WEBVTT 1 00:00:18.696 --> 00:00:22.759 Ad Infinitum is the award-winning podcast solely focused on audio ads, 2 00:00:22.822 --> 00:00:23.982 the creatives who make them, 3 00:00:24.142 --> 00:00:25.904 and or the latest thinking that informs them, 4 00:00:26.083 --> 00:00:27.345 how the space is evolving, 5 00:00:27.486 --> 00:00:27.783 and, 6 00:00:27.962 --> 00:00:28.744 my favorite part, 7 00:00:28.767 --> 00:00:32.368 a roundup of recent audio ads with analysis by yours truly, 8 00:00:32.533 --> 00:00:33.392 Stu Redwine, 9 00:00:33.509 --> 00:00:35.275 and each episode's guest. 10 00:00:36.056 --> 00:00:36.978 This is season three, 11 00:00:37.072 --> 00:00:39.009 episode seven of Ad Infinitum, 12 00:00:39.259 --> 00:00:39.697 titled 13 00:00:40.040 --> 00:00:41.275 Antonio Littitz. 14 00:00:43.493 --> 00:00:46.025 Today's guest knows more about what makes 15 00:00:46.280 --> 00:00:48.463 ads work than just about anyone I know, 16 00:00:48.722 --> 00:00:50.824 specifically what makes audio ads work. 17 00:00:50.887 --> 00:00:53.066 And that is Antonio Coronado, 18 00:00:53.668 --> 00:00:53.988 agent 19 00:00:54.808 --> 00:00:56.371 004 of Oxford Road. 20 00:00:56.691 --> 00:00:57.129 Antonio, 21 00:00:57.207 --> 00:00:58.191 welcome to Ad Infinitum. 22 00:00:58.488 --> 00:00:58.793 Thank you. 23 00:00:58.816 --> 00:00:59.574 Thank you for having me. 24 00:00:59.832 --> 00:01:00.574 I'm happy to be here. 25 00:01:00.871 --> 00:01:02.613 This is a long time in the making. 26 00:01:02.863 --> 00:01:03.129 Yes. 27 00:01:03.472 --> 00:01:03.613 Yeah. 28 00:01:03.738 --> 00:01:06.019 It's just an honor to be on the podcast. 29 00:01:06.285 --> 00:01:07.082 It's exciting times, 30 00:01:07.083 --> 00:01:07.285 you know, 31 00:01:07.582 --> 00:01:10.644 exciting times for our organization and just the world at large. 32 00:01:10.691 --> 00:01:10.801 So. 33 00:01:11.097 --> 00:01:11.269 Well, 34 00:01:11.301 --> 00:01:12.207 why is that what happened? 35 00:01:12.566 --> 00:01:14.535 We are now one mega organization now. 36 00:01:14.551 --> 00:01:15.504 We're Oxford Road. 37 00:01:15.700 --> 00:01:16.601 and Veritone One. 38 00:01:16.782 --> 00:01:17.282 Combined. 39 00:01:17.342 --> 00:01:17.782 Combined, 40 00:01:17.881 --> 00:01:18.022 yeah. 41 00:01:18.262 --> 00:01:19.963 What is your title now these days, 42 00:01:20.045 --> 00:01:20.526 Antonio? 43 00:01:20.885 --> 00:01:21.545 Special Agent 44 00:01:22.366 --> 00:01:23.608 004, Antoniolytics? 45 00:01:23.952 --> 00:01:26.452 My title now is Ad Operations Specialist. 46 00:01:26.647 --> 00:01:26.850 Okay, 47 00:01:27.030 --> 00:01:29.116 Ad Operations Specialist. 48 00:01:29.117 --> 00:01:32.037 So for you chief audio officers that are listening, 49 00:01:32.334 --> 00:01:32.881 Antonio, 50 00:01:33.553 --> 00:01:38.037 why he's a particularly special guest with this is that he's not a creative, 51 00:01:38.428 --> 00:01:38.897 so to speak, 52 00:01:39.147 --> 00:01:39.662 from the beginning, 53 00:01:39.663 --> 00:01:40.678 at least not professionally. 54 00:01:40.741 --> 00:01:42.991 He's in ad operations and 55 00:01:43.276 --> 00:01:49.544 We call him Antoniolytics around the Oxford Road office because when it comes to refining our audiolytics system, 56 00:01:49.782 --> 00:01:52.185 the framework we use to grade and optimize audio ads, 57 00:01:52.528 --> 00:01:58.568 Antonio brought this incredible combination of creative sensibility and analytical rigor. 58 00:01:58.833 --> 00:02:04.903 I would say it was about four or five years ago when we really dug in and optimized audiolytics that final time. 59 00:02:05.075 --> 00:02:05.935 That sounds about right. 60 00:02:05.982 --> 00:02:06.122 Yeah. 61 00:02:06.435 --> 00:02:06.560 Yeah, 62 00:02:06.575 --> 00:02:11.997 I was part of this initial crew of certified graders and I kind of stuck it out and in a way found a calling. 63 00:02:12.208 --> 00:02:12.749 grading the ad. 64 00:02:12.789 --> 00:02:12.909 So. 65 00:02:13.369 --> 00:02:13.509 Well, 66 00:02:13.510 --> 00:02:16.773 you and I were having lunch the other day talking about this in advance. 67 00:02:16.792 --> 00:02:23.659 I think it is so interesting that you weren't a creative coming in to help build this tool to optimize creative. 68 00:02:23.722 --> 00:02:23.878 Like, 69 00:02:23.879 --> 00:02:24.698 can you tell me about that? 70 00:02:24.823 --> 00:02:24.980 Yeah. 71 00:02:25.042 --> 00:02:29.019 So I initially had a desire to get into copywriting early on, 72 00:02:29.347 --> 00:02:32.972 but then I sort of segued into this audiolytics thing, 73 00:02:33.050 --> 00:02:34.456 this framework of grading ads. 74 00:02:34.503 --> 00:02:35.706 And I sort of found a place there, 75 00:02:35.707 --> 00:02:35.956 you know, 76 00:02:36.159 --> 00:02:40.894 what I realized from some of the copywriting that I'd done is that it's largely like a collaborative effort. 77 00:02:41.034 --> 00:02:41.159 So 78 00:02:41.572 --> 00:02:45.376 This is just like another way that I'm kind of adding value to the end result, 79 00:02:45.396 --> 00:02:45.855 the ad. 80 00:02:46.015 --> 00:02:47.238 And really what drew me to it is just, 81 00:02:47.339 --> 00:02:48.941 it's sort of kind of our secret sauce. 82 00:02:48.942 --> 00:02:49.179 You know, 83 00:02:49.180 --> 00:02:52.683 it's the only thing that Oxford Road does that nobody else does that I'm aware of. 84 00:02:52.706 --> 00:02:55.285 So it's one of several things we do that no one else does. 85 00:02:55.324 --> 00:02:55.449 Yeah. 86 00:02:55.450 --> 00:02:57.370 But one of the other things we do. 87 00:02:57.628 --> 00:02:57.785 Yeah. 88 00:02:59.144 --> 00:02:59.269 So 89 00:02:59.628 --> 00:03:00.613 I'm trying to remember, 90 00:03:01.050 --> 00:03:04.988 like you were in traffic at the time. 91 00:03:05.160 --> 00:03:05.316 Like, 92 00:03:05.363 --> 00:03:07.785 how did we even get you into audio lytics? 93 00:03:08.003 --> 00:03:08.972 So from what I recall, 94 00:03:09.019 --> 00:03:10.925 there was a sort of like an open call to just. 95 00:03:11.124 --> 00:03:14.387 anybody in the company to learn audiolytics and become a certified grader. 96 00:03:14.669 --> 00:03:16.090 I remember there was a course, 97 00:03:16.270 --> 00:03:17.891 a rigorous course that you took us through, 98 00:03:17.911 --> 00:03:18.813 but it was good. 99 00:03:18.814 --> 00:03:19.012 It was, 100 00:03:19.055 --> 00:03:19.837 I think about maybe, 101 00:03:20.071 --> 00:03:22.118 I want to say around at least six people in the beginning. 102 00:03:22.337 --> 00:03:22.516 Yeah. 103 00:03:22.797 --> 00:03:24.321 And then I think people sort of, 104 00:03:24.579 --> 00:03:24.821 you know, 105 00:03:25.040 --> 00:03:25.821 they faded out, 106 00:03:25.938 --> 00:03:26.899 faded out for a little bit. 107 00:03:27.001 --> 00:03:27.774 It held pretty strong. 108 00:03:27.805 --> 00:03:30.462 We had a team of like about three or four people for about a year. 109 00:03:30.727 --> 00:03:31.805 And then as things happen, 110 00:03:31.821 --> 00:03:32.024 you know, 111 00:03:32.025 --> 00:03:33.305 people move in different directions, 112 00:03:33.368 --> 00:03:35.446 but this was something I just always enjoyed doing. 113 00:03:35.524 --> 00:03:39.368 So So whether I was in traffic or my current role in operations, 114 00:03:39.649 --> 00:03:40.055 I always. 115 00:03:40.256 --> 00:03:53.428 you know like to just kind of come back to it and like find some time to contribute in some way so i mean you're the one and only antonio i'm just looking at the certified grader number so dan granger our founder is agent 116 00:03:53.787 --> 00:03:59.194 00 so triple zero then i'm 001 then erica was 002 sierra was 117 00:03:59.631 --> 00:04:10.022 003 antonio coronado 004 page melissa and mason like that was the first class mason melissa page antonio sierra 118 00:04:10.192 --> 00:04:10.332 Yeah. 119 00:04:10.512 --> 00:04:12.714 Like I think that was that core group that you're talking about. 120 00:04:12.735 --> 00:04:14.174 So now I remember we're like, 121 00:04:14.198 --> 00:04:14.335 hey, 122 00:04:14.378 --> 00:04:17.940 we're going to train folks on this because we'd only been doing it in creative. 123 00:04:18.182 --> 00:04:19.604 And I think we'd like lost some people. 124 00:04:19.940 --> 00:04:21.065 And so you came into it. 125 00:04:21.385 --> 00:04:22.206 And yeah, 126 00:04:22.284 --> 00:04:23.604 you really had a knack for it, 127 00:04:23.682 --> 00:04:25.464 which I think is so fascinating. 128 00:04:25.549 --> 00:04:29.549 I think it's so fascinating because there's like different ways to come at creativity. 129 00:04:29.893 --> 00:04:30.737 And there's this guy, 130 00:04:30.799 --> 00:04:31.409 Walter Murch, 131 00:04:31.440 --> 00:04:32.690 wrote a book in the blink of an eye. 132 00:04:32.691 --> 00:04:35.174 It's about film editing and he breaks it down. 133 00:04:35.190 --> 00:04:36.253 And this is stuck with me. 134 00:04:36.254 --> 00:04:37.284 And it's like kind of the age old. 135 00:04:37.285 --> 00:04:38.753 There's two kinds of people in the world, 136 00:04:38.784 --> 00:04:39.034 you know. 137 00:04:39.264 --> 00:04:41.045 those that like yacht rock and those that don't. 138 00:04:41.146 --> 00:04:45.551 But he talked about like the idea of somebody that's making something out of clay, 139 00:04:45.989 --> 00:04:48.911 like where they're adding and they're intentionally, 140 00:04:48.997 --> 00:04:49.215 you know, 141 00:04:49.231 --> 00:04:51.114 making it out of clay one piece at a time, 142 00:04:51.176 --> 00:04:52.575 moving towards that objective. 143 00:04:52.676 --> 00:04:55.387 And then there's like a carver making something out of stone, 144 00:04:55.403 --> 00:04:58.543 they're chipping stuff away and they're revealing it. 145 00:04:58.668 --> 00:04:59.840 I take that to be like the. 146 00:05:00.000 --> 00:05:17.891 intuitive kind of creative types as opposed to the intentional i'm going to structure it all out so what i think of for me in fiction is stephen king's the dark tower series he wrote over like 40 years and if you read his book on writing and hear stuff that he said about it like he used the force force is with you young sky like 147 00:05:17.892 --> 00:05:29.469 he just wrote the book and then wrote the next he did not have it mapped out to end in the seventh but i think it's seven books something like that where the harry potter series jk rowling took a very different approach where it was all mapped out Yeah, 148 00:05:29.547 --> 00:05:29.828 shout out. 149 00:05:29.908 --> 00:05:31.490 whole blueprint for how the thing was going to end. 150 00:05:31.509 --> 00:05:31.810 And yeah. 151 00:05:32.070 --> 00:05:32.251 Yeah. 152 00:05:32.370 --> 00:05:35.372 And so when I think about investing dollars in audio advertising, 153 00:05:36.173 --> 00:05:39.474 I agree with Sir Martin Sorrell that advertising is a solution to a problem, 154 00:05:39.536 --> 00:05:40.638 fundamentally a business problem. 155 00:05:40.919 --> 00:05:43.341 And it's to get more people to transact with you. 156 00:05:43.724 --> 00:05:45.302 It tends to lend itself, 157 00:05:45.443 --> 00:05:53.685 I feel like on the face of it towards that building brick by brick approach because you're building towards this very specific action that you're trying to get someone to take. 158 00:05:53.935 --> 00:05:54.044 Yeah, 159 00:05:54.075 --> 00:05:54.529 I would agree. 160 00:05:54.607 --> 00:05:56.091 And that's really what I love about audiolytics. 161 00:05:56.169 --> 00:05:58.450 It's kind of just asked like those fundamental questions about, 162 00:05:58.591 --> 00:05:58.841 you know, 163 00:05:59.075 --> 00:05:59.497 when somebody's 164 00:05:59.868 --> 00:06:00.609 interested in a product, 165 00:06:00.649 --> 00:06:00.829 like, 166 00:06:00.830 --> 00:06:01.009 you know, 167 00:06:01.010 --> 00:06:02.130 what are the things they're going to want to know? 168 00:06:02.290 --> 00:06:02.530 You know, 169 00:06:02.591 --> 00:06:04.513 that framework just really answers all of those things. 