WEBVTT - Ads on the Go 0:00:04.240 --> 0:00:07.280 Get in touch with technology with tex Stuff from how 0:00:07.320 --> 0:00:13.960 Stuff Works dot com. Be there and welcome to tech Stuff. 0:00:14.000 --> 0:00:17.799 I'm Jonathan Strickland, and today we're going to talk about 0:00:18.520 --> 0:00:23.120 mobile web advertising. Yes, now, I know that for some 0:00:23.160 --> 0:00:24.960 of you this you're probably picking like, well, how is 0:00:25.000 --> 0:00:29.840 that interesting? Really, this is incredibly important stuff because we're 0:00:29.880 --> 0:00:34.159 talking about the fundamental change in the habits of users 0:00:34.159 --> 0:00:37.800 in the way that they browse the web and consume content, 0:00:38.159 --> 0:00:40.960 which in turn means a fundamental change in the way 0:00:41.000 --> 0:00:44.839 that we can generate any form of revenue or monetization 0:00:45.240 --> 0:00:47.599 so that we can continue to create content. And when 0:00:47.600 --> 0:00:50.159 I say we, I mean everyone who creates content. Right, 0:00:50.440 --> 0:00:53.240 although it is probably critical at this juncture to to 0:00:53.240 --> 0:00:55.760 to note that that this is absolutely a thing that 0:00:55.760 --> 0:00:58.600 How Stuff Works thinks about. Oh sure, yeah, any big 0:00:58.680 --> 0:01:01.880 time any company has a web presence and they are, 0:01:01.960 --> 0:01:05.080 let alone a company that is that is a web presence. Yeah, 0:01:05.120 --> 0:01:08.080 they're all concerned about this because they want to make 0:01:08.120 --> 0:01:11.679 sure that they're continuing to serve up and experience. There's 0:01:11.720 --> 0:01:13.959 a good experience for the people who are using the 0:01:14.000 --> 0:01:17.120 web on whatever device they happen to be on. And furthermore, 0:01:17.240 --> 0:01:20.080 something that can actually make the money. Yeah. And as 0:01:20.120 --> 0:01:23.600 it turns out, this whole mobile uh, this move to 0:01:23.680 --> 0:01:26.839 mobile browsing is really disruptive as far as that goes. 0:01:26.920 --> 0:01:30.640 But the it's it's a pretty big industry of UM. 0:01:30.680 --> 0:01:34.760 As of August, according to an insight company called e Marketer, 0:01:35.319 --> 0:01:39.399 the mobile advertising global market is set to be UH 0:01:39.600 --> 0:01:42.959 worth over sixteen billion dollars this year. That's a lot 0:01:42.959 --> 0:01:46.920 of money UM, which is a growth and I imagine 0:01:47.120 --> 0:01:50.640 that we'll see that number even go even higher because 0:01:50.800 --> 0:01:53.400 you're seeing when you start looking at sales figures for 0:01:53.480 --> 0:01:56.000 things like tablets and smartphones, there through the roof, and 0:01:56.040 --> 0:01:58.920 it's across the globe. Although I will say, and we'll 0:01:58.920 --> 0:02:04.000 get into this, different parts of the globe value different platforms. 0:02:04.040 --> 0:02:06.600 Some are very tablet crazy and some are like no, 0:02:06.680 --> 0:02:09.840 I want my smartphone right. Absolutely, But but the marketers 0:02:09.919 --> 0:02:12.960 also saying that the desktop ad market UM is set 0:02:13.000 --> 0:02:17.320 to peak at around thirty five billion and be on 0:02:17.400 --> 0:02:20.760 a decline after that. Yeah. And part of the reason 0:02:20.840 --> 0:02:23.560 for that is that we're seeing more and more people 0:02:23.639 --> 0:02:28.520 move away from those traditional desktop and laptop platforms. Uh. 0:02:28.560 --> 0:02:31.600 And we're also seeing because we're seeing this move towards 0:02:31.639 --> 0:02:36.640 mobile then itself is is in part devaluing advertising on 0:02:36.680 --> 0:02:40.240 those traditional platforms, right, So if everyone is moving to 0:02:40.360 --> 0:02:45.520 something else, then you can't sell your your website that's 0:02:45.560 --> 0:02:49.040 designed for a desktop as a an ideal place for 0:02:49.240 --> 0:02:52.240 you for advertisers to put ads, because if no one's 0:02:52.320 --> 0:02:54.320 using a desktop to view that website, then no one's 0:02:54.320 --> 0:02:56.959 getting that content right. And when whenever you have