1. 10-13th January
CES 2012
Consumer Electronics Show
Ogilvy Digital Labs findings
By Will Harvey
CES is the world’s Largest
Electronics show, with this year
over 150,000 attendees from
across the globe. People have been
descending on Las Vegas for CES,
for the last 40 years.
It showcases the latest and greatest in new
technology from large companies such as
Microsoft to start ups like Blipper. Over 20,000
new products are launched over the 3 days of the
event, to an audience of tech companies, media
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specialists, marketers and press exposing what they
predict will be big in 2012.
Within this report, I have compiled all that I
discovered and foresee as being beneficial for
Ogilvy to stay ahead of the market. In order for us
to predict how customers will engage and interact
with brands in 2012 we need to recognize the
technologies our customers will choose to change
their ever developing lifestyle.
Any Questions please contact me at
Will.Harvey@ogilvy.com
@WilliamEdHarvey

2. TRENDS
Trends
The trends we need to
be aware of in 2012
“In 2012 half of
Televisions that will be
sold will be internet
enabled’
Two Screen
With the increased market growth and
uptake of tablet devices in the
home(over 1/3 US homes have one)
The interaction between the ‘Main’
screen in the home and the second
screen will revolutionise the way
consumers interact with the content on
TV. Opening up new possibilities of
marketing using such systems as ‘Audio
triggering’ that allow the tablet to have
content triggered on to it depending on
what is on the main screen.
‘The TV will regain its role
as ‘Hub’ of the home with
the interconnectivity of
multiple devices in the
home eco-system’ ‘
‘Tablet owners DOUBLED
over the Christmas
period, its the largest
take up of a new media
platform EVER’
Sahwn DeBravac
Chief Economist & Director of Research
CEA
3D Prototyping
If you haven't had a chance to see 3D
prototyping in action yet, I advise you
to check out Makerbot.com. 3D
prototyping is now becoming as
affordable as traditional printing
(£2500), with lots of talk about the
possibilities of every home having a 3D
printer in the not too distant future.
This allows consumers to ‘Build your
own products’ with the supply and
demand interaction between customer
and company to change.
restrictions between the different devices advertising will be making an impact on
to take a back seat to user experience
that screen real-estate with a whole new
and function demands.
potential for our clients.
The average household has an average
of 5-6 connected devices from different
manufacturers so are manufactured for
a very silo-like eco-system. That shall
change starting this year making
available consumer friendly eco-systems
from the technological connectivity
“Super-phones”
Interesting Find
BubblePix
Home Eco-System
Internet enabled TV
with once the scope is simply clipped
onto the device.
It is a simple and slick way of
capturing your surroundings and
environments in a much more fun and
engaging way.
Smart TV’s and ‘App’ enabled
televisions will be a big focus of 2012 as
the biggest screen in your home
becomes connected to the internet.
With half of all new TVs produces this
year internet enabled opens whole new
possibilities of experiences and
interactions. We need to understand
what could be had through this new
means of engagement by the consumer.
Samsung’s SMART app store is ever
expanding with applications custommade for the television space and
UK Start up
Bubblescope
Allows users to capture 360 degree photos
and videos of there environment then share
with Friends and Family to interactive with at a
later time.
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Uk based start-up company BubblePix
we met up with whilst out at CES.
They have developed a clip on
scope that can allow any ios (iPad,
iPhone, iPod Touch) device to shoot full
360 degree photos and videos. That
then can be interacted with at a later
time using their embedded media
player app.
The simple little scope is designed
to fit easily into the pocket of the user
and has 3 different angles you can shoot
Smart phones are so 2011,
‘Superphones’ are the next stage of
evolution for the phone market. With
the increased development of new
technologies that fit within the ‘phone,
such as higher resolution cameras and
duel core processor, phones are due to
overtake traditional personal computers
in processing power to open up the
flood gates for bigger and better apps.
Possible Uses
This could be a fantastic affordable
(£69) product that Expedia could use to
give out to 100 of its customers as part
of a competition. When they go on
holiday they can capture 360 degree
images of the hotel, resort and beach.
That could then be used by Expedia to
give future visitors to their site more
engaging experiential images of holiday
destinations and insider tips.