170 00:06:04.571 --> 00:06:04.692 So. 171 00:06:05.095 --> 00:06:05.895 So let's do this. 172 00:06:06.192 --> 00:06:07.536 We know the nine key components, 173 00:06:07.575 --> 00:06:07.794 right? 174 00:06:08.138 --> 00:06:08.356 Yes. 175 00:06:08.700 --> 00:06:10.817 So we'll do them without looking at anything. 176 00:06:11.177 --> 00:06:11.599 I'll start. 177 00:06:12.036 --> 00:06:12.341 Setup. 178 00:06:12.638 --> 00:06:13.200 Value prop. 179 00:06:13.505 --> 00:06:14.020 Positioning. 180 00:06:14.325 --> 00:06:14.942 Demonstration. 181 00:06:15.239 --> 00:06:16.020 Substantiation. 182 00:06:16.239 --> 00:06:16.505 Offer. 183 00:06:16.677 --> 00:06:17.130 Scarcity. 184 00:06:17.286 --> 00:06:17.599 Path. 185 00:06:17.880 --> 00:06:18.567 Execution. 186 00:06:18.833 --> 00:06:19.145 There we go. 187 00:06:20.286 --> 00:06:21.192 It's so rad to me. 188 00:06:21.536 --> 00:06:22.395 It's so simple. 189 00:06:22.724 --> 00:06:24.145 I believe in it to my core. 190 00:06:24.208 --> 00:06:25.052 And I feel like you. 191 00:06:25.868 --> 00:06:27.249 never knew any different. 192 00:06:27.270 --> 00:06:30.253 I guess that's what I'm trying to say since you didn't come up as a creative. 193 00:06:30.394 --> 00:06:32.894 And so you've accepted it on the face of it. 194 00:06:33.097 --> 00:06:33.917 Like I remember reading, 195 00:06:33.956 --> 00:06:34.636 there's this book, 196 00:06:34.776 --> 00:06:35.855 Diary of an Adman, 197 00:06:36.276 --> 00:06:38.300 and I read it during the pandemic. 198 00:06:38.362 --> 00:06:39.722 And what was so wild about it, 199 00:06:39.723 --> 00:06:42.940 it was written like in 1944, 200 00:06:42.941 --> 00:06:44.472 1945, 201 00:06:44.503 --> 00:06:46.769 and the days and the date matched in like 2020, 202 00:06:46.770 --> 00:06:47.503 2021. 203 00:06:47.690 --> 00:06:51.034 So if I would open Diary of an Adman and read June 7th, 204 00:06:51.097 --> 00:06:51.659 like Tuesday, 205 00:06:51.737 --> 00:06:52.331 June 7th, 206 00:06:52.394 --> 00:06:53.097 it was Tuesday, 207 00:06:53.159 --> 00:06:54.815 June 7th in the year I was reading it. 208 00:06:54.832 --> 00:06:55.733 So that was just kind of cool, 209 00:06:55.853 --> 00:06:56.894 like a cool little thing. 210 00:06:57.094 --> 00:07:02.680 But he had this story where he was talking about he was kind of perplexed by this minister friend of his. 211 00:07:02.781 --> 00:07:03.160 And he's like, 212 00:07:03.199 --> 00:07:03.363 well, 213 00:07:03.402 --> 00:07:05.019 how is it that you can believe this stuff? 214 00:07:05.238 --> 00:07:07.684 And the minister's response was by preaching it. 215 00:07:07.848 --> 00:07:10.129 And I feel like with you with like audio lytics, 216 00:07:10.168 --> 00:07:11.207 you didn't know any different. 217 00:07:11.208 --> 00:07:12.316 So you're a true convert. 218 00:07:12.332 --> 00:07:12.582 You're like, 219 00:07:12.583 --> 00:07:12.707 well, 220 00:07:12.708 --> 00:07:12.863 yeah, 221 00:07:12.910 --> 00:07:15.348 this is obviously the way that persuasion works. 222 00:07:15.519 --> 00:07:15.973 Exactly. 223 00:07:16.035 --> 00:07:16.176 Yeah, 224 00:07:16.316 --> 00:07:17.769 that's a great way to put it, 225 00:07:17.770 --> 00:07:19.223 because I really didn't know. 226 00:07:19.473 --> 00:07:20.769 I never really reviewed ads, 227 00:07:20.863 --> 00:07:22.894 much less audio ads when I kind of came into this. 228 00:07:22.941 --> 00:07:23.066 so. 229 00:07:23.388 --> 00:07:30.133 this was really just like that course we were just talking about was just really like my actual introduction to ads and just even like copywriting in a sense, 230 00:07:30.273 --> 00:07:32.719 because even when I kind of dabbled in it a couple of years ago, 231 00:07:33.000 --> 00:07:33.875 that's how I approached it. 232 00:07:33.976 --> 00:07:34.797 I was looking at, 233 00:07:34.798 --> 00:07:35.039 you know, 234 00:07:35.359 --> 00:07:35.984 what's the setup? 235 00:07:36.164 --> 00:07:37.484 What is the value proposition? 236 00:07:37.625 --> 00:07:38.164 What is, 237 00:07:38.165 --> 00:07:38.406 you know, 238 00:07:38.601 --> 00:07:39.844 how am I going to substantiate this? 239 00:07:40.062 --> 00:07:43.109 And that was really kind of how I came at it because I really didn't know any better. 240 00:07:43.234 --> 00:07:44.203 So I liked that, 241 00:07:44.234 --> 00:07:44.469 you know, 242 00:07:44.562 --> 00:07:45.453 and it really is, 243 00:07:45.531 --> 00:07:45.828 you know, 244 00:07:46.109 --> 00:07:51.703 what I turn to every time whenever I'm listening to an ad in a podcast or watching an ad on TV. 245 00:07:51.734 --> 00:07:52.234 Yeah. 246 00:07:52.612 --> 00:07:58.717 So the other aspect of this and why I wanted to do Antoniolytics was that we're at such a inflection point with AI, 247 00:07:58.998 --> 00:08:01.244 where I really do believe like, 248 00:08:01.385 --> 00:08:03.900 so Audiolytics is composed of 71 subcomponents, 249 00:08:03.963 --> 00:08:04.806 nine key components. 250 00:08:05.002 --> 00:08:08.791 Antoniolytics goes into a spreadsheet and listens to an ad, 251 00:08:08.792 --> 00:08:10.150 this is Antoniolytics of the past, 252 00:08:10.322 --> 00:08:16.072 goes into a spreadsheet and listens to an ad and then marks whether those 71 things are present or not present. 253 00:08:16.181 --> 00:08:18.650 And then we had weighting assigned to them based on performance. 254 00:08:18.853 --> 00:08:20.275 And that's how we come away with a score. 255 00:08:20.478 --> 00:08:20.947 And now... 256 00:08:21.256 --> 00:08:21.516 you know, 257 00:08:21.616 --> 00:08:24.999 we're bringing all of this stuff into AI and are able to do it with machines. 258 00:08:25.140 --> 00:08:26.739 And it's just so fascinating to me is like, 259 00:08:26.763 --> 00:08:28.763 there's a lot of other jobs like that, 260 00:08:28.782 --> 00:08:30.247 or a lot of other tasks like that, 261 00:08:30.286 --> 00:08:31.005 where it's going to be like, 262 00:08:32.169 --> 00:08:32.427 wait, 263 00:08:32.505 --> 00:08:33.005 grandpa, 264 00:08:33.286 --> 00:08:36.333 you mean back in the day you used to have to do that? 265 00:08:36.489 --> 00:08:36.614 And, 266 00:08:36.615 --> 00:08:36.833 you know, 267 00:08:36.872 --> 00:08:37.919 like Spotify, 268 00:08:38.060 --> 00:08:38.310 you know, 269 00:08:38.311 --> 00:08:39.216 is mandated 270 00:08:39.591 --> 00:08:41.091 AI tool usage. 271 00:08:41.138 --> 00:08:44.200 It's a big move and you're seeing it everywhere. 272 00:08:44.372 --> 00:08:47.029 And so that's just fascinating to me that it's like, 273 00:08:47.247 --> 00:08:48.497 here's this thing you used to do. 274 00:08:48.560 --> 00:08:50.029 You used to do to so much detail. 275 00:08:50.236 --> 00:08:52.518 a human's probably never going to have to do again. 276 00:08:52.639 --> 00:08:52.979 Like, 277 00:08:53.158 --> 00:08:54.059 what do you think about that? 278 00:08:54.060 --> 00:08:57.203 And how do you see AI impacting what we do day in and day out? 279 00:08:57.383 --> 00:08:57.504 Yeah, 280 00:08:57.524 --> 00:08:59.184 it's definitely a major turning point, 281 00:08:59.403 --> 00:09:00.926 just the fact that it's being mandated. 282 00:09:01.207 --> 00:09:04.488 And I think we're definitely going to see more of that just across the board. 283 00:09:04.512 --> 00:09:04.754 I mean, 284 00:09:04.809 --> 00:09:06.090 I was trying to think earlier, 285 00:09:06.129 --> 00:09:09.379 like what industry couldn't benefit from AI in some way, 286 00:09:09.692 --> 00:09:14.067 even if it's just down to creating a schedule for employees or trying to, 287 00:09:14.395 --> 00:09:14.645 you know, 288 00:09:14.660 --> 00:09:16.285 bounce some kind of budget in some fashion. 289 00:09:16.442 --> 00:09:18.317 I think we're definitely going to see more of this and 290 00:09:18.528 --> 00:09:18.748 It's, 291 00:09:18.749 --> 00:09:19.009 you know, 292 00:09:19.169 --> 00:09:22.132 being prioritized differently across different organizations, 293 00:09:22.133 --> 00:09:22.534 of course. 294 00:09:22.714 --> 00:09:26.479 This is a case where they're obviously very adamant about having their employees use it. 295 00:09:26.495 --> 00:09:28.339 I think ultimately that's where it's going to end up. 296 00:09:28.557 --> 00:09:29.917 So like maybe a plumber, 297 00:09:30.823 --> 00:09:32.401 plumbing is not going to be done by AI. 298 00:09:32.659 --> 00:09:32.885 Right. 299 00:09:32.925 --> 00:09:37.354 But I think there are aspects of a plumbing business that could be facilitated by AI in some way. 300 00:09:37.589 --> 00:09:38.370 Plumbing-o-lytics. 301 00:09:39.948 --> 00:09:40.167 Right. 302 00:09:40.354 --> 00:09:40.964 I think you're right. 303 00:09:41.089 --> 00:09:46.120 What's wild to me is that I think of all the time and energy that went into audiolytics. 304 00:09:46.401 --> 00:09:46.557 Yeah. 305 00:09:46.760 --> 00:09:47.823 And Antoniolytics. 306 00:09:48.172 --> 00:09:48.973 And it's like, 307 00:09:49.393 --> 00:09:49.513 oh, 308 00:09:49.573 --> 00:09:49.813 wow, 309 00:09:49.874 --> 00:09:50.835 that's just poof. 310 00:09:52.036 --> 00:09:52.157 Yeah, 311 00:09:52.255 --> 00:09:54.739 it is hard not to have a personal connection to that. 312 00:09:54.837 --> 00:09:57.665 Like those are hours of my time that I spent doing that. 313 00:09:57.884 --> 00:09:59.040 And in a way it is like, 314 00:09:59.063 --> 00:09:59.180 yeah, 315 00:09:59.204 --> 00:09:59.665 wait a minute. 316 00:10:00.040 --> 00:10:02.900 This thing comes in overnight and it just knows how to do everything. 317 00:10:02.980 --> 00:10:03.121 And, 318 00:10:03.301 --> 00:10:03.420 but, 319 00:10:03.421 --> 00:10:03.641 you know, 320 00:10:03.642 --> 00:10:03.900 again, 321 00:10:03.920 --> 00:10:09.844 I think like kind of what we're getting at is there are aspects of it that I would trust it to do fully and not miss a beat on. 322 00:10:10.023 --> 00:10:13.844 There are other parts of it where I think it's going to at least take some time to catch up. 323 00:10:14.344 --> 00:10:15.703 And more specifically, 324 00:10:15.805 --> 00:10:16.156 I think, 325 00:10:16.203 --> 00:10:16.422 you know, 326 00:10:16.423 --> 00:10:20.547 a lot of the conversations we used to have around audiolytics were what's being said, 327 00:10:20.562 --> 00:10:23.891 like we're like really concerned with like the explicit versus the implicit. 328 00:10:24.312 --> 00:10:25.891 I was just talking to somebody about that yesterday. 329 00:10:25.984 --> 00:10:26.906 That's something that 330 00:10:27.422 --> 00:10:28.594 I think AI can... 331 00:10:28.808 --> 00:10:29.809 in a very general sense, 332 00:10:30.209 --> 00:10:30.770 do pretty well, 333 00:10:30.789 --> 00:10:32.331 just be very explicit about things. 334 00:10:32.413 --> 00:10:33.553 So this is what's happening. 335 00:10:33.733 --> 00:10:35.756 We're working on an AI module right now, 336 00:10:35.834 --> 00:10:37.737 like with our own training data and all this stuff, 337 00:10:38.018 --> 00:10:42.221 and the scores are off from the human scores by a consistent amount. 338 00:10:42.479 --> 00:10:43.784 There's a couple of things at work. 339 00:10:44.081 --> 00:10:48.206 One is we very carefully guard the weighting and the formula, 340 00:10:48.502 --> 00:10:49.674 which is all proprietary. 341 00:10:49.924 --> 00:10:50.502 Simply put, 342 00:10:50.612 --> 00:10:52.659 it's as you approach the speed of light, 343 00:10:52.752 --> 00:10:53.252 which for us, 344 00:10:53.299 --> 00:10:53.565 you know, 345 00:10:53.737 --> 00:10:54.627 is a 90% 346 00:10:54.628 --> 00:10:56.643 approved score for all in-market creative. 347 00:10:56.644 --> 00:10:58.034 it gets increasingly difficult. 348 00:10:58.204 --> 00:10:59.605 to leave the Earth's atmosphere. 349 00:10:59.646 --> 00:11:03.429 Like it's increasingly difficult to get to 90 as you get closer and closer to 90. 350 00:11:03.589 --> 00:11:04.749 And that's all done with this formula. 351 00:11:04.871 --> 00:11:09.355 And then there's a couple other aspects to it that it's all proprietary to make it be as accurate as possible. 