TECHNOLOGY
AS

CULTURE
The Relationship Between Advertising and Technology in Everyday Life

Mathew Ray | Director of Inte...
A HISTORY OF NOW

• “Anything

that was around when you were born isn’t really
considered technology”
A HISTORY OF NOW

• Examples

of technology’s impact on culture thru the past.
(token printing press slide...)
A HISTORY OF NOW
A HISTORY OF NOW

• 80

ad - Roman Colosseum, Baths, Representative Government
A HISTORY OF NOW

• 1500

ad - Printing press
A HISTORY OF NOW

• What’s

common?

• Times

of great changes in technology are inextricably linked to
times of great soc...
THE CONSTANT NEW

•6

months ago is an eternity now

• do

you even remember what happened 6 months ago?
THE CONSTANT NEW
WHAT’S NEW NOW?
OBSOLESCENCE OF
FACTORIES
AUGMENTING OURSELVES
INVISIBLE TECHNOLOGY
BECAUSE INTERNET
(OF THINGS)
SENSORIAL IMMERSION
WHAT IS GOOGLE UP TO?
A NEW CONVERSATION
SHARING ECONOMY
(COLLABORATIVE
CONSUMPTION)
EVER-EXPANDING
AD-TECH UNIVERSE
DRIVERLESS ADVERTISING
CIO <3 CMO
MAKE IT HAPPEN
NATIVE
COPING MECHANISMS

• How

to deal with this pace of change?

• You

could spend all day every day just following trends an...
COPING MECHANISMS
COPING MECHANISMS
COPING MECHANISMS
BE THE BALL
BE THE BALL
• Tackle

from 2 angles

• Change
• Put

your perspective

yourself in your audience’s shoes

• Find

interest...
DIVERSIFIED INTERESTS
DIVERSIFIED INTERESTS
DIVERSIFIED INTERESTS
WHERE TO START
• Twitter

lists - twitter.com/mrayinteractive/twitterati

• Find

the influential people in some preferred ...
PLAY, EXPERIMENTATION,UTILITY

•.
PLAY, EXPERIMENTATION,UTILITY
PLAY, EXPERIMENTATION,UTILITY
PLAY, EXPERIMENTATION,UTILITY
PLAY, EXPERIMENTATION,UTILITY
CREATIVE SOLUTION VS INNOVATION
CREATIVE SOLUTION VS INNOVATION

Always make sure your ideas fulfill 2 of the 3 criteria:
• Helpful
• Entertaining
• Amazin...
INPUT / OUTPUT
THANK YOU!

Mathew Ray
mray@mullen.com
@mrayinteractive
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
Technology As Culture - 20140220
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Technology As Culture - 20140220

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A presentation to Edward Boches' Strategic Creative Development class at Boston University. Presented 02/21/2014.

