It’s been said that there is something for everyone at the Consumer Electronics Show (CES). And it’s true, especially if you’ve been following the latest developments in media and advertising.

Once again, CES 2024 showcased groundbreaking developments and revealed trends that will shape the landscape in the coming year and beyond.

From the evolution of data-driven advertising to the surge in shoppable ads and the continued dominance of live sports, CES provided more than a glimpse into what will dominate headlines this year.

Oh, and… brands are very aware that the cookie-less future is finally here despite years of Google kicking the can down the road.

Here, we explore four major takeaways that we saw at CES and what we think will shape 2024.

Takeaway #1: Welcome to the clean room data revolution

With third-party cookies crumbling, media partners have scrambled for a replacement since Google first put the idea that the tracking solution would dissolve. Clean rooms – secure environments where data from different sources can be shared and analyzed without revealing individual identities – are emerging as the answer.

Disney made headlines at their CES showcase, with announcements centering on clean room access, and simplifying the process through their partnership with Habu. But Disney was far from the only big brand discussing the embrace of clean rooms. Retail media groups such as Pinterest, and CPGs like Clorox spoke about the challenges and opportunities that data privacy compliance tactics creates.

Expect to hear a lot more about clean room options, new partnerships and advertising strategies throughout the year as brands adjust to a new era. While some businesses are just now starting to take third-party cookies going away seriously, the preparedness and industry response of some has made significant strides in adapting. With advancements in first-party data, clean room adoption, and content-based targeting, we’re closer than we think to a viable alternative.

Takeaway #2: Shoppable ads take center stage

Inspired by TikTok’s success, media giants are turning their attention to interactive, shoppable ad experiences. NBC, Disney and Amazon are doubling down on shoppable ads, integrating live shopping capabilities into their premium content.

Disney teased shoppable ads at last year’s CES, and followed through this year with the unveiling of a new shoppable ad format that will be available exclusively on Hulu.

If you watched Amazon’s Thursday night NFL telecasts, or its Black Friday showcase, you got the sense that something bigger was brewing for its sports business Amazon’s strategy involves combining advanced interactive features, targeted messaging, and broader platform accessibility to strengthen its position in the sports advertising market.

FAST-champion Roku remains a shining example as to how a home screen can operate as a performance channel. So, it only makes sense that they would build on their current ad formats. At CES, the streaming platform discussed plans to “immerse advertisers in more parts of the home screen through interactive and shoppable ad formats.”

Look for other media platforms to capitalize on a powerful opportunity to drive instant conversions directly from their target audience’s favorite shows and channels.

Takeaway #3: The power of live sports persists

Live sports continue to be a magnet for advertising dollars and audience attention. Major media companies, including Netflix, Amazon, and Warner Brothers Discovery, were touting how they increased sports coverage and retaining rights deals.

Netflix has cautiously dipped their toe and plans on increasing sports coverage. First, they debuted the Netflix Cup, a live golf event, and are rumored to be eyeing live boxing. It remains to be seen if they will throw their hat in acquiring rights to any of the major professional sports leagues, but expect Netflix to slowly lean into smaller events and calculate their next moves based on how their first events fare.

The calendar just flipped to 2024, but major suiters are planning for 2025 as the NBA broadcasting rights are set to expire. Warner Brothers Discovery (Turner) has every intention to keep their NBA rights and will be able to expand coverage with their new add-on Max sports streaming tier.

Amazon is aggressively pursuing sports rights deals, including the NBA. It is rumored that Amazon wants to create a version of its Thursday Night Football but for basketball. The NBA could negotiate streaming deals with up to five media partners, and NBC, Apple and even Netflix have been rumored to show interest.

Women’s sports continue its hot streak in terms of growth and major media networks have caught on. CBS, ESPN, Amazon, and Scripps have acquired the broadcasting rights for the National Women’s Soccer League (NWSL) for the next four years, marking the most significant broadcast deal ever secured for a domestic women’s sports league.

Expect to see even more live sports coverage across new platforms in 2024, making them a highly coveted (and expensive) advertising space.

Takeaway #4: Data-driven cross-platform buying takes the lead

Publishers are pushing advertisers to move away from traditional linear demo-based buying towards data-driven cross-platform purchases with a single guarantee. NBC continues to lead the pack and is rolling out an improved version of their ‘One Platform’ that enables advertisers to submit one budget against an advanced target, returning a plan split between linear and digital. It will allow advertisers to buy based on audience segments and will be in place and ready to roll out in time for the upfront.

Networks are focused on advancing deals based on alternative currencies with partners such as VideoAmp, iSpot, and Comscore. This has been a growing topic and is not going away, and it ties into the push from the media companies to move away from traditional demo/age buying and focus more on audience-based cross platform buys.

This year promises some interesting developments in advertising, media buying, and data privacy. Stay connected with Ocean Media all year long as we will continue to provide expert industry insights on the topics that impact your business.