Finding an audience for the first-ever all digital CES

For the first time ever, the Consumer Electronics Show was all digital in 2021.
“Amid the pandemic and growing global health concerns about the spread of COVID-19, it’s just not possible to safely convene tens of thousands of people in Las Vegas in early January 2021 to meet and do business in person.” 
— Gary Shapiro, President and CEO, Consumer Technology Association 
We needed to find our own audience to replace the show’s booth traffic.
We did so by creating an impactful and recognizable integrated campaign that placed video, display, syndicated content and keywords across programmatic site placements, Connected TV (CTV), pre and mid-roll, social platforms (Facebook/Instagram, Twitter, LinkedIn), and Google search. We also extended the reach bu creating creative assets that could be shared with global regions who could also promote CES.