that split, 0:02:57.000 --> 0:02:58.799 you're going to have some people who are who are 0:02:58.919 --> 0:03:00.920 very happy with their experien rients and some people who 0:03:00.960 --> 0:03:02.400 are not, just because of the way that the page 0:03:02.440 --> 0:03:05.320 was designed. As I'm sure everyone listening to this has 0:03:05.440 --> 0:03:07.760 has had the experience of in the past. Right. There's 0:03:07.840 --> 0:03:11.680 even some discussion and some debate about the value of, 0:03:11.840 --> 0:03:16.840 say a specific app for a web content creator versus 0:03:16.919 --> 0:03:20.440 a mobile browser. So there are websites out there that 0:03:20.520 --> 0:03:23.320 have apps. How stuff works has an app, and then 0:03:23.400 --> 0:03:25.920 they also have a presence on the web and actual website. 0:03:26.000 --> 0:03:28.840 And there are some people who who say that they 0:03:28.919 --> 0:03:31.840 much prefer the experience of going through a mobile website 0:03:31.840 --> 0:03:34.240 than using an app, even if that app has been 0:03:34.280 --> 0:03:39.400 optimized to to really feature whatever the content is of 0:03:39.440 --> 0:03:42.360 that website, because I guess partially part of it is 0:03:42.400 --> 0:03:44.760 that when you're in a web browser, you have a 0:03:44.760 --> 0:03:47.360 lot more freedom to go from one place to another, 0:03:47.400 --> 0:03:51.120 and that may not be within the confines of whatever 0:03:51.200 --> 0:03:53.600 website you're visiting, whereas if you're going through an app, 0:03:53.800 --> 0:03:56.960 that's pretty much what you're seeing, right. So so okay, 0:03:56.960 --> 0:04:00.839 so some of those more traditional methods that that we're 0:04:00.840 --> 0:04:04.040 thinking are going to peak in the next couple of years. Right. So, 0:04:04.080 --> 0:04:06.600 of course, the one that we all know because these 0:04:06.680 --> 0:04:09.320 date back to the very earliest days of web pages 0:04:09.640 --> 0:04:12.240 are banner ads, right. Those are the things that will 0:04:12.360 --> 0:04:14.240 that you'll see along the top or sometimes along the 0:04:14.280 --> 0:04:16.920 side of a web page that you're viewing, right, Yeah, 0:04:16.960 --> 0:04:19.120 some people, some people will go so far as to 0:04:19.240 --> 0:04:23.279 differentiate banner ads from whatever appears in the side but yes, sidebar. 0:04:23.360 --> 0:04:25.520 But it's essentially the same thing. This is something that 0:04:25.960 --> 0:04:28.720 is part of the frame of the website you're looking at. 0:04:29.160 --> 0:04:31.760 So you're all familiar with this, I know, So I don't. 0:04:31.760 --> 0:04:33.480 I'm not going to go into the great detailble it 0:04:33.520 --> 0:04:35.880 is because assuming that you're listening to a podcast, I'm 0:04:35.880 --> 0:04:37.800 pretty sure you've visited a web page as head of 0:04:37.839 --> 0:04:42.440 banner ad on it. So, uh, that's one version. Another course, 0:04:42.440 --> 0:04:45.480 are the dreaded pop ups and pop unders. These are 0:04:45.960 --> 0:04:48.839 the ads that will either generate a window on top 0:04:48.920 --> 0:04:51.240 of or beneath your web browser. So if it's on 0:04:51.279 --> 0:04:54.760 top your web browser, you start your viewing experience. If 0:04:54.760 --> 0:04:57.120 it's underneath, you'll see it when you finally close your 0:04:57.160 --> 0:04:59.040 your page. Yeah, when you close your page or you 0:04:59.080 --> 0:05:01.039 close your browser, and and then you see like eighteen 0:05:01.080 --> 0:05:04.640 different windows there, and you think, whoa, something starts making 0:05:04.680 --> 0:05:07.800 noise that you're not looking at. Oh man, hey, Lauren, 0:05:07.880 --> 0:05:09.840 let me ask you is your favorite kind of ad? 0:05:09.880 --> 0:05:11.240 My favorite kind of ad, you know, the one that 0:05:11.279 --> 0:05:15.160 immediately starts to AutoPlay video with sound. That's my favorite. 