# AI + Shopping: Marketing Will Change Forever

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=1U_BfZU5x8s
- **Дата:** 23.08.2024
- **Длительность:** 41:42
- **Просмотры:** 29,268

## Описание

Today's video is a fireside chat I had with Mo Said the founder of Mojo Supermarket about the future of advertising, emphasizing the growing importance of shoppable content and the transformative power of social media. I share my thoughts about a shift towards frictionless, AI-driven shoppable experiences in the future, where consumers can instantly purchase products seen on screen. I also stress the importance of embracing new media, understanding consumer behavior, creating content that resonates with diverse audiences, and much more. Hope you enjoy! 

Timestamps:
0:00 Intro
1:18 The importance of being a practitioner of your craft
4:31 How the advertising industry is changing
8:26 Not caring about the cheering or booing
10:24 The current state of the advertising industry
19:00 Marketing that works
25:57 How to really get your marketing message in front of people
30:28 Are the Super Bowl ads slots underpriced?
34:27 AI and Commerce
37:52 Starting a wine show
39:29 Day Trading Attention

Check out my new book - Meet Me In The Middle https://garyvee.com/VFB
—
Thanks for watching!

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— 
Gary Vaynerchuk is a serial entrepreneur and serves as the Chairman of VaynerX, the CEO of VaynerMedia, and the Creator & CEO of VeeFriends. Gary is considered one of the leading global minds on what's next in culture, business, and the internet.

Known as "GaryVee," he is described as one of the most forward thinkers in business. He acutely recognizes trends and patterns early to help others understand how shifts in consumer attention impact the realities of the business world today. Gary's approach sits at the intersection of business and pop culture. He keenly understands how to bring brand relevance to the forefront. He is a prolific angel investor with early investments in companies like Facebook, Twitter, Tumblr, Venmo, Snapchat, Coinbase, and Uber.

This year, Gary unveiled his seventh book, "Day Trading Attention" where he provides fresh insights into navigating the modern social media landscape. Gary's expertise guides readers on harnessing underpriced attention channels in the digital age. He emphasizes mastering storytelling in these arenas and highlights the "TikTokification of Social Media," where content relevance surpasses follower counts. Businesses can leverage this shift to enhance their brand and boost sales. "Day Trading Attention" equips readers with essential skills to succeed in today's dynamic digital world. Gary also announced his first children's picture book, based on his VeeFriends characters, titled "Meet Me in the Middle”. The picture book, which will prominently feature two VeeFriends characters, Eager Eagle and Patient Pig, delves into the emotional elements essential for nurturing children's empathy – a crucial skill for their future success.

Gary is an entrepreneur at heart – he builds businesses. Today, he helps Fortune 1000 brands leverage consumer attention through his full-service advertising agency, VaynerMedia, which has offices in New York, Los Angeles, Toronto, Mexico City, London, Amsterdam, Sydney, Singapore, Tokyo, Bangkok, and Kuala Lumpur. VaynerMedia is part of the VaynerX holding company, which also includes Eva Nosidam Productions, Gallery Media Group, The Sasha Group, VaynerSpeakers, VaynerCommerce, and Tingley Lane Trading. Gary is the Co-Founder of VaynerSports, VCR Group, VaynerWatt, ArtOfficial, Resy, and Empathy Wines. He guided Resy and Empathy to successful exits -- which he later sold to American Express and Constellation Brands, respectively. He also owns a Major League Pickleball team called the 5s, is part owner of a Big3 basketball team, and is an investor in the revival of the SlamBall League.

Gary is also the founder and creator of VeeCon – a contemporary super conference that converges business and pop culture with innovation and technology. In addition to running multiple businesses, Gary documents his daily life as a CEO through his social media channels, which have more than 44 million followers and garner over 300 million monthly impressions/views across all platforms. His podcast, "The GaryVee Audio Experience," ranks among the top podcasts globally.

Gary serves on the board of MikMak, Bojangles Restaurants, Global Citizen Forum, and Pencils of Promise. He is also a longtime Well Member of charity: water. 

Gary's life ambition is to buy the New York Jets.

