Super Bowl Marketing and Google Enters the AI Arms Race
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The biggest marketing event of the year is here in Super Bowl 57. So we’re breaking down some fun stats and commercials surrounding the big game.

In addition to Super Bowl marketing, we’re also diving into Google’s answer to the Microsoft + ChatGPT partnership with their new AI tool, Bard.

It’s a terrible name but it does signify the new information era we’ve entered with the first of many big names joining the AI arms race.



At SPI Logistics they have industry-leading technology, systems, and back-office support to help you succeed. Learn more about SPI’s freight agent program here. Make sure to let them know we sent you!

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Show Transcript

See full episode transcriptTranscript is autogenerated by AI

Blythe Brumleve: 0:05

Welcome into another episode of everything is logistics a podcast for the thinkers in freight. I am your host Blythe Brumleve. And if my voice sounds a little hoarse is because I am still recovering from manifest the future of logistics that took place in Las Vegas over the last week. Yeah, last week. So here I am, about five days later, about four days hold, tried to recover from email, hell and lack of sleep and just getting back into a regular routine. But we've got a few stories that I want to hit on today, including Superbowl marketing and Google entering the AI arms race against Microsoft and chat GBT. But first, like we typically do with these shows. Now let's play a clip from freightwaves. Now I do a weekly appearance on that platform every Wednesday at 10am. Eastern Standard Time. And these were the topics that we talked about with Kaylee and Anthony over on freight waves now and then we're gonna dive in a little bit deeper. So let's go ahead and cut that clip in.

Unknown: 1:10

Talking about like the best marketing ever, right? Like manifest has like the puppy room, the Super Bowl has the puppy bowl the day before the game. And this is the perfect segue to into what we're talking about today is Super Bowl marketing, which it feels like it's the biggest game of the year, right? It doesn't really need marketing help anymore.

Blythe Brumleve: 1:28

100% It's one of those events that people actively tune in to watch the commercials. It's one of the few games of the year are really the only game of the year where you're actively watching just to see what brands are going to show off their commercials. I mean, brands spend millions of dollars they spent an entire year planning these campaigns. And now we're sort of entering the realm of arcade brands are deciding am I going to advertise with the Superbowl? Or am I going to advertise on social media while everybody is watching their phones and watching the big game at the same time. And that's what we're kind of seeing with a couple of different collaborative efforts. FedEx is one of those companies where they are collaborating with musicians, in order to have them create different songs over on Tik Tok. And then that way they will use that information and use you know, pick one person we don't necessarily know yet which musician that they're going to pick but then to show that one musician over on the actual Superbowl ads, so they're doing some collaborative efforts with social media and also the big game.

Unknown: 2:27

And life one of the big things I saw last year was some of the really popular, you know, talked about commercials and ads. And so do you think any of that's going to make its way into this year? And you kind of turn to no one that kind of comes to mind was when there was just a QR code on the screen? Talking about? That was a huge one. Do you think anything like that will be seen this year?

Blythe Brumleve: 2:50

Sure. So that was the Coinbase ad that everybody kind of just raved about because it was so simple, it was so just simple. And that's what I think a lot of folks are craving for is that you can have these big production efforts. But sometimes being a little weird sticks out more than everything else that you're seeing. Now, with respect to that Super Bowl, we saw a lot of the FinTech, a lot of the crypto monetization or or companies spending money on those commercials during the Superbowl, we're probably not going to see that this year because of the crypto crash. So we're going to be moving a lot of marketers, a lot of these ads are already being released on Ad Week or not Ad Week, but ad ad network, I believe is is the phrase. And so if you go to their channel, you can see all of these different commercials that have already been released. And a lot of Superbowl watchers have already been pulled. I think marketing group did this study of about 1000 adults, and they said that they actually don't like that, that the commercials are being released prior to the Superbowl. They want to see them live and they want it to be kind of like a spoiler free event where you can watch these commercials live and experience them all together. Which I mean sports in general is one of the last few things that you could watch together and experience live together both in person and at home. So we're going

Unknown: 4:01

to have gotta wonder right yeah, we talked about what's trending and kind of meeting the consumer where they are when you're talking about advertising on Tiktok right now there's a lot of this influencing trend and people are calling it recession core Right? Like not necessarily the spend your money with us but the kind of like, okay, let's look at our consumption habits and and let's maybe change the way that we're being marketed to you. And I think a lot of that will play out with these big brands maybe playing on the nostalgia in how it feels to maybe Okay, well you know, you're together with your family of Pepsi right? Instead of like the in your face. So you this Pepsi brand this year. Do you think that we can see that as a lot of trend is maybe people taking or companies taking a play on this D influencing more nostalgic, more time friendly marketing strategy instead of this. So in your face salesy approach

