This week is the annual technology show CES, which debuts the latest innovative technologies making their way to the marketplace. CES is widely known to show off some of the most innovative and groundbreaking technologies months before their wide release. But what are marketers finding of actual value from the event?

Here are a few trends we’re watching from the event:

VR’s Chicken-Or-Egg Dilemma

Heading into CES, Adweek’s Marty Swant asked which will come first for VR, “mass hardware adoption or the creation of compelling content?” DMA’s 2017 Response Rate Report showed that only 7% of marketers are utilizing VR as part of their efforts to connect with customers. It’s no surprise that marketers haven’t widely invested in the channel yet, as cost is still a major hurdle for widespread consumer adoption of VR. However, sales of VR headsets are projected to boom in the coming years. As prices drop and more VR experiences come to market, expect the channel to kick into high gear quickly.

War of the Voice Assistants

These days, it feels like it’s harder to name a company that isn’t developing a voice assistant. One CTA expert said that “voice is going to be the go-to user interface” in the years to come. After Amazon, Apple and Google assistants have reached market saturation, watch for technology companies developing support for voice assistants in their products. Business Insider reports that Whilepool, Canary, D-Link and others are entering the game.

Data at the Center of it All

At just over 10 feet wide and 6 feet tall, could there possibly be anything bigger at CES than Samsung’s massive modular TV – nicknamed, “The Wall”? Yes! It’s data. Data is bigger than all of the big screens at CES combined. It’s bigger than all the hype about AI and VR and Robots and Voice Assistants. It’s even bigger than the buzz surrounding the rain that caused Google to close its two-level outdoor “Google Assistant” debut booth. Why is the biggest thing at CES 2018? Because data powers all of the innovations on display. And, without it, nothing at CES would be possible. That’s why DMA is fighting hard to ensure that access to consumer data remains open for all responsible marketers.

What are you keeping an eye on from CES? My colleagues shared their thoughts on DMA’s blog, with Neil O’Keefe talking about his love of voice assistants and Bob Traino offering a contrarian’s take on CES.

Is there anything causing you to reconsider your marketing investments? Share your insights with us by tweeting at @DMA_USA!