
Storytelling is by definition a one way endeavor. One person
conveys, the other receives. Traditionally all media was largely one
way.

40. KEY INSIGHT 6: VISIBLE STORYBUILDING
Over time, consumer were able to join in the narrative within strict
confines, whether it be the Johnny Carson show, through to The Price
Is Right, through to The Real World and reality TV.

41. KEY INSIGHT 6: VISIBLE STORYBUILDING
With the rise of the digital age, one thing persists: people gravitate
towards great stories.

42. KEY INSIGHT 6: VISIBLE STORYBUILDING
With the rise of the digital age, one thing persists: people gravitate
towards great stories.

43. KEY INSIGHT 6: VISIBLE STORYBUILDING
But now, consumers expect to have voice in shaping those
stories, and the stories of the brands they interact with. This is the
new age storytelling.

44. KEY INSIGHT 6: VISIBLE STORYBUILDING
The majority no longer needs to be silent. Digital has allowed an
individuals voice to be heard, via product reviews, forums, chat or
anyone of a myriad of channels.

45. KEY INSIGHT 6: VISIBLE STORYBUILDING
But being heard is no longer enough. Brands now need to embrace
the consumer voice and design around a two way conversation that
never ends. The brand values must always be maintained and the
course should rarely veer from the primary business objectives, but
successful brands will now allow consumers to help build their brand
story.

46. KEY INSIGHT 6: VISIBLE STORYBUILDING
It is not about decision through committee.
Storybuilding is predicated on understanding that the messaging in
brand campaigns for will be ripped apart and scrutinized in a
continuing cycle, creating an ever evolving story that is built by brands
and consumers together.

47. KEY INSIGHT 6: VISIBLE STORYBUILDING
What It Means for Agencies
1. There needs to be emphasis on showing the actions on the part of
a brand as a result of feedback – make it visible.
2. Agencies need to continue to be the trusted advisors of clients
ensuring that loud voices do not disproportionately effect
campaign direction.
3. Stories are more important than ever.

48. IN SUMMARY
6 Key Trends/Opportunities
1. Shop and Awe: Focused, intense, targeted messaging.
2. Personalized Curation: Consumers control their content
3. The Rise of Native Ads: Integrated value add content
4. Bye Archetype, Hi Neomonadiks: Rethink planning
5. Think 90:10: Reapportion budgets to be less reactive
6. Visible Storybuilding: Listening is not enough

49. THANKYOU
Peter Bray
Director of Digital, Saatchi & Saatchi New York
Peter.Bray@saatchiny.com
Twitter:
@peterbray
LinkedIn:
http://www.linkedin.com/in/peterbraynyc