Blythe Brumleve: 4:50

100% Because you kind of see it in movies as well where a lot of movies they won't give that movie they won't find a lot of these studios will not find a new movie unless it has has some kind of nostalgic feel to it, it has some kind of a backstory to it, it's been around for a while, because it costs so much money, it's around $200 million at minimum in order to promote a new movie. So a lot of these studios aren't even making that investment. And so on the flip side, if you're going to be making a high dollar investment, which is what a Superbowl ad is, then you're going to play or you want to play on the nostalgia feel of it. I just saw one of those speaking of the previews of the commercials, clueless that all the original Alicia Silverstone and the original past, they joined together to create a new commercial and I about died, because that was the movie for me when I was a kid. So that nostalgia factor is absolutely going to play a role. And plus, we're kind of you know, a couple years, quote, unquote, removed from COVID. And so a lot of folks are just ready to laugh, they're ready to feel good again. And so that's what we're kind of expecting to see with a lot of the marketing going on this weekend.

Unknown: 5:55

I'm completely clueless about that movie. So I'm guessing it's something else I have to add to the list. But we're looking at potentially the playoffs for AI, we're looking at Google kind of going up against Microsoft can tell us a little bit about that. Oh, yes,

Blythe Brumleve: 6:09

Google has entered the AI arms race with their new tool called Bard, which is not it doesn't exactly flow off the tongue per se. But the danger with this is that it kind of brings to light that Google has actually been sitting on this technology for a while. But they were apprehensive that Sundar Pichai, who had a tweet thread the other day was talking about how they have this technology, but they were just waiting because they were a little apprehensive about what this might do to the economy. I mean, there on one side there, Google, the company is alphabet, the company is laying off, you know, a bunch of white collar workers, and then they introduce a tool like this, that is technically going to replace a lot of white collar workers. So where does that kind of fall in, so they've been resistant to releasing Bard to the general public, but now it's in testing, Microsoft chat GPT, their partnership has kind of forced their hand. So now we're kind of just all in on this AI arms race in that the public is going to kind of be the guinea pig testing portion of it. But then on the flip side, you have all of these publishers that have been creating content online for years and years. And the big question now is who is going to which one of these big companies are going to actually partner with these publishers? In order to scrape that data? In order to give an answer? There are a lot of I mean, freight companies, and just in general, they're number one. And number two strategies, as far as marketing is concerned, is advertising and SEO, how is that going to affect all of these publishers that have spent years trying to craft these blog posts and these YouTube videos, and AI is going to come in and mix and kind of display these answers without giving those publishers credit. That's where the next sort of like legal storm that we're going to find ourselves in is who is going to partner Data Wise, with chat GPT. And with Google's Bard in order to display these display these answers and display this information, because right now, there are no citations. There's only one AI powered search engine that is displaying citations, and that's a company called Neva, you pay about $6 a month. And they're doing a rev share with these different publishers like QR and Wikipedia. But then on the flip side, Google and Microsoft are not they haven't announced any kind of rev share for the partners for the data that they're scraping from these companies. So it kind of gets into like this legal, murky waters. And then on the flip side, we're also you know, all getting kind of experimented on at the same time with these new AI tools. So it's, we've entered into a new information age, and we're not exactly sure of which direction it's going to go some good probably some bad along with it. This episode is brought to you by SPI logistics the premier freight agent and logistics network in North America. Are you currently building your freight brokerages book a business and feel that your capabilities are being limited due to lack of support and access to adequate technology? At SPI logistics, we have the technology, the systems and the back office support to help you succeed. If you're looking to take control of your financial future and build your own business with the backing of one of the most successful logistics firms in North America, visit SPI three to learn more. All right, I hope you enjoyed that discussion. And similar to how we've done the shows before let's go ahead and dive a little deeper, especially around chat GPT the AI arms race and then we can end on some fun, super bold numbers that were just said to me today actually my after my appearance on freight waves now so it kind of works out pretty well. But first the AI arms race and Google enters the AI arms race to compete against Microsoft in chat GPT now Google the way that they explained this the CEO explains is that they've been working on this for a while and because they were a little apprehensive about releasing the software out into the wild as they say it. They've been sitting on it for a while. And Microsoft and Chet GPT I believe what you know, came right out of the gate. You know, with their their collaboration, Microsoft has been funding chat GPT for quite some time now. They're also offering additional funding, especially in regards to the hosting power that is required to operate check GBT last I heard it's costing them about $3 million a day. And I'm sure that price tag has increased. Now, since we last talked, I believe that, you know, I'm not sure if I mentioned it on the last podcast. But in this particular instance, Chet GPT, now has paid offerings. So if you're trying to access the platform, you're probably probably noticing some downtime alerts, you're not able to access into the system unless you pay for it now. So I think the minimum plans started out about $20 a month, then you can go up into higher tier plans, which you know, range anywhere from, you know, 40 to $100 a month, depending on the amount of data that you need from them, which they need to then call on from the Microsoft Azure