Ideally, a viewer would sit transfixed through every ad but that rarely happens. But for all other TV programmes Vaynerchuk maintains that even when the tiny audience for network TV does tune in, as soon as the ad break occurs the whole audience reaches for their phone and tunes out from the commercial messages targeting them. Tempting but pointless. In the five years between 2011 and 2016 the big digital firms like Amazon and Apple have steadily increased their investments in TV advertising. Facebook for that? Once you add proper data like that to the picture Vaynerchuk’s argument is not just disproved, it’s shown to be ridiculous. Since advertising began almost everyone has claimed to avoid its impact. Does Vaynerchuk’s approach work if the target audience is made up of 70-year old high-rollers who use the internet but don’t touch Instagram? Here is my take. The post Mark Ritson: Gary Vaynerchuk is wrong, wrong, wrong, wrong, wrong about media appeared first on Marketing Week. With the notable and bizarre exception of the Super Bowl, Vaynerchuk is convinced that literally no one is watching TV anymore. Second, TV advertising’s place in generating the best ROI and providing the most substantial contribution to profitability is unequalled. Multiscreening is not the arch enemy of TV advertising; it’s her sidekick. Mercedes Benz recently doubled down on a major new TV campaign in America called ‘What Makes Us’, in which six 30-second TV spots show off the different Benz models with each highlighting one of the company’s brand values. One other potent reason for the continued survival of TV is that its advertising revenues continue to hold up relatively well in the face of repeated predictions from the likes of Vaynerchuk that they are about to fall off a cliff. His millions of followers across LinkedIn, Twitter, Facebook, YouTube and Instagram – where he is known as Gary Vee – mean that more people learn from Vaynerchuk on a typical day than the combined total of students who settle down for a marketing lecture at the universities across the planet.
No-one has worked harder or proven more adept in building a personal brand and public company.
Consumers are already holiday shopping online. How do you counter empirical data with personal anecdote? No such mix is even countenanced. Ignoring the amateur hour that goes on at every Gary Vaynerchuk event for a second, we have a mountain of data to show that marketers are far more digital and social while far less likely to go home and turn on a TV than the average consumer. Imagine that. Coke’s senior insights manager for Western Europe, Adam Palenicek, told Marketing Week last year that his employer was “not particularly doing that brilliantly at the moment” in transforming its content for digital.
It is unwelcomed, unwanted and it interrupts the high-involvement content we chose to consume. Even Facebook makes the point that its advertising works well with TV advertising, for goodness sake.
Rarely are incumbent media like radio (despite his claim above) or cinema completely destroyed and replaced by a new medium. What the second screen removes in terms of attention, it often returns in physical proximity and aural availability. To be clear, this data does not show that TV is better than Facebook, or Facebook better than TV. Note I will not take issue with the personal brand or motivational aspects of Vaynerchuk’s content. Back in the early 80s there were a lot of Gary Vaynerchuks predicting the certain death of cinema given the arrival of VHS movie rentals. It is the media nonsense that I focus on here. And as usual he is making a splendid and entirely evidence free speech somewhere in the world about himself. They drop shadowy hints that something is going on with measurement bias. How Lexus programmed a machine to write the world’s first AI-scripted ad, YouTube SEO: Top Factors to Invest In - Whiteboard Friday, 10 Basic SEO Tips to Index + Rank New Content Faster — Best of Whiteboard Friday. If you had stopped an ancient Greek on the streets of Athens in 800 BC he would have claimed to look away as he passed the posters that surrounded the temple.
Are you ready? I hardly watch any TV of any kind. Why would anyone pay triple the price to drive to a cinema to see a movie you could watch for less, in the comfort of your own home, when and how you wanted to? Media changes with the decades and so do the thought leaders that represent and promote them to marketers. Importantly, multiscreeners exhibit slightly higher ad recall than viewers who engage in other advertising avoidance activities. First, if TV ads are such a waste of money why would the likes of Google and Amazon need to spend so much on them? Ogilvy made his own personal narrative as absorbing as anything he prescribed for effective print advertising. Multi-screening viewers might turn their attention to the small screen in their hand, but they stay in the room with the ads playing (in the background) for significantly longer periods of time than many other viewers. That’s certainly an arousing advertising prospect, but rarely the reality of even the most effective campaign. They aren’t strategies, of course.
It would mean Ipsos Mori, BARB, Nielsen, Channels 4 and 5, ITV, BBC, Sky, the IPA and a host of similar organisations around the world are all in on a global data conspiracy; and that only Vaynerchuk and Facebook, those paragons of empirical accuracy, can be trusted. This is a recommendation to absolutely spend all your marketing budget (aside from your Super Bowl ad of course) on these two channels and on nothing else. Because these social media sites are advertising marketplaces this means that over the next three years the CPMs will go up and smaller players will be unable to compete as they do today. Talk to their spouse. It’s therefore highly appropriate that, in this age of Facebook and social media, the most influential media thinker of our current age is Gary Vaynerchuk.
Unfortunately, I do know who Gary Vee is.
If you asked me if I have sex with my wife I would agree with that too. As Gary Vaynerchuk continues to dominate much of the debate on marketing around the globe, our branding columnist suggests he is wrong – repeatedly – about the respective value of TV and social media. Around 80% of British adults claim to multiscreen and we have no reason to doubt them. But that does not mean we are at it every evening, non-stop. And they are meant to know that. In fact, there appears to be a clear correlation between more channels and more effectiveness in most cases. When viewers do, as Vaynerchuk suggests, whip out their phone during the ad breaks guess what they don’t do? Twitter; Facebook; LinkedIn; Sign in. Mark Ritson: Gary Vaynerchuk is wrong, wrong, wrong, wrong, wrong about media. Wunderman’s clinical approach to media was reflected in the way he promoted himself and his firm.
Clearly the new generation of video on-demand (VOD) options are increasingly popular but TV in both its live and playback formats remains dominant for most British people. I’ve tried in the past to suggest a public debate but my requests have been met with (amiable and respectful) rejection and the suggestion instead of a pleasant glass of wine. If you are at an office or shared network, you can ask the network administrator to run a scan across the network looking for misconfigured or infected devices. If Vaynerchuk has the budget he would choose just three channels and then double or triple down on them with his media investment. Is course correction possible or even preferable when you are making so much money talking nonsense?
To be clear, his recommendation is not to include Facebook and Instagram in the mix. From Burger King’s CMO dishing out a lesson in creativity to Patagonia challenging consumers to stand up to climate change deniers, catch up on this week’s biggest marketing news. In reality, however, picking up a smartphone is not the end of effectiveness as Vaynerchuk portrays it. It also shows that Vaynerchuk has no clue what he is talking about. Twitter provides a suitable comparison point. If Vaynerchuk remains intrinsically focused on promoting Facebook and Instagram as the ideal channel mix, he takes the opposite view of TV as an advertising medium. Password. If you are on a personal connection, like at home, you can run an anti-virus scan on your device to make sure it is not infected with malware. First, there is no evidence that media like outdoor are losing out to social media.
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