CES 2013: Three magic inventions enable new brand power

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Some day, I have to be at CES, just to say I have been there, I assume. But time is money and the more projects you are juggling on a daily business, the less time there is for events. And the questions is if it all worth the traveling. So, the CES 2013 passed without me but the three main web connected inventions that caught my attention, shall be summarized briefly in this post.

Magic Cars
At different events in 2012 you could hear many speakers talking of the car becoming the most expensive but also most connected mobile device in our lives in the future. CES speakers were following kind of the same lines. When Will Smith was handling many issues while driving his car in iRobot, it seemed all too far away for us those days. Now, just some years have passed and AUDI is already showing the first prototype that allows drivers to travel via autopilot with the option to check emails and social channels when driving under 30 miles per hour. More and more, the car is emerging towards a connected multimedia vehicle which also offers new advertising and marketing approaches through mobile and navigation systems that bridge new opportunities for brand integration. This Beet.TV interview with Rob Norman, Global Chief Digital Officer at GroupM, tells us how…

Magic Glass & Augmented Reality
When we have written about the Google Glass and the short film „Sight“, the vision of integrated and intelligent augmented reality technology seemed even further away from reality. At CES, another company called Innovega showed their version of augmented-reality eyewear. They previewed their invention of a wearable transparent heads-up display, enabled by iOptik contact lens technology, which delivers mega-pixel content with a panoramic field-of-view. An unbelievable „enjoyment of immersive personal media“? Well, the video shows us in two parts Innovega’s glasses why the approval of the FDA would be welcomed soon. And then I can see a future, where we will have the latest content and ads from our brand right in front of our eyes…

Magic Audio
Do you still think, TV commercials are one-way communication? You might think again. Audible Magic, an audio fingerprinting and recognition technology company, will be able to detect content and then react on a second screen. The company will partner with three advertising companies (Accelerated Media, DG Mediamind and Cheshire Duo) to create interactive commercials. Those ads shall trigger users by detecting relevant content and then send „relevant“ brand content to the viewer. Imagine you are watching a new James Bond film on TV with all their great commercials around „Skyfall“, Audible Magic’s technology recognizes the content and sends you a coupon or a video commercial on a second screen with a nice discount offer.

Audible Magic

Although I have listened to Ford’s Community with similar visions where via GPS billboard content shall sync with a smartphone app to be remembered while passing those billboards, it still sounds quite far away.

But the other innovations have shown that the future is just around the corner sometimes. Maybe I need to go to CES 2013 next year to find some more brand power options. You never know…