servers, which Yeah, data and hosting is just a fascinating space to be in. But it's also the biggest moneymaker for folks like Microsoft, folks like Amazon, Google as well, you know, the processing all of that data takes a tremendous amount of computer power and computer, you know, just just resiliency in order to keep those servers up and running. But Google has entered the space with their AI tool is a little bit weird. It's called Bard, which you can tell that they didn't really have a marketing arm or a branding arm behind that name, it kind of sounds like a developer came up with that name, you know, no disrespect to developers. But Bard doesn't exactly roll off the tongue as say, like a chat, GBT does or even chat, or just the acronym GPT. So we've seen some screenshots now of how this is going to look with the language model of chat GPT. And now Google's Bard, and how it's going to fit into the overall sort of search ecosystem. And the way that search works, I'm sure most of you, 99% of you that are listening to this know how search operates. You go to, you go to if you're one of the 1% of people that go to, then you enter in your search phrase, it brings up a list of queries on where you can find the answer to your question. Now, the way that these language models are going to work is that I've seen it in screenshots on two different platforms. So with Google's system, the way it kind of looks, is that you have the traditional search bar, and then you have the Google tabs as soon as you know, like, say images or video or news articles, those different options that appear on the search results page. And then it goes into the articles that are listed, that those articles are those publishers have spent a great amount of time and money on crafting those articles in order to appeal not just to the humans that are going to ideally be reading those results and hopefully answer getting an answer to their question. But also appealing towards the robots, the the bots that are actually crawling the internet infrastructure is probably the best way to put it. But so the way that it works is that you have your search box, you have the additional tabs that Google always shows and then the list of search results after that. Now, where the AI fits into this is a text box, either below the search results or not below, but below the search bar, but above the search results, which is very important, especially when it comes to SEO, we'll get into that in just a minute. But then on Microsoft's version, on the right hand side, so you have your traditional, you know, search results that appear on the left hand side of the screen. But then on the right hand side of the screen is a little box that hopefully will answer the question and much more of a you know, a paragraph sort of conversational tone that looks really appealing from a user perspective, because you're going to the search engines and you're looking for an answer to your question. Now, where the waters are going to get a little bit muddy is what do you do about all the publishers that have spent years all over the writers who have spent years crafting these responses coming up with this information? And you the the data source, you're pulling that information and you're not giving citations for where that information is coming from? That's the biggest problem with ai ai right now is that you are not giving it like chat GPT if you ask it a question, and you it gives you an answer. It is not giving you citations of where those answers are coming from. You could also make the argument that Chet GPT right now is just in an in an experimental mode, that it's not necessary. Are we going to be able to provide you these citations, but that's not really true because there is a another competitor that has entered the mix. It's called Niva, an E V A, and I believe it costs around $6 a month. But it is an AI powered search engine that not only answers the questions of what you're inputting into that search engine, but it gives you additional citations of where that information is coming from. That's the biggest problem with Chet GPT right now, is that you're not getting those citations, and that you're essentially skipping the publishers, you're bypassing the publishers who came up with this information, who assembled this information, and you're giving it to the users. So that's where it gets into a little bit of Muddy Waters, because there's gonna have to be some kind of resolution or some kind of a data agreement, a data partnership between publishers, and these AI tools. And especially as Google is coming into the mix, Google, probably you can make the argument that they have the most data that they have the most areas for where they can properly cite where they're getting these answers from, that they are showing in their AI that they're showing in those answers, because what's going to happen is that the copyright lawsuits are not necessarily copyright, but also plagiarism. And also just preventing, let's think about it from the lens of like a Yelp, for example, Yelp has spent years culminating, or bringing together all of these different restaurant reviews, places to go to, and they're bringing in all of this information, in addition to us reviews that were submitted on their site. Now, Yelp has a variety of different ways that they make money, but the primary primary way that they make money is by folks coming to the site, they get the answers that they need, but they're also being served advertisements. Now, when you bypass that as an as an AI language model, if you're barred or if you're GPT. And you are bypassing the way that those companies make money. That's where the lawsuits are going to come into play. That's where there's it's going to be a lot of legal issues, because you are preventing that website from making money from from capitalizing on the information that they have spent years, sometimes decades, you know, bringing that information together proprietary information, proprietary data. And you are you are skipping over those if you're Google. And if you're Microsoft and chat GPT you are skipping over those original sources, in order to give the correct answer that from a user stand case. If the answer is all there, right in one screen, that's great from a user standpoint, but also it you have to make sure that it's correct information, you have to make sure that it's right information. And if you're not listing those citations, if you're not listing those sources of where that information is pulling from, then you are preventing the user from knowing whether that data is accurate or not. And so that's going to be the big