0:05:15.160 --> 0:05:17.720 How did you know? Yeah? It's also great when you're 0:05:17.720 --> 0:05:20.320 doing research at work and then suddenly you've got like, 0:05:20.839 --> 0:05:23.240 you know, despicable mean minions screaming at the top of 0:05:23.279 --> 0:05:26.560 their lungs, but Nona, and you're like, well, that didn't 0:05:26.600 --> 0:05:29.800 plan on treating everyone to that professionalism. Or if you're 0:05:30.000 --> 0:05:31.680 or if you're like me and you think, I'm going 0:05:31.760 --> 0:05:34.680 to click on this link and walk away to get 0:05:34.720 --> 0:05:37.080 coffee because it's gonna take on this page to load, 0:05:37.120 --> 0:05:39.080 and then you come back and there's a guess going 0:05:39.120 --> 0:05:41.120 on at your desk, and all the writers and editors 0:05:41.160 --> 0:05:43.160 of how stuff work hate you even more than they 0:05:43.160 --> 0:05:48.800 did already anyway. So besides pop ups and pop unders, 0:05:48.800 --> 0:05:50.560 you also have floating ads. These are the ones that 0:05:50.720 --> 0:05:54.400 actually float over the text. They may even move as 0:05:54.680 --> 0:05:56.760 you know, and block your view of it, and sometimes 0:05:56.800 --> 0:05:58.520 there's not even a way of closing it. You just 0:05:58.560 --> 0:06:02.480 have to wait until it goes away. And uh, expanding 0:06:02.480 --> 0:06:04.560 ads These are the ones where if your cursor goes 0:06:04.560 --> 0:06:07.360 over it, it suddenly expands to fill up and sometimes 0:06:07.400 --> 0:06:09.880 we'll then start playing music video. Yeah, it can also happen, 0:06:10.360 --> 0:06:12.960 but it'll it'll cover most of the web content that 0:06:13.000 --> 0:06:16.719 you were going to visit. Then there of course ads 0:06:16.760 --> 0:06:20.039 that are are not a line text ads yeah, which 0:06:20.040 --> 0:06:21.720 are a little bit sneakier. Those those are the things 0:06:21.720 --> 0:06:23.400 that you might have seen like a double underline and 0:06:23.640 --> 0:06:26.360 article that you were reading that should you happen to 0:06:26.400 --> 0:06:28.480 click on it, they might take it. It will take 0:06:28.480 --> 0:06:31.279 you to some whoever is actually purchased the ad, and 0:06:31.320 --> 0:06:34.240 usually it's something that directly relates to whatether the term is. So, 0:06:34.560 --> 0:06:37.560 for example, if I were to write a blog post 0:06:37.760 --> 0:06:41.840 and I'm mentioning a particular type of camera, there might 0:06:41.880 --> 0:06:44.480 be a double underlined version of the camera's name, and 0:06:44.520 --> 0:06:45.920 if you clicked on it, it might take you to 0:06:46.000 --> 0:06:49.960 say Amazon dot com or some other retail site where 0:06:50.000 --> 0:06:53.120 you can purchase the camera. So, I mean that's what 0:06:53.360 --> 0:06:56.240 it's usually considered a slightly less obtrusive, but it can 0:06:56.279 --> 0:07:00.880 also be sneaky or misleading or uh, just you know, 0:07:00.920 --> 0:07:02.360 it might be one of those things where you're really 0:07:02.400 --> 0:07:05.560 you've trained your mind in that Wikipedia approach where everything 0:07:05.600 --> 0:07:07.479 that's a link will just take you to a different 0:07:07.520 --> 0:07:10.120 article and you're expecting an article and you get something 0:07:10.200 --> 0:07:13.000 information all rather than advertorial. But but you never know, 0:07:13.080 --> 0:07:16.080 you know, uh, And then there are there's also search 0:07:16.160 --> 0:07:19.520 engine marketing. That's where you end up paying a search 0:07:19.600 --> 0:07:24.840 engine to feature your product on a results page that 0:07:24.920 --> 0:07:27.440 relates back to whatever that product is. Those those will 0:07:27.440 --> 0:07:29.920 be like a Google sponsored ads will pop up along 0:07:30.040 --> 0:07:32.160 the like usually the first two at the top and 0:07:32.200 --> 0:07:34.640 then maybe a few along a sidebar. Right, So it's 0:07:35.240 --> 0:07:37.920 related to your search and and can be really very 0:07:37.960 --> 0:07:41.800 helpful depending on on the the algorithms that Google is 0:07:41.880 --> 0:07:45.440 using for that particular ad. But um, but yeah, it 0:07:45.920 --> 0:07:49.400 has has been found to to create some confusion in 0:07:49.480 --> 0:07:53.960 some populations of Internet goers as to whether those are 0:07:54.000 --> 0:07:56.960 really the best search result or something that is sponsored. 