## Содержание

### [0:00](https://www.youtube.com/watch?v=1U_BfZU5x8s) Intro

people want it regulated banned it's so powerful that it's ruining our children's lives but it's not powerful enough to sell [ __ ] sneakers the [ __ ] is everyone talking about you're going to literally be watching Emily in Paris and you can pause the screen and buy her hat on Amazon in 2 seconds it's going to be no friction I'm going to be watching the Jets on Amazon Prime and when a player a new rookie makes a great play and I'm going to buy his jersey on the spot it's going to be frictionless this book has built a $300 million company for me in the book you talk a lot about like this industry is very obsessed with yesterday and they're very obsessed with tomorrow that's what's happened this week right this entire week ai ai tomorrow award-winning work the commercial the award yesterday the amount of conversation this town about social media creative is almost non-existent I love sports I learned very early in my life whether the crowd was booing or cheering that had no impact on the outcome of the game when teams went to New York and they were from Chicago and the whole crowd booed them they still won if they were better and when teams in New York went to Chicago and everybody was rooting for Chicago it didn't make them win either and so I think very early on I understood that the noise had no variable on success and at the end of the day the results would speak attention is the number one asset

### [1:18](https://www.youtube.com/watch?v=1U_BfZU5x8s&t=78s) The importance of being a practitioner of your craft

Gary thank you so much for letting me do this happy to do it thank you for switching us from a public beach to private it's awesome that's Mother Nature yeah I was hyped for the uh I was hyp for the beach it's awesome sitting on the jacuzzi in your yach which is the best way to do this I feel like I'm just this isn't even a real interview it's just a faked it to get on which has been awesome um this book is awesome I've listened to it and I've read it by the way the audio might be my favorite audio book of all time because you kind of go off script a lot every other line you're like wait let me explain what this is which is awesome it feels like I'm in a lecture of like you're describing the book you're reading the book but then you're like let me tell you about what I mean really just awesome and in a part of the book very early on you stop and you're like I have an idea and I call Brandon yeah and you call and you do is that like kind of your process I you know I I've gone off script in every audio book that was this book itself is like one of the first I feel like I jab jab right hook which was 10 years ago was the other time I did this where I let people into the depths of the cooking you know it was like the recipes not just the theory of how to make good food and so I'm affected by my own content in a weird way as well right I was saying something it was contextual to something I was thinking about at the wine store and so that's what's beautiful about the audiobook I went off script and called Brandon and I actually I'm pumped with Harper Collins my publisher I wasn't even sure if they were going to keep that was like real I was going off script as you said this was like third move I was off script and actually doing something you're briefing an ad in the middle of the audio book and you know it's funny the reason I even knew that I you know I kind of blank out a lot of times with the way I do things is it has been the thing that has been most brought up to me this week by people reading the book that one moment me going off script not only describing what I'm talking about but going even further and actually in the moment living the ad and um uh do you do that a lot do you brief ad like do you just have ideas for your ads for things like hey I need yeah all the time yeah I think I for my content um for the businesses that I run and I think that's you know being a can where we're this is the ad world's week the thing that I am most proud of by a country mile professionally currently in the job that I do is I'm an actual practitioner of The Craft yeah that I'm the CEO of and most of this town is run by CEOs that are Executives yeah and aren't of their craft and I think there's a very big advantage in that and I think in general um for all especially for all the youngsters that are watching this that on the come up don't get high in your own Supply like once you start getting up that's when you have to go back you have to almost force yourself to do more of what people get very confused they get to a point where there's an inflection point of growth and they think they have to do something different to get higher the reality is you have to double down on the [ __ ] that got you there yeah and people get very confused and get very egotistical and start to think they're somebody and it's a real mistake yeah it I actually want to roll back to

