Last week, we participated in the world’s premier annual gathering place of industry leaders, manufacturers, suppliers and developers of consumer technology: the Consumer Electronics Show (CES) in Las Vegas. We showcased our innovations such as our first-ever U.S. e-commerce measurement solution, Connected Partner Program, our latest Total Audience Measurement report and our neuroscience capabilities through mainstage presentations, live demos and lab media tours.
Kicking off our presence, on Wednesday, Jan. 4, 2017, we held a C Space Storyteller session, as part of the marketing and advertising program of CES. Amidst a room of retail leaders and consumer technology experts, Louise Keely, executive vice president and global retail practice leader, revealed the new playbook for understanding and influencing today’s diverse, digitally connected shoppers. She also imparted an important lesson: the key to success in this new landscape is collaboration with a network of players, platforms and data sources.
"디지털은 이제 기술에 거부감을 느끼는 사람부터 디지털을 옹호하는 사람, 그리고 그 사이에 있는 사람까지 모든 소비자의 여정에서 중요한 부분을 차지합니다."라고 Keely는 말합니다. "마케팅, 광고, 미디어, 커머스 간의 경계가 모호해지면서 우리 모두는 고객을 측정하고 참여를 유도하는 방식을 발전시켜야 합니다."
Offstage, we hosted the C Space opening night reception for the leading influencers of entertainment, marketing and media. At CBS Television City, we held tours throughout the show, sharing insights from the latest media lab research and highlighting emerging capabilities, such as TV and over-the-top (OTT) testing stations and our newly established virtual reality room for synchronized 360 video viewing. Also, in the YuMe Innovation Lounge, our Consumer Neuroscience team delivered live demos of our biometric and eye-tracking capabilities in virtual reality. They also presented highlights from joint research with YuMe on how consumers respond non-consciously to content when it was seen in virtual reality, on 360-degree video, or on TV.
To close out our presence at CES, on Friday, Jan. 6, our senior U.S. media business executives Lynda Clarizio and Chad Dreas gave one of the featured headlined presentations at the Variety CES Entertainment Summit. They delivered a presentation on Nielsen’s Branded Content research. With over a 100 attendees in the room, these thought leaders discussed how advertisers, content creators, distributors and publishers can maximize the impact of their branded content investments. They presented strategies by using actionable data and insights followed by an intimate interview with Variety co-editor-in-chief, Andy Wallenstein.
