Honey, It Happened Again... DON'T Mess Up Digital These Holidays

With many industries pulling in over 30% of their yearly revenue during the holiday season, it's time to get serious about digital marketing.

 
  • Everything dies off on Dec 18 when shipping won’t get it there by Xmas. Front load your media budgets to Nov and early Dec!

  • Seasonal Industry data! - hit your agency, platforms, tech providers and search engines for relevant tips and market data that can make you shine at Christmas time.

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  • Who’s covering? Let's face it, there WILL be a shitfight about who’s working on Xmas eve, Christmas day and especially NYE and NYD. The earlier you rope in that recently joined unsuspecting junior the better. He may feel better about waking up on a random couch on new year’s day faced with reactivating campaigns from his blurry iPhone.

  • Hard to reach account managers get even harder to reach. That Search Engine rep who takes 4 days getting back to you at the best of times has probably already told you to get in all your questions by Dec 8 when he’s flying home to London or Delhi. It’s now or nineteenth of Jan!

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  • Fight the lure of generic Xmas strategies like buying high volume keywords like “Christmas gift”. If it hasn’t worked 5 Christmases in a row what makes you think this one's gonna be any different.

  • Christmas skin? We’re not talking about that tasty layer of fat you only eat on Dec 25th every year (right?).

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Put a touch of Christmas on all your landing pages and promotions. You don’t need to skin your whole website with reindeer and frolicking elves. Something as simple as a little Santa hat on the corner of a website frame will demonstrate credibility, brand tone and can boost average session duration and conversion rates. A silly Santa meme on Dec 24th sent via Hootsuite could make that unrealistic LIKES target your boss set last January a reality. You may even get a Xma$$$ bonus. Better than a 1 year membership to the jelly of the month club!

digital bonus

 

  • “Last 30 days” data ain’t gonna cut it. Get proactive about Device and ad scheduling to meet the “out and about” nature of the holidays. This will vary by industry but you can count on conversion rates spiking in retail and mobile being key between Xmas and NYE. Mobile bid multipliers or routing all your budget to “mobile only” can help you crush competitors on platforms like Facebook Ads, Google Shopping, Bing Ads and Adroll.

  • Shake off that hangover and have a look at what actually happened. Looking at y/y data 11 months from now will not be as effective as doing some custom reporting to assess wins and loses of this years Xmas campaign. Set a calendar invite on Oct 15 to look at the data again and kick-start Xmas planning once again.

Don’t be a Griswold these holidays! Your jolly Nimbull digital marketer is here to help!

Adwords Extends Daily Overdelivery to 200% of Cap - Watch Closely!

What is happening?


Google announced that "Starting October 4, 2017, to help you hit your advertising goals like clicks and conversions, your campaigns can now spend up to twice your average daily budget automatically". They also confirm that you won’t be charged more than your monthly charging limit: the average number of days in a month (30.4) multiplied by your average daily budget.


How will it effect Adwords campaigns?


Starting October 4, 2017, campaigns daily budgets can overspend by double i.e 200%, automatically. This was previously 120%. You might see that your advertising costs each day are a little higher or lower than what you set for your daily budget. There will be a risk of overspend, especially if you don't keep to a strict calendar month. This may also effect advertisers who are very keen to have a very even spread of clicks over the month, making it a little harder to achieve.


Why would Google do this?


This will be great for Google's Adwords revenues. They can take the demand while its there. This may result in a greater overall spend on Google. Even if this is a tiny amount per advertiser, added up over the millions of Adwords customers, this could deliver millions to their bottom line. They may also feel that customers using tools like their auto bid optimiser could get better overall performance by taking demand while its there, but this remains to be seen.


What should you do to prepare?


- You need to keep an eye on your campaigns daily budget every 2-3 days.

-  You can set an email alert when costs exceed the daily cap by a certain percentage.

With ‘Overdelivery’ credits, hopefully most of this will be mitigated. Sometimes campaigns deliver over your monthly budget and in those cases, Google will credit the overdelivery cost back. This is a measure that should help advertisers feel a bit better about this change. Advertisers can see overdelivery by day from the Reports section in Adwords.

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A Nimbull Digital Marketer can help you maximise this opportunity. Reach out with questions anytime. We'd love to hear from you.
 

APPLE vs ADWORDS - Will ITP Affect Me?

