LAS VEGAS \u2013 An oasis is defined as a fertile spot in a desert where water is found. OMD\u2019s Oasis encampment at CES 2017 provides a similar function, but one based more on providing strategic direction than liquid sustenance.<\/p>\n
\u201cFrom year to year, the changes are enormous, overwhelming,\u201d observes Monica Karo, the CEO of OMD USA. \u201cWhat our clients really come to CES<\/a> for and what they love us to do for them is to really help navigate.\u201d<\/p>\n It\u2019s hardly a one-size-fits-all proposition. \u201cIt\u2019s different for different clients,\u201d Karo explains. \u201cWe\u2019ve got such a breadth of our client base here. What works for one might not necessarily work for another.\u201d<\/p>\n If there is a shared concern, it revolves around helping marketers connect with their customers in deep, meaningful ways. Or, as Karo puts it, \u201cHow do we talk one on one on an individual basis but obviously needing to do it at scale.\u201d<\/p>\n Immersion is today\u2019s theme for OMD\u2019s Oasis<\/a> panels and discussions, covering emerging technologies like artificial reality, virtual reality and artificial intelligence. At the consumer level, this translates into how marketers can provide new experiences that people cannot get on their own, according to Karo. \u201cHow do you surround a customer?\u201d she asks.<\/p>\n In the television space, Karo sees two trends of particular significance. One is the \u201cuntethered\u201d environment in which viewers can consume content whenever and wherever they want. It requires figuring out how to reach viewers \u201cwhen the viewership is not happening at the same time on the same night at the same hour in terms of what we\u2019ve been used to for all these years,\u201d Karo says.<\/p>\n The second is the growing ability of advertisers to target TV households based on a slew of information particular to specific addresses, namely addressable advertising. Over the next 12 to 18 months, \u201cThat\u2019s finally going to come to fruition and that will be something that we\u2019ll be seeing much more of,\u201d says Karo.<\/p>\n This video was produced as part Beet.TV\u2019s coverage of CES 2017 presented by 605<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" LAS VEGAS \u2013 An oasis is defined as a fertile spot in a desert where water is found. OMD\u2019s Oasis encampment at CES 2017 provides a similar function, but one based more on providing strategic direction than liquid sustenance. \u201cFrom year to year, the changes are enormous, overwhelming,\u201d observes Monica Karo, the CEO of OMD […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6105],"tags":[5883,6003,6041,6107,6108],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44181"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44181"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44181\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44181"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44181"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44181"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}