### [4:31](https://www.youtube.com/watch?v=1U_BfZU5x8s&t=271s) How the advertising industry is changing

that time where like I started in the industry and I was a creative of feel like you kind of found yourself in the industry because you were just so good at doing this and at that time what did it feel like when you join this industry I felt like we were raised I was raised by like a group of creative directors that were like kind of didn't like you yes that's right and what was that like I'm sure it's that was I love that yeah I love if I told like taught to hate you we didn't know why yeah because I was poking yeah I was and I was poking and I think the smartest of the people that hated me realized I was poking and I wasn't going to go away and I was going to be right yeah the 99% that weren't the smartest just didn't like that I was challenging I don't know should we be giving awards to commercials that nobody sees I think that might be a problem yeah like people walk around here like they're winning an Oscar the Oscars people know there's no one in real life on Earth of the 8 billion people that are not part of the advertising industry zero of them know what a canned lion award is yeah zero yeah so what the [ __ ] are we doing here in your book you talk about you're like when advertisers think about Nike they think about just do it but normal people don't think about that and ironically normal people know that tagline yeah but they don't like delusionally put it on a pedestal they like they know that ironically that's one of the tag lines they actually all know like I don't know if they the world knows Toyota's Let's Go Places even though they pound it on commercials they don't really know it but somebody buying sweatpants yeah at an a Nike outlet store in Oklahoma in the United States they need to see a different ad than someone buying a $4,000 Air Force One off stockx in an off-white collaboration I don't think the industry is good at understanding context yeah and I also will say that the industry back to why you were all taught to hate me it's because the industry talks about creativity but they're actually holding up a medium yeah they're holding up a form factor yeah this town is religious about something of yesterday it's called the 32nd commercial and when Don Draper was doing it was cool he was like that Mad Men was a good show those dudes predominantly unfortunately and some women yes they did they were cool enough to go to Midtown and drink 18 Bourbons like they were cool they were making commercials that when they went to the country club they're like you made the seven up commercial holy [ __ ] nobody [ __ ] says that at a that culture is not being done by this industry and so you know as someone who passionately has communicated that for a long time I'm empathetic to why the in the classic creative didn't like me at first what's ironic and you're this is where I sense you were going is what's starting to happened now is interesting yeah because now we can't fake it anymore yeah now that the walls have closed in now they're like no I always I mean the amount there was a guy yesterday who I literally listened to [ __ ] on me aggressively at the Carlton eight years ago who came up to me yesterday was like Gary I got to tell you I always had your back and I'm you know I'm sometimes I'm my dad sometimes I'm my mom last night I was my mom so I was gracious like thanks bro but in my brain I was like but I know something that you don't know and so but honestly all of that is just fodder that's just silliness that's just like fun of that's like playing to me all the back talk that's sports that's like trash talking when you play I'm not disappointed when the industry is like but I'm also not thrilled you're great yeah I the noise is the noise where do you think that come by behind your camera is your family where

### [8:26](https://www.youtube.com/watch?v=1U_BfZU5x8s&t=506s) Not caring about the cheering or booing

do you think that comes from you talk about you're like I don't see myself as anything well it's actually fun to have my parents here when I get accolades like you're the best I think I'm the byproduct of yeah right I really my brain doesn't go to like I'm so great I'm like I had a lot of circumstances that went well for me DNA wise you know environment wise and then I was extremely well parented so I one of the reasons I enjoy getting accolades is I think it's roses to my parents yeah right like and I know that even more now as I become a parent because when I think about one of my children being remarkable at school or basketball I take a lot more credit for the basketball than the school but you know the reality is that I think it all so it comes from that but it also comes from another place which is the following whether you I love sports yeah I learned very early in my life whether the crowd was booing or cheering that had no impact on the outome of the game there was when teams went to New York and they were from Chicago and the whole crowd booed them they still won if they were better and when teams in New York went to Chicago and everybody was rooting for Chicago it didn't make them win either and so I think very early on I understood that the noise had no variable on success and at the end of the day the results would speak when to your point when you were growing up when I was growing up in this business harri like everybody said that I would be gone a minute yeah this is a fly by night this is a flash in a pan well that's not what happened we built the largest independent Global media and creative agency in the world and that like that's whether they were right I was right that is what has become and that tends to change the narrative in the book you talk a lot about like this industry is very obsessed with yesterday and they're very obsessed with tomorrow that's

