STORYTELLING IN 2017 - DAILYVEE SEASON 2: PART 4 OF 6

i day trade attention there's plenty of time get [ __ ] done I'm gonna make Monday morning my [ __ ] one of the things that I need to expand on in a 20-17 marketing conversation is the variable of Facebook creative in its ROI something that is I'm tapping into is that 90% of digital execution is garbage and so I think a lot of people hear me talk and they don't hear that I say do Superbowl because I think it's under placed attention i day trade attention I stand here today as a marketer that trades attention and I believe that the number one deal in marketing today is actually a Super Bowl commercial it's six million dollars but the entire country whether they watch it on YouTube or during the game will know exactly what you're up to now most people [ __ ] it up because they try to make some funny video for 30 seconds and then we forget but that is to me the number one play I think they don't hear me say do live read I Heart Radio because radio is under priced and I think what they do here is that Facebook is magically going to work because it's under press attention that is true Facebook will give you the best that bat in my opinion to hit all Americans at the best price the problem is the creative if it's a shitty kind of blurry picture if it's a picture from a print ad if it's a video that you use as a pre-roll advertising or a video that you that was actually your TV commercial you're gonna lose so the elevated conversation that I need to force myself into and my audience and as a matter of fact right now if I can get approval d-roc your charge from some of our clients I'd like to clip in some of the creative we've done at Vayner for them that I think fits that mold last time treading water oh sure because let me tell you start quitting now you'll quit the rest of your life and what does never win and what has never published soccer is the one sport that I love to do but I'm not 100% sure I'd want to play anymore part of me feels like I'm different from others and that I shouldn't be doing things that I love because I was born without fingers on my left hand he is just like everybody else but Dawson is having his doubts about soccer he helped his team get to the finals and he was benched before the championship game maybe I wasn't meant to play this maybe they are right that I'm not good enough to do it the number to play in the world is Facebook video because I believe that Facebook video not confined to 30 seconds has the ability to build enormous awareness vaynermedia had a very special thing happened last week I don't know if any of you guys caught this but when the Cubs won the World Series we ran who's from Chicago finally right [ __ ] 108 when the Cubs won the World Series we ran an ad after the World Series first it was Nike then it was us and we brought back Harry Caray from a classic 1984 commercial and that went big next day we deployed a two-minute plus video where Harry Caray we took 30 years of him calling games and chopped it up and had him over two-minute video call the final out of the Cubs winning the World Series already bouncing ball throw that's the work we need to be talking about more because the creative is the variable once you have my attention you've got to get me excited to buy your thing and we have not had enough conversation in the marketplace around the modern Facebook commercial this 1 2 3 4 5 minute video that is a story that is compelling people to get excited

about a product or service or mission this is now the television and the television is now the radio and Facebook and Instagram and snapchat are ABC NBC BBC and Sky and whether you're a startup or a b2b company or a contra preneur or a corporation you need to figure out how to make the best shows on those networks I feel like I've even been too general and I will push harder much harder to make sure that people recognize how important that creative is and that's when you know just friendship hopefully is spending more money on television and I'm just sitting here saying ok they definitely could have done better if they put all that media money and to tell them into Facebook I just genuinely believe that but I was like but why would television work better than Facebook if that was a bake-off and the answer is even though it'd be still gonna be a crappy 30-second commercial it isn't absolutely true that they could have made a very crappy even crappier commercial video on Facebook and then that would be the reason that television could outperform Facebook in a here's four million dollars bake-off the creative is the variable and that debate and our attention to the good creative and the great videos that drive business results needs to absolutely happen for marketers big and small to be successful in the new environment