01:56:51 · John Coogan, Arthur Querou, Ice Cube, Jordi Hays
[01:56:51] S0: So how do we make money off of this? How do we make money off of this? I have a d to c brand. Am I gonna use Walmart Audiences to grow my brand? How how do I profit? [01:57:03] S8: Yeah. So, basically, this is some kind of a meta advertising moment. Yeah. Walmart Audiences... So, you know, Walmart has half a billion, SKUs in their catalog. [01:57:12] S4: Yeah. [01:57:12] S8: And now all these buying signals, whether it is people who have intent to buy or people who are regular buyers of product, you can target them based on what they've bought directly on streaming TV. Mhmm. So that gets, like, hyper precision for performance marketers. Our mission has always been to transform TV advertising as an acquisition channel for performance marketers, and now it's even more real. Yeah. So it's super, super exciting. This is the first time in history that TV is so enabled by commerce signals. So if you're... If you have a DTC brand, you can now target, like, competitors' product, those kind of things. It opens up to tons of crazy and super cool use cases for TV advertising. [01:57:49] S2: Yeah. Very cool. Yeah. There's, like, a bunch of companies that I'm gonna send this
01:57:49 · Jordi Hays, John Coogan, Arthur Querou
[01:57:49] S2: Yeah. Very cool. Yeah. There's, like, a bunch of companies that I'm gonna send this [01:57:52] S0: How excited are you about... I know you probably can't speak specifically for Walmart's strategy here, but just you're on the team that's open for business in the AI agent to commerce era, and it feels like there's clearly a world where you're doing connected TV advertising. You see something. There might be a QR code, but it's a lot easier to text your agent, go buy that for me, and Walmart's open for business. Is this exciting for you? I don't... I I... I'm not trying to get a scoop. Know you're not [01:58:23] S8: gonna be very exciting. What I what I what I can say is that AI leadership is led by Daniel Denker. [01:58:30] S0: Yeah. [01:58:31] S8: And so it's super exciting to have someone so experienced, so knowledgeable on the on the topic. I know Walmart released their agentic profiles to open up agentic commerce a few days ago. [01:58:43] S0: Yeah. [01:58:44] S8: And so that shows the kind of vision they have and super cool ambition they have around AI in general and being part of such a such actually a tech company. I think this is what the most surprising thing about Walmart, it's a tech company at the end of the day. [01:58:55] S0: Yeah. Yeah. No. Totally. [01:58:57] S8: And so being part of them is really awesome.
01:58:57 · Arthur Querou, John Coogan
[01:58:57] S8: And so being part of them is really awesome. [01:59:00] S0: Yeah. It feels like there's probably a lot of interest. Like like, Vibe is a very tech native company, like a true startup. Right? And then you go into a company that's, you know, very old, but it has leaned in, especially in the AI agentic commerce era. Are you having opportunities to merge different teams or do little sprints with folks from your team that might bring some fresh blood to a Walmart team, hop in a group, and discuss what you're seeing from your perspective and merge that with them and bring that. Has that been one of the add ons of the acquisition? [01:59:35] S8: Absolutely. Absolutely. We... So right now, we mostly work with the Walmart Connect people, [01:59:39] S0: which is [01:59:40] S8: the advertising division from Walmart. [01:59:41] S0: Cool. [01:59:41] S8: This is exactly what's been happening, and we share our best practices. They also have, you know, a lot of power behind them and firepower, so we kind of merge that. And it's, like, it's super exciting right now. And they have been really thoughtful about how to integrate the company and not just tell us, like, you're now part of Walmart and you work the way we do. They're more in the way of, like, help us transform the company, so it's crazy exciting.
01:59:41 · Arthur Querou, John Coogan
[01:59:41] S8: This is exactly what's been happening, and we share our best practices. They also have, you know, a lot of power behind them and firepower, so we kind of merge that. And it's, like, it's super exciting right now. And they have been really thoughtful about how to integrate the company and not just tell us, like, you're now part of Walmart and you work the way we do. They're more in the way of, like, help us transform the company, so it's crazy exciting. [02:00:06] S0: What... Take us through, like, the the overall health of the TV because we're we're we're all watching Google earnings today being, oh, the the the the the default bear case of, like, people are gonna stop searching. It's, like, sort... People are sort of feeling that today. There's obviously people a lot of lot of time on their phones. The iPhone Duo gives you even more screen for more screen time maybe. But is TV still growing? Is it still dominant? Like, what metrics do you use to ground the conversations that you're having at Walmart around how much you should be investing in connected TV generally? [02:00:42] S8: Yeah. What's funny is that there are two worlds in television right now. There is the big advertisers who have always been on TV. They all pretty much moved their dollars, their advertising dollars from linear and cable TV to streaming TV and are still in progress of doing that. [02:00:56] S0: Sure.
02:00:56 · John Coogan, Arthur Querou
[02:00:56] S0: Sure. [02:00:56] S8: But this is not much a given, and this is not necessarily, like, the biggest growth momentum that TV... That streaming TV is seeing because it's Mhmm. At the of the day, it's still the same dollars. But what we're seeing and what we've been leading is that new market of smaller brands were wanting to scale outside of just, like, search and social. They wanna do more, and TV has the reach. TV has the targetability, especially now with, the commerce signals. It has the measurability as well, which which has been the big issue of television, for years. And so now everyone, in DTC, in performance marketing in general, is starting to realize that, oh my god. There is reach. I can spend a lot of money and I can get a lot of performance from there. So they are putting more and more money and this is where the most of the growth from that market is coming from. [02:01:40] S0: Are you talking to early stage founders? I mean, I I remember there was someone on a podcast who was like, if you only have your first million dollars to spend, you gotta do it on meta or whatever, which is sort of like, you know, the default D to C playbook. But how early are you seeing founders and entrepreneurs who are starting, like, a small Shopify site and they just wanna get their first customers? Are they coming in as soon as they're spending $10,000 a month on advertising, a 100,000? Like, what is the sweet spot to sort of get into this market? [02:02:12] S8: I'll put it differently. When you start advertising Yeah. You should focus on capturing the high intent.
02:02:12 · Arthur Querou, John Coogan, Jordi Hays
[02:02:12] S8: I'll put it differently. When you start advertising Yeah. You should focus on capturing the high intent. [02:02:17] S0: Yeah. [02:02:18] S8: So this is why Google has been so great. This was Meta. I I... Has been so great as well. Yeah. And TV was liking that a bit. Like, even if we do performance, it was for a later stage when you had maxed out search, when you had maxed out social, [02:02:31] S0: and this [02:02:31] S8: is why we're so excited about today's announcement with Walmart Audiences because we have that super high intent. If you sell lipstick, I... You can now target [02:02:41] S0: I mean, have reps. So... Sorry. [02:02:44] S8: The the intent is here. The intent is here and you can target it. [02:02:47] S0: Yeah. That makes a lot of sense. Well, congratulations on [02:02:50] S2: the launch. Amazing launch. [02:02:51] S0: Yeah. Great to catch up with you. [02:02:52] S2: Yeah. I'm gonna send this to at least a few founders that I think should get on it. For sure. Big big breakthrough. Yep. [02:02:58] S8: Yeah. Please do. Thank you so much, Have [02:02:59] S2: a great rest [02:03:00] S0: of your day. [02:03:00] S2: Nice to see you.