hurdle that's going to come out from these because it is a little scary to know from Google's own words, that they were hesitant to release their AI chat bot Bard, they were hesitant to release it because they were unsure of how humanity would sort of interact with this type of, you know, sort of information era that we are entering. It's a new information era that we're entering in, and there's going to be a lot of legal is it really exciting on one hand, because you can get these really great answers. Sometimes they're not, you know, 100% accurate. But that's where the citations I think will come into play. And that's where I think future data partnerships are really going to play a pivotal role in order to showcase answers, give the citations and then think about it from the lens of okay, well, what is that next step? What's that next question that a user might ask? Or a searcher might ask once they've got this one question answered. For example, There was one lady who does a lot of testing for you know, just creatives in AI, and she was around for the Microsoft GPT announcement. And so she was able to play around with the system. If you want to play around with it, you can go join the waitlist over on I think it's like, backslash new, don't don't cite me on that I actually need probably a language model in order to to cite me on that regard. But she was there live and she was able to test the system. And she asked it okay, if I go shopping at you know, this IKEA and she was using a shopping example, as she said, If I buy this product from Ikea, will it fit into the back of my car? And which is a very reasonable question to ask. It's probably a question that a lot of folks asking you probably with traditional search results, probably not going to get a very good answer from that. But that is a perfect use case for a language model in order to pull in all of the data the make and model of her car, the dimensions of the car, and then take the dimensions of the product that she's eyeing in the store And then be able to give her a clear cut answer on if that product is actually if that product is going to fit in her car. And if it does, she's probably going to drive to IKEA and make that purchase. So that's a good use case of how you know, you're sort of bringing in all of these data points together. I think that that one in particular was used as an example, because you're not bypassing IKEAs method of making money. So obviously, if the answer is accurate for her, and if the answer is, yes, this product will fit in the back of your car, you're more likely to go to the store and buy that product. So that's a good use case example of, you know, a shopping site of retailer site, not getting necessarily dinged, probably helped in that regard. But then on the information side of things, that's where the waters are going to continue to get, you know, a little murky. And, you know, as we talk about this, we kind of think about, okay, well, what does SEO now look like? What does Search Engine Optimization look like? And I would make the argument that SEO and advertising are one A and one B of the marketing tactics that the majority of freight companies use. And so what does what does your SEO strategy look like now with these new AI tools, and I gotta tell you, I wouldn't change my strategy yet. But I'm also not invent I'm, I'm not investing as much time and energy and money into my SEO strategy. Now, as I once did, you know, five, even 10 years ago, where you know, a lot of the this opportunity still reigned supreme, where you could find a really good keyword, you could that has really good high intent, that, you know, if somebody searches for that, and arrives on my site, there's a good chance that they either would, you know, follow me on social media, or they would sign up for my email newsletter, or ultimately make a purchase, or book a meeting with me. So those are, you know, sort of the holy tear of what you want a user to do whenever they find out about the problem that you're solving for them. Now, from an SEO standpoint, I think the days of writing 1000 word blog article and hoping that it ranks and hoping that folks come to your website and make a purchase, I think those days are long gone. I don't wanna say long gone, but they are gone, especially as we enter in this new language model, where a lot of these questions are going to be answered right on the search engine results page, and the user has no incentive to take that next step to visit your site. And if they do take that next step, you better hope that you are in one of those that top five, as far as search engine result rankings are concerned, you better hope that you're in that top five, or just, I mean, the page two is typically where you know, your your, your SEO strategy goes to die. But even more so now, if you are not in one of those top results. Even with the language models, it's going to be a really tough sell in order to get someone to make that click through back to your site. And then ultimately, you know, follow you on social media or book a meeting with you all that good stuff. So that's something to really keep in mind and something that I kind of attribute it to. And I kind of put a little similarities towards when Google introduced snippets into their search result rankings, which a snippet is essentially giving you that same answer, but it's giving you that answer from the actual blog article with the citation. So the way that you know SEO experts have gotten around this is that they want to aim for the snippet, because that's sort of the Holy Grail, that that's sort of the it's even better than the first result, or getting that number one spot for that search engine result. If you get the snippet, then you can tailor that blog article to answer the next question that that user would have or potentially would have, or what other questions that that user would have. Typically, if you go to a Google search result, right now you put in a key result, or you put in a bunch of keywords, you'll get your results. If you scroll to the bottom of the page, you will see people also asked, and there were several, there are several questions that are typically listed there, because Google is trying to point you in the right direction, in case you didn't find what you were looking for. If you're scrolling through the entirety of the first page, it's probably likely that you didn't find the answer that you were looking for. So Google is giving you those additional questions that people also asked. Now, if you if I was, you know, if I was still really focusing strongly on SEO, that's where I would put that's