3. CURRENT TECHNOLOGY
What we need to embrace
in 2012
‘Smart TV’s’
The increase of internet enabled TVs (see the
adoption and growth of the ‘Smart TV’) television
with apps and added functionality. Samsung is one
of the big drivers in this market as it presents a
whole new way that consumers are engaging with
their televisions. This illustrates even more
possibilities for marketers to get their brands in
front of the home user. This year marks the first
initiative for advertisers to make use of this new
real estate on the home TV as banners are
beginning to launch on the SMART interface.
This presents Ogilvy with the chance to embrace
this new way of content engagement with possible
branded apps for the TV or interactive banner ad
games?
“Kinect is just a box of sensors, but
understanding how to utilize those
elements made it the largest
launching product of all time”
“‘Sensor’ization of everyday consumer
technology is going the same way.
How can we utilize that? ”
Tablets Tablets Everywhere....
Another BIG part of CES this year was tablets.
With most major manufacturers releasing or
announcing new tablet devices, and market
growth from last year of 308% it is becoming a
key device in the market. With lots of new
manufacturers now entering the market (Amazon,
Voice and Gesture Technology
The leaps in voice and gesture ‘Sensor’isation such RIM, ASUS) it presents the challenge of what
horse to back and develop for? So it seems that
as Apple’s Siri and Microsoft Kinect (now
everyone and their mothers ( and Grandmothers..)
available for PC).The growth of availability of
will have a tablet by the end of 2012. So, how can
these sensors in our everyday devices, presents
we make the most of that? Only time will tell who
new possibilities of consumer interaction and
engagement if we can understand how to utilise it will come out ahead but it is something we need to
pay close attention to for our Clients.
and embrace it for a campaign. One great
example is our Lab partner who was displaying at
CES: OMEK. They mainly deal with gesture and NFC/RFID
With the wider availability of contact payment
body tracking using a number of cameras
growing and devices being enabled, a lot of talk
available on the market. They have developed
was around the possibilities of using RFID/ NFC
programs that can measure multiple users sex,
There was talk of the iPhone 5 having it, and with
height, age and then deliver content depending on
Apple as such a key player in the smartphone
those pre-set demographics that the user can the
market it will no doubt be the catalyst on the take
access through using hand and body gestures.
up and growth of the infrastructure of the
technology.
Tablets and TV’s
The home eco-system
with the
interconnectivity of
devices and ability to
share content will
change the way
consumers engage
with brands.
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4. FUTURE TECHNOLOGY
“Technology will be pushed into the
background, and user experience and
solution will be crucial for any brand to
understand”
“Consumers are becoming more digitally
savvy and aware, so to engage with them
present them with new challenges and
opportunities for us”
Future Technology
That really wowed us
Transparent LCD
The technology that got most attention on the show floor was
the prototype transparent TV from Samsung. A television set
that can display normal media but then can be switched to
become transparent so you can view directly through it, it
was a touch screen as well. It something you have to see to
believe. We have seen the use of an early version of the
technology on a vending machine, but was limited to black
and white. Samsung said there are no plans to bring it to the
market at this time, but imagine the possibilities if you could
replace your windows in your home with transparent
displays. Life imitating Art.
TRUE Glassless 3D
Glassless 3D has made some massive steps forward with the
development of new technology, this second generation of
3D TV uses face tracking technology that can monitor up to
10 users faces and change the content on screen depending
on those user’s locations. Sony had 3 models showing off the
possibilities of Glassless 3D. The use of this kind of
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technology could make a massive impact in the digital out of
home market.
Dual Play Displays
This technology is very early on in its development but I have
NEVER seen something like this, prototypes were on display
by both Samsung and LG.
Dual Play was a new technology that uses 1 television set
to display 2 different content feeds and depending on what
glasses you were wearing you were able to view that content.
For example, in the same room your partner could be
watching Eastenders and you could be watching Top Gear,
all on the same screen at the same time but the different
glasses let you watch different content feeds.
Want to Know More?
I hope you found this interesting and perhaps came across
some interesting findings you can use. We have a number of
documents from the event if you would like to know more,
Please get in contact. Will.harvey@ogilvy.com