Speaker 1: Get in touch with technology with tex Stuff from how
Speaker 1: Stuff Works dot com. Be there and welcome to tech Stuff.
Speaker 1: I'm Jonathan Strickland, and today we're going to talk about
Speaker 1: mobile web advertising. Yes, now, I know that for some
Speaker 1: of you this you're probably picking like, well, how is
Speaker 1: that interesting? Really, this is incredibly important stuff because we're
Speaker 1: talking about the fundamental change in the habits of users
Speaker 1: in the way that they browse the web and consume content,
Speaker 1: which in turn means a fundamental change in the way
Speaker 1: that we can generate any form of revenue or monetization
Speaker 1: so that we can continue to create content. And when
Speaker 1: I say we, I mean everyone who creates content. Right,
Speaker 1: although it is probably critical at this juncture to to
Speaker 1: to note that that this is absolutely a thing that
Speaker 1: How Stuff Works thinks about. Oh sure, yeah, any big
Speaker 1: time any company has a web presence and they are,
Speaker 1: let alone a company that is that is a web presence. Yeah,
Speaker 1: they're all concerned about this because they want to make
Speaker 1: sure that they're continuing to serve up and experience. There's
Speaker 1: a good experience for the people who are using the
Speaker 1: web on whatever device they happen to be on. And furthermore,
Speaker 1: something that can actually make the money. Yeah. And as
Speaker 1: it turns out, this whole mobile uh, this move to
Speaker 1: mobile browsing is really disruptive as far as that goes.
Speaker 1: But the it's it's a pretty big industry of UM.
Speaker 1: As of August, according to an insight company called e Marketer,
Speaker 1: the mobile advertising global market is set to be UH
Speaker 1: worth over sixteen billion dollars this year. That's a lot
Speaker 1: of money UM, which is a growth and I imagine
Speaker 1: that we'll see that number even go even higher because
Speaker 1: you're seeing when you start looking at sales figures for
Speaker 1: things like tablets and smartphones, there through the roof, and
Speaker 1: it's across the globe. Although I will say, and we'll
Speaker 1: get into this, different parts of the globe value different platforms.
Speaker 1: Some are very tablet crazy and some are like no,
Speaker 1: I want my smartphone right. Absolutely, But but the marketers
Speaker 1: also saying that the desktop ad market UM is set
Speaker 1: to peak at around thirty five billion and be on
Speaker 1: a decline after that. Yeah. And part of the reason
Speaker 1: for that is that we're seeing more and more people
Speaker 1: move away from those traditional desktop and laptop platforms. Uh.
Speaker 1: And we're also seeing because we're seeing this move towards
Speaker 1: mobile then itself is is in part devaluing advertising on
Speaker 1: those traditional platforms, right, So if everyone is moving to
Speaker 1: something else, then you can't sell your your website that's
Speaker 1: designed for a desktop as a an ideal place for
Speaker 1: you for advertisers to put ads, because if no one's
Speaker 1: using a desktop to view that website, then no one's
Speaker 1: getting that content right. And when whenever you have that split,
Speaker 1: you're going to have some people who are who are
Speaker 1: very happy with their experien rients and some people who
Speaker 1: are not, just because of the way that the page
Speaker 1: was designed. As I'm sure everyone listening to this has
Speaker 1: has had the experience of in the past. Right. There's
Speaker 1: even some discussion and some debate about the value of,
Speaker 1: say a specific app for a web content creator versus
Speaker 1: a mobile browser. So there are websites out there that
Speaker 1: have apps. How stuff works has an app, and then
Speaker 1: they also have a presence on the web and actual website.
Speaker 1: And there are some people who who say that they
Speaker 1: much prefer the experience of going through a mobile website
Speaker 1: than using an app, even if that app has been
Speaker 1: optimized to to really feature whatever the content is of
Speaker 1: that website, because I guess partially part of it is
Speaker 1: that when you're in a web browser, you have a
Speaker 1: lot more freedom to go from one place to another,
Speaker 1: and that may not be within the confines of whatever
Speaker 1: website you're visiting, whereas if you're going through an app,
Speaker 1: that's pretty much what you're seeing, right. So so okay,
Speaker 1: so some of those more traditional methods that that we're
Speaker 1: thinking are going to peak in the next couple of years. Right. So,
Speaker 1: of course, the one that we all know because these
Speaker 1: date back to the very earliest days of web pages
Speaker 1: are banner ads, right. Those are the things that will
Speaker 1: that you'll see along the top or sometimes along the
Speaker 1: side of a web page that you're viewing, right, Yeah,
Speaker 1: some people, some people will go so far as to
Speaker 1: differentiate banner ads from whatever appears in the side but yes, sidebar.
