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‘It’s not advertising, it’s communication’: Mike Yapp of Google’s The Zoo | Mumbrella360 video

In the new age of storytelling, the user is in complete control. In order to adapt, hypertelling must become the new advertising, explains Michael Yapp, US director of Google’s The Zoo, during this keynote session from Mumbrella360.

Josie Tutty

October 26, 2017 8:52

Advertising is out and communication is the only way forward, Yapp tells the Mumbrella360 audience. “Your communication has to be always on. Notice what I said, communication. Not your advertisement, which is important.”

“I’m not sure what it is anymore, I’m not sure we are talking about advertising anymore. What I like to call it now is innovative communication.

“Stories now have become completely malleable. What do I mean by that? Once they are posted online, things can change,” he explains.

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Josie Tutty

Josie Tutty was Mumbrella's deputy editor. She worked on the publication between 2017 and 2019. She's previously written and edited in the UK for Jungle Creations and Trinity Mirror.

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