Our team recently touched down in Las Vegas to dive into the latest and greatest innovations at this year’s CES. Through meaningful conversations with partners, we focused on uncovering opportunities to elevate our strategies, embrace emerging technologies, and drive even greater impact for our clients and employee-owners.
So, what stuck with us when we returned to New York? Keep reading to explore our top takeaways:
The Power of Partnerships
At CES, one theme stood out above all else: the power of partnership. True innovation happens when expertise comes together, and solutions are co-created. Our conversations with partners spanned a wide range of topics like ad tech, supply, DEIB, brand safety, healthcare, sports, gaming, video, and data. What set some partners apart was their ability to meet the unique needs of independent agencies like Butler/Till. Nimble, agile, and driven to make an impact, these partners share our passion for moving the industry forward.
Curation Takes Center Stage
CES made one thing clear the conversation around supply is evolving. With more inventory available than ever, SSPs and curators are stepping up to stand out by giving agencies and brands greater control. The goal? To reduce inefficiencies, simplify workflows, and ensure dollars go where they matter most; reaching the right audiences instead of getting lost among intermediaries.
- Curation is king: The dynamic nature of pooling inventory was a recurring theme, with supply-side platforms driving innovative methods for curating and buying. This shift promises improved transparency, efficiency, and results.
- SSP innovation: Many SSPs showcased their potential to serve as the optimal entry point for specific campaigns. By integrating data and curation capabilities earlier in the process, SSPs offer a compelling complement to DSP strategies.
- Strategic Alignment: For Butler/Till, supply strategies must align with key initiatives—healthcare, purpose-driven, and hyper-localized approaches. Our conversations emphasized the role of purpose-driven supply as a powerful differentiator. By integrating this approach, we can help our clients achieve a balance between impact and performance. It is a strategy that not only strengthens the bond between brands and their audiences but also reinforces the values we hold as an agency.
- Live content access, highlighted by Disney’s Tech & Data showcase, further underscored the importance of connecting inventory strategies with our values and the marketplace’s trends.
Technology and Data Innovation
Emerging technologies and data-driven tools took center stage in many of our conversations, unlocking exciting opportunities to drive greater efficiency and impact.
- Proprietary ad managers: The rise of custom ad managers from partners is reshaping how inventory is accessed and managed. We’ll continue to explore how this trend could influence workflows and channel strategies.
- Data-driven audiences: Partners are increasingly blending first- and third-party datasets to build custom audience segments, providing new opportunities for segmentation and campaign optimization. While the proof lies in performance, these innovations offer immense potential to inform planning and new business development.
- AI: from differentiator to table stakes: CES 2025 discussed how AI is no longer a novelty; it is the foundation of modern advertising. The challenge now is to use AI-powered tools while letting human creativity and strategy drive the differentiation. This reinforces our belief that technology and talent must work in tandem to create value and impact.
Doubling Down on Entertainment Media
Entertainment media—spanning video, audio, gaming, and sports—remains a cornerstone of our strategy as it continues to expand in scope and potential. CES conversations reinforced the vital role these experiences play as powerful drivers of success.
- CTV advancements, like Disney’s select AI Engine and ESPN DTC, highlighted the increasing role of live content, with partners showcasing tools that enhance targeting precision, personalize ad experiences, and connecting with audiences in meaningful ways. Live content availability, monetization of commercial breaks, and seamless integrations are set to take center stage in 2025, shaping how we plan and activate campaigns.
- Gaming and sports emerged as dynamic opportunities to integrate into broader strategies. Strategic partnerships with sports data leaders offer exciting new ways to amplify paid media strategies. The convergence of these channels allows us to approach entertainment media holistically, creating impactful and interconnected campaigns that resonate with diverse audiences.
Looking Ahead
CES 2025 served as a powerful reminder that innovation flourishes through strong partnerships and a steadfast commitment to evolving alongside the industry. Armed with the insights and opportunities we uncovered, we are ready to drive meaningful results, stay ahead of the curve, and elevate the standard for media strategy and execution. Together with our partners, we are shaping a future where collaboration and creativity lead the way.