352 00:11:09.636 --> 00:11:10.957 So when we're doing it with the 353 00:11:11.394 --> 00:11:14.394 AI, we're just being very careful with that aspect of it. 354 00:11:14.535 --> 00:11:16.128 So it's kind of doing its own thing, 355 00:11:16.175 --> 00:11:16.800 so to speak, 356 00:11:16.925 --> 00:11:18.363 based on what we've shared publicly. 357 00:11:18.503 --> 00:11:20.238 So that's like where we've been very careful. 358 00:11:20.480 --> 00:11:27.025 is that we're sticking to things we've said or like articles I've written about audiolytics publicly as like the training data for the model. 359 00:11:27.087 --> 00:11:27.966 So with this said, 360 00:11:28.209 --> 00:11:30.392 it seems to be what's happening is what you're talking about. 361 00:11:30.548 --> 00:11:37.369 It's taking a very literal definition of all the key components and it's grading accordingly and it's grading lower than humans. 362 00:11:37.681 --> 00:11:42.041 And the very thing I was talking with someone else at the agency about yesterday was like, 363 00:11:42.181 --> 00:11:46.791 I think it's this implicit explicit thing in that humans are inherently, 364 00:11:47.181 --> 00:11:49.447 no matter how much we train them with audiolytics, 365 00:11:49.972 --> 00:11:52.274 more likely to be gracious. 366 00:11:52.755 --> 00:11:53.337 For instance, 367 00:11:53.356 --> 00:11:54.516 with a statement like, 368 00:11:54.797 --> 00:11:57.098 let's say we're here at HeadGum Studios. 369 00:11:57.161 --> 00:11:57.419 Thank you, 370 00:11:57.438 --> 00:11:59.278 HeadGum Studios for hosting that infinite item. 371 00:12:00.200 --> 00:12:02.083 HeadGum Studios is 372 00:12:02.442 --> 00:12:04.825 50% cheaper and the best place to record. 373 00:12:05.169 --> 00:12:05.465 Okay. 374 00:12:05.833 --> 00:12:06.270 You know, 375 00:12:06.551 --> 00:12:07.536 as Antonio Lytics, 376 00:12:07.537 --> 00:12:08.676 that the missing piece there is, 377 00:12:08.677 --> 00:12:09.567 it doesn't say 50% 378 00:12:09.958 --> 00:12:15.630 cheaper than the competition and the best place to record when compared to all the other options. 379 00:12:15.895 --> 00:12:18.317 And that's what I think you're talking about where a grader is going to go, 380 00:12:18.380 --> 00:12:18.536 oh, 381 00:12:18.567 --> 00:12:19.380 that was positioning. 382 00:12:19.532 --> 00:12:20.513 And the robot goes, 383 00:12:20.533 --> 00:12:20.654 no, 384 00:12:20.673 --> 00:12:21.093 it wasn't. 385 00:12:21.314 --> 00:12:21.454 Yeah. 386 00:12:21.534 --> 00:12:21.814 I mean, 387 00:12:22.195 --> 00:12:24.898 even with all the experience I'd had grading for all those years, 388 00:12:25.117 --> 00:12:25.956 grading several scripts, 389 00:12:26.097 --> 00:12:28.183 I still ran into that problem several times. 390 00:12:28.222 --> 00:12:32.066 I would just find myself being lenient when it comes to the implicit. 391 00:12:32.067 --> 00:12:34.847 And I'd have to kind of go back and reread things multiple times. 392 00:12:34.909 --> 00:12:35.066 Yeah. 393 00:12:35.089 --> 00:12:36.113 Just ultimately say, 394 00:12:36.175 --> 00:12:36.394 okay, 395 00:12:36.550 --> 00:12:37.363 it actually isn't there. 396 00:12:37.394 --> 00:12:39.925 I have to do a lot of brain work to actually get there. 397 00:12:40.019 --> 00:12:41.316 And my brain is filling in the gaps, 398 00:12:41.378 --> 00:12:45.831 whereas the typical listener or audience member wouldn't really know that off the bat. 399 00:12:46.097 --> 00:12:46.222 Yeah. 400 00:12:46.238 --> 00:12:48.456 I think that's a really important piece that I think. 401 00:12:48.708 --> 00:12:50.370 AI is going to play a big part in. 402 00:12:50.371 --> 00:12:52.352 It's going to be able to kind of pick up on that. 403 00:12:52.413 --> 00:12:52.532 So. 404 00:12:52.952 --> 00:12:53.553 No question. 405 00:12:53.733 --> 00:12:55.635 It's going to be less accommodating. 406 00:12:55.756 --> 00:12:56.475 And I also think, 407 00:12:56.495 --> 00:12:56.780 you know, 408 00:12:56.936 --> 00:13:03.866 fundamentally the human brain is a storytelling pattern recognizing survival machine piloted by a spirit, 409 00:13:03.983 --> 00:13:04.905 an eternal spirit, 410 00:13:05.030 --> 00:13:05.639 let it be known. 411 00:13:07.170 --> 00:13:08.014 But like you're saying, 412 00:13:08.030 --> 00:13:09.842 like we look to want to resolve. 413 00:13:10.045 --> 00:13:12.077 We want to fill in the gaps and we want to resolve. 414 00:13:12.108 --> 00:13:12.639 It doesn't. 415 00:13:12.733 --> 00:13:14.030 The machine doesn't have to do that. 416 00:13:14.233 --> 00:13:16.342 We like fundamentally have to do that. 417 00:13:16.436 --> 00:13:18.280 We want to make it make sense. 418 00:13:18.512 --> 00:13:18.692 Right. 419 00:13:18.712 --> 00:13:18.892 Yeah. 420 00:13:18.973 --> 00:13:21.834 And I think the fact that there's a person on the other end of it, 421 00:13:21.895 --> 00:13:23.717 the multiple corporates that are working on this piece, 422 00:13:23.756 --> 00:13:25.537 there's kind of this communication that you have just, 423 00:13:25.557 --> 00:13:25.799 you know, 424 00:13:25.800 --> 00:13:28.002 when you're speaking to somebody that we kind of get what we're saying. 425 00:13:28.104 --> 00:13:30.065 We don't have to use all the words every time. 426 00:13:30.245 --> 00:13:33.190 So you kind of definitely want to complete the sentence in a sense. 427 00:13:33.409 --> 00:13:34.932 Say what you mean and mean what you say. 428 00:13:35.245 --> 00:13:35.385 Yeah, 429 00:13:35.713 --> 00:13:36.151 exactly. 430 00:13:36.448 --> 00:13:36.885 I agree. 431 00:13:37.166 --> 00:13:37.291 So, 432 00:13:37.354 --> 00:13:37.854 Antonio, 433 00:13:38.229 --> 00:13:41.432 you've reviewed thousands of spots through the audiolytics lens. 434 00:13:41.573 --> 00:13:44.776 And so something I want to ask you is AI generated or not, 435 00:13:44.916 --> 00:13:47.885 what are the key components you see as the biggest blind spots? 436 00:13:48.148 --> 00:13:49.008 for advertisers? 437 00:13:49.189 --> 00:13:49.309 Yeah. 438 00:13:49.349 --> 00:13:50.929 So from my experience, 439 00:13:50.989 --> 00:13:51.208 you know, 440 00:13:51.230 --> 00:13:52.089 grading all those scripts, 441 00:13:52.308 --> 00:13:52.987 it tends to be the, 442 00:13:53.487 --> 00:13:53.710 you know, 443 00:13:53.730 --> 00:13:54.550 kind of like we were saying, 444 00:13:54.589 --> 00:13:58.292 just the most seemingly obvious parts of an ad where you think, 445 00:13:58.394 --> 00:13:58.651 you know, 446 00:13:58.987 --> 00:13:59.667 it's pretty clear. 447 00:13:59.753 --> 00:14:03.487 But what I mean is just a very simple summary of the product that we're advertising, 448 00:14:03.628 --> 00:14:04.784 a one line saying, 449 00:14:05.128 --> 00:14:06.331 this is what the product is. 450 00:14:06.565 --> 00:14:10.331 And a lot of times you don't see that either it's missing the copy, 451 00:14:10.519 --> 00:14:13.472 or maybe there were so many hands in it that it gets lost somewhere. 452 00:14:13.815 --> 00:14:13.940 So 453 00:14:14.409 --> 00:14:17.409 I think that's usually the biggest miss that I can see. 454 00:14:17.776 --> 00:14:17.896 Well, 455 00:14:17.897 --> 00:14:18.497 let me do this. 456 00:14:18.897 --> 00:14:19.177 Setup. 457 00:14:19.178 --> 00:14:21.280 It seems like most of them have a setup of some kind, 458 00:14:21.341 --> 00:14:21.559 right? 459 00:14:21.680 --> 00:14:21.821 Yeah. 460 00:14:22.180 --> 00:14:22.700 Value prop, 461 00:14:22.701 --> 00:14:24.501 you're basically calling out value prop. 462 00:14:24.762 --> 00:14:25.344 Positioning. 463 00:14:25.602 --> 00:14:26.946 I feel like that was always a gap. 464 00:14:27.188 --> 00:14:29.329 That's consistently a gap is positioning. 465 00:14:29.485 --> 00:14:31.391 People not wanting to come out and say, 466 00:14:31.509 --> 00:14:34.430 this is how I'm better than the other options specifically. 467 00:14:34.649 --> 00:14:34.774 Yeah. 468 00:14:34.915 --> 00:14:37.634 And not a quantifiable way because it almost doesn't, 469 00:14:37.821 --> 00:14:38.759 you can say that you're better, 470 00:14:38.774 --> 00:14:40.555 but when you actually put a number behind it, 471 00:14:40.571 --> 00:14:40.805 you know, 472 00:14:40.806 --> 00:14:42.727 that's what really kind of makes it mean anything. 473 00:14:42.821 --> 00:14:43.399 So yeah, 474 00:14:43.524 --> 00:14:44.180 it's definitely that. 475 00:14:44.227 --> 00:14:44.337 Yeah. 476 00:14:44.568 --> 00:14:44.688 Yeah, 477 00:14:44.689 --> 00:14:45.609 and folks will balk at that. 478 00:14:45.610 --> 00:14:46.430 And then I'll say like, 479 00:14:46.530 --> 00:14:47.471 let's say we're in a meeting, 480 00:14:47.510 --> 00:14:48.272 there's 10 people. 481 00:14:48.311 --> 00:14:48.714 I'm like, 482 00:14:48.733 --> 00:14:48.874 well, 483 00:14:48.932 --> 00:14:53.839 what if you knew that AI was rating all of us during this call as to who's the most charming? 484 00:14:54.096 --> 00:14:56.260 Magic mirror on the wall. 485 00:14:56.276 --> 00:14:57.300 Would you want to see that list? 486 00:14:57.417 --> 00:14:58.042 And everyone, 487 00:14:58.043 --> 00:14:58.425 of course, 488 00:14:58.440 --> 00:14:59.245 wants to see the list. 489 00:14:59.323 --> 00:14:59.964 It's ridiculous. 490 00:15:00.028 --> 00:15:00.749 if you think about it. 491 00:15:00.809 --> 00:15:00.989 Yeah. 492 00:15:01.269 --> 00:15:03.331 But relative value is what it's all about. 493 00:15:03.491 --> 00:15:04.012 This is good. 494 00:15:04.032 --> 00:15:04.712 This is bad. 495 00:15:04.954 --> 00:15:06.216 So that's a gap I see. 496 00:15:06.274 --> 00:15:06.973 Demonstration, 497 00:15:07.255 --> 00:15:08.239 most ads seem to do this. 498 00:15:08.255 --> 00:15:08.700 The thing is, 499 00:15:08.701 --> 00:15:11.481 I was just up late last night working on a bunch of scripts, 500 00:15:11.559 --> 00:15:18.653 prepping them to do this human versus AI comparison that we're doing with audiolytics right now as we're onboarding it into the matrix. 501 00:15:19.012 --> 00:15:26.731 So I was looking at all those scores and it was like the ones that I see and I feel like this holds up are always the gaps is positioning, 502 00:15:26.981 --> 00:15:27.950 substantiation, 503 00:15:28.278 --> 00:15:29.403 and scarcity. 504 00:15:29.736 --> 00:15:29.896 Yeah, 505 00:15:29.916 --> 00:15:30.397 because I mean, 506 00:15:30.398 --> 00:15:33.080 those really are just the most black and white pieces. 507 00:15:33.180 --> 00:15:34.502 When I feel like people don't want to do it, 508 00:15:34.600 --> 00:15:35.842 they don't want to say. 509 00:15:36.264 --> 00:15:37.104 But what I notice is, 510 00:15:37.105 --> 00:15:37.483 for instance, 511 00:15:37.502 --> 00:15:39.409 like you walk into Walmart in Santa Clarita, 512 00:15:39.448 --> 00:15:40.049 where I live, 513 00:15:40.143 --> 00:15:46.018 and they have banners in their store that are like number one retailer or number one grocer in California. 514 00:15:46.299 --> 00:15:46.971 Think about that. 515 00:15:47.112 --> 00:15:47.940 They know what they're doing. 516 00:15:48.190 --> 00:15:48.940 But for some reason, 517 00:15:49.018 --> 00:15:51.424 you'll get these smaller advertisers that we're working with. 518 00:15:51.502 --> 00:15:51.737 I mean, 519 00:15:51.955 --> 00:15:52.815 not as big as Walmart. 520 00:15:53.002 --> 00:15:53.362 And it's like, 521 00:15:53.363 --> 00:15:53.487 oh, 522 00:15:53.518 --> 00:15:54.205 I don't want to do that. 523 00:15:54.206 --> 00:15:55.846 I don't want to beat my own chest or I don't want to. 524 00:15:56.002 --> 00:15:56.627 For some reason, 525 00:15:56.628 --> 00:15:56.862 you know, 526 00:15:57.049 --> 00:15:59.080 you'll see that gap in the scripts where it's like. 527 00:15:59.176 --> 00:16:01.997 You need to somehow provide some social proof or something. 528 00:16:02.177 --> 00:16:02.296 Yeah, 529 00:16:02.357 --> 00:16:02.616 I mean, 530 00:16:02.657 --> 00:16:04.398 that's one of your major selling points. 