where I would hedge a lot of my bets is that people also asked, because if you tailor say you, you have an entire blog article that not only covers that high intent search phrase that you're aiming to rank for, but then if you're also answering those other questions that people also ask, I think that that's going to be a good way to combat this until sort of the legal issues and the data partnerships with the AI side of things are worked out. Now. That's probably a long time coming. That's why I would say I wouldn't change my SEO strategy just yet. But if you're thinking about where you're going to place your bets in place, you're in place a lot of your money, I would take a little bit of money from that SEO stack, and probably put it more into social media, in things like that, because these are the places that people are already hanging out. And if you can put your content where those places where people are already hanging out, you're probably going to have a lot more success long term, and create that content sort of snowball effect of just being constantly in front of people's faces, whether they like it or not. So then that way, you don't have to rely on someone going to Google hoping that they search for that phrase that you're aiming for, and then hoping that they land on your website, and then hoping that they make a conversion, follow you on social, you know, book a meeting all that stuff, because you're asking that user now to do a lot. And Google and Microsoft are essentially just handing over all of the information without the user having to do a lot of a lot more work. So if I'm placing my bets, I'm taking a little bit off of the SEO bet. And I'm putting more on to you know, the the social media, the original content creation, and just making content on in the places that your your community is already hanging out, you know, they like to call it sort of dark social, whether it's social media, or whether it's, you know, Slack communities or Facebook groups, you know, that's sort of the area of like dark social word of mouth, screenshots to your friends, things like that, that are going to play a much more impactful role versus trying to rank number one for that keyword. I think, you know, the especially with these tools, now, it's going to be incredibly easy. In order to write that. I mean, these tools can spit out 1000 word blog post, based around a key word. And it's not just chat GPT, that it's essentially the new Silicon Valley right now is all of these AI tools and who's going to be first to market with a lot of these different solutions? I'm playing around with a few of them myself, as far as content is concerned. But that's more on the podcast side of things. But from the just the written word side of things, I think, you know, that it's if, if the writing wasn't already on the wall, it definitely is now, especially with Google's hand sort of being forced with this Microsoft chat GPT partnership. So I think you know that the AI wars have begun, but the data sourcing and the citation battles have yet to be started. Do you wish there was a central place to pull in all of your social media posts, recruit employees, and give potential customers a glimpse into how you operate your business? Well, all of this should already be on your website. But too often, we hand that responsibility of building our online home off to a cousin, a neighbor's kid down the street, or a stranger across the world. Digital dispatch believes in building a better website at a fraction of the costs that those big time marketing agencies would charge. Because we've spent years on those digital front lines. Our experienced team focuses on the modern web technologies to bring in all of the places you're already active online, show off those customer success stories, and measure the ROI of it all in one place. With manage website plans starting at $90 a month, head on over to digital to see how we can build your digital ecosystem on a strong foundation. We've got explainer videos right on the website and the ability to book a demo immediately. Find it all over at Digital This weekend, the chiefs in the Eagles are facing off in Super Bowl, I think it's 57. I saw that chat JpT gave me that answer. So I'm gonna play GPT that Super Bowl number is not accurate, but the team is playing it is absolutely accurate. I don't have to tell you that, you know, the marketing is obviously going to be a big play with the Superbowl. And first some numbers for you. I didn't get a chance to sign off any of these numbers during the freight waves now discussion, but I thought that some of these were really interesting because from Marketing Marketing brew, a survey of 1050 1050 G's Vegas brain. Sorry, about 1000 people, US adults recently conducted by marketing group and Harris poll suggests that viewership could be on the track to continue in an upward trajectory. And in fact, three quarters 75% of women said that they're likely going to watch the Superbowl this year that is up from 62%, who said the same thing last year and then 50%, who said that they did in 2021. So the survey respondents back in 2021 50% of women said that they were going to watch the Superbowl and it ticked up last year to 62% and this year, it's up to 75%. So the women are coming out in full droves. And that also is in addition to I mean I think award show They're kind of past their heyday as well. But if you think about, you know, the Emmys, and the Oscars and the Grammys, all three of those markets combined does not equal the amount of women that watch the Superbowl. So the the amount of women that watch the Superbowl is more than all three of those other events combined, which is crazy to think about. So it keeps going up as far as the viewership numbers are concerned. Another cool stat for you about three and four likely viewers said that they were at least somewhat excited about the ads compared to 71%. That they said about the halftime show, which Rihanna is the halftime show, so I don't know what you guys are thinking. Rihanna hasn't dropped an album in a while. So this is what we're going to be looking forward to let's just collectively just go ahead and say that, that watch the halftime show, Rihanna is an icon of an artist. So I think that she's going to knock it out of the park. So a lot more people are interested in the halftime or a lot more people are interested in not a lot. I mean, it's about 5% point differential. So 75% of people are somewhat excited about the ads versus 71%, who are excited about the Superbowl halftime show. While 84% said that advertising during the game is a smart investment for brands 65% said that