Car tech, wearables and streaming ‘will be key tech trends for marketers in 2016’

Marketers paying attention to the new technologies unveiled at CES 2016 will have seen a number of innovations with potential for shaking up the comms industry, according to an expert.

Jason Harrison, global chief executive officer of the WPP consultancy Gain Theory, recently told Campaign US his predictions of which technologies showcased at the consumer electronics event will create the greatest opportunities for marketers.

Car technology, for example, could allow campaigns to be targeted at drivers in wi-fi-connected vehicles as they travel, while wearables and fitness tech can provide data to help tailor content according to the user's activity levels and habits.

Domestic technology, meanwhile, provides new avenues for context-relevant advertising – such as suggestions for product purchases on smart appliances – as well as another source of useful customer data for analysis.

Media streaming devices are also likely to remain popular in 2016, forcing advertisers to adjust to the migration of mass audiences away from traditional broadcasting networks.

Mr Harrison said: "New technologies change the way consumers interact with the world around them and with each other, representing immense opportunity for brands to add value to the daily lives of their audiences."