531 00:16:04.417 --> 00:16:04.597 I mean, 532 00:16:04.616 --> 00:16:06.019 if you can kind of have that, 533 00:16:06.277 --> 00:16:07.941 as we say in audio like that, 534 00:16:08.058 --> 00:16:11.558 onliness factor or just being the first and foremost. 535 00:16:11.777 --> 00:16:12.363 Onliness. 536 00:16:12.738 --> 00:16:12.902 Yeah. 537 00:16:13.183 --> 00:16:15.558 My heart is warm to hear you talk about onliness. 538 00:16:15.605 --> 00:16:15.902 I mean, 539 00:16:16.027 --> 00:16:16.261 you know, 540 00:16:16.292 --> 00:16:16.542 again, 541 00:16:16.573 --> 00:16:18.058 this is like how I learned about ads. 542 00:16:18.059 --> 00:16:19.261 So I have those all locked in. 543 00:16:19.262 --> 00:16:20.167 They're etched in my mind. 544 00:16:20.198 --> 00:16:21.105 And the power words. 545 00:16:21.136 --> 00:16:21.683 Power words, 546 00:16:21.714 --> 00:16:21.886 yeah. 547 00:16:22.323 --> 00:16:22.948 Do you remember them? 548 00:16:23.136 --> 00:16:24.183 I think I remember most of them. 549 00:16:24.198 --> 00:16:24.636 It's you, 550 00:16:25.386 --> 00:16:25.667 free, 551 00:16:26.386 --> 00:16:26.667 now, 552 00:16:27.136 --> 00:16:27.323 new, 553 00:16:27.855 --> 00:16:28.323 because. 554 00:16:28.584 --> 00:16:28.804 Easy. 555 00:16:29.164 --> 00:16:29.725 That's all of them. 556 00:16:30.044 --> 00:16:31.284 You knew free now because easy. 557 00:16:31.566 --> 00:16:31.704 Yep. 558 00:16:31.944 --> 00:16:32.663 You answer those. 559 00:16:32.706 --> 00:16:33.905 The way I look at audiolytics, 560 00:16:33.906 --> 00:16:37.042 the 71 subcomponents in the nine key components is like, 561 00:16:37.043 --> 00:16:38.925 it doesn't hurt to have a great answer for all of them. 562 00:16:39.448 --> 00:16:40.183 It'll never hurt you. 563 00:16:40.370 --> 00:16:40.487 No. 564 00:16:40.644 --> 00:16:40.784 Yeah. 565 00:16:40.948 --> 00:16:43.128 I don't know if I've ever seen a great answer for all of them, 566 00:16:43.511 --> 00:16:44.011 but yeah, 567 00:16:44.012 --> 00:16:45.214 of course that's the ideal. 568 00:16:45.261 --> 00:16:45.792 Just have it, 569 00:16:45.793 --> 00:16:46.151 you know, 570 00:16:46.386 --> 00:16:48.370 satisfy every one of those 71 components. 571 00:16:48.667 --> 00:16:51.901 This feels so like detailed and yet it feels special, 572 00:16:51.948 --> 00:16:52.167 you know, 573 00:16:52.183 --> 00:16:56.714 especially as we're going into with the merger and we have a CAO summit this summer. 574 00:16:57.152 --> 00:16:58.213 And I don't know about you, 575 00:16:58.273 --> 00:17:04.078 but like with the merger and stuff like ever since the fall and then like our 10 year anniversary for Oxford Road was last summer, 576 00:17:04.097 --> 00:17:05.219 like all this nostalgia. 577 00:17:05.601 --> 00:17:11.984 And then you combine that with like you're the physical representation of John Henry and the machine. 578 00:17:12.164 --> 00:17:13.789 What's nice is you're in ad ops now. 579 00:17:13.804 --> 00:17:16.351 So it's not like you're doing Antonio Lytics, 580 00:17:16.352 --> 00:17:23.992 but like spiritually you represent human powered audio lytics at this point where it's like that chapter is closing. 581 00:17:24.304 --> 00:17:25.258 I know it's yeah, 582 00:17:25.476 --> 00:17:25.695 there's. 583 00:17:25.884 --> 00:17:26.825 definitely nostalgia there. 584 00:17:27.025 --> 00:17:29.949 I would be lying if I said there wasn't like a little bit sad about it going. 585 00:17:30.090 --> 00:17:30.269 Yeah. 586 00:17:30.449 --> 00:17:31.410 I'm glad that it's growing. 587 00:17:31.512 --> 00:17:34.074 I feel like in a way a parent or a older brother, 588 00:17:34.152 --> 00:17:34.449 I'd say, 589 00:17:34.551 --> 00:17:37.152 and just kind of seeing it grow and kind of move on to better things. 590 00:17:37.215 --> 00:17:43.074 But I definitely will miss those times where I had spent with it and just kind of thinking about it and applying it in different ways. 591 00:17:43.121 --> 00:17:43.715 It's yeah. 592 00:17:44.027 --> 00:17:44.168 Yeah. 593 00:17:44.199 --> 00:17:44.777 It's wild. 594 00:17:44.965 --> 00:17:45.277 It is. 595 00:17:45.340 --> 00:17:45.496 Yeah. 596 00:17:45.949 --> 00:17:49.027 Little brother audiolytics of big brother 597 00:17:49.543 --> 00:17:50.887 Antoniolytics. Yeah. 598 00:17:51.215 --> 00:17:52.027 That's a great way to put it. 599 00:17:52.196 --> 00:17:53.417 I think the implicit explicit, 600 00:17:53.457 --> 00:17:59.444 like that's so interesting because that came up yesterday as we are doing the official like John Henry versus the machine test. 601 00:17:59.705 --> 00:18:02.588 Remember we had all the components that are in the scorecard. 602 00:18:02.627 --> 00:18:05.448 They're highlighted in maroon for some reason. 603 00:18:05.526 --> 00:18:11.830 Remember I highlighted them all in maroon and remember it because we identified with that training group because as you guys were getting trained, 604 00:18:12.049 --> 00:18:12.534 it was like, 605 00:18:12.580 --> 00:18:14.440 these are the most subjective ones. 606 00:18:14.659 --> 00:18:14.893 Right. 607 00:18:15.065 --> 00:18:16.315 And I can't remember how many it was, 608 00:18:16.346 --> 00:18:16.674 but I mean, 609 00:18:16.737 --> 00:18:18.440 it ended up being of the 71. 610 00:18:18.455 --> 00:18:20.330 I want to say at least probably 20 or so. 611 00:18:20.840 --> 00:18:24.507 where those were the most difficult ones to make a judgment call on. 612 00:18:24.606 --> 00:18:25.950 Do you have memory of that? 613 00:18:26.169 --> 00:18:26.411 I do. 614 00:18:26.571 --> 00:18:26.770 Yeah. 615 00:18:26.989 --> 00:18:27.993 And to that point, 616 00:18:28.032 --> 00:18:29.177 I don't know if this is where you're going with it, 617 00:18:29.178 --> 00:18:33.145 but I think those more subjective parts are where AI is going to have a more... 618 00:18:33.612 --> 00:18:35.174 difficult time kind of nailing, 619 00:18:35.453 --> 00:18:37.195 at least at this point where it's at now. 620 00:18:37.396 --> 00:18:39.217 At some point in the future when it's more sophisticated, 621 00:18:39.357 --> 00:18:40.599 it can maybe make those calls. 622 00:18:40.658 --> 00:18:45.967 But I remember Setup is one where we had a lot of those subcomponents highlighted in Maroon. 623 00:18:46.084 --> 00:18:48.146 So for you chief audio officers that are listening, 624 00:18:48.365 --> 00:18:49.982 Setup is the first key component, 625 00:18:50.107 --> 00:18:53.326 and it is comprised of several subcomponents. 626 00:18:53.327 --> 00:18:55.935 And so what I'm hearing you say is that that one in particular, 627 00:18:56.014 --> 00:18:58.701 there was a few that were highlighted in Maroon because they were subjective. 628 00:18:58.935 --> 00:18:59.092 Yeah, 629 00:18:59.123 --> 00:18:59.232 yeah, 630 00:18:59.279 --> 00:18:59.998 they're subjective. 631 00:19:00.076 --> 00:19:02.764 And where I was going with it was there's a lot of emotional 632 00:19:03.076 --> 00:19:03.816 aspects to that. 633 00:19:04.036 --> 00:19:08.295 I actually was surprised to hear you say that you think AI is going to have a hard time with the maroon ones. 634 00:19:08.537 --> 00:19:09.256 My viewpoint, 635 00:19:09.658 --> 00:19:10.115 hear me out, 636 00:19:10.236 --> 00:19:23.764 is I think AI is going to actually resolve those because I think we're going to be able to layer in what we tried to do with human graders and we're not always able to do because sometimes we're doing competitive sets or you don't have access to enough information. 637 00:19:23.795 --> 00:19:23.920 Well, 638 00:19:23.921 --> 00:19:25.045 what does AI have access to? 639 00:19:25.076 --> 00:19:31.201 Hopefully more information to go like what you're talking about in the setup is like we can speak about it in general is. 640 00:19:31.776 --> 00:19:33.157 How is that speaking to, 641 00:19:33.237 --> 00:19:33.397 hey, 642 00:19:33.458 --> 00:19:33.598 you, 643 00:19:33.839 --> 00:19:33.999 right? 644 00:19:34.000 --> 00:19:34.499 We're basically going, 645 00:19:34.558 --> 00:19:34.698 hey, 646 00:19:34.739 --> 00:19:34.858 you, 647 00:19:35.259 --> 00:19:37.741 how is that speaking specifically to our audience? 648 00:19:38.042 --> 00:19:38.261 Well, 649 00:19:38.643 --> 00:19:46.433 I'm going to be able to give the AI that information about the audience to better answer that. 650 00:19:46.472 --> 00:19:47.651 I feel like in a one-to-one, 651 00:19:47.698 --> 00:19:47.917 like, 652 00:19:48.011 --> 00:19:49.214 why did you grade up this? 653 00:19:49.292 --> 00:19:50.261 Let's just keep it general, 654 00:19:50.339 --> 00:19:51.558 like set up key component. 655 00:19:51.683 --> 00:19:55.136 Why did you grade it this way based on this audience information? 656 00:19:55.320 --> 00:19:58.244 Or would you grade it differently based on this audio information? 657 00:19:58.363 --> 00:20:02.927 And I feel like that'll be a lot easier and less subjective than even you as Antonio Lytics. 658 00:20:03.228 --> 00:20:04.388 If I were to give you the brief for, 659 00:20:04.427 --> 00:20:04.732 let's say, 660 00:20:04.810 --> 00:20:09.412 HeadGum Studios and who their target audience is to get people to come record here, 661 00:20:09.537 --> 00:20:09.912 let's say, 662 00:20:10.357 --> 00:20:12.552 I don't think I would trust Antonio Lytics' 663 00:20:12.599 --> 00:20:16.333 interpretation of that as much as I would trust AI's interpretation. 664 00:20:16.615 --> 00:20:16.787 Yeah. 665 00:20:17.177 --> 00:20:19.302 In mapping it back to the subcomponents. 666 00:20:19.521 --> 00:20:20.130 You get what I'm saying? 667 00:20:20.271 --> 00:20:20.443 Yeah. 668 00:20:20.646 --> 00:20:20.880 Okay. 669 00:20:21.177 --> 00:20:22.865 Do you agree or do you dissent? 670 00:20:23.172 --> 00:20:24.974 I would say I agree to a certain level. 671 00:20:25.193 --> 00:20:26.375 I want to get at the heart of it. 672 00:20:26.455 --> 00:20:33.560 Why is it you think that AI won't be able to handle the subjective maroon subcomponents? 673 00:20:33.826 --> 00:20:36.264 I guess I'll kind of go back to just the emotional aspect of it. 674 00:20:36.265 --> 00:20:40.170 It's kind of harder to nail that with what I've seen AI do up until this point. 675 00:20:40.404 --> 00:20:40.607 Okay, 676 00:20:40.904 --> 00:20:41.295 that's fair. 677 00:20:41.467 --> 00:20:41.607 Yeah, 678 00:20:41.623 --> 00:20:42.889 and that's what I think that it's like, 679 00:20:43.014 --> 00:20:44.779 it can do the pieces, 680 00:20:45.060 --> 00:20:45.310 right? 681 00:20:45.373 --> 00:20:45.935 But it's like, 682 00:20:45.967 --> 00:20:48.232 what is the centralizing principle? 683 00:20:48.233 --> 00:20:49.060 And this is something. 684 00:20:49.284 --> 00:20:50.065 that I've been thinking about. 685 00:20:50.066 --> 00:20:53.148 I've been listening to Jordan Peterson's We Who Wrestle With God, 686 00:20:53.489 --> 00:20:56.231 and something he says in there has stuck with me, 687 00:20:56.232 --> 00:20:58.552 and he talks about how a message has a soul. 688 00:20:58.872 --> 00:21:05.036 And when there's this unifying principle that aligns intent and action in a message, 689 00:21:05.302 --> 00:21:06.021 we can feel it. 690 00:21:06.022 --> 00:21:09.286 It's about how hard you can get hit and keep moving forward. 691 00:21:09.287 --> 00:21:11.302 When someone speaks from the center of who they are, 692 00:21:11.521 --> 00:21:13.114 aiming at something real and true, 693 00:21:13.380 --> 00:21:14.583 their words have weight. 694 00:21:14.911 --> 00:21:15.708 They connect. 695 00:21:15.920 --> 00:21:18.663 And so that's where I think I connect that to what you're talking about. 696 00:21:18.664 --> 00:21:19.122 It's where like, 697 00:21:19.304 --> 00:21:19.544 yes, 698 00:21:19.663 --> 00:21:20.442 letter of the law, 699 00:21:20.524 --> 00:21:21.325 this is right. 700 00:21:21.485 --> 00:21:22.825 And if I go in sequence, 701 00:21:22.868 --> 00:21:23.669 it's all right. 