Episode 192: The PE Guy and Cameo CEO Steven Galanis Close Out Marketecture Live Chicago

Ari Paparo (0:20)

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Welcome to the Marketecture Podcast. This is Ari Paparo. I'm here from not sunny Chicago, from a hotel room here. On the day after the epic Marketecture Chicago, I'm joined by Eric Franchi, who is in beautiful New Jersey. Eric, how are you doing?

Eric Franchi (1:30)

I'm good.

It's not so warm here either. Fall's kicking in. I've got one of the VC fleeces on here.

Ari Paparo (1:38)

Yeah. Something about Chicago, it's like no matter what the weather app says, it feels like 10 degrees colder. This is the wind, but it's also just something about the vibes are cold.

So I'll be lucky if I survive.

Eric Franchi (1:51)

So give us the update, give us the download. How was Marketecture Chicago?

Ari Paparo (1:55)

It was great. It was a one-day event, sold out, 450 tickets sold, something like that.

It was the first event to take place in Chicago in years. Jeremy says it's the first big event in Chicago since before COVID. Chicago is a huge marketing town, advertising and agencies. It's a great representation of advertising and agencies.

People are thanking me. People are like, thank you so much for doing this. Thank you for doing this in Chicago. I was like, all right, sure. Thanks for buying a ticket. Yeah. Yeah. Exactly. We did make the speaking agenda very Chicago-centric, not entirely Chicago, of course. We had United Airlines and we had The Onion, which is based here. Some of the highlights for me was we opened up with Stephanie Paternick from eMarketer who gave a talk about about AEO but it was really interesting because she showed some data that showed where the LLMs source their facts and data and how it's really different. I don't know if you've ever noticed. Do you know that Gemini and like ChatGPD have wildly different sources for their training?

Eric Franchi (3:03)

No.

Ari Paparo (3:04)

No. Tell me about it.

Eric Franchi (3:05)

Educate me.

Ari Paparo (3:06)

Yeah. So she was able to show that like for consumer goods or like I think she used health as an example, Google Gemini overwhelmingly uses news sites as their source.

Whereas the ChatGPD, OpenAI overwhelmingly uses retail sites.

So if you have a product, being on retailers and getting good reviews is much more important to ChatGPD, and Google doesn't use that signal at all. They are looking for articles on websites to talk about your product. Totally different. Like totally different. And the other thing she showed was that, like if you rank the top 10 sources of places where consumers spend time, number one is YouTube, number two is Netflix, whatever, none of them are inputs to LLMs. Like basically, none of them matter really for LLMs. It's totally different with the exception of YouTube and Gemini.

Eric Franchi (4:00)

Wow. That's wild. Yeah. We're going to get into some changes in the whole agent landscape in the news. Any conversation vibes around AdTech?

You know, open web, dead, CTV, good.

Like what are people talking about on the ground?

Ari Paparo (4:19)

You know, this may sound crazy to listeners of this podcast, but we shouldn't talk about AdTech that much at the conference. It was a very marketing-oriented conference. A little bit different from AdTech, from Marketecture New York, which is a little techy. And we did that on purpose. We just made the agenda much more about influencers and about, you know, media mix and multiple funnel point positions, things like that.

There was some really good conversations, but, you know, it was not very AdTech-y. And, you know, a couple of people came over to me and were like, hey, why are we talking about blah, blah, blah? And I was like, because no one cares.

We also announced our next Marketecture, so we are re-running New York. So we'll do the two-person mega Marketecture Live March 9th and 10th. I hope I have those dates right. March 9th and 10th in New York. And you can go to marketecturelive.com to get a discount ticket. We have what we're calling an alumni ticket. That means that you have to have gone to a previous event to get it.