Investing in Creative Technology

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Analysis of emerging Creative Technology marketplace plus strategies for businesses looking to develop their Creative Technology offering. By Matt McNeany, CEO of Code, Omnicom's Creative Technology agency. www.codeworldwide.com

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Investing in Creative Technology

  1. 1. Investing In Creative Technology <br />Matt McNeany, Code<br />
  2. 2. What is Creative Technology – and is it relevant to you?<br />What are the financial cases?<br />How do you decide what to invest in? And how to make that investment work<br />What I want to do today<br />
  3. 3. What is Creative Technology?<br />And why do you need it?<br />
  4. 4. The Debate<br />
  5. 5. “You cannot now talk about Creativity without talking about Technology”<br />
  6. 6. Data<br />Visualisation<br />Business<br />Intelligence<br />Workflow<br />Asset<br />Mngt<br />Analytics<br />Ad serving<br />Ad<br />Builder<br />(e)CRM<br />Digital @ Retail<br />Client<br />Extranet<br />Social<br />Knowledge Management<br />Mobile<br />Cloud<br />Distribution networks<br />html5<br />Media<br />Management<br />Games<br />“App”<br />Search<br />(Hyper-) Localization<br />Mapping<br />Rich Internet Applications<br />Content<br />Mngt<br />Email<br />Machine Optimization<br />Marketing Automation<br />Enterprise Social Networking<br />Augmented reality<br />NFC<br />
  7. 7. Defining Creative Technology<br />New Business Models<br />Creative Technology<br />New ways of Engaging the ‘Audience’<br />New ways of Working<br />
  8. 8. Why this definition matters<br />“It’s like hundreds of baseballs are dropping all around me and I don’t know which one to catch” <br />Hyper Island student<br />The Future of Advertising, Fastcompany, Nov 2010<br />
  9. 9. Why this definition matters<br />Different technologies = different business models<br />
  10. 10. A (personal) Map <br />of the Creative <br />Technology-osphere<br />
  11. 11. Mapping Creative Technology<br />Revenue<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Cost<br />
  12. 12. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  13. 13. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  14. 14. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Agency Operating Systems<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  15. 15. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Agency Operating Systems<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  16. 16. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Agency Operating Systems<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  17. 17. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Performance management<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  18. 18. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Performance management<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  19. 19. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Digital foundation technologies and emerging media platforms<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  20. 20. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />www.thewildernessdowntown.com<br />Mobile<br />Social<br />Marketing Automation<br />Digital foundation technologies and emerging media platforms<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  21. 21. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Marketing Content Management & Distribution tools – release value of content; deploy across multiple screens<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  22. 22. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Marketing Content Management & Distribution tools – release value of content; deploy across multiple screens<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  23. 23. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />End-to-end, fully automated, constantly optimized marketing implementation <br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  24. 24. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />End-to-end, fully automated, constantly optimized marketing implementation <br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  25. 25. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />End-to-end, fully automated, constantly optimized marketing implementation <br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  26. 26. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />End-to-end, fully automated, constantly optimized marketing implementation <br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  27. 27. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />‘Traditional’ digital media<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  28. 28. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />‘Emerging’ digital media<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  29. 29. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />‘Emerging’ digital media<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  30. 30. Mapping Creative Technology<br />Revenue<br />Gaming<br />(Hyper-) Localization<br />Digital @ Retail<br />Mobile<br />Social<br />Marketing Automation<br />Web<br />Digital Video<br />Ad Builder<br />Optimization<br />Analytics<br />Augmented Reality<br />iAD<br />(e)CRM<br />Digital Display<br />New ways of Working<br />New ways of Engaging the ‘Audience’<br />Search<br />Content Mngt<br />‘Emerging’ digital media<br />Data visualisation<br />Cloud<br />Media Mngt<br />Business Intelligence<br />Distribution Networks<br />API/open architecture<br />Enterprise Social Networking<br />Email<br />html5<br />Ad Serving<br />Rich Internet Technology<br />Client Extranet<br />iOS<br />Android<br />Chrome OS<br />Workflow<br />Cost<br />Asset Mngt<br />Knowledge Mngt<br />
  31. 31. “The Future is here. It is just unevenly distributed.”<br />William Gibson<br />
  32. 32. Fast-tracking evolution...<br />
  33. 33. WE NEED A WEBSITE<br />WE NEED A WEB STRATEGY<br />WE NEED TO MAKE MONEY FROM OUR WEBSITE<br />
  34. 34. WE NEED A FACEBOOK PAGE<br />WE NEED A SOCIAL STRATEGY<br />WE NEED TO MAKE MONEY FROM SOCIAL<br />
  35. 35. WE NEED BETTER TECHNOLOGY<br />WE NEED A CREATIVE TECHNOLOGY STRATEGY<br />WE NEED TO MAKE MONEY FROM CREATIVE TECHNOLOGY<br />
  36. 36. The Business Case for Creative Technology<br />
  37. 37. There are as many business models as there are tech ideas<br />3 real world examples that have worked<br />Monetization strategies<br />
  38. 38. Agency Operating System<br />
  39. 39. Social Media App<br />
  40. 40. How do you embed<br />Creative Technology within<br />your business?<br />
  41. 41. “We’re pitching for Acme and we’ve got to demonstrate that we’ve implemented a global workflow system.”<br />“Our Amsterdam office has got a tool – can we use that?”<br />“CompetitorCo have just bought BrainDogg! We need to do a deal with FlapBird.”<br />Good and Bad Ways to start<br />
  42. 42. Building a Creative Technology Strategy<br />Vision<br />Business Model<br />Technical Architecture<br />Resource<br />Plan<br />Change<br />Management<br />
  43. 43. Who are you in a technology world?<br />
  44. 44. Who are you?<br />What you are passionate about?<br />What you can be best in the world at?<br />What drives your economic engine?<br />
  45. 45. The advertising implementation marketplace will come to be dominated by automated solutions .<br />Clients will implement their marketing campaigns across all media channels in seconds, whilst continually optimizing the effectiveness of their content<br />It is our goal to be the leader of that movement<br />We will develop a re-usable product and license it to our clients, saving them money and building our profit as our marginal cost of implementation will be very low.<br />Example – Creative Technology Strategy<br />
  46. 46. Every time a consumer encounters our clients’ brands, it must be a memorable event<br />Digital media may be functional but it is ugly, cluttered and confused. <br />We will beautify digital. <br />We will be the aesthetic reference point for all digital brands<br />We will understand - and lead - the art and science of digital communications<br />We will charge a premium for this service <br />Example – Creative Technology Strategy<br />
  47. 47. Example Technical Architecture<br />
  48. 48. Are we going to build it or buy it?<br />Which individuals can do this work – internally and externally?<br />How do we find them, train them, motivate them?<br />How do we organize them?<br />Resourcing Strategies<br />
  49. 49. “Agency teams should include data analysts and technologists that work in tandem with creative staff”<br />Forrester – The Future of Agency Relationships <br />Resourcing<br />
  50. 50. This will change your business – you want it to<br />Not everyone will want that<br />The tech will fail sometimes<br />Be prepared to evangelize, incentivize and compel the change<br />Change Management<br />
  51. 51. Talk less; do more<br />Vision<br />Business Model<br />Technical Architecture<br />Resource<br />Plan<br />Change<br />Management<br />ACTION!<br />
  52. 52. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”<br />Charles Darwin<br />
  53. 53. More...<br />JP Rangaswami – Chief Scientist, salesforce.com<br />@jobsworth<br />http://confusedofcalcutta.com/<br />Tim Sparke – Digital Coach, Code<br />@sparkey<br />www.sparkelife.com<br />Me<br />www.codeworldwide.com<br />@mmcneany<br />
  54. 54. get in touch<br />Matt McNeany<br />CEO<br />matt.mcneany@codeworldwide.com<br />+1 212 824 4036<br />

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