### [10:24](https://www.youtube.com/watch?v=1U_BfZU5x8s&t=624s) The current state of the advertising industry

what's happened this week right yeah this entire week ai AI tomorrow award-winning work the commercial the award yesterday the amount of conversation this town about social media creative is almost non-existent because it's happening now it completely people want it regulated banned it's so powerful that it's ruining our children's lives but it's not powerful enough to sell [ __ ] sneakers yeah the [ __ ] is everyone talking about so I the delusion between how people talk about it in Social settings versus how they business settings and it comes down to and this will make a lot of sense to you based on what I'm watching you're up to from afar it's because people don't understand how to do it well yeah is it do you have to can we stay on that point yes it's because they don't understand how to do it well the reason people aren't talking about it is there scared because if it becomes more important they become in trouble cuz they're not good at it it's very easy to be good at coming up with an idea and convincing everyone it's a good idea when there's no ramifications when there's no way to measure it yeah but on social media You Can't Hide you immediately know creatives don't like doing social by themselves for social because if it only gets 85 views you've been exposed it doesn't matter how many awards You've Won they're running away from Merit truth and they're going to have to pay the piper eventually because the sad story for all the creatives that want to run away from this is television's going that way Netflix and Hulu and YouTube their commercials are going to be measurable too because people are going to switch from YouTube to Hulu in the middle people don't get it NBC couldn't see that you were leaving the [ __ ] show because the commercial was bad but Hulu and Netflix and all of them can and that's how social work social's framework is going to eat up television and then they're going to have nowhere to hide and I feel like that's what people didn't understand you it felt like you didn't you were against these creative directors or what against creative it was the reverse in your book you talk about it is the time now where good creative will win uh my keynote speech at the P last year was let these creatives be creative yeah the creative director I actually back to a very famous for me can story here six or seven years ago at the Carlton at like 2:00 in the morning a creative director from a Gary Bowen comes up to me cuz I looked at his little badge and he goes Gary I don't like you I'm like okay I'm like why he goes you're not about the work yeah and for everybody in the back scenes that don't know what that means my parents that means you don't respect the craft that it takes to make a 30 second video for a commercial and I looked at him and said brother this was a very fun moment for me cuz he was very confused I he said I said I'm the only person here that is fighting for the work this is politics and facade what this is real life and that's why so many Brands and people have become famous in Social because that's where the attention actually is and it was funny I give the guy credit he was very off guard with the way I responded we bantered for 30 minutes did you remember him this time you know the reason I bring up McGary bone is I actually don't remember the gentleman but I remember the company and I remember the conversation and it might even been 8 10 years ago I just remember everybody thinks at least with the Oscars when you win an Oscar we as humans see it but the Oscar doesn't represent the movie that made the most money it represents the subjective opinion people that judge movie but at least we all see it and when it wins the Oscar we then all go and watch it even if we didn't want to see it when somebody wins a award here for a bad commercial nobody goes and watches the commercial nobody knows this exists we have to accept that yeah you I what I want to touch on again the uh future on the past thing because it feels like the past is just hey other people did it this way and that's like best practices tried and true yeah and AI feels like oh that's like 3 years of way so let's just talk about it endlessly in a loop well because we have to also recognize that this is one big sales conference yeah this isn't about creativity yeah the [ __ ] is everyone doing here the platforms the agencies are here to get the money of the brands Awards to justify to their boards that it works like what are we doing here like who wants to talk about the truth yeah half the people here to drink Rosé and [ __ ] jerk off for a week like what are we doing here and meanwhile businesses are losing market share there's a reason Cosmos get fired all the time the board and the CEO is pissed that's bad like I don't want that for this industry how many creatives love their job very few I think very few they come to work they're trying to do creativity the clients like I don't like this they're sad cuz they all want to actually be artists but they're often not good enough to be artists yeah but do you and they're not getting to like you said they're not really getting to be creative right they're just trying to prove out the world do the that little Raz that I just said like but you're not good enough to be an artist I'm not doing that to upset people I'm trying to do that to poke them to inspire them to go be artists yeah I love the creatives I'm creative I love creativity but this is Madison Avenue yeah this is Corporate this isn't creative and like I think when you understand that actually gives you a chance to start the process of creative but every single creative agency is owned by a bank I don't think we talk about that enough like a like an inter a European Bank owns all of them yeah even the ones we think are independent by the way no [ __ ] are owned by somebody a censor owns droga yeah a centure yeah WP wired Plastic Products and by the way let me be clear cuz I think people are often confused when I talk I have a lot of admiration for the holding companies you went around and m& a all these little companies and created a multi-billion dollar company good for you but let's not sit around here I heard on one pass by in a meeting we're creating culture like no you're the culture is not being created by Madison Avenue nobody's seeing a television commercial and saying like that that's I mean I don't know honestly it's exhausting yeah to see how big the delusion continues to be and yeah I'm sad because what I see on the other end brother is when creatives come to our shop y from widen from 72 and sunny from droga from Crispen from Gray from all these iconic by the way I have a lot of respect for all these places it takes them like a year to almost like decompress I'm learned it they have to un it's hard because they're used to at especially at the senior level they're used to their opinion being Lord and I'm like I tell them in the interview process I'm like humility is the only way to win here talk to me about and I real quick I thank you for that but I want to say this not humility of be humble humility of like you're going to put your creative like you Johnny and Susan as the senior creative you're going to make an ad and it's going to go into social and when it gets 97 views you need to say I didn't hit it not the platform was wrong yeah or my somebody said to me my creativity is too advanced for humans they don't get me yet I'm like then you should quit because we're here to sell [ __ ] and if they don't get you then I'm going to fire you anyway cuz they need to get you cuz we need to sell [ __ ] yeah like go be an artist if you're an artist don't take a corporate job and act like a [ __ ] artist yeah and that that's a perfect segue to post Crea strategy I don't know if anybody in the like company holding

