The way forward for TV was on show at CES, and information and synthetic intelligence have been on the heart of it.
Media patrons, executives, and leaders within the tech trade flooded the Las Vegas Conference Heart on the Shopper Electronics Present earlier this month, seeing the most recent tech and traits affecting the TV advert trade.
To find out about the place the trade goes subsequent, ADWEEK spoke to a number of media patrons, executives, and specialists in attendance, studying concerning the newest traits and trade themes to be careful for in 2025 and past.
Listed below are three of the themes that have been prevalent at CES this 12 months that might affect the way forward for TV:
AI and information proceed to blur the traces between legacy publishers and tech
AI was the buzzword of CES, with the tech resulting in innovation in every thing from frequency capping to viewers concentrating on. Nevertheless, as AI and information turn into even greater cornerstones of firm choices, the traces between media corporations and tech corporations proceed to blur.
Among the many highlights, trade insiders pointed to legacy media corporations bolstering their tech. As an illustration, throughout Disney’s fifth-annual World Tech & Knowledge Showcase, the corporate unveiled a slate of recent options with AI capabilities, together with Choose AI Engine, a device that enables manufacturers to construct customized lookalike audiences and ship sequential messaging—all whereas increasing attain with out impacting frequency caps.
To not be outdone, NBCUniversal introduced a slate of recent promoting options and AI capabilities, together with the growth of its Advert Artistic Engine, which makes use of generative AI, machine studying, and statistical fashions to know the historic efficiency of advert artistic inside particular content material, predicting how artistic will carry out for varied KPIs comparable to model consciousness and message breakthrough.
In the meantime, free, ad-supported, and tech-focused streamers are persevering with to achieve share in a fragmented market as they creep nearer to performing like legacy publishers. For its half, Tubi stated it had 97 million month-to-month lively customers and greater than 10 billion streaming hours in 2024, with 77% of its viewers not having cable, in line with a November MRI Wire Evolution Research.
Streaming providers try to enhance the person expertise
Past information, media corporations are additionally searching for improved person experiences as a strategy to mitigate fragmentation, in line with specialists. For instance, one purchaser pointed to DirecTV, which introduced final 12 months throughout Promoting Week that it was launching MyFree DirecTV, a devoted free, ad-supported streaming TV (FAST) platform.