there are more effective ways than advertising during the Superbowl for advertisers to reach consumers. And so I thought that that was I thought that that was interesting, because the Superbowl is the only place that I look forward to the ads is it really incredibly tough to use the bathroom during the Superbowl because I want to watch the game. And I equally want to watch all of the commercials. One One more interesting study that was from, from the same survey is that these these folks are tired of the commercials being released before the actual game. And they want the anticipation of watching that live with their friends and family and not knowing that, hey, you know, maybe the marketers in the room like myself who have seen already a lot of these different commercials. You want to experience that all together, because sports is really like sort of the last Bastiaan of being able to watch a live event all together. And the commercials play a big role in that. So that's kind of a note to brands, I think save save the Save the juice for the actual game itself. And then you of course, can release the commercial out into the rest of the world, the rest of the internet world that is. And then another cool point that I wanted to bring up is I said earlier, I said during freight waves now that FedEx was hosting, or had a commercial during this role that was wrong. FedEx is actually only investing in tick tock ads are they're collaborating with tick tock artists in order to create these co branded events around the Superbowl. And so FedEx seems to be taking a similar approach this year, tapping several tick tock musicians to perform during halftime of playoff games in lieu of a Super Bowl spot. So check out tick tock if you want to see some collaboration in the freight world going on between FedEx and a lot of the creators there. Tick tock also has a guide to the Super Bowl and to Super Bowl ads in general. And what they kind of proclaim is that while FedEx on one side is only doing you know those tick tock collabs there are other brands that are doing both they're doing the Super Bowl spot and they're also collabing with folks on tick tock so Doritos seems to be taking that approach this year. Having posted a tick tock Dance Challenge earlier in the month in which participants can win a $5,000 into chance to be featured and its primetime ad which will feature rapper Jack Harlow. So that's another little note Doritos has always kind of had like a really strong marketing game when it comes to the Superbowl. So it's going to be interesting to see how they kind of collab with both the TIC tock side the TIC tock audience and then also with the Super Bowl audience because speaking of that, tic tock audience 57% of Tik Tok users watch sports content on tick tock every single week on one of those and tick tock is 1.2 times more likely to be the sole focus while using the app which I 100% get because you can't it tick tock is one of those apps unless you're watching it live. You can't exit the app and do other things like a podcast, you can press play on a podcast and you can do other things with your phone. Or if you're watching TV in the living room, if you're watching Netflix, you're probably playing around on your phone as well. Tick tock is one of the few places maybe the only place online where if you're watching if you're engaging with the app, you're not doing anything else. And so I thought that that was an interesting takeaway to sports content is big on every single social media platform. But I personally anecdotally have noticed a much stronger uptick in the amount of sports content that I have seen on the app app, especially over the last year, and especially compared to when I first joined, which was when a lot of people joined, which was during those initial sort of lock downs during COVID. And all that stuff. So tick tock continues to grow continues to be a powerhouse, I don't know if it's gonna get banned, it might give bands but the concept of the creativity and the content that's being created on tick tock, I think it'd be replicated on a variety of other channels. We've already seen it with reels, we've already seen it with YouTube shorts, YouTube shorts is something personally, I'm going to be investing a lot more time into, because YouTube has a clear path for creators in order to move them into a long form funnel. So say, for example, this content that you're listening to right now is long form content, it's anywhere from 15 minutes to an hour long. And if you think about it from the lens of short form video leading into the long form content, it's almost like a content drug dealer, where you just want to give them a little bit of taste with the shorts, or with the reels, or even tiktoks and then lead into that long form content. Right now, the only ecosystem that can really support the long form content is YouTube. And so putting more money into YouTube, putting more time and investment just makes a ton of sense. A few more numbers that I want to get into with the Super Bowl or with respect to the Super Bowl, these come from wallet hub, the average cost of a ticket to the past five Super Bowls is over $6,000. Could you imagine paying $6,000 to watch your team play? I don't know what it is about. Jaguars fan, I've never really had to answer this question before maybe we'll be answering that question here in the coming years, especially whichever lords and up. So but that's a side note. Yeah, definitely a side side note, but I could not imagine paying $6,000 to go watch my team in the Super Bowl to me if if the Jaguars ever make it to the Super Bowl i, if it's not in this, if it's in the state of Florida, which is a good chance because Miami Tampa, you know, the maybe probably never Jacksonville again. But if the Super Bowl is ever held in those two areas, maybe Atlanta, I would think about going to the game. But if my team is in a Super Bowl, I would much rather watch it at home, watch it with sort of what I like to call my football family, the people that I've been going to games with and you know, cheering the team on all season, more than likely all of them are not going to be able to afford a $6,000 ticket to go to the Super Bowl, what are you gonna sit with like a bunch of, you know, just non football fans are you want you want that energy, you want to feel that energy of your team being there. And you really can only experience that by watching it with the same people or in the same environment that you've been watching it all season long. So $6,000, God bless you. I'm not doing it. I would much rather watch at home with the family and the friends. So another