0:07:57.000 --> 0:08:00.400 Some people apparently don't read the fine print right right now, 0:08:00.520 --> 0:08:05.360 there are different ways that these ads are actually making money, yea, 0:08:05.680 --> 0:08:10.080 So we're gonna take you into the inside. Come along 0:08:10.120 --> 0:08:12.000 with us. Of course, if you've listened to texta for 0:08:12.040 --> 0:08:13.680 a while, you've heard that Chris and I did an 0:08:13.680 --> 0:08:18.120 episode about um web advertising ages ago, and you probably 0:08:18.120 --> 0:08:20.520 have heard these terms from that as well. But it's 0:08:20.560 --> 0:08:25.320 certainly important in our discussion about mobile advertising. So one 0:08:25.320 --> 0:08:28.960 of the very common forms of compensation is the CPM, 0:08:29.000 --> 0:08:32.319 which is cost per mill which is not cost per million, 0:08:32.400 --> 0:08:35.959 but rather cost per thousand. And we're talking about impressions 0:08:36.000 --> 0:08:39.680 here or views. So it's every single time that page 0:08:40.000 --> 0:08:42.839 that has that add on it has been loaded into 0:08:42.880 --> 0:08:46.040 a browser, whether that's someone who has loaded it and 0:08:46.080 --> 0:08:49.160 then hit refresh a billion times, or if it's a 0:08:49.160 --> 0:08:52.120 billion people who looked at that page once. So it's 0:08:52.200 --> 0:08:54.600 counting up every time that page is loaded, because every 0:08:54.600 --> 0:08:57.040 time that page is loaded, that ad has been displayed, 0:08:57.160 --> 0:08:59.040 and so that's a certain amount of money for every 0:08:59.240 --> 0:09:03.160 thousand displays of of the page and therefore the ad, right, 0:09:03.200 --> 0:09:06.560 and then that amount of money has changed dramatically over 0:09:06.679 --> 0:09:09.960 the history of online advertising. There was a time where 0:09:10.000 --> 0:09:13.000 if you had a really heavily traffic site, you could 0:09:13.040 --> 0:09:16.280 demand a pretty high price for that. You know, we're talking. 0:09:16.360 --> 0:09:18.480 You know, you might think thirty or forty dollars for 0:09:18.520 --> 0:09:21.000 every thousand views isn't much, but if you get million 0:09:21.160 --> 0:09:24.040 a million views per day, that really starts to add up. 0:09:24.480 --> 0:09:27.640 But then you know, you have we talked about devaluing, 0:09:27.880 --> 0:09:30.480 you start to see that that amount go down even 0:09:30.559 --> 0:09:32.760 for the most heavily traffic sites because a lot of 0:09:32.920 --> 0:09:35.280 traffic starts to come in through mobile. And we'll talk 0:09:35.320 --> 0:09:37.800 about why that's a problem in a little bit, right. 0:09:38.080 --> 0:09:41.320 So after that, you've got CPC, which has cost per click. Yeah, 0:09:41.320 --> 0:09:44.000 now this is actually people who don't just see an AD, 0:09:44.120 --> 0:09:47.000 but actively click on that ad to go through and 0:09:47.040 --> 0:09:50.000 look at whatever the site is that that sponsors that 0:09:50.080 --> 0:09:52.640 add So in this case, it doesn't matter how many 0:09:52.640 --> 0:09:55.320 people view it. What matters is how many people click it. 0:09:55.960 --> 0:10:00.200 And you could argue that this is not entirely up 0:10:00.200 --> 0:10:03.240 to the content creator, because the content creator is just 0:10:03.320 --> 0:10:06.480 creating stuff that they want people to look at. The 0:10:06.520 --> 0:10:09.679 advertiser would have to create an ad that was enticing 0:10:09.800 --> 0:10:12.640 enough to get people to click, or tricky enough so 0:10:12.679 --> 0:10:14.840 that people click on it by accident, although I think 0:10:14.840 --> 0:10:18.120 most people would argue that that's not very effective, not 0:10:18.200 --> 0:10:20.839 really to the benefit of all involved. Right, And it 0:10:20.920 --> 0:10:22.960 all depends on who's doing the marketing to Right. If 0:10:22.960 --> 0:10:26.040 it's a third party marketing department that is creating these 0:10:26.080 --> 0:10:29.080 ads and all they are concerned with is throwing as 0:10:29.160 --> 0:10:32.959 much traffic to the to the advertiser as possible, then 0:10:33.040 --> 0:10:36.560 they might not really care if it's truly effective in 0:10:36.559 --> 0:10:39.839 getting people to convert. Where we talk about conversion numbers 0:10:39.840 --> 0:10:44.040 to convert over into buying something, what's the whole third one? 0:10:44.120 --> 0:10:46.600 That third one is cp A that's cost per action, 0:10:46.800 --> 0:10:49.920 and that is going a step further than cost per click. 