Marketecture: Get Smart. Fast.
00:43:43 · Ari Paparo, Eric Franchi, Tim Rowe
[00:43:43] S1: I I think that the the... We've replaced search results with answers, and that that change is not going back. There there is no going back to search results for many, many queries. Obviously, navigation queries, you still want kind of a URL. And Google can can become the answer engine. They're trying to. But first of all, there's a lot of risk to that. It's it's really hard to move to this new world. And secondly, the monetization is very unknown. So you're taking the the most profitable business maybe in the history of humanity, and it's being attacked on two dimensions simultaneously and very quickly. And, you know, that's a that's a real challenge for the team there. [00:44:27] S2: That said, a smart guy I know once said, never bet against Google. [00:44:31] S1: So Never bet against Google's stock price. You can bet against Google's individual performance, but the stock price just goes up no matter what. [00:44:39] S2: Yeah. Before we wrap, Tim. What does this mean for digital out of hold? [00:44:43] S3: That's that was a [00:44:44] S1: great question. Buy [00:44:45] S3: more buy more billboard. You know what? Here's what it means. That billboard on the side of the road that you pass every day going to and from work, nothing's changed about it. Buy more billboards. [00:44:56] S1: Is is there an AI is there an AI angle to digital out of home?
00:44:56 · Ari Paparo, Tim Rowe, Eric Franchi
[00:44:56] S1: Is is there an AI is there an AI angle to digital out of home? [00:45:00] S3: I would love to tell you yes. I think that there is probably from a planning and creative standpoint, and there's there's companies that are leaning in and solving for that. The tech for the industry writ large is just not there. We just don't have the infrastructure to do all of the fun exciting things I think that our imaginations can come up with. [00:45:20] S2: No. But you you raise a good point, Tim. If you think back to the Viant AI demo, you know, what they're doing is, you know, building media plans and optimizing media plans. And if digital out of home, if out of home is shown as a higher performing segment, as we intuitively think it might be for lots of brands, out of home benefits from the AI wave. Yes. So don't count it out. [00:45:42] S1: Someone should create Muzak using AI. You know, Muzak has to pay pretty hefty licensing fees, and the world... The Spotifys of the world are not willing to have AI based music for for a lot of reasons. But Muzak is a perfect use case for AI. No one cares if they understand the songs. They just wanna, like, be pleasantly soothed by the dulcet tones in the Wawa. So anyone wants to making music. My own music. [00:46:06] S3: Yeah. I've been doing that. I've been making AI music for myself. But you gotta type it into iWA. [00:46:11] S1: Speakers of your local Wawa, and then you make money. [00:46:13] S3: I'm just gonna stand outside with a boombox. [00:46:15] S1: Do you know how much [00:46:16] S3: money these are?
00:46:16 · Tim Rowe, Ari Paparo, Eric Franchi
[00:46:16] S3: money these are? [00:46:23] S1: Okay. I think I think we've beaten up... That was [00:46:25] S3: three Wawa plugs in one episode. This episode brought to you by Wawa. [00:46:30] S1: I have the the wrapper from CES, you know, which is very helpful. If I need a sandwich wrapped in my house, I got a Wawa so I can I can cosplay as a Wawa customer here? Are Wawa I was [00:46:44] S2: holding on. [00:46:44] S3: Tune the sandwiches to school with Wawa wrappers. [00:46:47] S2: Alright, Tim. This is awesome. Thank you, man. Anytime there's out of home to talk about, you're you're our guy. Ari, always a pleasure. Thanks for for putting up with all the all the bad jokes today. [00:46:58] S1: No. This was awesome. Tim, thanks thanks again for me as well. [00:47:02] S3: Absolutely. Thank you both. [00:47:03] S2: We'll see you again next week, everybody. Thank you for subscribing to Marketecture. New interviews are added every week at marketecture.tv in your favorite podcasting app.