CEDIA launches first national campaign to spotlight certified smart home integrators
CEDIA, the Association for Smart Home Professionals, has launched its inaugural national consumer campaign designed to raise awareness about the benefits of collaborating with certified technology integrators for smart home automation. The campaign aims to bridge the growing consumer interest in smart home technology with professional expertise, highlighting how tailored automation can significantly enhance comfort, ambiance, and security in homeowners' lives.
The timing of this initiative corresponds with the expansion of the smart home market, which reportedly reached $29 billion in sales by the end of 2023 with demand continuing to surge. CEDIA’s campaign focuses on educating consumers about the value of working with certified integrators who offer customised solutions designed specifically for each homeowner's unique needs and preferences.
A central feature of the campaign is a video advertisement that creatively illustrates the seamless experience smart home automation can provide. The ad follows a young girl who builds a toy magic wand and uses it to "control" various smart home functions—such as adjusting outdoor lighting, dimming the home theatre, and ensuring the home is secure at bedtime. This narrative metaphor underscores the ease and ‘magic’ that professional integration can bring. The campaign has been developed in partnership with Willow Marketing and will run across digital platforms throughout 2025.
In addition to the video, the campaign provides CEDIA members with customizable marketing materials, allowing them to personalise advertisements with their own logos and website details to support targeted local outreach efforts. Beyond simple promotion, the campaign is part of a broader initiative to improve the visibility and credibility of CEDIA-certified technology integrators through strategic media placements, search engine optimisation, and targeted advertising, thereby strengthening consumer trust in professional services.
Christine DeJoy, vice president of communications at CEDIA, commented on the importance of storytelling in effective marketing, emphasizing the campaign’s goal to showcase the value professional integrators bring to enhancing home experiences. She highlighted that the campaign’s resources are designed to resonate deeply with homeowners, encouraging them to engage with certified professionals to realise their dream smart home.
Complementing this consumer awareness push, CEDIA is also advancing professional education and excellence within its community. Upcoming events such as the CEDIA Expo 2025 will feature programs tailored for architects, interior designers, and design-build professionals, aimed at deepening knowledge and boosting confidence in integrating smart home technology into their projects. These efforts illustrate CEDIA’s comprehensive approach to cultivating both consumer demand and professional expertise.
Furthermore, CEDIA’s 2025 Smart Home Awards are now open for entries, recognising the highest standards of innovation, quality, and craftsmanship among its members. This program includes a variety of categories ranging from best entertainment spaces to excellence in networking and integration, providing a platform for integrators to showcase their achievements and innovations.
Together, these initiatives underscore CEDIA’s commitment to advancing the smart home industry by connecting consumers with trusted professionals and celebrating industry excellence, reinforcing the message that creating a truly custom smart home is a collaborative and expertly guided process.