0:10:50.080 --> 0:10:52.880 It's when someone has has clicked through to a site 0:10:52.880 --> 0:10:55.920 and actually does whatever the advertiser wanted them to do, 0:10:56.000 --> 0:10:59.000 like purchase a product or or in er a free trial. 0:10:59.120 --> 0:11:01.800 So if you've listened scribe, yeah, you've listened to us 0:11:01.840 --> 0:11:04.840 talk about our sponsors. We have several sponsors where they 0:11:04.960 --> 0:11:08.120 use this approach. So if our listeners go and they 0:11:08.679 --> 0:11:11.000 sign up for these things, then that means that the 0:11:11.120 --> 0:11:15.679 sponsor will end up paying whatever the agreed upon amount is. 0:11:16.200 --> 0:11:18.480 So in other words, go and sign up for those things, guys, 0:11:18.480 --> 0:11:22.320 because that's awesome for us. Um Also, I mean, our 0:11:22.360 --> 0:11:25.840 sponsors are great, so that helps too. So let's talk 0:11:25.880 --> 0:11:28.200 about the mobile ad problem. Now. The problem is that 0:11:28.240 --> 0:11:30.880 a lot of these these traditional ads that we talked about, 0:11:30.960 --> 0:11:33.320 the banner ads and the pop ups, pop unders, the 0:11:33.400 --> 0:11:36.760 text ads, are a lot harder to navigate or to 0:11:36.960 --> 0:11:39.840 see in a mobile platform, particularly when you're talking about 0:11:39.840 --> 0:11:42.600 something like a smartphone where the landscape of viewable area 0:11:42.840 --> 0:11:45.520 is really tiny, right right, and people are are moving 0:11:45.520 --> 0:11:48.400 through at a pretty rapid rate of reading speed, maybe 0:11:48.400 --> 0:11:50.640 paying a little bit less attention. Yeah, And or it 0:11:50.679 --> 0:11:52.720 may even be that in order to view whatever the 0:11:52.800 --> 0:11:55.280 content is of the website, they re size it so 0:11:55.320 --> 0:11:57.760 that they're only so that the text or whatever it 0:11:57.840 --> 0:12:00.840 is they're looking at actually readable, therefore blocking out the 0:12:01.040 --> 0:12:03.320 section of the page that've had a yeah, yeah, that 0:12:03.320 --> 0:12:05.560 stuff might not even appear on the screen. Shure. There's 0:12:05.559 --> 0:12:07.360 also a lot of programming bugs in which I mean, 0:12:07.400 --> 0:12:09.800 you know, we've got so many, um so many mobile 0:12:09.800 --> 0:12:14.320 devices and carriers and os. Is that at a certain 0:12:14.320 --> 0:12:17.880 point it gets difficult for a single you know, web 0:12:17.880 --> 0:12:20.959 developer to create a website that looks good on everything. Yeah. 0:12:21.240 --> 0:12:24.160 A lot of these websites also have mobile versions of 0:12:24.200 --> 0:12:27.640 them that are optimized for the mobile viewing experience, which 0:12:27.760 --> 0:12:30.400 often means that they leave the ads off because there's 0:12:30.440 --> 0:12:32.920 just no space for them. It ends up making the 0:12:33.160 --> 0:12:35.959 content look all squished, and that's a terrible experience for 0:12:36.000 --> 0:12:38.440 the user, which means that the user is less likely 0:12:38.480 --> 0:12:41.240 to go to that website. So that means that in 0:12:41.320 --> 0:12:44.319 order to monetize the website, we have to start looking 0:12:44.360 --> 0:12:48.440 at different ways to to to have kind of ads 0:12:48.520 --> 0:12:52.880 or sponsorships or whatever, because the traditional ways just aren't 0:12:53.720 --> 0:12:57.640 they aren't designed with that platform in mind. Right, And 0:12:57.720 --> 0:13:00.199 this is certainly not a new problem