This year, it felt like CES was back in a big way. Our feeds were buzzing with new product announcements and lots of talk of AI. On the showfloor, there were gadgets and gizmos aplenty. Some of the biggest developments, however, happened adjacent to the showfloor.
Marketers were keen to show how AI can produce better outcomes, advertisers discussed the consequences of Meta’s end to its third-party fact checking policy, alternative currencies made a strong comeback (:eyes: we’re looking at you, Paramount and VideoAmp), retail media continued to boom, and big-name content entertainment providers made big moves to evolve their advertising efforts beyond the big screen, like DIRECTV strategically announcing its plans to launch a dedicated out-of-home ad network.
And while CES may be tech’s biggest show, we’re recapping the main takeaways from a communicator’s perspective:
AI is reaching an inflection point, and 2025 is the year to put words into action.
What was once a unique selling point (USP) has now become table stakes, with many, if not all, tech companies touting new, AI-enabled solutions at the show. At Kite Hill PR, we’re working with clients to revise their messaging and lean into their differentiators. In doing so, we find it most beneficial to highlight any new, integrated AI capabilities as part of an evolved market solution, rather than the main event.
Big Tech is experiencing big shakeups, signaling a stronger need for communications that instill trust in an era where misinformation runs rampant.
We are entering an era in which trust is becoming one of the most valuable attributes for brand communicators. It’s a skeptical consumer landscape, with hot-button cultural moments moving fast. The brands best primed for success are those that are taking a close look at their messaging narratives and revising them to inspire a renewed sense of trust and connection with their intended audiences.
Retail media continues to boom, and brands are placing greater emphasis on measurement — for communicators, this means understanding how to create and execute a strategy that will help your brand’s retail media network stand out from the crowd is critical.
Amazon dropped some big news during the show, making the retail media landscape even more crowded. If you’re a communicator looking to help your brand’s burgeoning network break ground, you must do the following:
Address your go-to market and launch strategy
Leverage an always-on communications approach
Prioritize and develop captivating thought leadership content
Level up on earned media and owned events
While this may seem daunting, Kite Hill PR recently developed an RMN playbook, specifically designed to help communicators stand out and win.
Attendees could not escape CES without hearing chatter about the implications of Omnicom’s acquisition of Interpublic Group (IPG). In fact, Axios’ Kerry Flynn commented on showgoers feeling an increased presence of bankers and investors roaming the floor — given the fact that adtech M&As are skyrocketing, this doesn’t feel all too surprising.
At Kite Hill PR, we’ve been behind some of the biggest M&As in tech, media and advertising, including Teads and Outbrain; Spotx and Magnite; TMB and Jukin Media; Vivvix and MediaRadar; Lucid and Cint; Tapad and Telnor and more. Need tips to help you prepare for your own? We have a lot to say on this topic; in short — define your narrative early, prepare your spokespeople often, and leverage multiple channels of communications when you’re ready to officially announce your deal.
With CES in the books, we’re on to the next trade show in what’s quickly becoming a year of seismic shifts and vast opportunities for communicators. Stay tuned for more insights to come!