- On this episode, I talk about
shifting TV budgets to video,
I talk about wine.
Yeah, I still talk about it.
And I talk about how do I stay on top of
technology from San Francisco.
You keep asking questions.
I will continue to answer them.
(light music)
Everybody, this is Gary Vay-ner-chuk
and you're watching episode 29
of the #AskGaryVee Show.
Fun fact about 29,
I don't have one.
And so here we are.
You have not seen the SF office.
Most of you in my whole VaynerNation
have never seen the SF office
so it's exciting for me to now tape an episode
here in San Francisco.
A tremendous crew of peeps here.
Big shout out to all of you guys.
I'm thrilled to be doing this with you guys.
Also, I'm trying a little bit of a new format today.
I'm going a little bit shorter
so feedback, question of the day,
what do you think of the three question format
versus the five question format?
Yes, I did the question of the day upfront.
Deal with it.
- [Mayanmurfee] Ben asks,
"What do you think about recent Omnicom advice
to move 25 percent of ad budgets to online video?"
- So for the small businesses or the entrepreneurs,
Omnicom is a big kind of conglomerate agency
in my VaynerMedia world these days
and they do a lot of what's called working media,
the dollars you spend for distribution.
Not to create content.
Something we do a lot in social channels
but not on TV, print, radio, all that kind of stuff
so I just want want to set the stage for that question.
The thing that scares me
with that general kind of statement
is that when people think of online video,
they think about spending five, 10 percent
of the overall budget,
let's call it 100 thousand dollars,
on the video production,
the quality, the stuff
and 95 on the distribution
and then what they spend on,
and maybe up to 80.
Maybe 80 to 90.
Let's say 80.
I want to be polite here today in San Francisco
because it's got a little bit more of a polite vibe
than New York.
Of that 80 percent,
they pounded in right hook form.
What does online video mean to most people?
Let me just explain what it means.
It's pre-rolls on YouTube
where people tab out
and don't actually consume it.
You go to espn.com and a video pops up
and takes over 30 seconds of my time
which pisses me off.
And so what I'm most worried about
when I hear people allocating
and it's part of the bigger story which is
that people talk about moving TV budgets
into other places.
My problem is I actually like live television commercials
more than I like banner ads on websites
and pre-roll video
that's blocking the user
from doing what they want.
So this isn't about traditional or digital.
This is are you bringing value
and when I hear move from television
and put it into online video,
what I know is going on in actual practitioner world
is people are spending that money on online video
that is annoying customers
and putting it in places where they don't want it
versus putting more percentage of the money
on actually creating great video
and then figuring out a more native way
to distribute it.
That being said,
Facebook dark post video native to me
is a very attractive option,
especially if you've been seeing it,
the audio doesn't play
but if you're into it, you click it.
And so that's my overall thought,
which is that in theory it's great
that we're moving traditional dollars here
but I see a lot of people misplaying digital.
- [mayanmurfee] Laura asks,
"On Fridays, we drink wine.
What's a good drinking home alone
bottle to yourself wine?"
- Laura, I'm,
Laura? - [Voiceover] Laura.
- Laura, I'm a big white wine fan
and so the place where I'm really obsessed with
these days is Italian White Non Pinot Grigio
so NPG.
And what I mean by that is
look for things like Soave.
Look for Greco Di Tufo.
Look for Fiano.
These other white varietals from Italy
where a lot of people don't know them.
They don't realize their quality.
And I think between 8 and 22 dollars,
you can get an enormous array
of tremendous high acid quality
drink by themselves
but wait I'm drinking it by itself
but now I want a little cheese
still able to fold into that
so Italian white wines to me are grossly
and Stunwin because I know you're going to be with DRock,
when you edit this episode,
throw up a couple of logos of labels here.
Actually take over my whole face.
Show seven or eight logos of Italian whites
in that eight to 22 dollar range
that people can slow motion this video
and catch the name of
or link it down below.
- [mayanmurfee] Matthew asked,
"You talk about upcoming companies
and predicting their success.
Where and how do you find these rising companies?"
- Matt, this is why I love this damn show.
We are getting into actual tangible stuff
not just the sizzle that I have to do on stage
because I only have an hour
and I got to make you pay attention and then drill you.
This is the quality of this show.
Here are two tangible things you should do every day.
I'm going to add a third.
Three things.
Jason Hirschhorn.
Pause because I was going to say Google it
and then I wanted to say Bing it
and then I got caught.
You know I never get caught
so little rusty here in San Francisco.
Google Jason Hirschhorn.
Media ref is what I think it is.
He's got a newsletter.
Tremendous way to stay on top of it.
TechMeme
T-E-C-H-M-E-M-E
Recode.
These are two blogs that I think,
well, TechMeme's an aggregator of all the news.
I go there every morning
to see what's bubbled up.
Recode I just like in general
and TechCrunch, that's mostly just solid
but TechMeme aggregates everything
so I go to Tech M-E-M-E every morning.
I read everything.
That helps me see things
and then my littlest funnest hack.
I go into the iTunes App Store every morning,
click the Apps tab
and look at the top 150 paid and free apps
on the iTunes store
to get a sense of when things are bubbling up.
Both Yik Yak, Snapchat,
a lot of these things I kind of watched grow organically
through that channel
before the TechMemes and Recodes
even wrote about them
and so it's about putting in the work.
Those are your two tips of the day.
Everybody, thank you so much for watching
episode 29 of the #AskGaryVee Show
here in San Francisco.
Again, let me know what you think
of the three question format
versus the five.
You keep asking questions.
I'll keep answering them.
Oh crap, wait.
Subscribe.
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because I can't push this many right hooks
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