or or new 0:13:00.200 --> 0:13:03.000 set of problems. As of two seven, mobile was becoming 0:13:03.000 --> 0:13:06.199 a priority among media and marketing executives. Um. I mean 0:13:06.320 --> 0:13:09.640 that was before the iPhone guys. Um you know. As 0:13:09.640 --> 0:13:13.160 of two thousand six, Nielsen had started tracking cell phone 0:13:13.240 --> 0:13:16.400 use across media, right right, Yeah, I remember that I 0:13:16.400 --> 0:13:20.160 could browse with my old I had a Nokia phone 0:13:20.720 --> 0:13:23.400 that hey, Microsoft buying them now. But I had a 0:13:23.520 --> 0:13:25.840 I had an old Nokia phone that U or Nokia 0:13:25.880 --> 0:13:29.480 phone that uh, that could browse websites and you would 0:13:29.480 --> 0:13:31.679 just get in these little v texts and you'd have 0:13:31.720 --> 0:13:33.360 to you know, you wouldn't get any graphics at all, 0:13:33.400 --> 0:13:37.840 It's just text. Uh. I rapidly decided that was not 0:13:37.880 --> 0:13:40.080 an ideal experience for me. Yeah, I believe I had 0:13:40.080 --> 0:13:42.640 a Samsung like a like a flip flip phone that 0:13:42.760 --> 0:13:45.600 allows you to do the same sort of thing anyway, 0:13:46.400 --> 0:13:48.600 not important. It wasn't until I got a smartphone that 0:13:48.640 --> 0:13:50.120 I really started to use it to do things like 0:13:50.160 --> 0:13:53.040 browse the web. Yeah. So um so some some of 0:13:53.080 --> 0:13:55.440 the trends that are going on right now, Yeah, let's 0:13:55.480 --> 0:13:57.400 talk about them. So I got a lot of this 0:13:57.480 --> 0:14:01.680 information from Adobe. Now, Adobe does a big digital index 0:14:01.760 --> 0:14:04.600 report every now and then. It's semi regular, is how 0:14:04.640 --> 0:14:07.240 I've seen it described. And part of it is the 0:14:07.280 --> 0:14:10.920 State of Mobile benchmark study. And so these were some 0:14:11.000 --> 0:14:13.520 things that they found in their study. They found that 0:14:13.679 --> 0:14:17.960 tablets drive more web traffic than smartphones and may actually 0:14:18.000 --> 0:14:21.840 be a PC replacement when it comes to web consumption. Now, 0:14:21.840 --> 0:14:24.440 it's not that way, it's not like they've completely replaced 0:14:24.480 --> 0:14:27.840 PCs already, but that it looks like tablets are poised 0:14:27.840 --> 0:14:30.400 to take the place of PCs when it comes to 0:14:30.480 --> 0:14:33.560 just browsing the web and consuming content for those for 0:14:33.600 --> 0:14:36.320 those basic functions that are, you know, and anything more 0:14:36.360 --> 0:14:38.960 simple than um, you know, complex photo editing or video 0:14:39.040 --> 0:14:43.200 editing like that. So in general, people visit se more 0:14:43.280 --> 0:14:45.760 web pages per visit on a tablet than they do 0:14:45.840 --> 0:14:48.640 with a smartphone. So you know, that just means that 0:14:48.720 --> 0:14:51.520 every time you get online with a tablet, then you're 0:14:51.600 --> 0:14:54.000 you're in general you tend to be looking at more 0:14:54.040 --> 0:14:55.800 web pages than you would be if you were using 0:14:55.800 --> 0:14:58.080 a smartphone at the time. Now, it may turn out 0:14:58.120 --> 0:15:00.960 that people use smartphones more freaquent le than tablets, and 0:15:01.000 --> 0:15:03.360 so maybe those numbers are a little misleading, because if 0:15:03.360 --> 0:15:06.720 you're using a smartphone a lot throughout the day, you 0:15:06.760 --> 0:15:11.080 may actually visit more web pages accumulatively then you would 0:15:11.080 --> 0:15:13.720 in one visit with the tablet. And and there are 0:15:13.760 --> 0:15:16.760 more smartphones out there in the wild than there are tablets. 