Shifting Ad Budgets to Digital Video
The GaryVee Audio Experience
Gary Vaynerchuk
4.8 • 18.3K Ratings
🗓️ 12 October 2014
⏱️ 7 minutes
🧾️ Download transcript
Summary
#QOTD: What do you think of the 3-question episode vs. the 5-question? Let me know!
General statements like "you should move your budget to digital video" scare me. Typically when people think about online video they think about spending 5/10% on the overall production and then 90/95% on the distribution. Of that 95% of allocated budget, they just end up pounding the users with right hooks and wind up pissing them off.
So what does online video mean to most people? It's the pre-rolls on YouTube where people end up tabbing out and don't end up consuming the content. OR, they're going to sites like ESPN.com and getting pounded by 30 second videos that waste OUR time, which I'm sure pisses most of us off.
What I'm most worried about when I hear about these allocations is that I actually like live TV commercials better than the online videos that end up blocking the users from what they actually want to do or see. As I've stressed a million times before, this comes down to providing VALUE.
So when I hear these notions versus what I know the practitioners are actually doing, it bothers me because I know that they're spending their budgeted dollars on video that is annoying customers. They end up putting these videos in places where the consumer doesn't want it, versus putting a larger percentage of the money on making better quality content and putting it in places where people actually want to consume it -- such as in native Facebook dark posts, where the user has the option to view or not.
In theory, it's great that traditional dollars are moving to digital but unfortunately people continue to misplay it because they're not focusing on providing actual VALUE.
Transcript
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| 0:00.0 | Hey Vanny X's Gary V. Episode 29 was shot in my San Francisco office right before we |
| 0:04.8 | started the podcast while we were still on video where I valued the audio a little less |
| 0:09.8 | because if you know me I liked it raw and rugged and not edited. I'm still struggling |
| 0:14.8 | with all this quality around me. So I apologize as you're about to listen to Episode 29. |
| 0:19.6 | The content is still super legit but for all of you fancy, shmancy audio peeps I apologize |
| 0:26.0 | I respect and I'm giving you a warning you can skip ahead to 31 and get's back on track. |
| 0:30.6 | On this episode I talk about shifting TV budgets to video. I talk about wine. Yeah I still |
| 0:38.1 | talk about it and I talk about how do I stay on top of technology from San Francisco. |
| 0:45.0 | You keep asking questions. I will continue to answer them. |
| 0:53.0 | Hey everybody this is Gary Vaynerchuk and you're watching Episode 29 of the Ask Gary V. Show. |
| 1:00.4 | Fun fact about 29. I don't have one. And so here we are you have not seen the SF office most |
| 1:08.0 | of you in my whole Vayner nation have never seen the SF office. So it's exciting for me to now |
| 1:12.8 | tape an episode here in San Francisco. A tremendous crew of peeps here. I'm excited to all of you guys |
| 1:18.8 | and throw them in doing this with you guys. Also I'm trying a little bit of a new format today. |
| 1:22.8 | I'm going a little bit shorter. So feedback question of day. What do you think of the three |
| 1:27.8 | question format versus the five question format? Yes I did the question day up front deal with that. |
| 1:34.5 | Ben asked what do you think about recent on the common advice to move 25% of ad budgets to online video? |
| 1:42.6 | So for the small businesses or the entrepreneurs on the common is a big kind of conglomerate |
| 1:46.8 | agency in my VaynerMedia world these days. And they do a lot of what's called working media. The |
| 1:51.2 | dollars you spend for distribution not to create content. Something we do a lot in social channels but |
| 1:57.0 | not on TV print radio all that kind of stuff. So I just want to set the stage for that question. |
| 2:02.8 | You know the thing that scares me with that general kind of statement is that when people think of |
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