Speaker 1: But it's essentially the same thing. This is something that
Speaker 1: is part of the frame of the website you're looking at.
Speaker 1: So you're all familiar with this, I know, So I don't.
Speaker 1: I'm not going to go into the great detailble it
Speaker 1: is because assuming that you're listening to a podcast, I'm
Speaker 1: pretty sure you've visited a web page as head of
Speaker 1: banner ad on it. So, uh, that's one version. Another course,
Speaker 1: are the dreaded pop ups and pop unders. These are
Speaker 1: the ads that will either generate a window on top
Speaker 1: of or beneath your web browser. So if it's on
Speaker 1: top your web browser, you start your viewing experience. If
Speaker 1: it's underneath, you'll see it when you finally close your
Speaker 1: your page. Yeah, when you close your page or you
Speaker 1: close your browser, and and then you see like eighteen
Speaker 1: different windows there, and you think, whoa, something starts making
Speaker 1: noise that you're not looking at. Oh man, hey, Lauren,
Speaker 1: let me ask you is your favorite kind of ad?
Speaker 1: My favorite kind of ad, you know, the one that
Speaker 1: immediately starts to AutoPlay video with sound. That's my favorite.
Speaker 1: How did you know? Yeah? It's also great when you're
Speaker 1: doing research at work and then suddenly you've got like,
Speaker 1: you know, despicable mean minions screaming at the top of
Speaker 1: their lungs, but Nona, and you're like, well, that didn't
Speaker 1: plan on treating everyone to that professionalism. Or if you're
Speaker 1: or if you're like me and you think, I'm going
Speaker 1: to click on this link and walk away to get
Speaker 1: coffee because it's gonna take on this page to load,
Speaker 1: and then you come back and there's a guess going
Speaker 1: on at your desk, and all the writers and editors
Speaker 1: of how stuff work hate you even more than they
Speaker 1: did already anyway. So besides pop ups and pop unders,
Speaker 1: you also have floating ads. These are the ones that
Speaker 1: actually float over the text. They may even move as
Speaker 1: you know, and block your view of it, and sometimes
Speaker 1: there's not even a way of closing it. You just
Speaker 1: have to wait until it goes away. And uh, expanding
Speaker 1: ads These are the ones where if your cursor goes
Speaker 1: over it, it suddenly expands to fill up and sometimes
Speaker 1: we'll then start playing music video. Yeah, it can also happen,
Speaker 1: but it'll it'll cover most of the web content that
Speaker 1: you were going to visit. Then there of course ads
Speaker 1: that are are not a line text ads yeah, which
Speaker 1: are a little bit sneakier. Those those are the things
Speaker 1: that you might have seen like a double underline and
Speaker 1: article that you were reading that should you happen to
Speaker 1: click on it, they might take it. It will take
Speaker 1: you to some whoever is actually purchased the ad, and
Speaker 1: usually it's something that directly relates to whatether the term is. So,
Speaker 1: for example, if I were to write a blog post
Speaker 1: and I'm mentioning a particular type of camera, there might
Speaker 1: be a double underlined version of the camera's name, and
Speaker 1: if you clicked on it, it might take you to
Speaker 1: say Amazon dot com or some other retail site where
Speaker 1: you can purchase the camera. So, I mean that's what
Speaker 1: it's usually considered a slightly less obtrusive, but it can
Speaker 1: also be sneaky or misleading or uh, just you know,
Speaker 1: it might be one of those things where you're really
Speaker 1: you've trained your mind in that Wikipedia approach where everything
Speaker 1: that's a link will just take you to a different
Speaker 1: article and you're expecting an article and you get something
Speaker 1: information all rather than advertorial. But but you never know,
Speaker 1: you know, uh, And then there are there's also search
Speaker 1: engine marketing. That's where you end up paying a search
Speaker 1: engine to feature your product on a results page that
Speaker 1: relates back to whatever that product is. Those those will
Speaker 1: be like a Google sponsored ads will pop up along
Speaker 1: the like usually the first two at the top and
Speaker 1: then maybe a few along a sidebar. Right, So it's
Speaker 1: related to your search and and can be really very
Speaker 1: helpful depending on on the the algorithms that Google is
Speaker 1: using for that particular ad. But um, but yeah, it
Speaker 1: has has been found to to create some confusion in
Speaker 1: some populations of Internet goers as to whether those are
Speaker 1: really the best search result or something that is sponsored.