What is happening?

Later in September, Apple will introduce a feature called Intelligent Tracking Prevention. They are doing this to balance user privacy with website functionality. This will interfere with Google Adwords conversion tracking, and Apple would have known Google Adwords would be the most effected by this before making the call. It will mean that users that convert on safari over 24 hours after the click, will not be counted in the same old way. Adwords are on it, and have solutions in play. These solutions don't appear to require any action from the Adwords user. This is in both the below scenarios:

1) where Google Analytics and Adwords are Linked and auto taggin is on (counting should be exactly as before).

2) Google Analytics and Adwords are not linked (will use statistical modeling, and should get very close to old Safari conversion counting methodology).

Google's Technical Implementation

Google is addressing ITP with a method that keeps with Apple’s guidance around ad attribution, which states, “We recommend server-side storage for attribution of ad impressions on your website. Link decoration [e.g., padding links with information] can be used to pass on attribution information in navigations.”

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Google has developed a new Google Analytics cookie that will be used to capture campaign and conversion data from Safari in a way that corresponds with ITP.

What should you do to prepare?

This new feature will occur in late September 2017. If you haven't linked your Adwords and Google Analytics accounts, we recommend doing so to remove any doubt that could be introduced in the new Adwords statistical modelling. 

A Nimbull Digital Marketing Director can help you prepare for ITP. Reach out with questions any time, we'd love to hear from you.

 

More AI ! Adwords removes "optimize for conversions"

What is happening?
 

The ad-rotation settings you are used to seeing in Adwords below are changing, to make more use of Google's AI algorithm.

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On the 25th of September 2017, there will be three updates to "improve" ad rotation settings:


1.    There will be two ad rotation settings options:


      • "Optimise" will use Google's machine learning technology to deliver ads that prefer best performing ads in your ad group.


     • "Rotate indefinitely" will deliver your low performing ads more evenly with higher performing ads for an indefinite amount of time.


 2. Campaigns will be using Smart Bidding "optimise" regardless of their other ad rotation settings.


 3. Ad rotation settings will be available at the ad group level.

 

How will it effect Adwords campaigns?


Starting 25th of September, "optimise for conversions" and "rotate evenly" will be opted out from the Adwords interface.

 

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There will be some benefits for advertisers:


•    Campaigns using "optimise for clicks", "optimise for conversions" or "rotate evenly" will use only "optimise" instead, which will assist novice users by removing complexity.
•    Campaigns using smart bidding strategies, such as Enhanced CPC, target CPA, or target ROAS bidding strategies, will always be set to “Optimise” their ad rotation, regardless of how they set their ad rotation settings. This is less control, but potentially good for a novice user.
•    Advertisers can also manage new ad-rotation settings at both the campaign and ad-group level.
•    Novice advertisers may see better performance of ads from making this ad-rotation change.


There are also some disadvantages:


•    Advertisers can no longer set ads to "optimise conversions" or "optimise for clicks" explicitly. This taking away of control may hurt advertisers who spent the time to prove "optimise for conversions" or "optimise for clicks" was the best performing mode for their account.

 

Why would Google do this?


The right ad rotation can help you to show your best performing ads to users looking for what you have to provide. However, it’s not always clear which ad-rotation makes the best sense for your business, so Google is simplifying ad rotation to two settings: “optimize” and “rotate indefinitely.”


Google is also trying to simplify Adwords in general, so more people without analytical capabilities can use it and get great results. They may also see an Increase in budgets, as "optimise for conversions" may have reduced clicks (vs optimise for clicks), and therefore it was reducing spend on Google's products like Adwords, GDN and YouTube. Google rarely makes changes that hurt their bottom line!

 

What should you do to prepare?


This new ad-rotation feature will occur automatically starting 25th of September 2017. Make sure your Adwords conversion pixels are firing properly. This will be key. If you are over counting or under counting conversions it may really skew ad rotation in an unexpected way. it’s always best to keep a close eye on your accounts following a change like this! Finally jump right in and start to set ad rotation at an adgroup level, especially where you are launching new copy and want to rotate evenly for a period of time. 

A Nimbull Digital Marketing Director can help you maximise this opportunity. Reach out with questions any time. We'd love to hear from you.

 

3 Key Takeaways from ad:tech Sydney 2017

Countless thought leaders took the stage at ad:tech Sydney 2017 to school us on the latest and greatest, but what were the overall pervading themes?

