i3 - January/February 2020 - 89

Business

Top: UPI/Alamy

C Space Storytellers panel.
Below: MediaLink's Wenda
Harris Millard speaks with
YouTube's Robert Kyncl.

Meanwhile, the growth of C Space has
triggered rearrangements of several traditional CES programs. The gaming and
sports technology conference programming and exhibits have moved into C
Space. "That's an important addition
because so much of what's happening in
sports tech is related to advertising,"
Chupka explains, noting that categories
such as esports are deeply involved in
brand activation.
Nonetheless, esports (competitive
video games that function much like
traditional sports, with leagues and stadium-sized games) will also be on display
at the Sports Tech section of CES, reflecting its alliance with NASCAR, the NBA
and other platforms. And esports exhibitors will also participate in CES's traditional Gaming Marketplace.
Also moving to the C Space venue is
the Digital Hollywood conference, which
pioneered the media/tech examination.
C TA . t e c h / i 3

C Space is where
leaders from
entertainment
brands and the ad
community come
to build the future
of consumer
experiences.
Karen Chupka,
CTA's executive vice president, CES

The C Space agenda also will feature
a session on Politics and Media, examining the "intersection of marketing tech
and political activity."
C Space also includes conventional
panel discussions, such as "Brands
Consumers Trust" by the Edelman

agency and "Technology as a driver for
Agency Evolution." Another session will
examine the challenge of "Creativity vs.
Data," exploring the role of chief marketing officers and how they seek to balance creative and analytics segments of
the business.
Reflecting new technology available to
media/marketing companies, C Space
has added topics such as "Multi-Modal
Engagement," with sessions devoted to
use of facilities such as "smart speakers."
For example, "Modev@CES" is a daylong session about strategies for voiceenabled commerce, including specific
content for Amazon, Google, Siri, Bixby
and other Internet of Things platforms.
The event will show examples from
appliances to automotive applications.

Why Media/Marketers Find Value

Amanda Turnbull, SVP and executive
producer at WarnerMedia Ad Sales (formerly Turner Marketplace), has been
involved with C Space since its beginning. She characterizes the separation
from the main CES hub as "a powerful
space where you are witnessing firsthand what's next."
"I couldn't imagine a better backdrop
for advanced advertising media conversations," she adds, noting that C Space
has enabled the media company to get
closer to agencies and brands "through
JANUARY/FEBRUARY 2020

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i3 - January/February 2020

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