0:15:16.920 --> 0:15:20.240 There's absolutely true, there are far more smartphones than tablets 0:15:20.240 --> 0:15:23.280 in the wild, although according to Adobe, tablets are still 0:15:23.360 --> 0:15:26.560 driving more traffic. Um. They said that people who use 0:15:26.640 --> 0:15:29.760 tablets to browse shops are three times more likely to 0:15:29.760 --> 0:15:33.720 buy something than someone on a smartphone. But it's probably 0:15:33.720 --> 0:15:36.880 important now to look at some actual numbers because because 0:15:36.880 --> 0:15:38.800 you sit there and thin, Wow, if I have if 0:15:38.840 --> 0:15:40.880 I'm using a tablet, I'm three times more likely to 0:15:40.880 --> 0:15:42.880 buy something than if I were looking at the same 0:15:42.920 --> 0:15:47.480 content on a smartphone. Hold on their big guy, so 0:15:48.240 --> 0:15:50.800 far this is where we start talking about conversion, converting 0:15:50.840 --> 0:15:54.240 someone from browsing to buying. That's and that's that action. 0:15:54.440 --> 0:15:56.640 That's that that's that cost per action kind of right 0:15:56.720 --> 0:15:58.440 that we were talking about earlier. Yeah, this is this 0:15:58.480 --> 0:16:01.080 is where we go from that's a pretty pair of 0:16:01.080 --> 0:16:04.560 shoes to hey, I own those shoes now. So if 0:16:04.560 --> 0:16:07.120 you're using a smartphone, it said that there was a 0:16:07.200 --> 0:16:10.760 point seven percent conversion rate, meaning that point seven percent 0:16:10.760 --> 0:16:13.080 of the people shopping on a smartphone would buy stuff 0:16:13.200 --> 0:16:15.600 on a particularly on a typical visit, and so three 0:16:15.600 --> 0:16:17.560 times that for for tablets, that would make it two 0:16:17.600 --> 0:16:20.440 point two percent. Yeah, so when we're talking three times, 0:16:20.440 --> 0:16:23.800 we're talking from less than one percent to just over 0:16:23.880 --> 0:16:27.280 two percent. It's not it's not like some overwhelming number, 0:16:27.560 --> 0:16:30.520 but also for PCs not that impressive. Actually, it's only 0:16:30.560 --> 0:16:33.280 three point three percent for PCs. So again this is 0:16:33.320 --> 0:16:36.320 and so this is not actually a method that is 0:16:36.480 --> 0:16:41.000 working on on a particularly calculable level across the field. Yeah. Now, 0:16:41.320 --> 0:16:43.240 if you look at if you look at just the 0:16:43.320 --> 0:16:46.720 mass number of purchases, it ends up being huge numbers. Right, 0:16:46.760 --> 0:16:49.880 we're talking billions of dollars. But when you're talking when 0:16:49.880 --> 0:16:52.840 you're looking at all of traffic that is going to 0:16:52.920 --> 0:16:56.640 these sites, it's a tiny little percentage. Now, if you 0:16:56.680 --> 0:16:58.960 were to compare that to say, a person who walks 0:16:58.960 --> 0:17:01.000 into a brick and mortar store and how likely they 0:17:01.000 --> 0:17:03.840 are to actually walk out with a purchase, I'm sure 0:17:03.840 --> 0:17:08.320 the numbers are are pathetic. However, way more people can 0:17:08.320 --> 0:17:10.560 come to your website than can come to a typical 0:17:10.600 --> 0:17:13.600 breaking mortar store. Yeah, you know, just the physical limitations 0:17:13.640 --> 0:17:16.320 there means that it's a totally different set of numbers. 0:17:16.440 --> 0:17:18.960 So even though it's a small percentage, it may still 0:17:19.000 --> 0:17:22.720 be a large number of people. That's still I don't 0:17:22.720 --> 0:17:25.359 know that. Nonetheless as to me that that possibly a 0:17:25.400 --> 0:17:27.840 better system could be found. Oh sure, if we can 0:17:27.880 --> 0:17:30.359 get to a point where we are compelled to buy. 0:17:30.480 --> 0:17:32.800 You know that we are punished if we do not buy, 0:17:33.119 --> 0:17:37.520 and that world is coming. I've said too much, all right, So, uh, 0:17:38.480 --> 0:17:42.040 the leading operating system in the United States mobile operating system, 0:17:42.080 --> 0:17:44.680 I should say, in the United States is here's a 0:17:44.720 --> 0:17:52.480 big shock. Yeah, people love their Apple products. Sheep. I'm 0:17:52.560 --> 0:17:55.800 just kidding. I'm just kidding. My wife. My wife uses 0:17:56.280 --> 0:17:58.720 uh an iPad and an iPhone. She loves it. I 0:17:58.760 --> 0:18:03.199 actually really think that iOS devices are amazing. I just 0:18:03.240 --> 0:18:05.960 happen to be an Android user. So while I make 0:18:06.040 --> 0:18:08.679 the joke, I am not one of those people who's 0:18:08.760 --> 0:18:12.360 like Android good, iOS bad, which is which is good 0:18:12.400 --> 0:18:14.600 because because I might we might have to fight. Yeah, 0:18:14.640 --> 0:18:17.280 and I don't want to do that because she's scrappy, y'all. 0:18:17.320 --> 0:18:20.360 I am elbows like knives. Um. But yeah. And then 0:18:20.359 --> 0:18:22.960 that's despite the fact that there are more Android devices 0:18:23.000 --> 0:18:25.400 overall available in the market. Oh yeah, sure, by far, 0:18:25.440 --> 0:18:29.120 I mean considering that the iPhone is one device. Yeah, 0:18:29.160 --> 0:18:32.120 you can buy an older iPhone, but it's still one 0:18:32.200 --> 0:18:36.160 line of products, whereas Android comes in all shapes, sizes, flavors, 0:18:36.160 --> 0:18:40.520 and problems. Uh, there's this whole fracturing of the market thing. 0:18:40.520 --> 0:18:43.320 That we could talk about, but that's a different podcast. Uh, 0:18:43.480 --> 0:18:46.680 Tablet versus smartphone use is not steady across the globe. 0:18:46.720 --> 0:18:48.720 I mentioned that earlier, that there are some places in 0:18:48.760 --> 0:18:51.840 the world where people prefer to browse on tablets and 0:18:51.840 --> 0:18:54.400 others where they prefer smartphones. So, for example, in the UK, 0:18:55.040 --> 0:18:59.320 about people use tablets, so that's the majority there. But 0:18:59.400 --> 0:19:02.200 in China it's like nine of the people in China 0:19:02.240 --> 0:19:05.960 are using smartphones to browse the web. So so it's 0:19:06.000 --> 0:19:10.760 also hard to create a strategy, a mobile strategy that 0:19:10.880 --> 0:19:13.520 is going to affect the entire globe. First of all, 0:19:14.280 --> 0:19:17.919 being able to do business around the world is problematic too. 0:19:18.400 --> 0:19:21.399 That that's sure, sure, And then that's why companies like 0:19:21.440 --> 0:19:25.359 I think that right now, Google owns more than half 0:19:25.400 --> 0:19:28.800 of the share in the mobile digital ad market across 0:19:28.840 --> 0:19:31.600 the globe. Google. When you think about Google, and we've 0:19:31.640 --> 0:19:35.040 said this before, to Google is not really a search company. 0:19:35.160 --> 0:19:38.240 Google is an online advertising company, right and and they've 0:19:38.280 --> 0:19:43.679 incorporated YouTube into that. They've incorporated they've incorporated everything like tracking, 0:19:44.040 --> 0:19:47.560 GPS tracking, I mean, there's based upon what region you're in. 0:19:47.600 --> 0:19:49.360 Now a lot of this is opt in, so you're 0:19:49.400 --> 0:19:54.040 not forced to do it yet the compulsions coming people 0:19:54.520 --> 0:19:56.919 just telling you now, but no, you're not forced to 0:19:56.960 --> 0:19:59.359 do it. But if you do it, then you end 0:19:59.440 --> 0:20:02.560 up getting what we call targeted ads. Right. They're targeted 0:20:02.600 --> 0:20:07.080 to you based upon your behaviors, based upon where you're from, 0:20:07.119 --> 0:20:10.000 if if there are more demographic things known about you, 0:20:10.040 --> 0:20:12.320 like your gender and your age that can go into 0:20:12.320 --> 0:20:16.240 targeted advertising, which I understand for some people it's really 0:20:16.320 --> 0:20:19.280 kind of a creepy idea, this idea that the advertisers 0:20:19.320 --> 0:20:21.800 know more about a lot of privacy issues wrapped up 0:20:21.800 --> 0:20:24.240 in this now personally, and this is this is just 0:20:24.400 --> 0:20:27.679 personally literally, like just as it applies to me, I 0:20:27.720 --> 0:20:31.640 don't apply this to anyone else. I love targeted advertising, 0:20:31.680 --> 0:20:33.119 and the reason why I love it is because I'm 0:20:33.119 --> 0:20:36.280 seeing ads that are really much more relevant to my 0:20:36.400 --> 0:20:38.720 interests and I learned about things I never would have 0:20:38.760 --> 0:20:41.560 known about otherwise. And I love to to be able 0:20:41.600 --> 0:20:44.640 to do that kind of shopping. But I would not 0:20:44.800 --> 0:20:48.119 say that everyone wants to have that exact same experience. 0:20:48.200 --> 0:20:50.920