cool number 1 billion is the estimated economic impact. So some people are going to Phoenix because that's where the Superbowl is being held this year. So there are lots of people go on 1 billion is the economic estimated impact for the greater Phoenix area. And an interesting number two is close to 18 million Americans plan to watch the game at a bar or restaurant. Now if it's around 100 million folks who watched the Super Bowl 20% of that audience or a little bit less than 20% of that audience going to a bar or restaurant in order to watch it. I think that that's primo for, you know a lot of these different restaurants in order to offer those Big Game Day extravaganza is, you know, offering the ability to book a booth for the entirety of the game. And you know, being able to preserve that having a prefixed menu with you know, different kind of Super Bowl funfair, or you know drink specials, things like that. There's a lot of opportunity for sports, sports bars, restaurants in order to play around with that many people around 20%, or a little bit less than 20% of the overall Superbowl viewing audience wants to go out for the game, which was a little bit higher than I thought it would be. And then the last number I'll give you is a 204%. That is a 20 year increase in the cost of a 32nd Superbowl ad hitting a record this year of $7 million for commercial and the 2023 Superbowl $7 million. What would you do? If you had $7 million? How could you spend that money as a marketer? I could think of a lot of different ways that I could spend that money and really tackle it, for lack of a better phrase, tackle my marketing efforts. If I had a 7 million if I had a fraction of that budget, you guys would be sick of me. My content would just be like carpet bombing everywhere. CART content carpet bombing is yeah, probably the way that I would use a fraction of that $7 million for 1/32 ad ad spot. Another cool thing that I do like to watch during the Superbowl, and I don't know if any, any of you guys out there like to do the same. But I'd like to see the first ad, right after the halftime show or the first ad, right after kickoff, or the first ad, right after the national anthem, those are my favorite ads to see. Because even though you have this, you know, $7 million price tag, if you are the first ad that shown after those key moments in the game, then you are obviously paying a premium, you're paying more than this $7 million average. So I like to see the different companies and how they prioritize where their ad is going to be placed during the course of the game. So if you're anything like me, then you'll pay attention to that as well. So that's another thing that I am looking forward to who I talked to her about 30 minutes already about, you know, chat GPT and the arms, race, AI arms race and Superbowl stuff. So let's get into you know, final topic, manifest the future of logistics, you can kind of hear it in my voice. You heard it, especially initially during this conversation. But manifesto is a hell of a conference and I and I it's safe to say that it is now the industry's premier event must attend event. I've said it on this podcast before. And I'll say it again, it is the only place where you can see a true expo floor of all of the technology that is powering the global supply chain. So not just from the autonomous trucks, warehouse robotics, you're also you know, I connected with the team that builds the LIDAR cameras that goes on the autonomous trucks, you know that these you didn't even think about it, but they are autonomous trucks the the part that really powers it is not just you know them being environmentally friendly or EVs, you know, all that yada, yada. But the LIDAR cameras on the sides of the trucks and around the trucks, these companies are not building those, they are using other companies to manufacture those LIDAR cameras for their trucks. So I'm working on getting an interview with the manufacturer is going to come on the show and talk about it. And I'm just endlessly fascinated by LiDAR, not just from the, you know, a trucking standpoint, but also from an archaeological standpoint. You know, we're discovering a lot of things all over the world, using these LIDAR cameras. They're discovering whole entire civilizations and the Amazon rainforest that has just been overgrown with hundreds, sometimes 1000s of years of, you know, for street that's grown over these ancient civilizations. So I am a big, big fan of, you know, LIDAR cameras, so I'm super excited to get them on the show in the future. But looking at our show calendar right now we are we are booked solid for the next 60 days. So we have a lot of really great content, not only coming out of the conference, but coming out of the connections from the conference itself. So I only visited the puppy booth. Sure, maybe you've seen some photos, or I don't know if I'm sure about it, but I know I've definitely posted about it, they have for folks who haven't seen it though, they have an area of the conference expo floor where it's just puppies and there's a line to get into the door, but you could just kind of stand around you can kind of watch them play or if you want to stand in line like I did four times, then you can actually get in there and lay on the ground and like these puppies come and just crawl over you and they play with you and they're so sweet. I had one that actually fell asleep in my lap it's really it's the best thing because when you're talking about a conference now the size of manifests are over 3000 people there that's more than doubled the amount of attendees that we're at the previous year's event they're going to be doubling the conference next year especially the expo floor I think they're gonna have to Expo floors next year. So I mean seriously put block that off on your calendar for next year. I think it's February 5 to the seventh and it's happening same place Vegas Caesars Forum, which is their their convention center area but imagine all of the people that you have to talk to not have to but you're that you're talking to during the conference and you just need a break sometimes and that puppy booth I took for breaks in that puppy booth because then you go into it you get your your little serotonin boost thinks that they're the right way to probably phrase it serotonin yada. I'm thinking out loud here. But if you you get to hang out in the puppy booth area, it's so much fun. You can even adopt the dogs if you want to. They'll make arrangements for you to to get the proper the carrier in order to put it on the plane to take the dog back with you. I know a couple people actually put in