Marketecture: Get Smart. Fast.
00:22:29 · Ari Paparo, Chris Harihar
[00:22:29] S0: Does this really annoy the people who work for you? Like, are your junior employees like [00:22:33] S2: all the Aristotle when I when I tell them about these things. I'm like, I have this great idea, guys. [00:22:38] S0: Oh, I thought you had a picture of him in your conference room and stuff. [00:22:42] S2: You know, who was it? Carlos or Carla... Car... The the person from Open Fortune. Carlos. Yeah. You know, co opting fortune cookies. I just co opted Aristotle. I'm like, I came up with this great paradigm, guys, and this is what it is. [00:22:54] S0: You gotta you gotta put, like, ads in the in the baklava. [00:22:58] S2: Like, we've had a lot of white guy... You know, white guys taking things from from from brown people. I'm a brown guy who's taking something from from from a white guy. I'm... And I'm [00:23:06] S0: Feel free. [00:23:07] S2: I'm co opting that. [00:23:08] S0: It's all good. No. Let... Let's do a little... I'm sorry to interrupt. Let's let's do a little lightning round. I'm gonna ask you a bunch of Sure. Kind of quick PR questions, and Yeah. Let's get some relatively quick answers because we're coming up on time here. Sure. What's a... Quick question. What's the best way to stand out? [00:23:23] S2: Best way to stand out is with research. I think b to b b to b companies research, I think, really can carry the day and and help you help you be unique and and, you know, punch above your weight in many ways.
00:23:23 · Chris Harihar, Ari Paparo
[00:23:23] S2: Best way to stand out is with research. I think b to b b to b companies research, I think, really can carry the day and and help you help you be unique and and, you know, punch above your weight in many ways. [00:23:36] S0: Totally. Love love seeing data in the press releases. How do you feel about Joe Zappa's approach, which is the CEO should be out there in social chopping it up? [00:23:45] S2: Joe is is... He's exactly right. I think he he was one of the more prescient, I think, PR people on understanding that the need to have your execs in the mix. I will say though that we've almost over indexed on that where, like, every exec is saying stuff. We also have AI where they're saying stuff that ChatGPT told him to say. Yeah. And there's a lot of slop out there. And so I almost wonder if we might see a reversion back to sort of not building in public and being a little bit more, you know, discerning about what you might go to market with or post because, you know, it's just like there's a lot of slop, unfortunately. [00:24:23] S0: Related to that, is there any value to the corporate podcast that gets like five listens?
00:24:23 · Ari Paparo, Chris Harihar
[00:24:23] S0: Related to that, is there any value to the corporate podcast that gets like five listens? [00:24:28] S2: As someone who has a corporate podcast that hopefully gets 10 listens, No. I think creating content as a means to building an audience is important. And so you might create a podcast as, you know, five listeners on Apple or whoever, but you might clip that content and, you know, use it across your social accounts where you might be able to build more of an audience and so I think, you know, content in service of finding and creating an audience is always good. [00:24:59] S0: Do press releases matter? [00:25:01] S2: Press releases still matter, mean at the end of the day, so it's interesting in the in a GEO environment, it feels like press releases actually matter more than they used to, where AI search is is often surfacing content and insight from press releases. But honestly, lot of reporters still say, can you send me the press release? Like it's very it's a very, you know, tactical back and forth after you pitch a story where it's like, you know, I just need the information, a press release. And if you send a blog post, honestly, sometimes they don't view it as, like, an official document. There's this weird thing at play, like, this legacy of press releases that continues to haunt us all where we have to draft a press release. [00:25:40] S0: What's the most the most go to event on the calendar for executives?
00:25:40 · Ari Paparo, Chris Harihar
[00:25:40] S0: What's the most the most go to event on the calendar for executives? [00:25:46] S2: Oh, go to event in the space? I do think that the Marketecture events Oh, yeah. Very I'm biased here obviously. You always got to speak to your audience. No. No, but I do think that the Marketecture events like, know, have become really important for folks in our community and ad tech community where I I actually see less sponsorship, less attendance for, you know, some of the more legacy events in the space, which you guys, you know, watch out everybody. You guys are gonna... You're in the crosshairs now, but I do think that the Marketecture events have become more important [00:26:21] S0: for Love to hear it. And last question, what is the best social network for getting your message out? [00:26:26] S2: X is great. I also have a very popular TikTok account that's very focused on PR that... Very popular. This is a business stretch. [00:26:35] S0: That's a stretch. Yeah. [00:26:35] S2: Is it... Hey. My... A video I did on Neppo Babies, over 4,000,000 views. I'm [00:26:40] S0: just saying. Okay. That's not that's not nothing. I do think [00:26:44] S2: TikTok is underserved for b to b audiences. You could do a lot more there. [00:26:48] S0: Alright. You heard it here first. That was awesome. We're gonna take a quick break and come back. We have this Google earnings with a miss and a bunch of other interesting stuff around FreeWheel and Walmart and just so much news. So we'll be back in a second.
00:27:02 · Eric Franchi
[00:27:02] S1: Alright. We are back. Man, we could have gone forever with, Chris. This is stuff that I think we we missed. We we we wanted to get to. But we had a lot of news this week. Let's see how much we can get into it. Let's start with earnings buzz. Two of the biggest companies in the world, Alphabet and Microsoft, reported last night. So I'll talk about it. You guys can react. So Google, Google's down today, by the way. Like, something like nine, 10%, the stock to it was a pretty rough quarter. So search grew 12%, contact $63,350,000,000. Just ridiculous numbers. But that's down 17% last quarter. YouTube ads grew 9% to $112,200,000,000, down 13% and under the analyst estimate. And the only kind of like bright spot, I don't think it was mentioned was the network was up 1% versus being down 1% the the last quarter. So, so not great growth from Google relative to what we saw last week with Meta. And they said something that was kinda odd. The the... They, I think, intended this to be taken very positively, which is queries are growing the fastest rate in five years. AI mode has passed 1,000,000,000 monthly users. These queries run about three times longer than traditional search, which means usage is growing, but like monetization is not, which I guess the street is taking as a real signal. It could just be the stuff is too is too, early. And, you know, Schimmler said, like, AI careers have lower monetization. On the bright side, tons of talk about AI, more AI talk than ad talk. A 100% year over year growth in cloud, Gemini Assistant, a billion users, fastest growing product in Google history. So let's... That was a lot. Let's talk about Google before we get into Microsoft.
00:28:43 · Ari Paparo, Eric Franchi
[00:28:43] S0: Yeah. I I think the... A little bit of the chicken coming home to roost here where, you know, I think I wrote an article about these exact metrics, like, more than a year ago, maybe eighteen months ago. And and there's basically, like, users use AI, and therefore, they monetize less. They go to other places, and they click less. And if you multiply all those things out, it doesn't look like the search business is infinitely sustainable the way it used to be. And it feels like this is the first quarter where we're seeing a little bit of that. Now on the positive side, you could have made the exact same argument when the iPhone came out, and people did. I think there's an old blog post of mine on aripaparo.com where I do that. And everyone was like, okay. Smaller screen, less clicks. You know, users are gonna have apps. They're not gonna click as much, blah blah blah. And Google just ran through that like a freight train. So I'm not saying the long term outlook for this company is bad. It's the most successful company in the history of humanity until anthropic maybe. But this is a real challenge to the search business. [00:29:51] S1: Chris, what you got?