By Brett Tabano, Director, Sales Strategy
Two themes that stand out so far at CES: Everything 3-D and Motion Control
If I had to pick two themes that stand out for me from this year’s CES, it’s everything 3-D and motion control —including virtual reality— technology.
By far, the coolest booth at the show was LG’s huge 3-D display wall. Through a series of connected TV’s, viewers were awed by a near 50-foot wall (although it felt like the size of a football field) of 3-D reality-rivaling video. LG also showcased a ridiculously thin flat-screen and the world’s largest 3-D television with built in “Magic Gesture” capabilities.
Several other manufacturers also featured televisions using motion and voice-recognition controls similar to the Kinect system for Microsoft’s Xbox 360 video game console. Samsung featured its “Smart Interaction” tech at CES, which uses two unidirectional mics and an integrated webcam for motion and voice control – think Siri for your TV. Users can turn the TV on or off, change the volume, activate all their apps and even search the web. What’s most impressive is that the TV can identify the individual user with face recognition via the integrated webcam.
One advantage of the motion detection technology—you may never have to search for the remote again. But one of the cooler applications didn’t involve a television at all. Both Audi and Mercedes demonstrated experimental displays that allow drivers to pull up information such as GPS information, emails, or even entertainment videos (for the passenger-side only) on the windshield, as well as to use hand gestures to pull up information via a virtual overlay that blends with actual scenery, such as restaurants, hotels, or other cars.
This is all exciting news for consumers, but it also has applications for advertisers in the not too far off future. As 3-D programming increases, so too will 3-D commercials. I see this following similar evolution to the HD evolution. At first, advertisers were reluctant to make the additional investment in HD. But, over time, as the difference in quality became blatant to viewers, they were forced follow suit. And it didn’t take that long to get on board. Now, it’s hard for anyone even remember a non-HD world, or a television that isn’t flat. It seems likely that as soon as the technology works out its final kinks, 3-D will take a similar path.
Even more intriguing are the possibilities that motion detection technology bring to television advertisers. There is a lot of talk about addressable television, but the question remains “how targeted will it be—what if there is more than 1 person in the room watching?” What if a motion sensor could detect when and who is watching? Is dad in the room? Send him a car commercial. Is the whole family together? How about an ad for the new Disney film? This will truly make addressability a reality and bring a new level of targeting to the living room.
Will this happen overnight? No. There are hurdles to overcome to be sure, from affordability to privacy concerns. However, if the past is any indication, great technology finds a way.