To me, it's just a price. The problem with a lot of traditional stuff right now is they're dying so they're charging you more. Do you know that newspaper ads cost more now than they did 10 years ago? It's a joke. And do you know many people keep paying it? Because that's how we built this darn place.

The only thing I care about with marketing is selling stuff. Marketing is an engine for business. The problem and the opportunity is is marketing is going through the biggest shift it's gone through since we transitioned from a predominant radio consuming Society to a predominant television. Society The Internet is now 30 years old.

You know it's really starting to hit maturity. Where they are now, and what's happening on the modern day internet is remarkable. What's even more remarkable is how many people in this room, in this beautiful city and in this country continue to underestimate the power of the modern marketing and how much they continue to overestimate yesterday. The concept of humanity is very simple.

I'm going to overvalue yesterday because it's not scary I know it for a small group of people that I roll with in Silicon Valley and others they overestimate tomorrow. They're like, if you're not on VR selling cars, you're an idiot. There's like nine people using VR I'm watching everybody way way over value yesterday. I Promise This room has a lot of heart for yesterday.

What I want for all of you is I want you to be obsessed with today. For example, today, if you know what Tick Tock is and if you know what Instagram reels are, Facebook has a version called reels all the cool kids are doing everything on Tick Tock and Instagram because that's the new wave. Meanwhile, because so few people are making content for Facebook reels, yet there are tens and hundreds of millions of people consuming those reels. The supply and demand of attention and output is off kilter and one of the biggest opportunities in marketing.

this second is doing videos and pictures on Facebook reels to sell stuff. It is the framework of our society. The biggest reason the world's confused right now is they don't understand that the attention of our society is Shifting so fast to new platforms. Think about commercials.

Super Bowl's the best. I'm on CNBC saying these are a steal at seven million dollars a spot. Why? Because a hundred plus Americans will actually watch it meanwhile. So streaming is eating up all television except Sports How many people here now have Netflix or Hulu or Amazon Prime and are consuming shows on that raise your hand I Don't know if you know this, these are not 20 year olds you're watching Hulu and Netflix Which means every minute you're doing, that is the minute you're not watching cable.

It's a minute you're not watching local television. And oh, by the way, the random times you find yourself on cable and regular television predominantly watching sports when the commercial comes on I promise you're not consuming it. Even this crowd is grabbing their phone and doing something or going to the bathroom or whatever you're doing. But I promise you, you're not excited for a Jeep going up a mountain telling you it's 3.99.

Consumer Behavior has shifted and the amount of money that is being wasted is staggering. Meanwhile, digital's no dream either. The amount of money being wasted in digital in modern marketing is profound. The amount of brands that are overspending on programmatic banner ads on the bottom of Espn.com that nobody here sees is staggering.

Influencer marketing. One of the greatest ways to do business in marketing. Today One of the worst. You could pay somebody five thousand dollars to do a campaign and you can get nothing.

You can get somebody for 800 bucks and you get a ton. This is like the ROI of a basketball. The ROI of a basketball for LeBron James is a billion dollars. The ROI for me is negative.

Four thousand dollars. I've torn both of my meniscus. The ROI for a piano for me zero Billy Joel A billion A lot of people come up to me and say Gary Social media doesn't work I've been doing it for a year. It doesn't work I Go The data is very clear.

It works. It doesn't work for you because you suck at it when I talk to CMOS The most interesting thing of my day, we will play a video and they will look at it or we'll show them a picture and they will look at it and they believe that their subjective opinion of the video is the right answer. The audacity of humans deciding I don't like that picture. We didn't like that post The Audacity Of Not understanding it is not about your subjective opinion, it is about the Quant and qual data after the post is made to get the Insight or the sale.

The lack of humility in marketing today is staggering. They are completely completely confused about what's happening because that was what was required in the Mad Men era. It was your subjective opinion opinion and you ran it. We do not have to do that in modern marketing.

The math and the Quantum qual of Social gives us the insights to then allow us to scale the marketing campaigns. My biggest problem is when people make decisions for their ego. People would rather see a commercial during their baseball game for their company and waste money than not see the tick tocks in Instagram and make more money. I Will never to the day I Die.

Understand that ego and yesterday is hurting a lot of people from growing.