Technology As Culture - 20140220

TECHNOLOGYAS

CULTUREThe Relationship Between Advertising and Technology in Everyday Life

Mathew Ray | Director of Interactive | Mullen

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 social change

• Because they are opposite sides of the same coin

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-EXPANDINGAD-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 and not actually solving problems

• What are the strategies?

COPING MECHANISMS

COPING MECHANISMS

COPING MECHANISMS

BE THE BALL

BE THE BALL

• Tackle from 2 angles

• Change your perspective

• Put yourself in your audience’s shoes

• Find interests and allow yourself to get distracted by things they would know nothing about

DIVERSIFIED INTERESTS

DIVERSIFIED INTERESTS

DIVERSIFIED INTERESTS

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.

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• Amazing

INPUT / OUTPUT

THANK YOU!

Mathew Raymray@mullen.com@mrayinteractive