1) "marketing is pollution" - attention is the new currency.

2) the human attention span has dropped to 8 seconds, lower than a goldfish. Ignore this to your marketing peril.

3) Brands are breaking through the idiom of "right person, right ad, right ad, right product, right time". They are now looking to drive "an unfair share of culture".

Nimbull's session on "Future Tech & Trends Shaping Search" has received some very positive feedback since the conference on Wednesday. We showcased a series of speculative technology including robotics, VR, aerial connectivity, holograms, short wave infra red and more. Most interestingly, for every person excited by emerging tech like this, there is one concerned for privacy, obesity and a range of other societal implications. It fuelled a healthy debate during the Q&A at the end of the presentation.

Here's Nimbull's presentation deck from the day:

Here's some images and video of Michael Verghios, Digital Marketing Director at Nimbull in action!

You're about to over-count conversions! "Converted Clicks going away" for Adwords.

The "converted clicks" column is going away in the Adwords interface. 

Advertisers are advised to work with their Google rep or agency to make necessary changes ASAP. 

It requires systematically going through your Adwords account, to change the counting methodology from "every" to "one" where appropriate, so that the "conversions" column will act as the old "converted clicks" column did. 

"Converted clicks" will disappear from the interface around March 16, so you will need to add in the "conversions" column (and associated metrics columns) on March 16 to get meaningful data.

Here are more details:

https://support.google.com/adwords/answer/6372468?hl=en&utm_source=awfe&utm_medium=referral&utm_campaign=notifications&authuser=1

Why would Google do this?

1) decluttering the interface

2) indirectly, Google will also achieve a "perceived" performance boost for many non savvy advertisers. It is unlikely small advertisers will realise this change, therefore may start counting "lead forms submissions" even if they came from the same person twice. 

Spread the word fast and send onto your fellow Adwords users !

The Low Cost Smart Home is About to Explode

You probably know that guy. The one who for years has showed off about having Sonos playing music in every room, and double claps to open his blinds. Even if you haven't been to his house, he'll fill you with stories about a garage door that opens up 2 mins before you arrive. Of course, his main aim in all this is not really a betterment to his life's function, but a trophy to point to when front yard fountains became a home wear faux pas. Achieving these things up until now carried major costs running into the tens of thousands and countless hours of setup. More importantly, it involved putting trust into an ecosystem of products with no strong consumer facing brands.

Enter 2017, and the big players are finally showing their cards. Release schedules have been cautious e.g Amazon has held back releases outside of the US for up to a year after the US release date. With first iterations either recently launching or launching in q2, q3 or q4, Google, Amazon, Microsoft, Apple are now in the race. These companies are already pivotal in our lives - they are our computers, our phones, how we shop, how we play. Home automation releases by these companies demand the consumers time to look, and create FOMO aka every marketers dream, the fear of missing out. With the volume of IOT devices growing exponentially, this supply surge will only bring down the costs of light bulbs, fans (and Internet connected rice cookers!) etc  

So the next time "that guy" tries to tell you his $1100 FIBARO Home Center 2 Controller is so amazing, you can smugly say your Amazon Echo Dot 2 only cost 50 bucks, all the cool kids have one, it learns everyday and will probably do way more very shortly! 

Here's the other hot developments about to take the home automation market AND your home by storm: 

Name: Amazon Echo

US Release Date: June 23, 2015

Available in Australia?: No

The Amazon Echo, a voice-activated home audio speaker system that integrates a personal voice assistant named Alexa with Bluetooth and Wi-Fi connectivity. Consensus online is that it is currently beating Google Home on build quality and overall functionality, but this is expected with over 1 year release in the US.  

Name: Amazon Echo Dot 2

US Release Date: October 20, 2016

Available in Australia?: No

Nicknamed "the hockey puck", The Amzon Echo Dot (2nd Generation) is a hands-free, voice-controlled device that uses Alexa to play music, control smart home devices, provide information and much more. Its does just about everything the standard ECHO does, but you need to tether it to your home speakers via bluetooth or jack. At only $50, it sure to shake up the market in an absolutely massive way. 

