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CES 2024 daily recap: Audience segmentation and AI-powered shoppable reality tv

NBCU and Connecting with Audiences at CES, US

US – On day three at CES, attendees headed to a series of panels on the Chief Marketing Officer (CMO) Insights stage. From AI and digital inclusion to the future of the connected tv eco-system and attention capture, experts from Samsung, the Las Vegas Raiders and Microsoft questioned how to keep advertising efficient and relevant. The conversations followed previous talks at the start of CES on the state of advertising in the entertainment industry and the quest for a sustainable business model in the streaming market.

In an interview, Josh Feldman, the global CMO of advertising and partnerships at NBCUniversal, suggested streaming platforms must answer advertisers’ requests by moving from audience demographics to audience segments. 'We have built One Platform Total Audience so that we can take what audience segment our advertisers are looking for, marry our collected digital-first party data and our Comcast NBCUniversal streaming tv data, and deliver audiences across both linear and streaming. This has not been done before. Gone are the days of demographics.’

Feldman also highlighted the success of the latest innovations of Peacock, his company's ad-supported streaming platform. First was BravoCon, a reality tv convention that gathered 30,000 superfans in Las Vegas in 2023 – proof that the viewing experience can be extended to reality while driving new revenue streams for Peacock. The global CMO also cited the efficiency of commerce-enabled ads. He said: ‘In the last season of Below Deck Mediterranean, we did a partnership with Walmart which we called Must Shop tv. An AI helped identify the products in Below Deck and in real time viewers could buy them online at Walmart.’

In our Home States Futures: Residential Retail macrotrend, we previously analysed how streaming platforms fragmented viewing habits and generated new and organic sales opportunities within the home, such as live commerce, content marketing, hidden QR codes and more.

Strategic opportunity

Explore the transition from traditional audience demographics to audience segmentation for your advertising strategies. Use data analytics to target specific audience segments and deliver tailored content, moving beyond the limitations of demographics

Jägermeister’s rebranding is inspired by its iconic bottle

Jägermeister. Branding by Mother Design, UK

UK – Herbal liqueur producer Jägermeister called upon Mother Design for an identity refresh. The brief? Breathe some modernity into the brand’s 90 years of history, revisiting the heritage for a new generation of drinkers.

Like most spirits brands, Jägermeister is seeking to court the sober-curious Gen Z. Rather than tapping into the zeitgeist or entirely re-imagining the brand identity, the modernised Jägermeister brand strongly leans on legacy, with new elements tailored to the local energy of each region.

The creative concept took the iconic Jägermeister bottle as a starting point to inspire new assets. From the distinctive earthy palette to rounded motifs and edges, the visual language is a nod to the brand’s history, making it exciting and relevant to Gen Z. Mother has also developed a suite of flexible design elements that can be used by the Jägermeister teams to generate assets based on ever-evolving marketing needs. Such flexibility is key at times when Gen Z’s moderate drinking habits are pushing spirits producers to be Elastic Brands.

Strategic opportunity

Faced with a consumer group that drinks less often, spirits brands need to be reactive and flexible to remain top-of-mind. Like Jägermeister, consider investing in a toolkit that enables your content team to evolve and tailor your brand assets at speed

Arterra launches dog longevity supplement

US – Dog supplement brand Arterra has launched a veterinarian-formulated supplement to help dogs live longer, healthier and happier lives.

Designed to ‘slow down the clock’ in healthy adult dogs and ‘turn back the clock’ in senior dogs already experiencing signs of degenerative ageing, the 63-ingredient supplement supports the body with joint health, cognition, mood, immunity, allergy, gut and organ function with one bacon-flavoured scoop. Active ingredients in the canine supplement include collagen, bone broth protein, Lion’s Mane mushroom, Ashwagandha and turmeric.

The supplement was inspired by founder and CEO Jonathan Willbanks’ pet dog, which lived to 16.5 years, a lifespan the founder attributes to the dog’s optimised diet and regime of premium supplements.

As humans continue to pursue Longevity Lifestyles, individuals and families will want their Prestige Pets to live longer too, and many will be prepared to pay a premium to make this happen.

Arterra, US

Strategic opportunity

As the role that pets play in Gen Z and Millennial households becomes increasingly emotional, ensure you are creating products that include them as members of the family

Stat: Strava’s Year In Sport report reveals generational exercise trends

Photography by Hakan Hu

San Francisco – Strava, the global community for active individuals boasting over 120m athletes, has unveiled its Year In Sport: The Trend Report, which sheds light on exercise trends across generations. The study not only highlights variations in behaviours and habits among generations, but also delves into what motivates, hinders and interests individuals in staying active.

Strava’s comprehensive survey involved 6,990 active participants from its extensive community and a random sample of active individuals, both on and off the platform. Surprisingly, across generations, the primary reason for exercising with others is social connection. More than 50% of Strava users find motivation in friends or family who also exercise. Remarkably, 77% of Gen Z athletes feel a stronger connection with others when they view friends’ or family members’ activities on Strava. Conversely, celebrities and influencers rank low as motivators, even among Gen Z and Millennials.

Gen Z stand out as the most socially inclined, being 29% more likely than Millennials to work out with others. As revealed in Mass Movement, young adults are increasingly seeking human connection through in-person gatherings. Their motivation leans towards athletic performance rather than health, setting them apart from their Gen X and Millennial counterparts.

Notably, climate change has had an impact on exercise routines, with 75% reporting that extreme heat affected their exercise plans in 2023, while 27% were influenced by poor air quality.

Strategic opportunity

Today, wellness extends beyond movement for consumers. Are you correctly aligning with their values? Consider addressing connection, nature and community in order to attract and retain young audiences