Creative technology refers to new digital technologies and platforms that enable new ways of working and engaging audiences. The document maps different creative technologies according to their revenue potential and how they enable new business models or ways of engaging audiences. These technologies include areas like marketing automation, analytics, content management, mobile, social media, and augmented reality. The goal of creative technology is to enable end-to-end, fully automated, and constantly optimized marketing implementation.
2. What I want to do today
• What is Creative Technology – and is it relevant to you?
• What are the financial cases?
• How do you decide what to invest in? And how to make that
investment work
5. “You cannot now talk about
Creativity without talking
about Technology”
6. Business Data
Intelligence Visualisation
Workflow
Asset Analytics
Mngt Ad
serving
Ad
Builder
(e)CRM Digital @
Retail
Client
Extranet
Social Knowledge
Mobile Cloud Management
Distribution
Media networks html5 Games
Management
“App”
(Hyper-) Search
Mapping
Localization
Rich
Content Internet
Mngt Applications
Machine Email Marketing
Optimization Automation
Augmented Enterprise
NFC Social
reality
Networking
7. Defining Creative Technology
New Business Models
Creative Technology
New ways of Engaging
New ways of Working
the ‘Audience’
8. Why this definition matters
“It’s like hundreds of baseballs
are dropping all around me
and I don’t know which one to
catch”
Hyper Island student
The Future of Advertising, Fastcompany, Nov 2010
9. Why this definition matters
Different technologies =
different business models
12. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Video
Ad Builder Analytics Optimization
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Search the ‘Audience’
Mngt
Data
visualisation
Media Mngt Cloud
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet
Chrome
iOS Android
OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
13. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Video
Ad Builder Analytics Optimization
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Search the ‘Audience’
Mngt
Data
visualisation
Media Mngt Cloud
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet
Chrome
iOS Android
OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
14. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Video
Ad Builder Analytics Optimization
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Search the ‘Audience’
Mngt
Data
visualisation
Media Mngt Cloud
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Agency Operating
Ad Serving Email Technology
html5
Client Extranet
Systems Android
iOS
Chrome
Workflow
OS
Knowledge
Asset Mngt
Mngt Cost
15. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Video
Ad Builder Analytics Optimization
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Search the ‘Audience’
Mngt
Data
visualisation
Media Mngt Cloud
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Agency Operating
Ad Serving Email Technology
html5
Client Extranet
Systems Android
iOS
Chrome
Workflow
OS
Knowledge
Asset Mngt
Mngt Cost
16. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Video
Ad Builder Analytics Optimization
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Search the ‘Audience’
Mngt
Data
visualisation
Media Mngt Cloud
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Agency Operating
Ad Serving Email Technology
html5
Client Extranet
Systems Android
iOS
Chrome
Workflow
OS
Knowledge
Asset Mngt
Mngt Cost
17. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Video
Ad Builder Analytics Optimization
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Search the ‘Audience’
Mngt
Data
visualisation
Media Mngt Cloud
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet
Performance management
Chrome
iOS Android
OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
18. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Video
Ad Builder Analytics Optimization
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Search the ‘Audience’
Mngt
Data
visualisation
Media Mngt Cloud
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet
Performance management
Chrome
iOS Android
OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
19. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital foundation Web
Digital
Video
technologies Builder emerging
Ad
and Analytics Optimization
media platforms iAD
Augmented
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Search the ‘Audience’
Mngt
Data
visualisation
Media Mngt Cloud
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email html5
Technology
Client
Extranet
iOS Android Chrome OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
20. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
www.thewildernessdowntown.com
Marketing Social Mobile
Automation
Digital foundation Web
Digital
Video
technologies Builder emerging
Ad
and Analytics Optimization
media platforms iAD
Augmented
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Search the ‘Audience’
Mngt
Data
visualisation
Media Mngt Cloud
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email html5
Technology
Client
Extranet
iOS Android Chrome OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
21. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Video
Ad Builder Analytics Optimization
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Mngt
Search the ‘Audience’
Data
visualisation
Media Mngt Cloud
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet Marketing Content Management &
Chrome
iOS Android
Workflow Distribution tools – release value of
OS
Asset Mngt
Knowledge content; deploy across multiple screens
Mngt Cost
22. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Video
Ad Builder Analytics Optimization
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Mngt
Search the ‘Audience’
Data
visualisation
Media Mngt Cloud
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet Marketing Content Management &
Chrome
iOS Android
Workflow Distribution tools – release value of
OS
Asset Mngt
Knowledge content; deploy across multiple screens
Mngt Cost
23. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Ad Builder Analytics Optimization
Video
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Mngt
End-to-end, fully automated,
Search the ‘Audience’
constantly optimized
Data
visualisation
Media Mngt Cloud
marketing implementation
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet
Chrome
iOS Android
OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
24. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Ad Builder Analytics Optimization
Video
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Mngt
End-to-end, fully automated,
Search the ‘Audience’
constantly optimized
Data
visualisation
Media Mngt Cloud
marketing implementation
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet
Chrome
iOS Android
OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
25. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Ad Builder Analytics Optimization
Video
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Mngt
End-to-end, fully automated,
Search the ‘Audience’
constantly optimized
Data
visualisation
Media Mngt Cloud
marketing implementation
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet
Chrome
iOS Android
OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
26. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Ad Builder Analytics Optimization
Video
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Mngt
End-to-end, fully automated,
Search the ‘Audience’
constantly optimized
Data
visualisation
Media Mngt Cloud
marketing implementation
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet
Chrome
iOS Android
OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
27. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
‘Traditional’ digital media
Marketing Social Mobile
Automation
Digital
Web
Video
Ad Builder Analytics Optimization
Augmented
iAD
Reality
Digital
(e)CRM Display
New ways of Engaging
New ways of Working Content
Search the ‘Audience’
Mngt
Data
visualisation
Media Mngt Cloud
Business
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet
Chrome
iOS Android
OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
28. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Video
Ad Builder Analytics Optimization
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Search the ‘Audience’
Mngt
Data
visualisation
Media Mngt Cloud
Business
‘Emerging’ digital media
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet
Chrome
iOS Android
OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
29. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Video
Ad Builder Analytics Optimization
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Search the ‘Audience’
Mngt
Data
visualisation
Media Mngt Cloud
Business
‘Emerging’ digital media
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet
Chrome
iOS Android
OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
30. Mapping Creative Technology
Revenue (Hyper-) Digital @
Gaming
Localization Retail
Marketing Social Mobile
Automation
Digital
Web
Video
Ad Builder Analytics Optimization
Augmented
iAD
Reality
Digital
(e)CRM
Display
New ways of Engaging
New ways of Working Content
Search the ‘Audience’
Mngt
Data
visualisation
Media Mngt Cloud
Business
‘Emerging’ digital media
Intelligence Distribution API/open
Networks architecture
Enterprise
Social
Networking Rich Internet
Ad Serving Email Technology
html5
Client
Extranet
Chrome
iOS Android
OS
Workflow
Knowledge
Asset Mngt Cost
Mngt
31. “The Future is here. It is just
unevenly distributed.”
William Gibson
37. Monetization strategies
• There are as many business models as there are tech ideas
• 3 real world examples that have worked
38. Agency Operating System
Initial investment $ 250,000 Number of employees 450
Anticipated lifespan of product (years) 3 Minutes saved per employee per day 15
Amortized investment cost per year $ 83,333 Time saved per month in business (hours) 2475
Maintenance allowance 15% Hours saved per year 29700
Total cost per year $ 120,833 Equivalent FTEs 16.5
Average cost per FTE $ 75,000
Cost savings per year $ 1,237,500
Return on investment 1024%
39. Social Media App
Cost Option 1 - Time & materials Option 2 - Licensed product
Client per site per market per year
Initial development cost $ 45,000 Bill 100 days @ $900/day $ 90,000 license $ 18,000
Productization cost $ 22,000 Number of sales until break even 3.72
Total Cost $ 67,000 Profit $ 45,000 Number of sales made to date 14
Revenue $ 252,000
Profit $ 185,000
Return on investment 100% Return on investment 276%
40. How do you embed
Creative Technology within
your business?
41. Good and Bad Ways to start
• “We’re pitching for Acme and we’ve got to demonstrate that
we’ve implemented a global workflow system.”
• “Our Amsterdam office has got a tool – can we use that?”
• “CompetitorCo have just bought BrainDogg! We need to do a
deal with FlapBird.”
42. Building a Creative Technology Strategy
Vision
Business Technical Resource Change
Model Architecture Plan Management
44. Who are you?
What you are
passionate about?
What you can be What drives your
best in the world economic engine?
at?
45. Example – Creative Technology Strategy
• The advertising implementation marketplace will come to be
dominated by automated solutions .
• Clients will implement their marketing campaigns across all
media channels in seconds, whilst continually optimizing the
effectiveness of their content
• It is our goal to be the leader of that movement
• 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.
46. Example – Creative Technology Strategy
• Every time a consumer encounters our clients’ brands, it must be a
memorable event
• Digital media may be functional but it is ugly, cluttered and confused.
• We will beautify digital.
• We will be the aesthetic reference point for all digital brands
• We will understand - and lead - the art and science of digital
communications
• We will charge a premium for this service
48. Resourcing Strategies
• Are we going to build it or buy it?
• Which individuals can do this work – internally and externally?
• How do we find them, train them, motivate them?
• How do we organize them?
49. Resourcing
“Agency teams should
include data analysts
and technologists that
work in tandem with
creative staff”
Forrester – The Future of Agency
Relationships
50. Change Management
• This will change your business – you want it to
• Not everyone will want that
• The tech will fail sometimes
• Be prepared to evangelize, incentivize and compel the change
51. Talk less; do more
Vision
Business Technical Resource Change
Model Architecture Plan Management
ACTION!
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.”
Charles Darwin
53. More...
JP Rangaswami – Chief Scientist, salesforce.com
@jobsworth
http://confusedofcalcutta.com/
Tim Sparke – Digital Coach, Code
@sparkey
www.sparkelife.com
Me
www.codeworldwide.com
@mmcneany
54. get in touch
Matt McNeany
CEO
matt.mcneany@codeworldwide.com
+44 (0)20 7866 7836