Name: Google Home

US Release Date: November 4, 2016

Available in Australia?: No

Google Home is a Wi-Fi speaker that also works as a smart-home control centre that can be used to playback entertainment throughout your entire house, effortlessly manage every-day tasks and much more. It looks kinda like an air freshener, but lots of people really love it! Its currently in such an early iteration that even commands like "OK GOOGLE, TELL ME MY APPOINTMENTS FOR THE DAY" are not supported (at time of writing), but this will change very fast. Of course, being internet connected, these devices learn and improve seamlessly. Online consensus is that its big strength right now is how "conversational" it is. You can ask it a series of questions, and it has great context by assessing previous ones. Google will be putting massive resource behind this upcoming cash cow, so look out for some amazing features on the horizon.  

Name: Microsoft HomeHub

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US Release Date: Not yet released

Available in Australia?: No

Microsoft is planning to build a HomeHub software which is designed to run on Windows 10 PCs, but can work on any Windows 10 machine. Pen and ink support are also part of the plan. There is some information on windowscentral.com, but its very early days. It describes having a "guest profile" on a home laptop which can be given commands from the lock screen, and have special access features to understand who's calendar they are allowed to read from (could be awkward for any 17 year old hiding a party from their parents!). The major differentiator is that its purely a software play. This is a great advantage as its already in everyone's homes, and people are getting more familiar with CORTANA, the voice assistant. All you need is an internet connected light bulb as a Christmas gift and away you go. Features will be released in Q2, Q3 and Q4 of this year as part of Windows 10 functionality.

Name: Apple HomeKit

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US Release Date: September 17, 2014

Available in Australia?: Yes

Apple HomeKit technology provides an easy and secure way to control HomeKit-enabled devices like the Withings Home Plus using Siri on your iPhone, iPad, or iPod touch.

Name: LINGLONG DINGDONG

US Release Date:  November 25, 2016

Available in Australia?: No

Here come the Chinese! Don't let is funny name fool you. The LingLong DingDong is the latest smart home voice control to hit the market, with the company promising that it can communicate in various dialects of Chinese.

Who’s Doing it Well? Advertising Using VR

As leading advertisers and agencies of the world pontificate about future tech and trends, only a handful have gone "all in" with concerted campaigns. Virtual Reality advertising tops the list of these aspirational mediums. Rapid consumer adoption, improvements to VR technology, as well as an escalating battle of acquisitions, keeps the goal posts shifting. Still, some advertisers are breaking real ground and winning hearts and wallets in the process. So whether you want a be a busy bee flying through a Mexican field, or a shopper walking through a department store in another continent, here's some of the pioneering advertisers who are seeing real success from early adoption of VR advertising.


Advertiser: MYER / EBAY

 

Project name

WORLD’S FIRST VIRTUAL REALITY DEPARTMENT STORE

ebay Virtual Reality Departmental Store

 

Iconic Australian retailer & Australia’s largest marketplace, Myer & Ebay have joined forces to provide a glimpse into the future of shopping by creating the world’s first Virtual Reality (VR) Department Store. Throughout the VR experience, Australian customers can browse more than 12,500 Myer products. Each product can be selected and added to cart using eBay Sight Search™. As we move from keyword text, to voice search, and now sight search, advertisers are presented with more input signals to harness at that perfect moment in the consumer journey.

When you enter the virtual store, several categories of retail items are shown: women's clothing, electronics and others. Users select areas of interest, and the experience is built around the choices. As you move through, selecting or rejecting items, the store's algorithm should further adapt to what it thinks users might like. 

If you want to take a closer look at a watch or clothes, 100s of the top products are viewable in 3D, with the remaining 12,500 in 2D. Instead of having hand controllers, users select items using only sight! The company has created "eBay Sight Search," which allows items to be chosen by holding your gaze on them for a number of seconds. 

Items can be added to the basket in the same fashion, but to check out, users have to take off the headset and return to the eBay app to put through the payment. 

 

SO What VR Technology is required by the consumer to engage in the campaign?

 

Consumers have to download the eBay VR Department Store app on their smart phone, and insert their phone into the shopticals with the app open, to start their virtual shopping experience.

 

How effective was it?
 

The Virtual Reality Department Store connects to the existing eBay.com.au API, which allows Myer’s product range, pricing and stock information to be updated in real time, a first for virtual reality experiences globally.

 

How could it improve with FURTHER adoption of VR?


