CES 2026 once again proved why it remains the world’s most influential technology trade show—and Dolby Laboratories stood out by transforming complexity into a deeply emotional, sensory-driven experience.
Held from January 5–9 at Dolby Live at Park MGM, the Dolby Experience invited attendees to feel every decibel and see every detail. From cutting-edge TVs and soundbars to wireless speakers, mobile phones, and even in-car entertainment systems, Dolby showcased how Dolby Vision and Dolby Atmos are redefining how audiences experience entertainment across platforms.
Experiencing immersive spatial audio inside vehicles from brands like Mercedes-Benz and Cadillac was a highlight for many attendees—demonstrating how Dolby’s technologies extend far beyond the living room.
A “Show, Don’t Tell” Experience Strategy
“Dolby is inherently an experiential brand,” says Yvonne Marquez, Global Head of Experiential Marketing at Dolby. Rather than explaining innovation through words alone, Dolby focuses on emotional connection through real-world demonstrations.
CES represents one of Dolby’s largest annual experiential investments, making ROI a critical priority. According to Marquez, the strategy starts with meaningful partner engagement—listening closely to business needs and demonstrating how Dolby technologies can fuel growth. Those partner interactions ultimately support a broader goal: elevating the consumer experience.
CES also serves as a powerful global platform for Dolby to engage media and reinforce its momentum across entertainment, devices, and emerging technology categories.
Using CES as a Testing Ground for the Future
Because CES is Dolby’s most complex experiential program, it also functions as a proving ground for scalable innovation. From advanced registration systems and demo technologies to staff training, vendor onboarding, and brand creative execution, Dolby uses the event to refine processes that can be deployed across future activations.
The focus isn’t just on impact during the show—it’s about building smarter, more efficient experiential programs for the years ahead.
Measuring Engagement Beyond Foot Traffic
Dolby takes a data-driven approach to measuring success, combining quantitative insights with real business outcomes. Engagement tools used at CES 2026 included:
- JiffleNow for scheduling and tracking meetings and demos
- SplashThat to monitor attendance and engagement at special events
- ExpoTools RFID badge technology to analyze attendee journeys, dwell time, and demo interactions
- Post-show sales team surveys to evaluate how effectively the experience supported meaningful business conversations
Together, these insights helped Dolby measure not just attendance—but value.
Designing Emotion Through Space and Storytelling
By hosting the experience away from the main CES show floor, Dolby was able to control the environment, eliminate distractions, and fully immerse attendees in its brand story.
“For someone who values emotional resonance and storytelling, Dolby uniquely merges emotion-led sensory interactions with authentic narratives,” says Joe Rivers, Global Experiential Marketing Manager at Dolby. The CES 2026 presence, he adds, was the culmination of collaborative effort across teams, technology partners, and production experts—bringing Dolby’s vision to life in a powerful, memorable way.
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