### [19:00](https://www.youtube.com/watch?v=1U_BfZU5x8s&t=1140s) Marketing that works

company advertising world is talking about post creative strategy it feels like we do strategy for months and months and months we create a piece of content we put it out there we hope for the best and we go kind of start that process again you're saying a creative makes something it gets 90 views that's when post creative strategy comes and more importantly and yes it also gets 100 comments yeah and when you read those comments from real life people you could start understanding what the customer thinks right I was trained in marketing in the trenches lemonade stands baseball card shows tables and at my dad's liquor store all I did was watch people why didn't they stop by my table and buy my baseball cards and why did they stop at that guy's thirdd table and then I would go look at what that third table when I was in my dad's store may rest in peace Willie Barnett he used to make the signs before I started in the liquor store his signs sucked cuz he didn't really want to do it but if he didn't my dad was going to yell at him so I started making the signs and my signs did better but and then they got better and better I was doing outdoor and print ads and in store marketing I learned how to make signs not by just writing what the price was but I would talk to customers I would listen to I would watch what word I would say to them that made them buy the wine and then I would put that word on the sign I learned in the trenches I became a copywriter to make the thing happen not to be fancy and win an award so I the destiny of how I got into this industry I was born to win in it because I learned marketing to drive the business to be consumer truth not to be corporate and so people humans it's human psychology you need to be a therapist psychiatrist you need to be a guidance counselor DNA to be great at marketing not a banker do you think you in do you think a corporation is able to act like a person now that CU it is made by a lot of people and you talk in your book a lot about like your personality and what you're it will find your audience and when it's a corporation it's a big team how do you do that as like a company that's a really good question I here's what I would say people have many different versions of themselves yeah Gary ve in Madison Avenue is obviously com like frustrated and trying to help change Gary ve at a Jets game is really frustrated but not in control all not in control Gary ve as a brother is a different animal and when I'm speaking to college kids as an entrepreneur different animal so I actually have a lot of different versions if you look at my content many Brands would struggle with it because it would feel offbrand because I'm doing too many different things I actually believe that's on brand because I'm meaning something to so many people that it creates scale so the industry wants to sell vanilla to everybody and nobody wants it and I'm basking Robins with every flavor for everyone and going up that's the best analogy you could have put you're you like that yeah that's awesome so basically what do I think even when a brand has 87 different people all of them can contribute to their interpretation of Prada of Vans of Mo at Hennessy right and I think those little nuances they'll be in the same general Park cuz they all kind of know what they're up to right they know they're selling a handbag or a bottle of champagne and I actually think all those nuances interpretations are good yeah um and to your point with the way the algorithms work now all those different pieces of content will find Their audience yeah and I think the biggest issue for Brands growing their business forget about creativity is they're not relevant enough to enough different consumer segmentations when Vans that your wonderful camera person is wearing right now when that brand was only for Surfer Dudes in California it had a business when it crossed over to being cool in urban Black America its business grew it now mattered to multiple people because everybody wants to be on brand and because everybody a creative lead wants to come up with a slogan and then wants to dictate to everyone exactly how it has to look how she or he sees it keeps it very limited I really think about it in a little bit of a way this is really going to be an interesting analogy I've thought about it a bunch but probably having my folks behind the screen triggered just now I actually think the way that the advertising industry wants to do marketing is like the Soviet Union they want to control everything from the beginning everyone's in jail stuck this is my way dictatorship and I think the way I see marketing is more like the USA which is there's Freedom until you [ __ ] up and then you go into jail I give my team plenty of freedom but if all the ads don't do well you're in trouble it's called Merit yeah whereas the way everybody else was I came up with this slogan and everything has to look like this and I'm going to control it and then that's why junior and mid-tier creatives hate their jobs literally this industry that you lived it is I'm going to eat [ __ ] for 25 years and get yelled out and get suppressed and get judged and all the bad [ __ ] just so I can get to the top so that I could do that to the people are you [ __ ] kidding me it's [ __ ] generational trauma 100,000 in Security in this business that's why it's just generational it's so F honestly one of the reason I thought I was going to be in this industry for like 5 minutes I don't know if you know this I thought I was coming here me and AJ were going to build this little thing quickly build a marketing infrastructure and then I was going to build a business on top of it and get the [ __ ] out I don't want clients yeah but two things happened one I realized I was going to build a massive business cuz everybody's not good at it and two I hate how unhappy everyone is and I'm like [ __ ] it if I build the biggest company in the whole industry and my people are actually happy I can actually change the whole industry cuz everyone's going to copy me and to that point to your last question I was walking last night home three kids who have a little agency in London with a camera roll up on me right I'm the I'm for that generation that right they're like they're mentioning we just hired a PCS like I smiled so hard we're inventing new vernacular and and they're like how do we get into this is the big guy you know they're like all about that and they just were joyous and like and when they were and they said to me they're like how do we break through to this I'm like by not even caring to break through these people are going to die do not Pander to them whether look they're not going to die cuz Corporate America and corporations are going to keep them alive yeah it's not that they're going to die it's just I was trying to tell those kids you don't want this yeah this is not what you think you want it cuz in the short term you want the money you may even want the awards but in the long term you will not enjoy it my favorite quot quote by the way in this

