Technology and Hollywood may seem far apart, but at this year’s Consumer & Electronics Show (CES), you’ll encounter just as many celebrities and creators as you will encounter startup entrepreneurs and tech billionaires. There is likely to be.
For years, these seemingly disparate worlds have been steadily drawing closer together, but this year at CES, they’ll collide head-on.
These days, celebrities and even creators are not just seen as public figures, but as media brands in their own right, and most have ready-made followers and communities. So the next evolution for these brands is to promote themselves to marketers and technology companies at places like CES.
Held annually along the Las Vegas Strip, the gathering provides the ideal setting for technology and entertainment elites to showcase their latest ventures and, in some cases, spark new deals for the coming year. C Space, part of the show dedicated to marketing innovation, became the epicenter of this conflict, with celebrities such as Robert Downey and Evan Spiegel making their presence felt. And naturally, much of the action unfolded on the media links. stage.
“CES is full of celebrities and creators who are starting to build their brands,” said David Muldoon, vice president of strategic advisory at MediaLink. “For example, they may have their own agency that they want to promote. These are people who have their own business and essentially want to enter the creator economy. For example, they may have their own agency that they want to promote. They may have one and want to use their fame to help build their brand.”
Will.i.am, a well-known rapper, singer, and songwriter, as well as the founder and CEO of FYI.AI, a project tool for creators, will be joining Fire alongside Shelley Palmer, CEO of The Palmer Group. He appeared on the side. Chat as part of our Brand Innovators Summit session. For his appearance at CES, will.i.am collaborated with Mercedes to launch his MBUX Sound His Drive, a technology that uses software that allows music to react to the way the car is driven. I did.for example
“Every drive is a different variation of a song,” will.i.am said. “When I proposed it to Mercedes in 2002, I thought it was a given. But I never thought Mercedes would say, ‘Hey, let’s make it happen.’ And when you work with a company like Mercedes, they are top engineers. ”
People like Will.I.Am are starting their own production companies, starting tech startups, or thinking about how emerging technologies can be used in their artistic endeavors. For years, we have tried to control our own destiny. For example, musicians, athletes, etc. I realized that I could create my own content, build my own fan base, and make money directly from my audience.
In other words, they are becoming creators and influencers in their own right.
Esther Choi, celebrity chef and owner of mŏkbar and mŏkbar Brooklyn, appeared at the Current Backyard booth, where the company showcased its new smart-enabled Current Model G dual-zone grill. And Choi was there to show off his skills by cooking special recipes for new products.
On the contrary, creators are becoming celebrities by leveraging digital platforms to gain huge followers and fan bases. They are no longer just behind-the-scenes talent. They are in the spotlight as influential figures in their respective fields.
Take Paris Hilton, for example. The OG influencer runs her own media company 11:11 Media, which has a portfolio of brands ranging from homewares and goods to pet clothing and fragrances, and will be back at CES this year with Omnicom’s invite-only show, The Transformation. appeared again. Also known as Mr Palmer or ‘Shingy’, he joins David Shing (previously an Australian marketing executive who held various senior positions at AOL).
“Brands are discussing how they drive creators to trend spots and move them forward at the speed of culture.” It has become essential to identify trends before they hit the social realm for confirmation,” said Ryan Detert, CEO of influencer marketing firm Influencial. — Crystal Scanlon
Omnicom signs influencer-led first mover agreement with Amazon Posts API
During CES 24, Omnicom will strengthen its partnerships and arrangements with major social and commerce platforms to better leverage and evaluate influencers and creators, ensuring that influencers are lower in the funnel when working with advertisers. I made it my mission to be able to exert great influence.
Digiday reported today that Omnicom will become the first holding company to announce a deal with Amazon to integrate creator content into Amazon’s Posts API, the commerce giant’s social media-like platform.
Essentially, the deal brings influencer content to the world’s largest e-commerce platform, and the deal will roll out in select markets around the world, an Omnicom representative said. But it also allows you to measure and track that content, helping you assess its effectiveness in driving sales.
Amazon Post is essentially an organic placement across Amazon served by other platforms. The company is offering a beta version of paid placements for use in Sponsored Brands campaigns. Using post-performance reporting metrics and Omnicom’s unique attribution capabilities, Omnicom’s clients can generate deeper insights and better understand how a creator’s assets impact the performance of his Amazon retail products. Become.
“When people are on TikTok, Instagram, or any other platform, we can now direct that influencer media to Amazon, and from there we can measure Amazon sales for the first time,” Omnicom Media Group said North representative Megan Paliuca. American activation manager. “The functionality that was previously allowed was essentially allowing you to put an ad in your cart, but without being able to track it all the way to the actual sale.”
