‘We are no longer talking to an audience’ says US director of Google’s The Zoo

Zoe Samios

June 13, 2017 10:36

Creatives are no longer talking to audiences because the power and control has shifted to the user, the director of The Zoo Americas has said.

Speaking about the new age of ‘hypertelling’ at Mumbrella360, Yapp said after stories are posted online, they become “malleable” and the control is handed to the user.

Michael Yapp speaks at Mumbrella360

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Zoe Samios

Zoe Samios worked at Mumbrella between 2016 and 2019, finishing up as senior media reporter in March 2019.

Topics

Google Zoo Hyper-telling Michael Yapp Mumbrella 360

1 COMMENTS

gday 26 Oct 17

Whaddaya know, 4 months on and ‘Hypertelling’ is still not a thing.

spew.

User ID not verified.

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‘We are no longer talking to an audience’ says US director of Google’s The Zoo

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