applications for the puppies there and it's just it's such a great thing that it creates what manifests Pam Simon and Courtney molar Mueller, they put together just an incredible show and they really focus a lot on these different areas of conversation so you can it's not just you know the the demos and the industry talks which we can hear you know really at any other conference. But those conversational points of the puppy booth area or the beer garden or a caricature that you could do or a headshot, you know, you could do all of these different things all around the manifests expo floor, and it creates these conversational moments that you typically wouldn't have anywhere else, you might not run into these people that you were sitting next to, in the puppy booth. Or you might not run into these people if you're sharing a beer in the beer garden on the expo floor. And so thinking about it from that lens like manifests really has gone above and beyond creating those conversational moments that you can have those experience those shared experiences with folks, and then use that as sort of like the kicking off point of going into what you do for work and you know, your products and services, oh, hey, I do XYZ Oh, that's cool. I do XYZ too, and making those connections. And so that's where I think manifest just shines and creating those unique experiences, I have noticed that other conferences have started doing the same. I can't remember the conference offhand. But I you know, it sort of goes to show but they have, you know, a puppy booth area beer garden. So it's just bringing more creativity into logistics and supply chain, which, I mean, we do such fantastic work within this industry. We're creative problem solvers, at our core. So being able to see these different creative aspects being brought into the space. It's just so exciting. So I can't speak highly enough about the conference. I two years in a row, I have gone I've had a blast both times, not to mention the musical acts. ludicrous. Last year, Nelly this year, shout out to my girl grace, we got front row, we rushed up to the front and held down the fort with that spot. In order to get that front row seat in order to watch Nelly, you can't, you know, obviously you can't go to the bar and get a couple more drinks. You can't go to the bathroom, you you once you're in that spot, you're locked into that spot. So hopefully we will be able to hold down the fort at future events. But I cannot say enough about that conference, I had a blast. You can probably still hear it in my voice. But yeah, so it's a conference to attend. Put it on your list, mark it on the calendars. Make sure you go to the next one because they will probably double the amount of people there's about over 3000 people this time, they will probably double that number for next year's event. They're doubling the event space. So they got room for it. And Vegas is the perfect city to make that happen. All right, well, that about does it for this week's episode. Be sure to stay tuned to the podcast, we have a lot more interviews. I didn't even mention that. But I recorded a bunch of really great interviews with a bunch of really great froak. Folks, we got Maris coming on the show, the number one shipping company in the world, got them coming on the show. We platform science, they never do podcast interviews, got them coming on the show, also a company called furnish, which is more on the shipper side of things talking about sort of the revolution of what's going on in the furniture market. And when I say revolution, I do mean revolution, and what's going on in the furniture market space. So she will break that down a lot of really great conversations, I also recorded a lot of social media friendly conversations called one minute logistics where you have to explain your what your logistics company does in under a minute. So those were really fun to record, I'm going to be releasing those over on YouTube short. So if you don't follow me on any of those social media platforms, I've got them all linked, over on everything is You can find all of my socials there and just yeah, if you're interested in any of those podcasts, just stay tuned to this feed. Go ahead and follow the show. I hate saying this. But smash that subscribe button in order to stay updated with all things logistics, because we got some really great content in the works coming for you. And if you want to hear even a greater break down, go check out the conversation with grace and Lars on your conference strategy we recorded that live at manifest and if you I'll tell you it skipped through the first two and a half minutes get to like the three minute mark. I think it's around the 245 minute mark, because that conversation was a lot of fun. I love both of those people. And we have a great conversation but it does take a little men to a little bit to settle into the conversation because we're full of laughs It's great seeing them all in person again, in that conversation just sort of exudes that so if you're interested and what our conference strategy looks like how we tackle the pre the during the post conference strategy, we lay it all out in that episode is just should be the one of the more recent episodes so go back and check it if you are or if that is of interest to you, but that I have babbled enough. And I lasted a lot longer during this conversation than I thought I would. So I'm gonna go ahead and leave you to it. Thank you again for tuning in and I will see you next time for jazz. I hope Hope you enjoy this episode of everything is logistics, a podcast for the thinkers in freight, telling the stories behind how your favorite stuff and people get from point A to B. If you liked this episode, do me a favor and sign up for our newsletter. I know what you're probably thinking, oh God, another newsletter, but it's the easiest way to stay updated when new episodes are released. Plus, we drop a lot of gems in that email to help the one person marketing team and folks like yourself who are probably wearing a lot of hats at work in order to help you navigate this digital world a little bit easier. You could find that email signup link along with our socials in past episodes. Over at everything is And until next time, I'm Blythe and go Jags

About the Author

Blythe Brumleve
Blythe Brumleve
Creative entrepreneur in freight. Founder of Digital Dispatch and host of Everything is Logistics. Co-Founder at Jax Podcasters Unite. Board member of Transportation Marketing and Sales Association. Freightwaves on-air personality. Annoying Jaguars fan. test

To read more about Blythe, check out her full bio here.