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  • Technology has always been a driving force in culture but now is nearly unavoidable.
    Why the telephone? “Anything that was around when you were born isn’t really considered technology”
    Language, writing, electricity, air travel, the telephone, all are considered to be utilities by our generation.
    Technology fufills unmet need in a culture and then the culture moves forward and creates new needs
    Because technology is what has enabled culture to exist. Quite literally feeds it.
    We are social creatures and now that our social construct has evolved, its how we communicate, connect, share. 
    It truly is a new &amp;apos;language&amp;apos; that that is being adopted. We are even at the cusp of being more than a language, almost like a sixth sense. It&amp;apos;s how we see, experience and interact with the world.
    As it has become more mainstream, technology has been liberated from the realm of engineers, scientists and nerds. It is now a tool, a part of everyday life that can help solve problems when paired with creative thought.
  • It’s worth exploring examples of technology’s impact on culture thru the past. (token printing press slide...)
    Goal is to show that it’s not a new thing at all.
  • 11000 bc - Neolithic Revolution, first large scale culture
    farming led to surplus of resources, could spend time on other stuff
    Now we had manufacturing, art, written language and could take the next step
  • 80 ad - Roman Colosseum, Baths, Representative Government
    Now we have the foundations of the modern world
    we can sustain large populations in urban centers, we can have running water, entertainment, banking,
  • 1500 ad - Printing press
    incredibly disruptive - now meant knowledge was accessible by normal people and not just nobility
    led to the spread of the renaissance, upheavals in religion, the spread of literacy and whole new creative arts (writing, illustrating)
    It was the internet of its era.
  • What’s common? Times of great tech change are times of great social change
  • Nowadays, &amp;apos;6 months ago&amp;apos; is an eternity. And it&amp;apos;s accelerating.
  • Why does time feel like its going faster? I propose that the increased sharing of ideas that corresponds with the technologies that enable it actually make us perceive time differently
    Moore’s law - transistors double every 18 months. has been doing so for 43 years
  • ChefJet - edible 3d objects
  • X-Fab, printing durable, consumer level products, like ski goggles
  • Magic Arms &amp;
    Robohand (carpenter that lost 4 fingers filled the unmet need and replaced his missing fingers)
  • Direct Metal Laser Sintering - airplane parts created by additive process instead of casting.
    lighter and stronger
  • 3d printed structures are now a reality
  • moon base!
  • liberator -
  • 3d printed organs
  • this is what people think about when they hear wearables
    watches
  • and sometimes this
  • but the newest trend sees the technology disappear
    netatmo &amp; csr jewelry
    monitor sun exposure, other data
  • it is also expanding into the youth market
    tracking devices and data loggers for kids
    ibitz
    Mother
  • even personal safety
    concussion helmet
  • if CES was any indication, the market will be flooded with wearables in the next few years
  • ‘her’, w joaquin pheonix
  • alljoyn - seamlessly connect and share content across devices
  • Cisco - customer awareness &amp; tracking systems
  • what happens when we have a trillion internet connected devices
    we get things like our dishwasher texting us
  • cisco’s whole new ad campaign is centered around it
  • oculus rift
  • tobii eye tracking interfaces
  • boston dynamics, bot &amp; dolly, meka robotics,
  • flutter, schaft, bump, nest, chromecast sdk...
  • tencent, tenpay, bringing credit/micropayment to chinese masses
  • reaction to the value of privacy
  • beyond the selfie
  • facebook’s fragmentation
  • jelly
    crowdsourced questions
  • proliferates on the back of measured media
  • 32M requested, 16M gathered
  • How to deal with this pace of change?You could spend all day every day just following trends and not actually solving problemsWhat are the strategies?
  • Laser-Guided Ideas - big idea at EXACTLY the right time
    Think far enough ahead so you get an idea into the market just before it becomes mainstream but not too far
    Too early is just as bad as too late
    It’s REALLY hard even for experts who have been successful in the past
  • A better strategy is to rapidly iterate, live in constant ‘beta’ and adopt Agile processes.
    Quickly get stuff in market and see what sticks and go from there
    (Beta being the software engineering concept for pre-release products.)
    Create and Idea incubator, let the audience help discover what is relevant.
  • Remember how we said stuff that exists when you were born isn’t technology?
    Now imagine a 10 year old right now, they never saw a world without an iPhone or Facebook. That doesn’t count as technology to them. My 3 year old son thinks every screen is a multi touch screen.
    Most classes about what has BEEN done, not what HASN’T.
    You probably won’t be in that situation much more. Everything will be new, with no prescedent, and you will need to figure it out.
    Goal is to become an expert at problem solving.
    Similar to Jeopardy it’s not the right answer that’s most important, its asking the right question.
  • Solution is to ‘be the ball’ (clip from caddyshack)
  • Diversify. It’s not only for stock market investors - it’s one of the tenets of T-shaped people. Expertise (major) AND side interests (minor).
    Diversified interests help find solutions from one industry or practice that may be applicable to the problem that needs to be solved 
  • Hopefully you will never know everything about all your interestsRotate. Pick a few, run with it for a while. If it fizzles, pick anotherChallenge yourself and keep trying on new topics
  • Developers often do this - pick a ‘recreational’ programming language, play with it for a while. Sometimes you like it sometimes you don’t
    Be efficient, its easy to get sucked down the rabbit hole - budget your time between making and researching
    Finding connections is not enough, have to have enough experience and interest to have the dots to connect
  • Places to start - some examples
    Diversified interests help find solutions from one industry or practice that may be applicable to the problem that needs to be solved 
    Cast a wide net, get out of comfort zone, challenge yourself, research things you never think about
    Be efficient, its easy to get sucked down the rabbit hole
    Finding connections is not enough, have to have enough experience and interest to have the dots to connect
  • Once you come across something that’s interesting, don’t let it go. Trust your gut.
    Sometimes the best ideas come from failures. Case in point = Post-it Notes
    Accidentally made super weak glue, tirelessly tried to convice coworkers of its merit
    5 years later another engineer thought to use it on paper to keep bookmarks from falling out
    Had to develop a coating so the glue would stick to the paper, then they tried to market it
    Marketing campaign flopped but project owners were convinced people would buy em if they used em and launched a targeted trial campaign
    Needless to say, it worked.Wasn’t one ‘stroke of genius’ but lots of creative ideas and a LOT of work (7 years of advocacy and a failed ad campaign before it)
    See this pattern elsewhere too, art, music, mobile gaming etc
    Convince yourself there is no such thing as a Eureka! moment.
    http://www.todayifoundout.com/index.php/2011/11/post-it-notes-were-invented-by-accident/
  • Moral of the story?
    All about collisions, how to accelerate them.What would the post-it story look like today? Kickstarter? Crowdsourcing?
  • The other moral - fail fast. Fail when it is still ok to do so, not once a large investment in time and effort has been made.
    We don’t live in the same world that 3M lived in when they invented PostIt Notes.
  • Keep trying to explore new things.Because when all you have is a hammer, everything looks like a nail.
  • Research has shown babies subconsciously can calculate probabilities BEFORE THEY CAN TALK.
    Play is invaluable. There is immeasurable stuff going on behind the scenes, use that to your advantage.
    Check out Alison Gopnik’s TED Talk
    http://www.alisongopnik.com/papers_alison/sciam-gopnik.pdf
    http://www.youtube.com/watch?v=cplaWsiu7Yg
  • MacGyverism
    Creative Solutions are subjective (thinking up great ideas)
    Innovation changes the rules of the game (doing something with those ideas, being disruptive, action)
    http://www.gapingvoid.com/Moveable_Type/archives/004920.html
    MacRecipes - 2011 - Fathom http://fathom.info/macrecipes/
  • Always Help, entertain or amaze
    Ironically, ads can be the least effective advertising In every case - really make sure you understand what makes them tick.
  • What’s your output?
    Is it strategic positioning, convincing a client to do something scary, coding or designing a web application or physical experience?Figure out what your role will be contributing toward the final product.
  • Technology As Culture - 20140220