Leaving the app to checkout is a particularly awkward feature, which when improved will enable a much better experience. At the moment, you can select, add it your cart, and then you're thrown to the eBay app to check out. Maybe a triple blink means "buy"!

 

More Info On This Campaign


http://media.ebay.com.au/world’s-first-virtual-reality-department-store


Advertiser: Boursin Sensorium

 

Project name

Boursin Sensorium Virtual Reality Experience

Boursin VR

 

Sometime ago, Boursin Sensorium, a popular French cheese brand realised that while the brand was an authority in the market, its engagement rate with their audience was pretty low.

Boursin wanted to target its everyday young audience to create a kind of experience that would tell them about the ecstasy of indulging in Boursin’s cheese. So, in the year 2015, the brand collaborated with "BEcause Brand Experience" and "Hammerhead" to launch a unique marketing campaign.

The objective of this campaign was to trigger sensory engagement. For this, the brand adopted the method of the experiential road show under which it incorporated flavor sampling with virtual reality.

 

SO What VR Technology is required by the consumer to engage in the campaign?


With the use of Oculus Rift and CGI Animation, the consumers were taken inside a virtual fridge to help them immerse in the taste of each ingredient. Each move was enhanced by a corresponding sound effect.

Hammerhead used Unreal Engine 4 to make the virtual fridge. It also played around with the scale of objects giving them lifelike size.

The same technology was used to make the 360-degree video that was then made available to viewers who could watch the experience on any browser, smartphone, Google Cardboard or similar VR headset.

 

How effective was it?


The participants of the campaign were sent personalized videos of their reactions to the VR experience. These six-second clips being small were widely shared across social media with the hashtag #BoursinSensorium.

A special photo booth was set up where people clicked their pics with the virtual fridge and its contents. The result was that the brand reached around 5 million people and its video got over 80K+ video views. For its innovative idea, the campaign garnered a lot of attention and also won several awards.

 

How could it improve with FURTHER adoption of VR?


Although it was brand’s first attempt at incorporating Virtual Reality in its flavor sampling, the campaign did really well.

For the next time around, the brand can always use high-resolution graphics to enhance the individual’s experience because real life images are more impactful.

The aim of the brand was to set up an “experiential” road show. If we carefully observe the ad, there is a bit of disconnection between the slice’s movement and its corresponding sound. Disconnection takes away the illusion of the reality VR attempts to create. To a user who was experiencing it all in store, the disconnection is avoidable but to a viewer sitting at home, it’s quite noticeable.

 

More Info On This Campaign


https://www.youtube.com/watch?v=XRik3h5M-qU

 

Advertiser:THE VERGE/Michelle Obama

 

Project name

Michelle Obama 360


Michelle Obama is the "cool” First lady. What sets her apart is her ability to connect with people both offline and online. This is one of the reasons why the Obama's are popular; they are accessible and welcoming.

While everyone knows that the First Lady is fluent with social media platforms, she wanted to expand her connection and tell people what it is that makes her successful. She collaborated with The Verge and came up with the Michelle Obama 360-degree interview campaign.

The objective of the campaign was to show how the First Lady uses social media platforms to promote her causes. 

It was one of the very first VR experiences using an Info-graphic.

 

SO What VR Technology is required by the consumer to engage in the campaign?

 

The main motive was to educate people about the important social causes the First lady had been working on and how people can engage and participate in them.

The campaign required compelling storytelling. The after effects animation helped give context to Michelle's words. As Michelle herself said, for the content to be engaging, it should be "authentic". The videos within the info-graphic substantiated every thing she was saying.

 

How effective was it?


Michelle's words reached millions of people - it had great media coverage, boosting reach. 
 

How could it improve with FURTHER adoption of VR?


This campaign is one of the best VR campaigns seen so far as it also used info-graphics for better understanding of stats. It struck a chord both in terms of presentation and content.

But what it lacked was the sensory engagement. A VR campaign stands out because of its ability to trigger instant reaction from the viewer. While Michelle Obama 360 degree interview campaign attempted to "educate" people, it did not trigger a reaction of being overwhelmed by the process.  

A possible improvement could be to also show the videos on full screen using high resolution images and sound. Similar to concert videos, Obama's powerful words would have created a sense in the viewers that they are actually present. 


