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Why Does CES Matter to AdLand?
By: Dwayne W. Waite Jr.
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In the past ten years, we have seen the convergence of the creatives and writers in AdLand, and the technologists and startup entrepreneurs of Silicon Valley. The partnership comes to life when we see all the big wigs and news chasers at the International Consumer Electronic Show (CES). And like Advertising Week, we all have to ask — why does this even matter?

As of this writing, CES 2014 is less than 36 hours away. AdAge, AdWeek, and big-time independent bloggers are already knee-deep in CES coverage, and are lining up Admen and Adwomen to interview to reinforce the importance of the presence of advertisers during such a conference.

Not going to lie — the keynote speaker list is hot. The CEOs from Intel, Sony, Yahoo, and Cisco are scheduled to speak. On the advertising side, Maurice Lévy of the infamous Publicis-Omnicom Group will be addressing the crowd.

We'd go just for that.

Articles are coming out about brands and advertisers that use CES to meet with each other to start talking about how these exciting products should be introduced to the general consumer base. They talk about partnership strategies, networking opportunities, and most importantly — timelines.

CES is supposed to be the place where the hottest and latest gadgets and products are introduced. So most of those conversations, though important, are discussing a lot of things that are down the road. 

Don't get us wrong; we love advanced planning, but doesn't this go against the instant gratification attitude most companies have today? We're just playing devil's advocate. Yes, these conversations are exciting, but, for the advertisers, will these advanced conversations bear fruit?

We hope so.

As for you freelancers and indie shops, and you in agencies, what are your opinions about the CES? Is our industry falling victim to the "shiny object syndrome" again?

We guess we'll see.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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