Transforming Media at CES 2023

Stagwell kicked off 2023 in Las Vegas as the only global marketing services network on the main convention floor. And we made the most of it, announcing three key focus areas for the future of media innovation within our company. Read on for a snapshot of our week at CES 2023, and reach out at hello@stagwellglobal.com if you’d like to connect further about any of these announcements.  

GIVING BRANDS STADIUM-SIZED MEDIA INVENTORY 

First up, we launched the Specialty Media Business Unit within the Stagwell Marketing Cloud (SMC). This unit will focus on creating unique media formats that allow brands to connect with and monetize key consumer segments across a range of industries, including sports, travel, retail, news, and dining. Some of the standout offerings within the unit include our shared AR product, currently in use by the Los Angeles Rams, a new QR code ad marketplace that we are in talks with a global liquor client to implement, and a new travel marketplace from Ink. 

Why does this matter? By introducing these new experiences for consumers, whether at a stadium, in a restaurant, or on a plane, we are also providing a wealth of creative marketing opportunities for brands. This helps to keep the SMC at the forefront of new, targeted media forms, according to Digiday. 

MOVING MEDIA BEYOND JUST CPMs 

Next, GALE, our integrated business agency, unveiled Advance Party, a new practice focused on effective storytelling for clients through the use of technology, platform partners, and audience data and targeting. Already, GALE has attracted NBCU, Snap, and TikTok as early partners in this endeavor. 

Why does this matter? Advance Party will help GALE continue its track record of integrating emerging and innovative formats into its storytelling approach, driving growth for clients. As Campaign US reports, this new practice also represents a shift in the relationship between agencies and partners beyond just CPMs. 

PUTTING DECARBONIZATION IN FOCUS  

Finally, Assembly, our global omnichannel media agency, announced an increased commitment to developing sustainable media solutions that reduce the carbon footprint of marketing and media. To support these efforts, Assembly is launching the Clean Media Lab and will soon unveil its first product, a media decarbonization minimizer, available in Europe before rolling out globally. 

Why does this matter? As Assembly CEO James Townsend explains to The Drum, many clients have set sustainability targets and media is a key area where they can make a meaningful impact on their carbon footprint. 

Keep an eye on our LinkedIn page for more updates throughout January, including insights on digital marketing trends from CES. In the meantime, be sure to read keep up with the latest from Stagwell by visiting stagwellglobal.com