### [25:57](https://www.youtube.com/watch?v=1U_BfZU5x8s&t=1557s) How to really get your marketing message in front of people

book and I've just said it to so many friends in the last few days is before you can dunk a basketball you have to walk you have to learn to walk and not [ __ ] your friends it's my favorite quote maybe of all time and it's awesome and what which you know when we got rained out we got cancelled and they were like oh we just got to pack this up and I was like before you can learn to have B of basketball you just got to learn to walk and not [ __ ] your pants that's right how do you how does your if we can switch from like Brands to you yeah and your social media team is maybe the most dialed in thing I've ever seen Y how does that work what is that team like what is that process like it you know it's funny to see Dustin in the corner where you say that this is the best part of the humility we're dialed in but Dustin knows he knows where I'm about to answer we're not at our Apex right now I'm very busy trying to build Vayner X like very I'm building vriends in a really meaningful way cuz I'm really building that IP I have a kids book coming out in a couple weeks I have cartoons coming out in the fall I'm stretched the Gary ve brand by the way I've been pretty active with sign up for winx. com I've been very active in my uh in my dad's business more than like in the past like you know it ab and flows like everything with me so right now Gary ve is like fourth fifth and I'm like actually honestly my personal life like I'm spending more time on so like the time I'm spending on Building Gary ve is lower and I'm feeling the effects a bit and a lot of the talent on my team has gone to vriends or within vayer X so Dustin Sid and I and a couple of leaders like we're we actually are probably in a good mood right now cuz I think you know until you another quote I think about it like you can't fix something you can't see yeah and so I think last year or so it took me about 6 months to see like oh [ __ ] I'm feeding everything else with this machine now is I got to pump it back in and so but the way it works is we film content at scale and then we post produce that content for the platforms it's not like there'll be and there'll be times also yesterday I signaled to Dustin in the middle of an interview like this he knows what that means I'm going to want that clipped we're obviously looking at all the new AI tools like can we ingest all the raw footage and see what it pumps out we're thinking about this constantly how big is that team fluctuates between 20 and 50 people got it um 20 to 50 full-time employees just on my personal brand content for social so think about when I talk to the biggest brands in the world this morning Airlines alcohol I'm sitting with them all day to and they've got three or four people for the whole brand you know what insane that is yeah I'm a single I'm a little [ __ ] one dude yeah and I got 20 30 40 full-time employees just for social media creative and the biggest airlines in the world the biggest beer brands consumer brands in the world they have three four five people Max the amount of money they allocate these are trillion bit multi-billion dollar companies I'm a pimple on the pimple ass of them and I've got more allocated money to building brand on social than they do that's insane that makes absolutely no sense they're probably spending more money on like they're probably spend $40 million on media and buying people's attention instead of earning people's attention but this is the misnomer they're not buying people's attention they're they have the they think they're buying people's right these are like important nuances Gary we spend 100 million Mill million dollars media I'm like and where'd it go if you're spending it on potential reach cuz they call it reach and frequency but it it's not actualized reach if I go give the greatest keynote of my career in the middle of that ocean later with nobody around it doesn't mean [ __ ] some of the best onliners and clips I've said in the shower I'm like oh I have to remember it gone and that's it I didn't get 10 million views nobody was there they're running ads digitally and on television and on Billo boards and on radio and all these other places that are not being seen of course some when people hear me they they misunderstand me I'm not talking in absolutes yeah of course do I believe that some of you have seen some commercials of course but is the math worth it like what if you spent that $80 million on media and $20 million on creative and spent $100 million on Facebook and YouTube many more people would see it in the book you actually talk about how Super Bowl ads are great like that buy is worth it the best deal

