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#CES2018 INSIGHTS

2.
NEWS & HIGHLIGHTS

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• Adweek (feat. Rachel Lowenstein) 8 Under-the-Radar Tech Companies at CES That Brands Should Know About, Adweek
Goes on the Mindshare Show Floor Tour
• Digiday (feat. Joe Maceda) Google is using CES to catch up to Amazon in battle of voice assistants.
• Ad Age video (feat. Cindy Gustafson) 5 Things We Learned About Connected Home at CES
• AdWeek (feat. Rachel Lowenstein) 4 Marketers Share How GDPR Will Shake Up Brands’ Data Strategies
• AdWeek (feat. Jeff Malmad) Marketers Are Racing to Reach Rapidly Growing Audiences on Amazon’s Alexa and Google
Home
• AdWeek video (feat. Cindy Gustafson) What Can Brands Do With Voice Devices in 2018?
• Forbes (feat. Cindy Gustafson) Alexa, Get Me A Promotion
• AdWeek (feat. Jeff Malmad) How Marketers Are Turning Your Car Into a Branded Experience
#CES2018 Headlines

4.
Mindshare@CES
Must See Series
The Must See, Part 1
This episode features Jeff Malmad,
Cindy Gustafson, and Adam Gerhart.
They cover autonomous living,
robots and emotion, and what AI
needs most.
The Must See, Part 2
This episode features Jim Cridlin and
Michael Cardini talking about the
definition of technology companies
and digital dashboards and sensors
in vehicles.
The Must See, Part 3
This episode features Devon
Macdonald, Dan Richardson, and
Tiffany Ray talking about device
interfaces, autonomous vehicles, and
the changing face of CPG marketing
with consumption based technology
sensors.

5.
Go On The Mindshare@CES Tour
Hosted by Rachel Lowenstein, Manager, Strategic Innovation, Life+, Mindshare NA
Mindshare@CES Tour

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#CES2018 INSIGHTS

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Voice Goes Supersonic
Amazon versus Google was the big fight of the week. But equally important is just the sheer number of companies
developing products for these two voice operating systems. Based on today’s market share, if you’re a startup and voice is
a selling point for your product, you need to sync up with Amazon or Google Assistant—or you’ve lost the game. That may
change with Microsoft and Apple later, but CES saw Amazon or Google connections in everything from Nightingale (control
your sleep environment with your voice), to Vuzix (voice-enabled AR glasses) to Project Nursery (releasing a voice-
activated baby monitor) and more.
For marketers, it’s particularly important to keep your eye on the long game: the ways voice will eventually change
commerce. If you ask Alexa for diapers or batteries, the OS doesn’t want to give you a whole list of products – just two or
three at most. So what happens if your brand is number four or five? Consumers will be more likely to order the same
products over and over, not because they love the brand, but just because that’s what pops up first – and will continue
popping up first the more often they order it. Prepare for the onset of incidental loyalty.
Adam Gerhart, U.S. CEO, Mindshare North America

8.
Emotion in Motion
The promise of the connected home isn’t just about devices. If the connected home reaches its full potential, it could usher
us into a new world of autonomous living. It’s the idea that technology can tell us what we need – and help us get it –
before we even realize it. Right now, voice assistants are serving as the gateway to that. When we talk about the
connected home, we’re usually talking about function. The idea is that the devices in your home will know when you’re
running out of milk, laundry detergent, diapers – and remind you to order more, or will automatically do it for you.
But, the true beauty will be when the connected home can tap into a more emotional perspective as well. As these devices
get to know you, for example, as they sync up with your calendar, maybe your home thermostat will know to automatically
cool things down when you’re coming back from the gym. While a lot of the infrastructure still has to get done before we
can really reach the promise of the connected home, we’re starting to see the possibilities. Like getting brands prepared
for voice branding, identifying opportunities in this new realm for brands show start now.
Cindy Gustafson, Chief Strategy Officer, Mindshare North America

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Me, Myself and I
The investments we see on the show floor at CES 2018 in fitness-tech and sleep tech demonstrate a reflection in our
culture with an obsession of taking control of your own wellness. In fact, one of the biggest searches on Pinterest in 2017
was “self care” a term that grew 537% in total search volume last year.
The new hardware and software can track our every need, down to controlling our stress levels and bringing fitness
communities into our home, in our own time. This show us that consumers want ownership over their health, ultimately to
improve their lives. Even established brands in the space, like Sleep Number, are getting in on the action to provide
biometric data to consumers as they sleep.
This means new data opportunities for brands for hyperpersonalization and to play a part in enhancing the overall
consumer experience.
Rachel Lowenstein, Manager, Strategic Innovation, Life+, Mindshare North America

10.
In the battle between AR and VR, the former has certainly taken a big lead – undoubtedly in great part because it doesn’t
require a special headset. CES displayed innovations in both those mediums, but it also pointed to other options for
content experiences. For example, Keecker is a voice-enabled multimedia robot that projects 4K content onto any wall; 3
Pigs is a start-up that uses sensors on sports equipment and then leverages the data to provide personalized sports
content.
For marketers, there have been successful brand executions in AR and enough buzz generated to drive curiosity for
what’s next. And, as the media landscape continues to grow more fragmented in viewership, the opportunities for
personalized content presents a different kind of opportunity.
Adam Gerhart, U.S. CEO, Mindshare North America
Rock’em Sock’em: AR vs VR

11.
SHOW FLOOR SPOTLIGHT

12.
Mindshare@CES
Must See Series
Toyota w-Palette
The autonomous mobile anything.
The concept is a delivery van, a
retail space, an office, or whatever
brands need it to be.
Article: 5 Reasons Why it Could
Reinvent Commerce
L’Oreal UV Sense
A thumbnail-worn device to monitor
your sun exposure and with data
sent to your smartphone, help limit
your skin cancer risk.
Article: L’Oreal and John Rogers
built a thumbnail-sized UV sensor
ElliQ
A proactive AI driven social robot for
older adults to encourage an active
and engaged lifestyle and making it
simple for to connect with loved ones.
Article: CNBC Review

13.
Mindshare@CES
Must See Series
Xenoma e-skin Pajamas
The pajamas detect motion, monitor
heart rate and connect to an ECG.
Eventually, patients could roam freer
inside hospitals and assisted-living.
Article: engadget Review
Head Impact Monitor System
Prevent Biometrics created a smart
mouthguard which records data for
medical staff as soon as a collision is
detected.
Article: Concussion-sensing
mouthguard could help avoid head
injuries
Aflac Robot Duck
To support children diagnosed with
cancer, it’s features familiarize
children with chemotherapy
treatment, as well as emoji cards
which allow the duck to express the
child's emotions for them.
Article: USA Today

14.
Mindshare@CES
Must See Series
Black Box VR
Specially designed exercise
equipment and a game in which
players fight off enemies by doing
chest presses and other moves.
Article: I worked out at CES in the
most CES way possible
Levono Smart Display
Google debuted several smart
displays at CES, but the Lenovo
Smart Display is the Engadget
favorite.
Article: engadget Review
LG ThinQ
Connected smart appliances. For
example, when you select a desired
recipe on the InstaView fridge, it will
automatically start preheating the
EasyClean oven.
Article: The Verge Review