Kevin Blazaitis, head of influencer operations at OMG, added: “Adding the Influencer extension to Amazon posts not only provides purchase-related enhancements, but it also provides the all-important tracking feature: Using data to power your creatives. It provides a much lower funnel approach.”
While Omnicom’s clients have not started using this feature yet, Suhaila Hobba, OMD’s chief media officer, said FMCG, retail and commerce clients are likely to be the first to take advantage of the feature. He said this capability is becoming increasingly important across media agencies. “The influencer work we do is one of the top 10 products in all of OMD, so we’re excited to grow that business in-house.”
Clorox, one of Omnicom’s customers, has also expressed interest in the opportunity. “Social plays a critical role in influencing brand choice in our categories, especially among Millennials and Gen Z,” said Clorox CMO Eric Schwartz. “We are optimistic about new commerce-enabled opportunities to strengthen our business.”
This is where Omnicom’s recent acquisition of Flywheel comes into play. The company’s commerce acumen helps optimize the blend of influencer strategy and execution on Amazon. “It’s exciting to get off to a serious start at CES with our early mover partnership with Amazon,” said Flywheel CEO Duncan Painter. “By integrating Flywheel Commerce Cloud with Omni, this is an important step in the way we analyze and integrate above-the-line activity through sales analytics.” — michael burgi
Outside of CES
- Instacart is using CES to show off a “smart” shopping car that allows shoppers to scan items in their cart, weigh produce, and pay without waiting in checkout lines. Caper Cart, acquired from a previous acquisition, also provides sponsored organic product suggestions based on what’s already in shoppers’ carts.
- This week at CES, Netflix is using a booth on its showroom floor to promote its film adaptation of the science fiction novel “The 3 Body Problem.”
- In Nasdaq’s keynote at CES, Chairman and CEO Adena Friedman said that large-scale language models are being used to identify potential threats to financial markets and quickly address risks. He talked about how he uses it.
- Tech companies are hosting major music events during CES afterparties. This week, Steve Aoki was the DJ for the Riot and HP parties, Nelly performed at the TCL event, and Green Day performed at the Herman event.
overheard
“The majority of these high-level messages will be all about AI because we are creating categories. We see this as a tipping point, probably the first in PCs in recent decades This is going to be the biggest and most impactful moment. I’ve been in this business for 30 years, and this is a huge moment where the category itself is disrupted.” — Lenovo CMO Emily Ketchen
Veteran Tip of the Day: Don’t reach the peak too soon
Marla Newman, VP of Sales at Raptive, drops a CES truth bomb. Don’t overcrowd your schedule. Continuous meetings from morning until dusk? Big mistake. Navigate smartly. Like from Aria to Cosmo, it takes time. Create a breathing space for those golden moments of serendipity and networking. Remember, the best connections at CES are often made on the fly.
CES is a whirlwind from touchdown, and it’s easy to experience FOMO, says TripleLife CMO Jordan Bitterman. His key to conquering CES is simple and clear. Make sure you have some leeway in your schedule. Magic happens in free time after a meeting or in a chance encounter in the hallway. This approach is important to him for two reasons. First, in a Zoom-dominated world, rare face-to-face connections are valuable. Don’t rush, enjoy the encounter. Second, innovation is not a clock. Case in point: The concept for NewFronts was born out of a casual chat I had with him at CES many years ago. Don’t cram your day. Make space for spontaneous, brainwave-inducing moments. ” — As told by Seb Joseph; Read the complete Veterans Guide to CES.
what will you do
From 9:00 a.m. to 9:40 a.m. CMO Insights: AI and Digital Inclusion at ARIA, Level 2, and Mariposa 4
From 10am to 10:40am Speak GenZ at Venetian, Level 4, Marcello 4404
From 1pm to 1:40pm How technology can transform women’s health at N250, North Level 2, LVCC
2:20pm to 3:20pm US Privacy Situation – Consumers Deserve Better Than the Disorganized Patchwork of LVCC, North Level 2, and N262
Other coverage from DIGIDAY
- Music has become a strategic staple for marketers as they increasingly seek to participate more fully in culture rather than appearing on its periphery. But as this trend continues, music marketing experts say brands must be thoughtful.
- This week’s Digiday+ Research Briefing discusses how Gen Z is consuming news, how publishers are less likely to rely on subscription revenue this year, and how AI and influencer marketing will play a role at CES 2024. Verify whether it will attract attention.
To receive this briefing via email, register here.