### [30:28](https://www.youtube.com/watch?v=1U_BfZU5x8s&t=1828s) Are the Super Bowl ads slots underpriced?

in the world by the way like I my company's Global I'm talking about everything in the world the number one ad is the Super Bowl in America 120 million Americans engaged AI want to watch the 30second video and watch it yeah I'm really good at what I do really good and I can't take a client's $8 million and use Facebook and snap and Linkedin and YouTube and influencers and podcasts I can't get them $130 million people to watch 30 seconds yeah the same 30 seconds and it feels like we're not watching the same 30 seconds everything that this world wants still exists in one narrow place the Super Bowl the problem is it's a selfish industry they make an ad for them to win an award and get new business not an ad that sells stuff for their client which is why more clients don't do Super Bowl they've had too many bad experiences where they've spent the money the media was a good deal but they wasted the money on a celebrity video that was done for the creative agency not for the brand they have teasers for the Super Bowl commercial which I think is wildly funny there there's so many things that are funny yeah um but yeah I mean I think these are the themes that excite me and to the point and I really appreciate you telling me that story we were taught to hate you what's fun now is it's I'm on the other side of this by the way this happened to me in the wine business when I started Wine Library TV in 2006 the industry did not like it they thought it was silly I wasn't respectful I wasn't wearing a suit I wasn't a Som I wasn't I wasn't and I kept telling them at the wine spectator event in Midtown Manhattan at wineries I kept telling them one day I'm going to be gone and you're going to see and when I left and went to the advertising industry couple years went by and then food and wine or wine I don't remember wine and I think it was Wine and Spirits magazine they wrote an AR article of like basically was that was like we miss Gary ve and the article was he was creating wine drinkers out of thin air of young people when the industry needed young wine drinkers and all we did was sit around and [ __ ] on him because he called it like bubblegum instead of the word we wanted and he was more New Jersey than he was [ __ ] can and then I left and that was it and honestly I feel like the same thing's going to happen here there's going to be a day within the decade where I won't be here dayto day cuz I'm going to be on to something else that's more interesting and important to me and everyone's going to sit around and the brands the agencies are going to be thrilled can I have your yacht then you sure can just like in the wine business the my competitive wine stores are thrilled that I'm gone but the wineries and the industry aren't and here the same thing will happen the my competitors the agencies here they're going to be pumped I'm a lot to deal with the with the cander and aggressiveness that I come with but who's going to be upset is the Brands because they're not going to get the benefit of the pressure when people hire Vayner media they not only get Vayner media every other agency that's in the mix changes out their entire team cuz they know I'm coming for [ __ ] real so miraculously when we get hired miraculously oh we're going to just switch out some people on our team no you're not you're taking your a players that you have on your side and you're bringing them and moving out your B players that you've been using to get margin on the client because you know I'm not [ __ ] around I'm coming to take your business it also feels like you have a point of view and very few agencies have a point like because everyone's it feels like professional basketball like this player is here now and that person's here now it's just kind of the same it's by the way now being transparent and vulnerable on my side it's my biggest challenge cuz everybody else plays a different game it's very hard for us to hire because we're hire I'm paying people to train them for a couple years yeah like it's a challenge completely uh different topic what do you think about shoppable content obsessed yeah that's by the way