702 00:21:23.708 --> 00:21:25.286 But what's the heart of it? 703 00:21:25.309 --> 00:21:26.270 It's something Joe Pitka, 704 00:21:26.286 --> 00:21:27.114 the commercial director, 705 00:21:27.153 --> 00:21:31.552 talks about where he was known for reworking the creative that was given to him. 706 00:21:31.755 --> 00:21:37.380 But what was really cool is I saw him in an interview talking about how he believed there's a good idea at the heart of it. 707 00:21:37.583 --> 00:21:37.895 And that's, 708 00:21:37.942 --> 00:21:38.083 again, 709 00:21:38.145 --> 00:21:41.239 Peterson's idea of this unifying principle at the heart of it. 710 00:21:41.364 --> 00:21:43.020 And I'm linking that to what you're talking about, 711 00:21:43.067 --> 00:21:43.427 where it's like, 712 00:21:43.428 --> 00:21:45.333 if you don't have that emotional truth, 713 00:21:45.644 --> 00:21:48.846 and that unifying thing down at the very center of the thing, 714 00:21:49.147 --> 00:21:49.468 yes, 715 00:21:49.548 --> 00:21:53.309 we can grade all the pieces in the Lego blocks individually as Lego blocks, 716 00:21:53.310 --> 00:21:53.614 but like, 717 00:21:53.692 --> 00:21:54.536 what is the like, 718 00:21:55.716 --> 00:21:56.536 that's at the center? 719 00:21:56.856 --> 00:21:56.973 Yeah, 720 00:21:56.997 --> 00:21:57.637 I would echo that. 721 00:21:57.755 --> 00:21:59.356 And sometimes it's even hard to articulate that, 722 00:21:59.395 --> 00:22:00.395 like what that is even. 723 00:22:00.661 --> 00:22:01.419 But the fact that, 724 00:22:01.520 --> 00:22:01.778 you know, 725 00:22:01.794 --> 00:22:04.466 that commercial director you just referenced is able to do that, 726 00:22:04.467 --> 00:22:04.684 you know, 727 00:22:04.747 --> 00:22:09.466 I feel like that's a skill that I don't know if AI could do without the right prompts or... 728 00:22:09.684 --> 00:22:09.872 Yeah, 729 00:22:09.981 --> 00:22:10.122 yeah, 730 00:22:10.169 --> 00:22:11.262 I don't know how you do that. 731 00:22:11.325 --> 00:22:13.184 I just thought it was so cool because it was so charitable. 732 00:22:13.309 --> 00:22:13.528 Yeah. 733 00:22:13.747 --> 00:22:14.575 That it was like... 734 00:22:14.680 --> 00:22:14.900 you know, 735 00:22:14.901 --> 00:22:17.043 it gets covered by a lot of CYA stuff. 736 00:22:17.281 --> 00:22:18.945 It gets covered by committee work. 737 00:22:19.184 --> 00:22:21.266 And then you get this jumbled thing. 738 00:22:21.465 --> 00:22:23.086 That's this kind of monstrosity. 739 00:22:23.430 --> 00:22:24.648 That's a racehorse, 740 00:22:24.711 --> 00:22:24.969 you know, 741 00:22:24.992 --> 00:22:25.852 designed by committees, 742 00:22:25.853 --> 00:22:26.312 a camel. 743 00:22:27.055 --> 00:22:28.414 What I liked about it is that he's like, 744 00:22:28.453 --> 00:22:30.258 I'm not going to throw the baby out with the bathwater. 745 00:22:30.297 --> 00:22:32.914 I'm going to try to find the thing at the heart of it. 746 00:22:33.133 --> 00:22:37.461 And I think that might be behind what we're talking about when we talk about subjectivity. 747 00:22:37.805 --> 00:22:41.008 I would even see that sometimes with just human generated copy. 748 00:22:41.398 --> 00:22:41.539 Yeah. 749 00:22:41.602 --> 00:22:41.852 You know, 750 00:22:41.883 --> 00:22:44.242 so many hands have touched it that that original. 751 00:22:44.636 --> 00:22:44.976 idea, 752 00:22:45.236 --> 00:22:45.856 that intention, 753 00:22:46.056 --> 00:22:47.016 it's there in some sense, 754 00:22:47.036 --> 00:22:52.995 but it kind of gets lost when so many people are making adjustments to it or they have their own ideas about what it should be. 755 00:22:53.354 --> 00:23:00.815 So if I can figure that part out of how to find out what that through line is or what that emotion is at the core that what we're trying to get at, 756 00:23:01.003 --> 00:23:02.815 and it starts there rather than just kind of, 757 00:23:02.940 --> 00:23:03.940 for lack of a better word, 758 00:23:04.174 --> 00:23:07.846 Frankensteining something together based off of, 759 00:23:07.847 --> 00:23:08.065 you know, 760 00:23:08.081 --> 00:23:11.065 these are all technically what should exist in a piece of copy, 761 00:23:11.143 --> 00:23:11.315 then, 762 00:23:11.440 --> 00:23:11.674 you know, 763 00:23:11.675 --> 00:23:12.940 I think that's kind of where... 764 00:23:13.284 --> 00:23:15.005 it'll eventually kind of find the most success. 765 00:23:15.066 --> 00:23:18.390 So I think it will handle the maroon five. 766 00:23:18.391 --> 00:23:19.589 It would be cool if there was five of them, 767 00:23:20.890 --> 00:23:21.573 the maroon 50, 768 00:23:21.792 --> 00:23:22.331 whatever it is. 769 00:23:24.698 --> 00:23:25.292 I think it will. 770 00:23:25.519 --> 00:23:26.917 I think it's a way to solve for that. 771 00:23:27.034 --> 00:23:30.300 And I think it will handle the implicit and the explicit. 772 00:23:30.519 --> 00:23:31.144 And beyond that, 773 00:23:31.159 --> 00:23:31.722 I think it's like, 774 00:23:31.737 --> 00:23:31.925 you know, 775 00:23:31.926 --> 00:23:33.081 as you go through the grade card, 776 00:23:33.082 --> 00:23:33.550 it's like you get. 777 00:23:33.592 --> 00:23:34.992 to the execution section, 778 00:23:35.192 --> 00:23:37.373 which we were very intentional in the way that we structured it, 779 00:23:37.392 --> 00:23:42.990 that those first eight components before execution are like what's said in this order, 780 00:23:43.037 --> 00:23:45.771 that it's important that it's in that order in order to persuade someone. 781 00:23:45.772 --> 00:23:50.060 And what I talk about is like this idea of like the Gettysburg Address has a very high audiolytic score. 782 00:23:50.217 --> 00:23:51.170 It's got all the pieces. 783 00:23:51.201 --> 00:23:53.529 Or if you were trying to get somebody to buy knives from you, 784 00:23:53.732 --> 00:23:53.951 you know, 785 00:23:53.952 --> 00:23:54.560 kitchen knives, 786 00:23:54.576 --> 00:23:55.092 door to door, 787 00:23:56.295 --> 00:23:58.795 I absolutely believe it's these eight in this order, 788 00:23:58.998 --> 00:24:00.264 great answers to each of them. 789 00:24:00.480 --> 00:24:01.961 you got the best chance of selling those knives. 790 00:24:01.962 --> 00:24:03.582 And then execution is how you say it. 791 00:24:03.583 --> 00:24:04.123 So it doesn't matter. 792 00:24:04.303 --> 00:24:09.947 The premise that we've operated from is it doesn't matter how you say something unless you got something to say. 793 00:24:10.072 --> 00:24:10.713 So we figure out, 794 00:24:10.714 --> 00:24:10.908 you know, 795 00:24:10.909 --> 00:24:11.533 what are we going to say? 796 00:24:11.534 --> 00:24:12.229 And then it's how we say it. 797 00:24:12.315 --> 00:24:17.877 But what I'm getting at is I think some decision fatigue sets in by the time you get to the execution section. 798 00:24:18.033 --> 00:24:18.830 You know what I'm talking about? 799 00:24:19.080 --> 00:24:19.237 Yeah. 800 00:24:19.283 --> 00:24:21.502 Because you think really hard through those first eight. 801 00:24:21.565 --> 00:24:22.815 And then like you get to execution, 802 00:24:22.846 --> 00:24:23.268 it's kind of like, 803 00:24:23.269 --> 00:24:23.799 did it do that? 804 00:24:23.800 --> 00:24:24.768 Did it not do that? 805 00:24:24.799 --> 00:24:25.299 Did it do this? 806 00:24:25.377 --> 00:24:25.721 And it's like, 807 00:24:25.722 --> 00:24:26.049 oh, 808 00:24:26.158 --> 00:24:26.471 you know, 809 00:24:26.705 --> 00:24:28.862 because you know how some of those are nuanced in execution. 810 00:24:29.116 --> 00:24:31.178 where AI is not going to get fatigued. 811 00:24:31.197 --> 00:24:32.039 It doesn't get fatigued. 812 00:24:32.139 --> 00:24:32.600 It doesn't, 813 00:24:32.779 --> 00:24:33.020 right. 814 00:24:33.078 --> 00:24:33.199 Yeah. 815 00:24:33.200 --> 00:24:36.684 And that was always the thing when you kind of get through that scorecard and you're at the bottom, 816 00:24:36.781 --> 00:24:38.664 you kind of have to almost go back in a way, 817 00:24:39.023 --> 00:24:44.609 redo the brain work of kind of going through and just to make sure that it meets all of those final components just because it's like, 818 00:24:44.813 --> 00:24:45.609 it's all about tone. 819 00:24:45.797 --> 00:24:45.906 Yeah, 820 00:24:45.953 --> 00:24:46.641 I think that's right. 821 00:24:46.672 --> 00:24:46.906 I mean, 822 00:24:46.969 --> 00:24:47.797 it's how it's said. 823 00:24:47.953 --> 00:24:49.281 So it's like tone of voice. 824 00:24:49.500 --> 00:24:50.375 You're exactly right. 825 00:24:50.453 --> 00:24:51.500 Like if you're going to do it right, 826 00:24:51.625 --> 00:24:56.109 it's like you go through the A in detail and then you got to almost do it again for execution. 827 00:24:56.375 --> 00:24:56.719 And you know, 828 00:24:56.766 --> 00:24:57.516 where's the person out? 829 00:24:57.676 --> 00:24:57.796 Yeah, 830 00:24:57.816 --> 00:24:58.216 it does. 831 00:24:58.757 --> 00:24:59.818 If you're doing a few of those, 832 00:24:59.857 --> 00:25:00.238 it's like, 833 00:25:00.239 --> 00:25:00.359 yeah, 834 00:25:00.498 --> 00:25:01.099 you're kind of, 835 00:25:01.259 --> 00:25:02.259 we want to get to the end of it. 836 00:25:02.541 --> 00:25:02.802 But yeah, 837 00:25:02.880 --> 00:25:04.083 in our sort of framework, 838 00:25:04.302 --> 00:25:05.384 it's like you were saying, 839 00:25:05.423 --> 00:25:09.349 it's really the most important part because the fact that those all exist is critical, 840 00:25:09.365 --> 00:25:11.185 but then they also have to follow that order. 841 00:25:11.388 --> 00:25:12.232 And if they don't, 842 00:25:12.349 --> 00:25:12.748 it's sort of... 843 00:25:12.771 --> 00:25:13.826 Which was always a big thing, 844 00:25:14.138 --> 00:25:14.513 actually. 845 00:25:14.810 --> 00:25:14.966 Yeah. 846 00:25:15.216 --> 00:25:16.013 That's always a big one. 847 00:25:16.232 --> 00:25:18.857 I remember that was that stuff would not be in the right order. 848 00:25:18.951 --> 00:25:20.498 That was one of the most common ones, 849 00:25:20.841 --> 00:25:21.904 I feel like early on, 850 00:25:21.905 --> 00:25:22.294 because I mean, 851 00:25:22.295 --> 00:25:23.623 we were really great in our own homework. 852 00:25:23.748 --> 00:25:23.904 Yeah. 853 00:25:24.044 --> 00:25:24.544 And it was like, 854 00:25:24.638 --> 00:25:25.201 oh no, 855 00:25:25.310 --> 00:25:26.498 I need to get this in the right order. 856 00:25:26.669 --> 00:25:26.857 Right. 857 00:25:26.936 --> 00:25:27.777 And that's the thing too. 858 00:25:27.977 --> 00:25:32.822 Most of the time I'd create a piece of copy that where somebody didn't really approach it from that audiolytics lens. 859 00:25:33.182 --> 00:25:33.303 So 860 00:25:33.963 --> 00:25:34.623 I'd kind of have to, 861 00:25:34.643 --> 00:25:34.885 you know, 862 00:25:34.904 --> 00:25:35.365 there's a lot, 863 00:25:35.381 --> 00:25:36.342 obviously overlap here, 864 00:25:36.568 --> 00:25:36.826 you know, 865 00:25:36.983 --> 00:25:42.733 something can satisfy a demonstration and then also have maybe some substantiation in there or some value proposition. 866 00:25:42.795 --> 00:25:44.420 And it's not always in the right order. 867 00:25:44.421 --> 00:25:45.733 So you kind of have to rearrange it. 868 00:25:46.201 --> 00:25:48.311 And a lot of times it's just about deciding, 869 00:25:48.358 --> 00:25:48.576 okay, 870 00:25:48.670 --> 00:25:50.233 what am I going to give it this point for? 871 00:25:50.498 --> 00:25:50.733 To me, 872 00:25:50.795 --> 00:25:55.998 does this sound more like a demonstration of how this product works or is this more... 873 00:25:56.260 --> 00:25:56.500 you know, 874 00:25:56.501 --> 00:25:57.461 the value proposition. 875 00:25:57.581 --> 00:25:59.442 Is it explaining to me what this product is? 876 00:25:59.524 --> 00:26:04.567 And those were two that always kind of felt like interchangeable in a way in many ads I've heard. 877 00:26:04.629 --> 00:26:04.747 So. 878 00:26:05.145 --> 00:26:05.348 Yeah. 879 00:26:05.387 --> 00:26:06.731 I always think of like a tight line, 880 00:26:06.770 --> 00:26:08.372 like 15 minutes will save you 15% 881 00:26:08.373 --> 00:26:09.434 or more on car insurance. 