Ogilvy Verge BBC 13 9 7
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The document discusses emerging media and how to engage audiences using new technologies. It presents a spectrum of audience sophistication levels from laggards to the mainstream to early adopters. It argues that technology works best when it provides people with what they want in an easy way, as people's desires haven't changed even as technologies have advanced. To be successful, one must go to where audiences are already engaging with different media and provide content tailored to their sophistication levels and preferences.
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- 1. Engage – Sam Smith, BBC London 2007
- 2. Bill
- 3. The Emerging Media Spectrum Points for overall sophistication Number of people (000)
- 4. Very low – the laggards Points for overall sophistication Number of people (000)
- 5. The mainstream Points for overall sophistication Number of people (000)
- 6. The Mainstream Just look what they’ve got….
- 7. The Emerging Media Spectrum Points for overall sophistication Number of people (000)
- 8. Technology works if….. What I want Simple
- 13. Thank you