### [34:27](https://www.youtube.com/watch?v=1U_BfZU5x8s&t=2067s) AI and Commerce

this is going to be shoppable and we're going to sell you both thank you upset I mean China showed you yeah like what I talk a lot about virtual influencers now it's going to be a big deal and people are like no I'm like just look at Japan yeah like I don't know how people are so like it's by the way that by the way if I may that's how I think about marketing everyone's like Gary I'm this stuff no it's I'm like do you watch what's going on with Prime energy do you see poppy do you know what beables is like now has a problem cuz I have examples of kids starting multi-billion dollar Brands doing what I'm saying and you can buy if it felt like you could watch the Papa John's commercial and then you have to get off the number and call po now you can just click the commercial and you got the pizza well now you're talking why Amazon's going to build such a monster Amazon Prime and Amazon is a monster that is going to unleash on the world that's going to be gnarly you're going to watch shows and everything's going to be shoppable you're going to watch a show on Amazon Prime a new Emily let's say they do Emily and Paris instead of Netflix in 5 to seven years as the tech stack gets done and it's consumer Behavior you're going to literally be watching Emily in Paris and you can pause the screen and buy her hat on Amazon in two second it's going to be no friction I'm going to be watching the Jets on Amazon Prime and when a player a new rookie makes a great play and I'm going to buy his jersey on the spot it's going to be frictionless so and then obviously Tik Tok is going to do that and so yeah shoppable is going shoppable content because now you have ai image recognition yeah like the image recognition is going to know everything we're we like you have really nice green pants on you have to have really crazy technology to know which brand this is that's coming and you know how subtle it is this could be any [ __ ] brand and for the technology to know no by the stitching like you know insane that is that they're going to be able to map that and somebody can buy those green pants in the middle of this podcast it's [ __ ] profound and also content being made right that's like there is content there is shoppable moments in there but being content being made for shopping like this like QVC yes but I would say that what's going to be cool and this is how I think about marketing Vayner media is a creative a yeah we just have social embedded into the batter of our it's the ingredient right yeah it's not over here that's what's going to happen with shopable at best I think that when you I him when we all create in 20 years you're just going to know that it's shoppable right now none of us know that when we make a video we don't think it's shoppable right in 20 years we're all going to know this is all shoppable so miraculously we might be sitting on different chairs yeah right cuz these chairs might be sponsored by somebody that wants to [ __ ] sell these chairs it's going to change everything or we've made the chairs just for this to see if it works and if it works we can make more CH or when you get big enough and you have a big enough platform if you're I'm instead of me getting $10,000 from A Chair Company I'm going to start my own chair brand cuz I have the attention I'm not going to rent I'm going to own yeah I lived it I did wine shows to sell wine then I created my own wine and I brand and I sold it to consolation yeah last question you said in a podcast

### [37:52](https://www.youtube.com/watch?v=1U_BfZU5x8s&t=2272s) Starting a wine show

that you were deciding between making a wine show or making a show about the Jets yes do regret not doing the other one desperately you think you I have a fun fact oh here's a fun uh would I no I think wine was a broader no I had the advantages of having the wine I learned like the jet show would have been fun and by the way the fun fact of fun facts my brother's the first flogger in our family I was thinking about it and then I told AJ he was a freshman at be he was just starting said AJ do me a favor start making this Jets videos called a jets tv and so he actually did it uh and then I a couple months later I started Wine Library TV with the Jets thing it would have had the same passion I would have definitely been a sports announcer if I wanted to all that but what I had with Wine Library was I could see what was happening you know prior to Wine Library TV everything I did as a marketer from my dad's store I had to spend marketing money to make it happen I'd have to buy a full page ad in the Star Ledger or the New York Times and then I would have to do good creative Silver Oak at this price to make it work YouTube was the first time that I was doing something where I didn't have to pay a penny I was making content and I was seeing the sales on the back end and so it I was able to learn a lot with Wine Library TV because I had an e-commerce and retail store because it wasn't just it was selling on wine library. com I was working the floor and on Saturday somebody would come in and say hey do you have that Pino greed that was on Wine Library so I was understanding its effects in the trenches straty which became the foundation of building this thank you for writing this textbook and call it a textbook because I like that the format

### [39:29](https://www.youtube.com/watch?v=1U_BfZU5x8s&t=2369s) Day Trading Attention

is wider it's supposed to be a textbook and it felt like I was reading just a book and it I really appreciate that you how deep you go into explaining how to do like I feel like this interview is fine I feel like you can learn everything you need to know about this industry in a real way in this so thank you for writing it you know I appreciate it and I think as a creative and you know it's funny and I could feel your energy on this and this is what I want to say you could watch this interview I always I say this a lot with my folks you find what you're looking for there's a lot of people that could watch this interview and this goes to the book this is why I'm saying this you could watch this interview and be like uh Gary's just [ __ ] on or you could see it that way that I'm begging you to be happier and make good creative I have literally this book has built a $300 million company for me my company when they saw this book were like what the [ __ ] are you doing you're giving away all the secrets I wrote this book for the industry to do it this is the book that has built our company and I went in deep it's a textbook I'm not just saying do social media I gave you exactly what to do this is how insane this is I am so confident that this industry is about politics not about work that I literally am giving them what to do and I know they're not going to do it but I hope some of the creative directors that are watching do you know that Mike's Mike the founder of liquid death the day before he started liquid death worked at Vayner media I want that I want every single person that works for me at Vayner media to quit and build their own business on this let alone everybody else in the industry I just hope people hear me yeah well I really hope people do and I hope people buy this book off this book thank you so much thank really thank you thanks man that was fun

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*Источник: https://ekstraktznaniy.ru/video/16886*