882 00:26:09.575 --> 00:26:09.934 And it's like, 883 00:26:09.935 --> 00:26:10.450 that's doing a lot. 884 00:26:10.473 --> 00:26:12.262 15 minutes could save you 15% 885 00:26:12.293 --> 00:26:12.590 or more. 886 00:26:12.637 --> 00:26:14.200 There's actually a lot of key components in there, 887 00:26:14.418 --> 00:26:14.762 you know? 888 00:26:14.918 --> 00:26:15.043 Yeah. 889 00:26:15.325 --> 00:26:18.293 And they can be on top of each other and still get the job done. 890 00:26:18.418 --> 00:26:20.559 Like we've used audiolytics to grade billboards. 891 00:26:20.700 --> 00:26:24.653 And that's something that I think AI is going to help with as well is like locking in the model, 892 00:26:24.793 --> 00:26:25.653 locking in the waiting. 893 00:26:25.964 --> 00:26:28.605 And then it's going to have no problem going, 894 00:26:28.967 --> 00:26:31.668 give it a static image and go grade this with audiolytics. 895 00:26:31.988 --> 00:26:35.976 Like AI will make that leap where a human might be resistant to that idea. 896 00:26:36.351 --> 00:26:36.656 All right. 897 00:26:36.672 --> 00:26:36.851 Well, 898 00:26:36.914 --> 00:26:39.836 it's been fun making audiolytics work with you. 899 00:26:40.016 --> 00:26:44.875 Now let's see what Antoniolytics says here live with audiolytics. 900 00:26:45.797 --> 00:26:46.891 Now it's time for the main event. 901 00:26:46.906 --> 00:26:48.812 We've got the top spenders from Magellan, 902 00:26:48.906 --> 00:26:50.953 ye mighty CAOs who are listening. 903 00:26:50.969 --> 00:26:55.547 You can get a free demo of Magellan at Magellan.ai slash ad infinitum. 904 00:26:55.736 --> 00:26:56.296 And what I've got, 905 00:26:56.396 --> 00:26:57.337 Antoniolytics, 906 00:26:57.677 --> 00:27:00.540 are the top spenders from March 2025. 907 00:27:00.560 --> 00:27:01.400 That's T-Mobile, 908 00:27:01.701 --> 00:27:02.201 BetterHelp, 909 00:27:02.361 --> 00:27:03.103 and Toyota. 910 00:27:03.482 --> 00:27:06.986 And I'm breaking T-Mobile in two because we've got a lot of spend. 911 00:27:07.868 --> 00:27:09.087 I was seen against T-Mobile. 912 00:27:09.088 --> 00:27:10.626 I want to say I was around $2 or $3 million. 913 00:27:10.627 --> 00:27:13.595 And then about four times that amount against Mint Mobile. 914 00:27:13.829 --> 00:27:16.298 So that's going to be the four that we listen to. 915 00:27:16.689 --> 00:27:18.673 Are you ready to grade some ads? 916 00:27:18.845 --> 00:27:19.283 I am ready. 917 00:27:19.783 --> 00:27:20.095 All right, 918 00:27:20.142 --> 00:27:20.439 let's go. 919 00:27:20.814 --> 00:27:22.704 First one up is T-Mobile. 920 00:27:24.298 --> 00:27:24.829 Today at... 921 00:27:24.912 --> 00:27:25.352 T-Mobile, 922 00:27:25.412 --> 00:27:27.335 I'm joined by a special co-anchor. 923 00:27:27.374 --> 00:27:27.633 What up, 924 00:27:27.674 --> 00:27:28.036 everybody? 925 00:27:28.055 --> 00:27:28.475 It's your boy, 926 00:27:28.536 --> 00:27:29.215 big Snoop Dio, 927 00:27:29.297 --> 00:27:29.919 Double G. 928 00:27:30.036 --> 00:27:30.297 Snoop, 929 00:27:30.477 --> 00:27:32.360 where can people go to find great deals? 930 00:27:32.520 --> 00:27:34.778 Head to T-Mobile.com and get four iPhone 931 00:27:35.262 --> 00:27:36.887 16s with Apple Intelligence on us, 932 00:27:36.981 --> 00:27:38.645 plus four lines for $25. 933 00:27:38.864 --> 00:27:39.786 That's quite a deal, 934 00:27:39.864 --> 00:27:40.129 Snoop. 935 00:27:40.286 --> 00:27:41.731 And when you switch to T-Mobile, 936 00:27:41.950 --> 00:27:43.887 you can save versus the other big guys' 937 00:27:43.888 --> 00:27:45.684 comparable plan plus streaming. 938 00:27:45.685 --> 00:27:46.278 That's spang. 939 00:27:46.434 --> 00:27:47.294 When we up out of here, 940 00:27:48.200 --> 00:27:50.340 see how you can save on wireless streaming versus the other big guys' 941 00:27:50.372 --> 00:27:51.419 T-Mobile.com slash switch. 942 00:27:51.481 --> 00:27:52.981 Apple Intelligence requires iOS 18. 943 00:27:53.012 --> 00:27:54.200 All right. 944 00:27:54.468 --> 00:27:55.369 The game is afoot. 945 00:27:55.468 --> 00:27:55.809 All right, 946 00:27:55.849 --> 00:27:56.290 let's see. 947 00:27:56.509 --> 00:27:59.511 On that T-Mobile spot on the Antoniolytics scale. 948 00:27:59.793 --> 00:28:01.875 I would give that like about a 65%. 949 00:28:01.996 --> 00:28:04.375 65%? 950 00:28:04.578 --> 00:28:05.117 In that range, 951 00:28:05.156 --> 00:28:05.359 yeah. 952 00:28:05.718 --> 00:28:05.921 Wait, 953 00:28:06.078 --> 00:28:06.796 what's the range? 954 00:28:06.921 --> 00:28:08.062 Between 60 and 70. 955 00:28:08.421 --> 00:28:08.703 Okay, 956 00:28:09.062 --> 00:28:10.968 let's see what Audiolytics gave it. 957 00:28:11.140 --> 00:28:11.265 Oh, 958 00:28:11.328 --> 00:28:12.218 this is interesting. 959 00:28:12.328 --> 00:28:12.640 Okay, 960 00:28:13.031 --> 00:28:14.187 Audiolytics gave it an 80%. 961 00:28:15.515 --> 00:28:16.421 Why the low score, 962 00:28:16.546 --> 00:28:17.468 Antoniolytics? 963 00:28:17.703 --> 00:28:18.296 To be honest, 964 00:28:18.328 --> 00:28:22.437 I think I usually go into it with kind of very hesitant to kind of give it a high score. 965 00:28:22.684 --> 00:28:23.525 For those of you listening, 966 00:28:23.526 --> 00:28:25.786 he didn't break out the 71 point checklist here. 967 00:28:25.866 --> 00:28:26.749 This was off the dome. 968 00:28:27.007 --> 00:28:27.187 Yeah, 969 00:28:27.370 --> 00:28:27.550 yeah. 970 00:28:27.710 --> 00:28:29.331 So you're saying you're a harsh critic at first. 971 00:28:29.351 --> 00:28:30.030 I am a harsh critic. 972 00:28:30.050 --> 00:28:32.011 So maybe if you went in and did the scorecard, 973 00:28:32.012 --> 00:28:32.612 it would be higher? 974 00:28:32.714 --> 00:28:32.831 Yeah, 975 00:28:32.917 --> 00:28:33.433 most likely. 976 00:28:33.558 --> 00:28:33.737 Okay, 977 00:28:33.816 --> 00:28:34.276 fair enough. 978 00:28:34.331 --> 00:28:35.433 Why don't we listen to another one? 979 00:28:35.573 --> 00:28:35.776 Okay. 980 00:28:35.816 --> 00:28:36.456 And see what happens. 981 00:28:36.558 --> 00:28:36.776 Okay. 982 00:28:36.941 --> 00:28:38.941 So the next one up is, 983 00:28:39.487 --> 00:28:40.644 do you make your bed every morning? 984 00:28:40.925 --> 00:28:41.159 I do. 985 00:28:41.597 --> 00:28:41.784 Good. 986 00:28:42.019 --> 00:28:43.722 Jordan Peterson is proud of that. 987 00:28:43.723 --> 00:28:45.128 Next one up is BetterHelp. 988 00:28:50.534 --> 00:28:51.284 It's a new year. 989 00:28:51.672 --> 00:28:56.685 So what might get in your way of making this the year that you ask for help with some problem you're having, 990 00:28:56.884 --> 00:28:58.247 feelings that you don't understand, 991 00:28:58.329 --> 00:29:00.454 or a conflict that you can't seem to fix? 992 00:29:00.978 --> 00:29:01.540 Here's a thought. 993 00:29:02.016 --> 00:29:06.819 What if asking for help meant that you wouldn't let anything get in your way of solving an issue, 994 00:29:06.921 --> 00:29:07.882 finding out an answer, 995 00:29:07.921 --> 00:29:09.343 or discovering a better direction? 996 00:29:09.843 --> 00:29:18.206 Asking for help is much more about your determination and your commitment to making your life and the lives of others who love you healthier and more fulfilling, 997 00:29:18.565 --> 00:29:21.628 even if it means asking for an outside perspective. 998 00:29:22.088 --> 00:29:22.508 BetterHelp, 999 00:29:22.529 --> 00:29:24.311 the number one online therapy provider, 1000 00:29:24.371 --> 00:29:26.692 makes reaching out about as easy as it can get. 1001 00:29:26.953 --> 00:29:28.133 Within 48 hours, 1002 00:29:28.395 --> 00:29:31.258 you'll have a professional licensed therapist whom you can text, 1003 00:29:31.477 --> 00:29:31.774 email, 1004 00:29:31.875 --> 00:29:33.297 or talk with to guide you. 1005 00:29:33.656 --> 00:29:37.422 And you're not having to comb through therapist websites or drive to appointments. 1006 00:29:37.602 --> 00:29:38.305 It's convenient, 1007 00:29:38.430 --> 00:29:39.102 inexpensive, 1008 00:29:39.367 --> 00:29:40.305 and readily available. 1009 00:29:40.820 --> 00:29:43.789 Now you can find a therapist that fits your needs with BetterHelp. 1010 00:29:44.086 --> 00:29:47.695 And if you use the code or link betterhelp.com slash selfwork, 1011 00:29:48.039 --> 00:29:48.992 you'll get 10% 1012 00:29:49.133 --> 00:29:50.555 off your first month of sessions. 1013 00:29:50.789 --> 00:29:51.320 Just do it. 1014 00:29:51.656 --> 00:29:52.517 You'll be glad you did. 1015 00:29:52.957 --> 00:29:56.982 That link again is betterhelp.com slash self-work to get 10% 1016 00:29:57.123 --> 00:29:58.865 off your first month of services. 1017 00:30:08.998 --> 00:30:09.732 Pleasant music. 1018 00:30:10.154 --> 00:30:10.498 It is. 1019 00:30:10.810 --> 00:30:12.154 Does that give it any extra points? 1020 00:30:12.513 --> 00:30:12.779 Well, 1021 00:30:13.982 --> 00:30:14.373 not for me. 1022 00:30:14.982 --> 00:30:15.467 Probably not. 1023 00:30:16.357 --> 00:30:17.795 What's Antoniolytics give that one? 1024 00:30:17.920 --> 00:30:19.560 I would probably give it a 60. 1025 00:30:20.451 --> 00:30:21.138 All right. 1026 00:30:21.688 --> 00:30:24.889 I like that you're staying consistent with your harshness. 1027 00:30:25.229 --> 00:30:25.409 Yeah. 1028 00:30:25.548 --> 00:30:25.770 You know, 1029 00:30:25.771 --> 00:30:25.969 again, 1030 00:30:25.989 --> 00:30:30.387 that's kind of something I always kind of go into it hesitantly until I kind of can spend a little more time on it. 1031 00:30:30.388 --> 00:30:31.848 But with that one specifically, 1032 00:30:32.067 --> 00:30:35.512 what stood out to me the most as one of the components that was missing was the substantiation. 1033 00:30:35.551 --> 00:30:36.755 I didn't really hear anything about, 1034 00:30:36.934 --> 00:30:37.169 you know, 1035 00:30:37.208 --> 00:30:43.200 any sort of clear evidence or anything communicated that was backing up why this solution was a success. 1036 00:30:43.465 --> 00:30:43.590 Yeah. 1037 00:30:43.637 --> 00:30:45.575 Better than exactly why it is better help. 1038 00:30:45.637 --> 00:30:46.106 Yeah. 1039 00:30:46.107 --> 00:30:46.700 It's just help. 1040 00:30:47.012 --> 00:30:47.137 Yeah. 1041 00:30:47.138 --> 00:30:47.559 It's just help. 1042 00:30:47.637 --> 00:30:47.856 Right. 1043 00:30:48.012 --> 00:30:48.137 So 1044 00:30:48.497 --> 00:30:49.887 Audiolytics gave it a 78. 1045 00:30:49.934 --> 00:30:50.731 Here's what's interesting. 1046 00:30:51.016 --> 00:30:52.458 it's lower than the other one. 1047 00:30:52.718 --> 00:30:52.838 So 1048 00:30:53.519 --> 00:30:54.179 T-Mobile, 1049 00:30:54.720 --> 00:30:56.122 Antoniolytics 70, 1050 00:30:56.442 --> 00:30:57.001 BetterHelp, 1051 00:30:57.224 --> 00:30:58.185 Antoniolytics 60, 1052 00:30:58.505 --> 00:30:59.267 Audiolytics 1053 00:30:59.704 --> 00:31:01.126 80, Audiolytics 78. 1054 00:31:01.282 --> 00:31:02.446 So their tracking, 1055 00:31:02.806 --> 00:31:05.087 it's just your initial is a lot harsher. 1056 00:31:05.173 --> 00:31:05.509 It is. 1057 00:31:05.634 --> 00:31:06.431 Which is interesting, 1058 00:31:06.493 --> 00:31:08.970 especially in light of our conversation earlier that it's like, 1059 00:31:09.095 --> 00:31:18.767 I'm kind of hearing you beat yourself into submission to be so explicit that actually you're like even less gracious than the machine now with your initial grade. 1060 00:31:18.872 --> 00:31:23.617 What would be interesting is to have you grade these with the full grade card and see how they came out. 1061 00:31:23.656 --> 00:31:25.500 But we're just going to take them for what they are right now. 1062 00:31:25.718 --> 00:31:26.781 And why don't we do the next one, 1063 00:31:27.039 --> 00:31:28.125 which is from 1064 00:31:28.539 --> 00:31:28.960 Toyota. 1065 00:31:30.226 --> 00:31:32.382 Hey, it's Rich Davis from Covino and Rich. 1066 00:31:32.687 --> 00:31:36.515 The Toyota Tundra and Tacoma are designed to outlast and outlive, 1067 00:31:36.874 --> 00:31:39.609 combining raw power with precision engineering. 1068 00:31:39.890 --> 00:31:43.359 All backed by Toyota's legendary reputation for reliability. 