Native Storytelling with Mashable

this is Adam Ostro the chief strategy officer at Mashable I'm here with Gary vaynerchuk who is CEO co-founder of Vayner media Gary welcome to can thanks man how are you good uh so we have some exciting news together today you guys are a launch partner for our new lift part lift platform for brand Partners tell us a little bit about why you're excited about it and how it fits into what you guys are doing well you're one of the few people that I think actually know what they're doing so that starts the uh the interest level at a high point we're also very focused on the reality that you know banner ads and pre-rolls are not things we at Banner media are excited about we're not excited about intrusive advertising we think the native advertising thing is quite interesting uh we think that the demo that reads your platform your website expands outside of just industry folk which I think has a lot of value for the brands that we represent and so at the end of the day for us at Vayner media you know I come from a retail background so like I love being a can and I love lions and I love like Awards and information and you're cool but what I love way more than that is selling stuff and I think that you know your media Outlet allows Brands to reach actual end consumers at a scale that a lot of places don't and to me ultimately that's what kind of pushed us over to the edge of the thousands of opportunities we have that this one made a ton of sense now you're always talking about content and the needs for Brands to create content talk a little bit about why content is so important to Brands today content has always been important if you don't know how to tell your story you lose so whether it was content in direct mail or on the radio as a pre-roll or as a soap opera for you know a consumer packaged good that invented the genre content has always been here us youngsters I like to throw myself into youngsters us youngsters want to make content this new thing it's an old thing I think what's happening is that content is finding its way around being a little bit more inter weav instead of necessarily forc down your throat during a pause and so I think we're in the Golden Age of digital avoral um much more than it's content I mean content is the cost of relevancy in today's society so we're trying to storytellers is so for vayer it's been a lot about creating micro content on social networks and then finding long form content Partners like you guys and it's funny even as I said that I I'm imagining somebody watching right now and saying Mashable is long form blogging is long form um it's but that's how we think about it we think the world's fast we think it's add and for us you know this amplification really matters because at the end of the day you know we have to rely on the community that we have on these social networks to amplify when we can find Partners like yourselves that can give that extra push off the gate that starts getting interesting when it's done in a way that actually is native to the way people are reading your platform instead of over here or before I watch the video that becomes even more interesting so that's why this fits so well for what we're excited about