Why CES is a Must-Attend for Ad Tech Professionals: Insights from the Show Within the Show

The CES Phenomenon

The Consumer Electronics Show (CES), often dubbed as the event that some love to hate, remains a pivotal gathering for industry professionals at the start of every year. Scheduled from January 7 to January 10 in Las Vegas, last year's event attracted over 138,000 registered attendees, nearing its record of 170,000 in 2015.

Standing Out in a Crowded Space

With more than 4,300 exhibitors last year, a 17% increase from a decade ago, ad tech companies face challenges in standing out. Interestingly, only 4% of attendees identified as part of the advertising and marketing sectors, which translates to less than 6,000 individuals.

The Tech-Driven Landscape

CES emphasizes that “every company is a tech company.” This mantra opens doors for ad revenue opportunities as technology permeates every aspect of business. Mike Brooks from LG Ad Solutions highlights excitement around nontraditional environments for screens, shoppable TV ads, and ad-supported CTV offerings.

AI's Dominance

Artificial Intelligence (AI) is unavoidable at CES, with over 28,000 attendees claiming to work in this field. While some products may seem frivolous, like an AI-powered toothbrush, others are being developed with specific industry tasks in mind.

CTV's Rise at CES

CES also unofficially kicks off the CTV upfronts, attracting digital-first companies like Amazon, YouTube, and Roku. Traditional publishers such as NBCUniversal, Paramount, and Disney are also present, focusing on programmatic buying and ad effectiveness.

Networking Opportunities

The event serves as a fertile ground for networking, where brands, agencies, and publishers convene their own “show within the show.” Many opt for meetings and presentations in nearby hotels rather than the convention space itself. However, a trend shows companies are sending fewer representatives, possibly due to pandemic repercussions and rising costs.

Final Thoughts

In the words of Nancy Hall, CEO of Mindshare North America, “There has to be a core human insight at the center of what you’re doing and real value for your audience.”