Last week marked one of the biggest events in the tech world—CES 2025 in Las Vegas. The event saw hundreds of brands, including Samsung, Google, Nvidia, Asus, Lenovo, and LG, unveiling their latest innovations.

As expected, the show was packed with groundbreaking announcements, and, of course, a fair share of conceptual vaporware (because what’s CES without a bit of tech fantasy?).

Our head of product, Rob Janes, was there to soak it all in, and he came back with some incredible insights about the future of adtech. The overarching theme? Digital coexistence. From home assistants to AI-driven robots, technology is no longer just something we use—it’s becoming an integral part of our everyday lives.

So, what does this mean for the future of advertising?

Out-of-Home and Connected TV Ads: Booming and Ready for More

The out-of-home (OOH) and connected TV (CTV) sectors are experiencing rapid growth, and it’s clear why. With smart screens everywhere, from public spaces to our homes, the opportunity for advertising is everywhere. There’s no such thing as a “non-smart” TV anymore.

And with the rise of connected TVs, brands now have more ways to reach their audience—whether it’s through programmatic ads or interactive content. At CES, it became even more apparent that the OOH and CTV industries are primed for exponential growth, and it’s just the beginning.

Agentic AI: Winning Over the Bots

This year, generative AI buzz evolved into agentic AI—a more advanced concept where AI agents go beyond task assistance to help people achieve their goals. These agents think, act, and even collaborate with other AIs to offer meaningful solutions.

For advertisers, the game changes. It’s no longer just about reaching consumers—it’s about earning the trust of their AI agents. These bots are becoming gatekeepers, recommending products and making decisions on behalf of users.

Connected Devices Are Everywhere—and They’re Bringing Ads with Them

CES 2025 made one thing abundantly clear: if it has a surface, it can have a screen—and if it has a screen, it’s an ad opportunity.

From home assistants to robotic vacuums, connected devices are getting smarter and more interactive. What stood out most at CES wasn’t just the devices themselves but the AI powering them.

For advertisers, the shift is monumental. Instead of focusing solely on the hardware, the emphasis is now on the intelligence behind it. The challenge lies in creating campaigns that integrate seamlessly with these smart ecosystems, offering value without feeling intrusive.

Cars as Ad Platforms: The Future of In-Car Entertainment

Autonomous vehicles may still be a work in progress, but CES 2025 made one thing clear: the ad opportunities inside cars are already being imagined. LG’s showstopping CES activation featured transparent, high-definition screens integrated into every part of their exhibit.

From “affectionate intelligence” connected home technology to moving vertical displays that felt like a light show in a tech temple, these screens hinted at what’s next. Imagine a future where car windows double as ad displays—seamlessly blending entertainment, navigation, and interactive advertisements.

These transparent screens could revolutionize how brands engage with consumers on the go.

For advertisers, this means rethinking how we approach in-transit audiences. Instead of static ads, picture personalized content tailored to the route, time of day, or even the user’s preferences.

What’s Next for Adtech?

CES 2025 wasn’t just about showcasing futuristic gadgets—it was about showcasing the invisible forces powering them. From AI agents to transparent screens, the trends emerging from this year’s event are set to reshape adtech in ways we’re only beginning to understand.

For advertisers, the message is clear: adaptability is key. As technology evolves, so must our strategies. The future is more connected, intelligent, and personalized than ever before—and we’re excited to be part of it.

Want to talk about how your brand can take advantage of these exciting new trends? Chat with us