CES 2016 Recap: Year of Auto-Mation

Jan 14, 2016 12:18:12 PM


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You're probably sitting at your desk right now, channeling penny slots and Texas Hold 'Em after last week's trip to Sin City, which also constituted a company backed spree through the largest electronics convention in the country.  So are we!  There’s no doubt that what happens at CES is seen everywhere, with hundreds of innovations launching through the end of the year.  From smart mirrors to a smart suit and even a human carrying drone, there is no shortage of creative inspiration and groundbreaking breakthroughs.

With advancements in safety technology and a recent revival of the auto industry, we keyed into 'automation' as one of the main takeaways from the conference.  Combined with new, cutting-edge innovation, car manufacturers have begun making self-driving and parking cars a virtual...reality. (See what I did there?)  The Robotics Marketplace also shined, showcasing drone best practices and 3D printing amongst other hot topics. Additionally, automation in digital ad buying is on the rise making this New Year a bright one for programmatic vendors.  Cheers to a year full of auto-mation!

bmw-ces-2016-106-2040.0.jpgImage Source: The Verge.

Auto Advancements Take Center Stage at CES

Keeping the spotlight on auto innovation and technology we continued to find this major theme across every corner of CES.  Volvo and BMW made huge splashes at this year’s conference with widely visible takeovers and sponsorships around town. Volvo's presence was felt at the Vdara Hotel as the auto giant launched an intelligent concept helmet that alerts cyclists of potential accidents - something our bike loving office can't wait to get their hands on.  Though it's not exactly time travel, BMW soared into the future, unveiling the supped-up i8 Spyder with ‘AirTouch’ technology which allows a driver to control the car’s dashboard by gesturing in space.  Auto advertising is also on the rise with the category topping desktop and mobile advertising during the month of December.  This, coupled with a record-breaking year of auto sales, is a promising sign for automakers. 
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Image Source: The Verge.

2016 Is a Good Year to Be in Programmatic

Digital buying is also shifting towards automation with programmatic buying growing across desktop and mobile.  We were excited to present some of our recent data findings on digital ad buying trends at Mindshare’s CES Huddle.
On desktop alone, the buying channel has taken impression share from ad networks, climbing to almost 30% of total impressions with 10% of that growth happening in the past year alone.  
 
Programmatic Taking Share From Ad Networks
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CES_Direct_vs_Indirect_Key.pngSource: Pathmatics U.S. Desktop Data, 2012-2015.
 

DSP usage is at an all-time high on desktop, growing from 4% of total desktop impressions in 2012 to 16% closing out 2015.  Add this to a 10% increase of exchange purchasing on mobile YOY, and you have the makings of an exciting year in ad tech.

DSP Share Growth 
 
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Source: Pathmatics U.S. Desktop Data, 2012-2015.
 
Video, on the other hand, continues to be sold very differently and direct purchases lead overall.  This looks to be changing as December’s rankings started to show a slip in direct (down 20% since October) and an increase in ad network usage.
Video Is Sold Very Differently
Video.jpgSource: Pathmatics U.S. Video Data, Q4-2015.
 
2016 will be full of exciting automated advancements across all spectrums and we look forward to tracking the progress of programmatic buying trends over the year.  If this isn’t enough automation for you, you can always replace your pets with robots, too.
 

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Jordan Kramer

Written by Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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