The Ad Mix Is Changing. So Will Your Bookings.

hey there it’s David H Lawrence the 17th
and I want to kind of peer into the
crystal ball in this video and take a
look at what advertising is changing
into in terms of a mix of purchases
because it effects what we do as
voice-over talent on-camera performers
some of us are copywriters some of us
are producers of content you know when I
was growing up in even my kids when they
were growing up throughout the 60s 70s
80s 90s into the early 2000s the number
one category of ads spending was always
television the second one was usually
print or radio or both a little bit of
outdoor very little internet income
through the 90s and then things really
exploded now to the point where if you
look at that chart the internet by next
year or a year or two beyond this is a
chart that might look at twenty twenty
one as we record this the internet for
the very first time is going to be
commanding over half of the advertising
budgets of all of the big ad agencies
and all the big brands around the world
number two with only 27% or about a
quarter of it would be television and
then Outdoor has changed a great deal
mostly because of live billboards you
know led kind of billboards and then
further on we have newspaper radio
magazines and then at movie theaters and
cinema but very small percentages so
what does that mean for us as performers
well what it means is that class we’ve
been teaching that course we’ve been
teaching in the vo Heroes curriculum and
vo to go go before that for years on
digital stuff is even more important
only so that you understand how your
stuff is going to be used and where it’s
going to be used and why the copy is the
way it is in terms of knowing where
people are listening to your stuff you
know before we would modify copy based
on the fact that most people we’re
listening in automobiles
or they were watching television at home
but now it’s Internet it’s mobile
devices at smaller devices meaning
bigger bigger fonts that they’re using
for titles different calls to action and
we cover all these things in the courses
but even if you’re not somebody who
takes class with me or that I coach you
still should be aware of the fact that
your job is going to change a little bit
over the years how you approach copy is
going to change a little bit how you
imagine who that one single person that
you’re talking to your audience of one
is going to be receiving your
information and what they’re going to be
able to do about it this whole business
of repeating phone numbers a million
times or click or call you know things
like that you know it just it’s not
gonna be that way there are going to be
different calls to action there gonna be
different approaches to that everything
is changing and I just want to make sure
you’re aware of it and it’s gonna get
different more different if that’s
possible
after 2021 as new devices are created
new channels are created we talked about
smart speakers in this series earlier in
the year that’s gonna change things a
great deal how you’re prompted to order
things from places like Amazon and
Walmart and other places everything’s
changing it’s a fascinating time to be
alive and I want you to know about it
tell me what you think about this is
this something that scares you is this
something that makes you really happy
it’s just something that you’re already
engaged in are you already reaching over
and saying hey smart speaker name goes
here whatever that happens to be get me
give me a new a new order of Tide
detergent is that what you’re doing
these don’t know I really like to know
how deep you are into this and what you
think about the fact that this is going
to be changing for you if you’d like to
do so leave me a comment below watch
this video on vo heroes com if you’d
like to get on our list and find out
when the the videos come out and what
they’re all about we’re doing a new one
every day for the rest of the year
there’s a box even further down on the
page that says get on the list and I’d
love for you to do that I’m David H
Lawrence xvii I thank you so much for
watching and I’ll talk to you tomorrow.