00:00So this is something that we were talking about last week with the CEO of Roe, which has a Super Bowl ad with Serena Williams.
00:06It's really interesting that even with all the talk about the demise of linear television, the Super Bowl obviously stands alone.
00:15So talk to us about the value of a Super Bowl ad and what that ROI still looks like.
00:20You know, attention is what everyone's seeking.
00:23You know, you can't really tell someone about how great your product is if you don't have their attention.
00:28I, on Madison Avenue for 15 years, have been yelling that linear television commercials are overpriced versus the attention you actually get.
00:38But I've also always said, while I was the Pied Piper for social, that even social at its best, $10 million spent on Meta and TikTok perfectly, you can't get 100 million people to watch a 30-second video.
00:50Not to mention, look what's happening here.
00:51You get the collateral impact of running a Super Bowl.
00:54So the attention of a Super Bowl ad is disproportionately the best advertising media deal in the world, let alone America.
01:04The problem is if your creative isn't good.
01:06Well, that's what I was going to ask you because it's one thing to have attention.
01:09And I bring this up, too.
01:10I was telling Katie this.
01:11You know, I was kind of snowed in this weekend.
01:12I read this great book on branding.
01:13It's an older book by Naomi Klein.
01:15But it's the idea, too, of what are you trying to get across?
01:17You're not selling, to a certain extent, raisin brand.
01:20You're selling some sort of message, some sort of ethos out of it.
01:24So how do you do that?
01:25By making it very clear that Fiverr needs to be a part of everyone's diet.
01:29You know, like, yeah, I mean, and whether you're going macro academically from a book or you're in the trenches day-to-day like I am and you're trying to get some sales in the short term at Walmart or Amazon.com and build a brand.
01:40Right.
01:40It still has to hit.
01:42The attention is there.
01:43I'm on right now.
01:44If I say a bunch of nonsense, no one watching right now in this interview is going to be like, oh, that's a guy worth looking into or that's interesting.
01:50So the creative is still the variable of success.
01:53It's just that attention is so fragmented.
01:56We're all watching, screaming, and this and that.
01:58And so it's not 1989 anymore.
02:00And Super Bowl does sit on a pedestal.
02:02I would argue $10 million for the attention is cheap.
02:05But, again, you can waste $30 million between production, talent fees, and all the other stuff that NBC makes you buy when you do Super Bowl.
02:12Yeah, that's right.
02:13So there's a lot of people this Sunday who are going to crush with Super Bowl, and there's going to be even more people that are going to waste a ton of money.
02:22Yeah, and we see this every year.
02:24And there are certain brands.
02:25Obviously, you have the big, gigantic brands, obviously, like with a raisin brand or something like that.
02:30But then you always have these kind of upstarts, companies that you have never advertised or are relatively new.
02:35Who ends up getting the most value out of that?
02:37The company that has never really been heard from before?
02:40No, it's a great question.
02:41The company that's never been heard from before, big shout out to Rome, big fan of his, they're going to get awareness they never had before.
02:49Yeah.
02:49Right?
02:49So a lot of people are about to discover them.
02:51And then for brands that we know, like raisin brand, it's a relevance thing.
02:55A lot of people just said, huh, raisin brand.
02:57It's a recognition.
02:58So it's either relevance or it's broad awareness.
03:02New companies, the tech companies in the 2000s, the crypto companies, a new brand that's made some money, Poppy, big shout out to them.
03:09They get more awareness.
03:10More people now know that are just not seeing them in social feeds.
03:13But then there's brands that everyone knows, like a raisin brand, that are going to work on relevance.
03:18Yeah, like maybe you just haven't thought about raisin brand in a while, but now you're thinking about fiber.
03:25Gary, I want to go back to a point you made that, you know, $10 million for that attention, you could say that that's cheap, but you could waste a lot of money on actual production and putting it together.
03:34And that brings me to a question on AI.
03:37Because you scroll through social media, it's hard to avoid.
03:40You're going to come across an AI image or an AI video.
03:43Are you expecting that we're going to have that experience watching Super Bowl ads as well?
03:47At some point.
03:48Right now, the advertising industry is not being affected by AI as much as it could be because everyone watching right now, the general public, is anti-AI because subconsciously they're worried about losing their job.
04:01So we're going to have this 36-month window where the gen pop is going to push against brands.
04:05And brands have dabbled.
04:06McDonald's dabbled.
04:07They got smacked.
04:09So brands are going to pull back for 24 to 36 months.
04:11But the stigma is going to go away eventually.
04:14And so eventually, of course, it's an inevitable outcome.
04:17Technology always wins.
04:18But what does that AI ad look like?
04:20And particularly in the context of the Super Bowl.
04:21Exactly.
04:22But there's a reason why you have all these celebrities in there, right?
04:24It's going to look exactly like that.
04:24Because I pay attention because you had Will Shatt in there.
04:28Or I pay attention to nerds because they have Andy Cohen or whoever else.
04:32But I can pay Will Shatt for his NIL.
04:35And William at 94 won't have to come on the set.
04:38So you're saying like 100 years from now we'll be seeing Will Shatt in commercials?
04:41We may if Will Shatner's family decides to arbitrage his NIL or if he doesn't put that in his will.
04:47I fully expect my great-grandkids to make bank on my NIL in the future.
04:52I'll be doing this interview with you two in 120 years.
04:55I'll be doing this interview with you two in a minute.
04:55I'll be doing this interview with you two in a minute.
04:55I'll be doing this interview with you two in a minute.
04:56I'll be doing this interview with you two in a minute.
04:56I'll be doing this interview with you two in a minute.
04:57I'll be doing this interview with you two in a minute.
04:58I'll be doing this interview with you two in a minute.
04:59I'll be doing this interview with you two in a minute.
05:00I'll be doing this interview with you two in a minute.
05:01I'll be doing this interview with you two in a minute.
05:02I'll be doing this interview with you two in a minute.
05:03I'll be doing this interview with you two in a minute.
05:04I'll be doing this interview with you two in a minute.
05:05I'll be doing this interview with you two in a minute.
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