1069 00:31:43.578 --> 00:31:48.093 Climb inside a Tundra and experience the uncompromising strength with its available... 1070 00:31:48.376 --> 00:32:05.687 i-force max engine and tundra delivers exceptional power torque and towing capacity plus the spacious and high-tech cabin keeps you connected on the run or check out a tacoma agile dependable and unstoppable the tacoma is designed for those who go beyond the trails stay 1071 00:32:05.719 --> 00:32:12.578 ahead of the pack with available off-road features like crawl control or break out your tunes with the available portable JBL speaker. 1072 00:32:12.906 --> 00:32:14.687 Toyota trucks are built to last. 1073 00:32:15.156 --> 00:32:15.859 Year after year, 1074 00:32:16.140 --> 00:32:17.047 mile after mile, 1075 00:32:17.219 --> 00:32:17.344 so 1076 00:32:17.552 --> 00:32:20.335 outlast every adventure and outlive the moment. 1077 00:32:20.595 --> 00:32:22.358 Buy a Tundra or Tacoma today. 1078 00:32:22.776 --> 00:32:24.339 Visit buyatoyota.com, 1079 00:32:24.600 --> 00:32:26.663 Toyota's official website for deals. 1080 00:32:26.983 --> 00:32:29.780 Or stop by your local Toyota dealer to find out more. 1081 00:32:30.046 --> 00:32:30.444 Toyota, 1082 00:32:30.788 --> 00:32:31.507 let's go places. 1083 00:32:33.405 --> 00:32:34.265 Antonio Lytics, 1084 00:32:34.733 --> 00:32:36.249 let's grade advertisements. 1085 00:32:36.718 --> 00:32:37.749 I'm going to probably say 1086 00:32:38.093 --> 00:32:39.358 60% on that one too. 1087 00:32:39.968 --> 00:32:41.015 Possibly even lower. 1088 00:32:42.483 --> 00:32:43.155 Why? 1089 00:32:43.655 --> 00:32:43.780 Well, 1090 00:32:43.796 --> 00:32:45.624 I didn't really hear a very clear setup. 1091 00:32:45.625 --> 00:32:46.483 It went straight to... 1092 00:32:46.852 --> 00:32:47.513 the solution. 1093 00:32:47.773 --> 00:32:48.013 You know, 1094 00:32:48.014 --> 00:32:49.835 it might've been a little bit attention grabbing, 1095 00:32:49.874 --> 00:32:52.558 but I didn't really hear anything that set up anything. 1096 00:32:52.617 --> 00:32:54.058 It's Covino from Covino and Rich. 1097 00:32:54.359 --> 00:32:54.601 Hey, 1098 00:32:54.921 --> 00:32:56.601 it's Covino from Covino and Rich. 1099 00:32:56.781 --> 00:32:57.039 Right. 1100 00:32:57.460 --> 00:32:58.242 It's one way to do it. 1101 00:32:58.243 --> 00:32:59.124 It's kind of ham fisted. 1102 00:32:59.328 --> 00:33:00.484 So you're going to give it sub 60. 1103 00:33:00.765 --> 00:33:00.906 Yeah. 1104 00:33:00.968 --> 00:33:02.070 I'm going to give it a, 1105 00:33:02.071 --> 00:33:02.671 I'll say 60. 1106 00:33:02.921 --> 00:33:03.624 You're going to stick with 60. 1107 00:33:03.734 --> 00:33:03.953 Okay. 1108 00:33:04.156 --> 00:33:08.281 I'm going to say it's like a low 60 and the other one was a high 60 because this is what's interesting. 1109 00:33:08.640 --> 00:33:10.390 Audiolytics got it at a 72. 1110 00:33:10.968 --> 00:33:12.218 So right now, 1111 00:33:12.812 --> 00:33:14.953 even though the scores are different between 1112 00:33:15.864 --> 00:33:21.071 Audio lytics and Antonio lytics the ranking is the same Wow if that's a low 60 Yeah, 1113 00:33:21.188 --> 00:33:23.352 that's a lower 60 than the 60 you gave better help. 1114 00:33:23.372 --> 00:33:23.493 Yeah, 1115 00:33:23.532 --> 00:33:28.634 I almost was gonna say like 55 like in that range again This is like where there's a lot of this like, 1116 00:33:28.635 --> 00:33:32.173 you know could be biased or just the fact that I'm aware that I'm giving It low scores. 1117 00:33:32.220 --> 00:33:36.079 It might even be influencing this decision to not give it that 55 I'm like, 1118 00:33:36.110 --> 00:33:41.673 oh I'm kind of being a little too harsh But really I think 55 is probably like my gut reaction when I first heard it So well, 1119 00:33:41.688 --> 00:33:45.220 what's always so fascinating to me is like we hold these truths to be self-evident evidence. 1120 00:33:45.324 --> 00:33:46.586 When it comes to persuasion, 1121 00:33:46.705 --> 00:33:47.967 we can get into our heads. 1122 00:33:48.107 --> 00:33:57.338 But what audiolytics externalizes is what I believe we know and have experienced as people on this planet working to persuade each other of how to persuade. 1123 00:33:59.041 --> 00:34:02.275 And so regardless of the rubric somebody brings to the show, 1124 00:34:02.588 --> 00:34:04.119 it almost without fail, 1125 00:34:04.416 --> 00:34:07.041 their rank order mirrors audiolytics. 1126 00:34:07.338 --> 00:34:09.213 Even if like their score is slightly different, 1127 00:34:09.385 --> 00:34:09.885 like the 1, 1128 00:34:09.932 --> 00:34:10.041 2, 1129 00:34:10.088 --> 00:34:10.244 3, 1130 00:34:10.307 --> 00:34:12.525 4 spot is almost always the same. 1131 00:34:12.744 --> 00:34:12.916 Wow. 1132 00:34:13.136 --> 00:34:14.298 Which is really fascinating to me. 1133 00:34:14.397 --> 00:34:14.598 Okay. 1134 00:34:14.599 --> 00:34:15.317 So the last one, 1135 00:34:15.438 --> 00:34:15.739 here we go. 1136 00:34:15.740 --> 00:34:16.979 And then we'll wrap up is 1137 00:34:17.321 --> 00:34:18.501 Mint Mobile. 1138 00:34:19.704 --> 00:34:21.341 This episode is sponsored by Mint Mobile. 1139 00:34:21.903 --> 00:34:23.388 Do you say data or data? 1140 00:34:23.966 --> 00:34:24.145 Well, 1141 00:34:24.247 --> 00:34:24.770 I say data. 1142 00:34:25.145 --> 00:34:25.989 And for the longest time, 1143 00:34:26.052 --> 00:34:28.848 I thought paying a fortune on my monthly data plan was just normal. 1144 00:34:29.395 --> 00:34:34.161 That wasn't until I found out about Mint Mobile and their premium wireless plans that start at just 15 bucks a month. 1145 00:34:34.942 --> 00:34:35.536 With Mint Mobile, 1146 00:34:35.755 --> 00:34:42.630 I use the exact same network on the exact same cell towers I used before with the exact same phone and exact same phone number. 1147 00:34:43.200 --> 00:34:45.558 The only thing that isn't the same are the monthly fees. 1148 00:34:46.792 --> 00:34:48.233 All plans come with high-speed data, 1149 00:34:48.514 --> 00:34:49.254 or high-speed data, 1150 00:34:49.394 --> 00:34:49.894 your choice, 1151 00:34:50.234 --> 00:34:53.980 as well as unlimited talk and text delivered on the nation's largest 5G network. 1152 00:34:54.797 --> 00:34:55.703 No matter how you say it, 1153 00:34:56.141 --> 00:34:57.141 don't overpay for it. 1154 00:34:57.641 --> 00:35:01.328 Shop data plans at mintmobile.com slash EED. 1155 00:35:02.125 --> 00:35:04.516 That's mintmobile.com slash EED. 1156 00:35:05.953 --> 00:35:07.766 Upfront payment of $45 for a three-month, 1157 00:35:07.812 --> 00:35:09.047 five-gigabyte plan required, 1158 00:35:09.094 --> 00:35:10.312 equivalent to $15 a month. 1159 00:35:10.797 --> 00:35:12.531 New customer offer for the first three months only, 1160 00:35:12.703 --> 00:35:14.203 then full-price plan options available. 1161 00:35:14.528 --> 00:35:15.368 Taxes and fees extra. 1162 00:35:15.508 --> 00:35:16.649 See Mint Mobile for details. 1163 00:35:18.149 --> 00:35:18.569 All right. 1164 00:35:18.831 --> 00:35:21.850 This is going to be interesting where you come down on this one because of where 1165 00:35:22.249 --> 00:35:25.870 I know the Audiolytics score is in comparison to the others. 1166 00:35:26.127 --> 00:35:26.690 No pressure. 1167 00:35:26.948 --> 00:35:27.073 No, 1168 00:35:27.213 --> 00:35:27.870 I'm going to actually, 1169 00:35:28.151 --> 00:35:29.651 I'm going to go even lower this time. 1170 00:35:30.010 --> 00:35:30.776 How low can you go? 1171 00:35:32.885 --> 00:35:33.479 I'm going to give it, 1172 00:35:33.480 --> 00:35:33.854 I would say, 1173 00:35:34.088 --> 00:35:35.354 between 50 and 55. 1174 00:35:37.526 --> 00:35:37.916 Okay. 1175 00:35:38.073 --> 00:35:40.870 I didn't know I was coming in with dark Antoniolytics. 1176 00:35:45.077 --> 00:35:45.377 All right. 1177 00:35:45.437 --> 00:35:46.877 Audiolytics gave it a 76. 1178 00:35:47.518 --> 00:35:49.260 So for the most part, 1179 00:35:49.542 --> 00:35:52.002 you tracked right there along with Audiolytics, 1180 00:35:52.104 --> 00:35:53.264 which is what we typically see. 1181 00:35:53.342 --> 00:35:55.928 You did give this last one the lowest score. 1182 00:35:56.467 --> 00:36:01.225 Turns out that Audiolytics was more gracious with Mint Mobile than Antodiolytics. 1183 00:36:01.459 --> 00:36:04.069 But when you think of all four of these and the grades you just gave them, 1184 00:36:04.194 --> 00:36:05.913 I got two questions that we can wrap it up. 1185 00:36:06.319 --> 00:36:06.459 One, 1186 00:36:06.460 --> 00:36:09.022 is this what you were used to seeing back when you were? 1187 00:36:09.604 --> 00:36:09.924 fully 1188 00:36:10.305 --> 00:36:11.746 Antoniolytics. And two, 1189 00:36:11.807 --> 00:36:18.174 what advice would you give to the CAOs that are listening that invested millions of dollars in putting these messages on podcast? 1190 00:36:18.314 --> 00:36:19.291 To answer the first question, 1191 00:36:19.517 --> 00:36:19.736 yeah, 1192 00:36:19.853 --> 00:36:21.072 the typical range was, 1193 00:36:21.236 --> 00:36:21.533 I would say, 1194 00:36:21.557 --> 00:36:24.682 between a 60 and a 70 on the first go when I first, 1195 00:36:24.822 --> 00:36:25.057 you know, 1196 00:36:25.119 --> 00:36:27.002 listened to an ad or created a script. 1197 00:36:27.142 --> 00:36:28.924 So I'd say these are probably like a little bit lower. 1198 00:36:29.408 --> 00:36:30.346 And that's, 1199 00:36:30.486 --> 00:36:30.767 I guess, 1200 00:36:31.080 --> 00:36:31.580 maybe again, 1201 00:36:31.627 --> 00:36:33.033 it's just where my head's at today. 1202 00:36:33.034 --> 00:36:33.252 You know, 1203 00:36:33.346 --> 00:36:35.392 it can be that sort of thing where it's just like, 1204 00:36:35.689 --> 00:36:35.924 you know. 1205 00:36:36.244 --> 00:36:38.366 I'm coming at it from a different angle or for whatever reason, 1206 00:36:38.706 --> 00:36:39.747 thinking about it in a different way. 1207 00:36:40.087 --> 00:36:47.433 And it sounds like you've trained yourself to be hypercritical when you're off scorecard to sort of protect against being too gracious. 1208 00:36:47.698 --> 00:36:47.972 Right. 1209 00:36:48.073 --> 00:36:51.339 And that's just from the experience of just having when I started, 1210 00:36:51.362 --> 00:36:51.980 I was just very, 1211 00:36:52.284 --> 00:36:52.534 you know, 1212 00:36:52.847 --> 00:36:55.409 easily giving things higher scores than maybe I should have. 1213 00:36:55.425 --> 00:37:00.941 So I kind of learned to kind of not be as gracious to begin with and then kind of have it earn that higher score. 1214 00:37:01.253 --> 00:37:01.362 Yeah, 1215 00:37:01.456 --> 00:37:05.519 I tend to just be a little bit critical when I first kind of go through it like in the first pass. 1216 00:37:05.550 --> 00:37:05.675 So. 1217 00:37:05.928 --> 00:37:06.148 Okay. 1218 00:37:06.328 --> 00:37:06.888 Regardless, 1219 00:37:07.149 --> 00:37:11.254 where did these ads miss and what could they do better for those chief audio officers that are listening? 1220 00:37:11.293 --> 00:37:14.617 I guess one component that was missing from a lot of them was just the substantiation. 1221 00:37:14.618 --> 00:37:17.421 That accounts for kind of a big portion of this framework. 1222 00:37:17.461 --> 00:37:17.601 It's, 1223 00:37:17.703 --> 00:37:17.937 you know, 1224 00:37:17.938 --> 00:37:20.320 we want to be able to back up all these claims with, 1225 00:37:20.321 --> 00:37:20.742 you know, 1226 00:37:20.820 --> 00:37:21.820 some pretty solid evidence, 1227 00:37:21.843 --> 00:37:26.984 whether that's facts and figures or just a host kind of giving a personal endorsement or a testimonial. 1228 00:37:27.062 --> 00:37:29.796 And so that's where I see a lot of these kind of missed. 1229 00:37:29.890 --> 00:37:30.656 And it's difficult to do. 1230 00:37:30.890 --> 00:37:32.421 But another part is the setup. 