The annual Consumer Electronics Show (CES) is once again set to make headlines as it opens its doors in Las Vegas, providing a significant platform for agencies and ad-tech firms to explore emerging technologies and trends. Running on the heels of the holiday season, CES is anticipated to showcase the latest innovations that could redefine consumer engagement in 2025 and beyond.
As various companies gather at the show, the emphasis on technology as a key differentiator among media agencies has never been more pronounced. Notably, the French holding company Publicis is leveraging its technological advancements, evident from its superior financial results and stock performance, to solidify its position in the market. Central to these efforts is Publicis Media Exchange (PMX), the investment arm which Joel Lunenfeld has been steering since his return as CEO last March.
Lunenfeld's expectations for CES reflect deep insights into the evolving landscape of consumer technology. “I’ve been attending CES for the last 20 years and I always look forward to seeing the immediate future of consumer technology and how it will impact connection and engagement for brands,” he stated. His remarks highlight the pervasive influence of artificial intelligence (AI) across various categories at the show, including connected devices and auto technologies. Lunenfeld expressed particular enthusiasm for the advancements in AI and humanoid robotics that may soon integrate into daily life.
Incorporating influencer marketing as a strategic channel rather than a mere tactic has become imperative for media planning. The acquisition of the influencer agency Influential last year is a strategic move for Publicis to provide holistic activation across channels. “Our clients are looking for scalable 360 [degree] activation... that drive back to measurable business outcomes,” Lunenfeld noted. By merging Influential's capabilities with the data assets of Epsilon, Publicis aims to optimise its understanding of consumer preferences and better align brands with relevant creators.
As for the realm of programmatic investments, Lunenfeld highlighted a pressing need for transformation. He mentioned the current dependence on passive targeting strategies and the necessity for a more vigorous approach to supply path optimisation. “PMX will continue to take an active role in dictating supply path optimisation and leveraging our expertise,” he added, signifying a shift towards a more engaged and efficient model for media investments.
Looking ahead to 2025, PMX aims to focus on deepening its integration of commerce and influencer capabilities while innovating proprietary technologies such as PMX Lift, which harnesses identity and technology advancements. The strategy entails enhancing client relationships and streamlining operations to open new avenues for programmatic activation beyond conventional media.
In response to AI’s growing significance, Lunenfeld confirmed PMX will continue to prioritise the evaluation of third-party offerings and support ongoing education for clients. The organisation’s proprietary Decision Sciences Framework (DSF) is part of its strategy to cultivate enhanced capabilities for its clients amidst a rapidly changing business environment.
Industry-wide trends are encouraging brands to explore augmented reality (AR) as part of their campaigns. Research from independent media agency Wpromote, in collaboration with Snapchat and Lumen Research, indicates that AR significantly boosts key performance metrics such as ad awareness and brand association.
In other notable developments, Horizon Media Holdings has appointed Bob Lord, an industry veteran, as its new president, a move that highlights the ongoing changes within the media landscape. Lord, who has been consulting at Horizon for the past year, expressed optimism regarding leveraging AI to enhance brand-consumer interactions. “There’s so much opportunity for us if we can let the machines do the work, and augment — not replace, but augment — our intelligence as human beings,” he remarked, underscoring the potential collaboration between technology and human insight.
As CES unfolds, the convergence of AI, influencer marketing, and programmatic strategies seems set to reshape the business practices of media agencies, marking a pivotal moment in the digital marketing landscape.
Source: Noah Wire Services