More Info On This Campaign

https://www.youtube.com/watch?v=0QY72R3ZDzw

 


Advertiser name : Patron/FirstBorn

 

Project name

The Art of Patron

the art of patron

 

“The Art of Patron”  - The VR video is the collaborative effort between Patron and creative agency Firstborn. The Art of Patron turns the audience into a busy flying bee! The video was intended to take you on a virtual tour to Patrons Hacienda Headquarter in Mexico and sunny tequila field, all through a bee’s field of view!

It was shot using a specialized, custom-built drone which was fitted with seven Go-pros and operated by a licensed drone pilot due to the complicated nature of the shoot.

The live-action shoot captures the tour in and around the Hacienda distillery. The team designed a way for everyone to view what was being shot in real time, and preview it in an approximated VR space before moving on to the next set up. Binaural (3D) audio was also recorded throughout the shoot so that the collected sound from all directions would ensure an experience natural to human hearing.

 

SO What VR Technology is required by the consumer to engage in the campaign?

Use of VR headsets is required. For those at home, Firstborn created a custom interactive player that can be controlled via computer mouse or an iPad’s gyroscope.

 

How effective was it?


Reach was achieved for the bartenders, mixologists, servers, key influencers and buyers - the folks who are buying the end product that ultimately gets into consumers’ hands. The experience also earned over 145M impressions. 

 

How could it improve with FURTHER adoption of VR?


This was shot in 4k. When anyone looks at it on a 4k monitor and then runs it through Oculus it looks grainy. The video itself is higher resolution than most of the hardware can handle. Thankfully with Oculus’ recent release, the technology supports higher resolution video. 

 

More Info On This Campaign


http://www.campaignlive.com/article/patrons-cmo-learned-taking-chance-virtual-reality/1391374
https://virtualrealityreporter.com/patron-tequila-turns-you-into-a-virtual-flying-bee/

Top Retweets of #CES2017 So Far!

Everybody knows the Consumer Electronics Show (CES) in the first week of every year is the best cheat sheet you'll ever get for the hottest Tech trends on the horizon. Given the type of crowd walking around CES Las Vegas 2017, activity on Twitter is an excellent predictor of what the masses are getting excited about. With Day 2 kicking off, here's what's hot so far. 

The most retweeted tweets containing #CES2017

 

  1. The most important upgrade out of #CES2017 . #SpiderManHomecoming
  2. Nerf this! Amazing D.Va @PlayOverwatch custom rig at the @CORSAIR #CES2017 booth!
  3. Retweet for your chance to win a pack of 5 Sharetapes! Share mixtapes IRL with with NFC enabled Sharetapes! #CES2017
  4. Welcome to #MBCES! The Electric Intelligence Concept Car, the next step for electric drive technology. Making an appearance at #CES2017.
  5. Experience the full gameplay trailer from tonight's @nvidia #CES2017 keynote: https://www.youtube.com/watch?v=YcidXF1pk4c …
  6. I'm sorry @PanasonicUSA did you say disappearing clear TV? Wait for it... wait for it... #CES2017
  7. The future of driving is autonomous. @BMW and Intel partner to create the car of tomorrow. #CES2017
  8. Because the world needs more film. #EktachromeIsBack http://htl.li/asYN307ISXi #CES2017 #KodakCES2017
  9. This is @Razer's new triple-display gaming laptop, Project Valerie. More details here: http://www.ign.com/articles/2017/01/05/ces-2017-razer-introduces-insane-triple-monitor-gaming-laptop … #CES2017
  10. Didn't exist in 2006: iPhone iPad Kindle 4G Uber Airbnb Android Oculus Spotify Nest Stripe Square Instagram Snapchat WhatsApp #CES2017

 

Here's a closer look at what general themes are exciting the masses

 

  1. Celebrity Endorsements

I guess the star appeal of a Hollywood celebrity can overpower even the shiniest new tech toy. Spider-Man Homecoming, Presented by Marvel Studios. 

SpidermanHomeComing

2. Advanced Gaming

Full Game-play Trailer by Mass Effect. High quality graphics! Experience the effects at #CES2017

3. Intelligent Cars

Electric Intelligence Concept Cars by Mercedes Benz, the next step for electric drive technology.

4. HD TV with a Twist

High Resolution Clear TV!

5. New Form Gaming Displays

The evolution of PC gaming continues. Razor has new gaming laptops with triple display. Experience the Razer's gaming abilities at #CES2017