1231 00:37:32.437 --> 00:37:33.296 you know the setup is 1232 00:37:33.672 --> 00:37:34.112 really key. 1233 00:37:34.132 --> 00:37:35.714 You can argue that's maybe the most important part, 1234 00:37:35.715 --> 00:37:36.714 because if you don't get past that, 1235 00:37:36.715 --> 00:37:39.458 then you're not going to be able to almost everything else after that doesn't matter. 1236 00:37:39.517 --> 00:37:42.603 So at least today when I heard those ads, 1237 00:37:42.697 --> 00:37:44.845 I didn't really feel putting myself in the shoes of a listener. 1238 00:37:44.861 --> 00:37:46.384 I wouldn't feel compelled to listen. 1239 00:37:46.603 --> 00:37:47.642 They're all kind of snoozers, 1240 00:37:47.665 --> 00:37:50.353 but I am on a comfortable couch here at HeadGum Studios. 1241 00:37:50.603 --> 00:37:55.072 But like the temperature in this room and like the vibe and this chair and those ads, 1242 00:37:55.119 --> 00:37:55.915 I want to go to sleep. 1243 00:37:57.431 --> 00:37:58.056 I don't know about you. 1244 00:37:58.275 --> 00:37:58.415 Yeah. 1245 00:37:58.619 --> 00:38:00.119 Like I tuned out on the BetterHelp one. 1246 00:38:00.275 --> 00:38:01.056 I just checked out. 1247 00:38:01.165 --> 00:38:01.400 I mean, 1248 00:38:01.415 --> 00:38:01.665 for me, 1249 00:38:01.822 --> 00:38:02.837 the Mint Mobile one was 1250 00:38:03.264 --> 00:38:05.005 maybe it was just the delivery that kind of... 1251 00:38:05.303 --> 00:38:07.366 He was kind of just flat like this. 1252 00:38:07.686 --> 00:38:07.885 Yeah. 1253 00:38:07.983 --> 00:38:09.206 Do you say data or data? 1254 00:38:09.565 --> 00:38:10.167 I say data. 1255 00:38:10.944 --> 00:38:11.104 Yeah. 1256 00:38:11.303 --> 00:38:12.249 Do you pay for data? 1257 00:38:12.428 --> 00:38:12.686 Right. 1258 00:38:12.905 --> 00:38:13.069 Hey, 1259 00:38:13.124 --> 00:38:14.343 it's Rich from Rich and Covino. 1260 00:38:14.889 --> 00:38:15.850 You should drive Toyota. 1261 00:38:16.647 --> 00:38:18.210 So what it could have done better was... 1262 00:38:19.007 --> 00:38:19.874 I love my Toyota. 1263 00:38:20.061 --> 00:38:22.014 I've been driving Toyota since 1997. 1264 00:38:22.046 --> 00:38:22.874 Got my first Tacoma. 1265 00:38:23.124 --> 00:38:24.889 This is Rich from Rich and Rich and Covino. 1266 00:38:25.046 --> 00:38:27.905 I got to tell you about these screaming deals Toyota's got going on right now. 1267 00:38:28.155 --> 00:38:28.624 Unbelievable. 1268 00:38:28.655 --> 00:38:28.983 Truth is, 1269 00:38:29.014 --> 00:38:30.327 I don't drive a Toyota right now, 1270 00:38:30.514 --> 00:38:31.311 but I'm thinking about it, 1271 00:38:31.436 --> 00:38:32.811 especially when you hear what they got going on. 1272 00:38:33.556 --> 00:38:33.776 Right? 1273 00:38:33.836 --> 00:38:35.077 Like that's the thing they can do. 1274 00:38:35.397 --> 00:38:37.780 They don't even have to endorse in the moment, 1275 00:38:37.862 --> 00:38:39.299 but like personalize it. 1276 00:38:39.382 --> 00:38:40.182 Talk about it. 1277 00:38:40.561 --> 00:38:40.682 Yeah. 1278 00:38:40.803 --> 00:38:44.370 It's always those way they kind of customize things and just kind of put things in their voice. 1279 00:38:44.448 --> 00:38:46.909 That's what makes me want to listen usually when I hear an ad. 1280 00:38:47.167 --> 00:38:48.628 I can't even remember the T-Mobile one. 1281 00:38:48.714 --> 00:38:49.315 I can't either. 1282 00:38:49.471 --> 00:38:49.956 Snoop Dogg. 1283 00:38:52.362 --> 00:38:52.471 Yeah. 1284 00:38:52.674 --> 00:38:55.534 I know one of them had Snoop Dogg and that's really all that I remember about it. 1285 00:38:55.549 --> 00:38:55.674 So. 1286 00:38:56.034 --> 00:38:57.503 Would you have remembered that it was T-Mobile? 1287 00:38:57.815 --> 00:38:57.940 No. 1288 00:38:58.065 --> 00:38:58.315 I mean, 1289 00:38:58.424 --> 00:39:00.799 Snoop Dogg has like so many products he endorses that, 1290 00:39:01.003 --> 00:39:01.143 yeah. 1291 00:39:01.362 --> 00:39:02.299 Unless there was something about. 1292 00:39:02.416 --> 00:39:03.457 like that personal endorsement. 1293 00:39:03.496 --> 00:39:03.757 I mean, 1294 00:39:03.897 --> 00:39:05.158 you know what they need to bring back. 1295 00:39:05.199 --> 00:39:06.660 Did you play with GI Joe's as a kid? 1296 00:39:06.840 --> 00:39:06.961 No. 1297 00:39:07.282 --> 00:39:07.500 Okay. 1298 00:39:07.559 --> 00:39:08.020 Well I did. 1299 00:39:08.223 --> 00:39:10.223 And you could call and you could talk to Sergeant Slaughter. 1300 00:39:10.324 --> 00:39:11.824 My name is Sergeant Slaughter. 1301 00:39:11.942 --> 00:39:12.465 It'd be cool. 1302 00:39:12.567 --> 00:39:14.090 Like do a spot T-Mobile. 1303 00:39:14.091 --> 00:39:15.426 Like you could call and you can talk to, 1304 00:39:15.489 --> 00:39:16.887 it's like a automated Snoop Dogg. 1305 00:39:18.887 --> 00:39:19.059 Yeah. 1306 00:39:19.246 --> 00:39:19.840 That'd be awesome. 1307 00:39:19.934 --> 00:39:20.059 Yeah. 1308 00:39:20.137 --> 00:39:20.418 Maybe. 1309 00:39:20.559 --> 00:39:20.949 I don't know. 1310 00:39:21.121 --> 00:39:24.074 You bring up a good point with the celebrity endorsement where it's like, 1311 00:39:24.075 --> 00:39:25.481 if it's Kevin Hart or Snoop, 1312 00:39:25.653 --> 00:39:26.418 you're sort of like, 1313 00:39:26.793 --> 00:39:27.293 I don't know. 1314 00:39:27.528 --> 00:39:31.621 Like sometimes when I look at Ryan Reynolds and maximum effort. 1315 00:39:31.776 --> 00:39:32.376 On the one hand, 1316 00:39:32.436 --> 00:39:34.499 I really like what they say about advertising. 1317 00:39:34.538 --> 00:39:34.778 Okay. 1318 00:39:35.059 --> 00:39:35.720 And I agree. 1319 00:39:36.020 --> 00:39:37.102 On the other hand, 1320 00:39:37.302 --> 00:39:38.243 a lot of times it's, 1321 00:39:38.423 --> 00:39:38.583 hey, 1322 00:39:38.622 --> 00:39:39.325 I'm Ryan Reynolds. 1323 00:39:39.423 --> 00:39:39.583 Yeah. 1324 00:39:39.622 --> 00:39:40.747 They put Ryan Reynolds in it. 1325 00:39:40.825 --> 00:39:41.083 It's like, 1326 00:39:41.084 --> 00:39:41.208 well, 1327 00:39:41.263 --> 00:39:41.481 okay, 1328 00:39:41.505 --> 00:39:41.622 well, 1329 00:39:41.623 --> 00:39:42.669 who doesn't want the charming, 1330 00:39:42.763 --> 00:39:43.911 awesome actor? 1331 00:39:44.286 --> 00:39:45.489 That'll grab my attention. 1332 00:39:45.708 --> 00:39:46.450 But you got to think about. 1333 00:39:46.540 --> 00:40:14.105 out like you're saying it's interesting you remember it's snoop but you can't remember who it was for yeah i mean any of those maybe with the exception of like better help i guess if i had to like look at a list and see what are the products that snoop dog would most likely endorse i could maybe guess that it would be like t-mobile but just kind of hearing that it's yeah unless i did that i wouldn't really remember you know like he didn't say anything about t-mobile that maybe remember that was a t-mobile ad okay so for the caos that are listening c's may get degrees but they don't work well in audiolitics 1334 00:40:14.456 --> 00:40:15.756 It's easy to become forgettable. 1335 00:40:15.956 --> 00:40:17.356 There is a sea of sameness. 1336 00:40:17.516 --> 00:40:19.278 These are things that are as old as advertising. 1337 00:40:19.555 --> 00:40:22.660 And two key areas to think about are substantiation, 1338 00:40:22.699 --> 00:40:23.481 like we talked about. 1339 00:40:23.676 --> 00:40:24.457 You've got to give, 1340 00:40:24.621 --> 00:40:24.856 you know, 1341 00:40:24.879 --> 00:40:25.699 facts and figures. 1342 00:40:25.981 --> 00:40:26.574 Or you can. 1343 00:40:26.699 --> 00:40:27.239 You don't have to. 1344 00:40:27.356 --> 00:40:28.301 But give facts and figures. 1345 00:40:28.340 --> 00:40:28.957 Most people aren't. 1346 00:40:29.160 --> 00:40:30.082 Why should they trust you? 1347 00:40:30.317 --> 00:40:31.574 Give that personal endorsement. 1348 00:40:31.606 --> 00:40:31.793 I mean, 1349 00:40:31.824 --> 00:40:32.778 that's like 101. 1350 00:40:32.793 --> 00:40:34.153 It's particularly in audio. 1351 00:40:34.465 --> 00:40:37.793 And that's interesting because that links to both substantiation and the setup. 1352 00:40:38.074 --> 00:40:41.324 You've got to get their attention and then keep their attention throughout the ad. 1353 00:40:41.559 --> 00:40:42.403 Antonio Lytics. 1354 00:40:42.724 --> 00:40:44.204 This has been a very special episode. 1355 00:40:44.224 --> 00:40:44.604 Thank you. 1356 00:40:44.724 --> 00:40:45.765 It's a moment in time. 1357 00:40:46.025 --> 00:40:48.085 And I feel like we're like putting it in the time capsule. 1358 00:40:48.284 --> 00:40:48.405 Yeah, 1359 00:40:48.503 --> 00:40:52.706 it's kind of we're almost in a way marking this end of this chapter and kind of moving on. 1360 00:40:52.886 --> 00:40:54.862 It was an honor to kind of be a part of it for so long. 1361 00:40:54.925 --> 00:40:55.730 And it'll always be. 1362 00:40:55.886 --> 00:40:57.144 I'll be linked to it in some regard. 1363 00:40:57.191 --> 00:40:57.308 So, 1364 00:40:57.347 --> 00:40:57.464 yeah, 1365 00:40:57.465 --> 00:40:58.144 I thank you for that. 1366 00:40:58.191 --> 00:40:58.706 That's awesome, 1367 00:40:58.707 --> 00:40:58.847 man. 1368 00:40:59.050 --> 00:40:59.222 Well, 1369 00:40:59.269 --> 00:41:00.081 Antonio Lytics, 1370 00:41:00.112 --> 00:41:01.003 it is very special. 1371 00:41:01.050 --> 00:41:04.441 Thank you for today and for all of the years of making the ads work. 1372 00:41:04.442 --> 00:41:05.066 And honestly, 1373 00:41:05.456 --> 00:41:06.503 for being a true believer, 1374 00:41:06.706 --> 00:41:10.206 because I got to say my personal part of this is 1375 00:41:10.628 --> 00:41:11.331 I get tired. 1376 00:41:11.636 --> 00:41:11.916 You know, 1377 00:41:12.196 --> 00:41:15.641 my life quote has been Franklin's energy and persistence conquer all things. 1378 00:41:15.919 --> 00:41:16.602 I believe that. 1379 00:41:16.762 --> 00:41:17.301 But man, 1380 00:41:17.340 --> 00:41:18.204 with audio lytics, 1381 00:41:18.544 --> 00:41:19.282 it's been a slog. 1382 00:41:19.903 --> 00:41:20.083 Yeah. 1383 00:41:20.161 --> 00:41:23.223 And it was tough when folks were kind of not on board. 1384 00:41:23.450 --> 00:41:23.786 You know, 1385 00:41:23.989 --> 00:41:25.106 it's OK to be skeptical. 1386 00:41:25.528 --> 00:41:34.723 But the fact you've always been dyed in the wool and I know I can talk to you about it and you're a true believer has been wind in my sails on this audio lytics journey. 1387 00:41:35.020 --> 00:41:35.645 So thank you. 1388 00:41:35.646 --> 00:41:36.817 And thanks again for coming on the show. 1389 00:41:36.864 --> 00:41:38.004 Where can folks connect with you? 1390 00:41:38.254 --> 00:41:39.129 You can find me on LinkedIn, 1391 00:41:39.145 --> 00:41:39.942 Antonio Coronado. 1392 00:41:40.232 --> 00:41:40.472 Okay, 1393 00:41:40.492 --> 00:41:41.473 and maybe we'll see 1394 00:41:41.873 --> 00:41:43.834 AntonioLytics.com pop up? 1395 00:41:43.936 --> 00:41:44.135 Yeah, 1396 00:41:44.155 --> 00:41:44.518 hopefully. 1397 00:41:44.635 --> 00:41:45.217 That could be cool. 1398 00:41:45.256 --> 00:41:45.916 That would be awesome, 1399 00:41:45.936 --> 00:41:46.057 yeah. 1400 00:41:46.058 --> 00:41:49.424 And then we'd memorialize the whole thing at the official Oxford Road Museum. 1401 00:41:49.799 --> 00:41:50.260 All right, 1402 00:41:50.401 --> 00:41:53.041 that's a wrap on another episode of Ad Infinitum. 1403 00:41:53.080 --> 00:41:54.104 If you found this helpful, 1404 00:41:54.143 --> 00:41:54.885 insightful, 1405 00:41:55.229 --> 00:41:57.862 or just made you think about audio advertising a little differently, 1406 00:41:57.987 --> 00:42:02.299 please let us know and leave an honest five-star review. 1407 00:42:02.768 --> 00:42:07.190 And if you've got an idea for something about audio advertising or an ad or campaign you want us to look at, 1408 00:42:07.233 --> 00:42:10.659 please email me at Stu at Oxford Road dot com. 1409 00:42:10.698 --> 00:42:16.659 And don't forget to check out the latest ad rankings and get a free demo at Magellan dot a slash ad infinitum. 1410 00:42:16.964 --> 00:42:17.604 And remember, 1411 00:42:17.964 --> 00:42:18.909 until next time, 1412 00:42:18.940 --> 00:42:21.753 to have fun making the ads work.