    1. 1. TECHNOLOGY AS CULTURE The Relationship Between Advertising and Technology in Everyday Life Mathew Ray | Director of Interactive | Mullen
    2. 2. A HISTORY OF NOW • “Anything that was around when you were born isn’t really considered technology”
    3. 3. A HISTORY OF NOW • Examples of technology’s impact on culture thru the past. (token printing press slide...)
    4. 4. A HISTORY OF NOW
    5. 5. A HISTORY OF NOW • 80 ad - Roman Colosseum, Baths, Representative Government
    6. 6. A HISTORY OF NOW • 1500 ad - Printing press
    7. 7. A HISTORY OF NOW • What’s common? • Times of great changes in technology are inextricably linked to times of great social change • Because they are opposite sides of the same coin
    8. 8. THE CONSTANT NEW •6 months ago is an eternity now • do you even remember what happened 6 months ago?
    9. 9. THE CONSTANT NEW
    10. 10. WHAT’S NEW NOW?
    11. 11. OBSOLESCENCE OF FACTORIES
    12. 12. AUGMENTING OURSELVES
    13. 13. INVISIBLE TECHNOLOGY
    14. 14. BECAUSE INTERNET (OF THINGS)
    15. 15. SENSORIAL IMMERSION
    16. 16. WHAT IS GOOGLE UP TO?
    17. 17. A NEW CONVERSATION
    18. 18. SHARING ECONOMY (COLLABORATIVE CONSUMPTION)
    19. 19. EVER-EXPANDING AD-TECH UNIVERSE
    20. 20. DRIVERLESS ADVERTISING
    21. 21. CIO <3 CMO
    22. 22. MAKE IT HAPPEN
    23. 23. NATIVE
    24. 24. COPING MECHANISMS • How to deal with this pace of change? • You could spend all day every day just following trends and not actually solving problems • What are the strategies?
    25. 25. COPING MECHANISMS
    26. 26. COPING MECHANISMS
    27. 27. COPING MECHANISMS
    28. 28. BE THE BALL
    29. 29. BE THE BALL • Tackle from 2 angles • Change • Put your perspective yourself in your audience’s shoes • Find interests and allow yourself to get distracted by things they would know nothing about
    30. 30. DIVERSIFIED INTERESTS
    31. 31. DIVERSIFIED INTERESTS
    32. 32. DIVERSIFIED INTERESTS
    33. 33. WHERE TO START • Twitter lists - twitter.com/mrayinteractive/twitterati • Find the influential people in some preferred subject matter and stalk them. Follow their SlideShare, get audio/video/ transcripts of conference sessions. Build your own list. • Freestyle - pick a topic on Wikipedia. dive deep. come up for air when you have 10 subjects that are interesting. rinse & repeat.
    34. 34. PLAY, EXPERIMENTATION,UTILITY •.
    35. 35. PLAY, EXPERIMENTATION,UTILITY
    36. 36. PLAY, EXPERIMENTATION,UTILITY
    37. 37. PLAY, EXPERIMENTATION,UTILITY
    38. 38. PLAY, EXPERIMENTATION,UTILITY
    39. 39. CREATIVE SOLUTION VS INNOVATION
    40. 40. CREATIVE SOLUTION VS INNOVATION Always make sure your ideas fulfill 2 of the 3 criteria: • Helpful • Entertaining • Amazing
    41. 41. INPUT / OUTPUT
    42. 42. THANK YOU! Mathew Ray mray@mullen.com @mrayinteractive

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