Speaker 1: Some people apparently don't read the fine print right right now,
Speaker 1: there are different ways that these ads are actually making money, yea,
Speaker 1: So we're gonna take you into the inside. Come along
Speaker 1: with us. Of course, if you've listened to texta for
Speaker 1: a while, you've heard that Chris and I did an
Speaker 1: episode about um web advertising ages ago, and you probably
Speaker 1: have heard these terms from that as well. But it's
Speaker 1: certainly important in our discussion about mobile advertising. So one
Speaker 1: of the very common forms of compensation is the CPM,
Speaker 1: which is cost per mill which is not cost per million,
Speaker 1: but rather cost per thousand. And we're talking about impressions
Speaker 1: here or views. So it's every single time that page
Speaker 1: that has that add on it has been loaded into
Speaker 1: a browser, whether that's someone who has loaded it and
Speaker 1: then hit refresh a billion times, or if it's a
Speaker 1: billion people who looked at that page once. So it's
Speaker 1: counting up every time that page is loaded, because every
Speaker 1: time that page is loaded, that ad has been displayed,
Speaker 1: and so that's a certain amount of money for every
Speaker 1: thousand displays of of the page and therefore the ad, right,
Speaker 1: and then that amount of money has changed dramatically over
Speaker 1: the history of online advertising. There was a time where
Speaker 1: if you had a really heavily traffic site, you could
Speaker 1: demand a pretty high price for that. You know, we're talking.
Speaker 1: You know, you might think thirty or forty dollars for
Speaker 1: every thousand views isn't much, but if you get million
Speaker 1: a million views per day, that really starts to add up.
Speaker 1: But then you know, you have we talked about devaluing,
Speaker 1: you start to see that that amount go down even
Speaker 1: for the most heavily traffic sites because a lot of
Speaker 1: traffic starts to come in through mobile. And we'll talk
Speaker 1: about why that's a problem in a little bit, right.
Speaker 1: So after that, you've got CPC, which has cost per click. Yeah,
Speaker 1: now this is actually people who don't just see an AD,
Speaker 1: but actively click on that ad to go through and
Speaker 1: look at whatever the site is that that sponsors that
Speaker 1: add So in this case, it doesn't matter how many
Speaker 1: people view it. What matters is how many people click it.
Speaker 1: And you could argue that this is not entirely up
Speaker 1: to the content creator, because the content creator is just
Speaker 1: creating stuff that they want people to look at. The
Speaker 1: advertiser would have to create an ad that was enticing
Speaker 1: enough to get people to click, or tricky enough so
Speaker 1: that people click on it by accident, although I think
Speaker 1: most people would argue that that's not very effective, not
Speaker 1: really to the benefit of all involved. Right, And it
Speaker 1: all depends on who's doing the marketing to Right. If
Speaker 1: it's a third party marketing department that is creating these
Speaker 1: ads and all they are concerned with is throwing as
Speaker 1: much traffic to the to the advertiser as possible, then
Speaker 1: they might not really care if it's truly effective in
Speaker 1: getting people to convert. Where we talk about conversion numbers
Speaker 1: to convert over into buying something, what's the whole third one?
Speaker 1: That third one is cp A that's cost per action,
Speaker 1: and that is going a step further than cost per click.
Speaker 1: It's when someone has has clicked through to a site
Speaker 1: and actually does whatever the advertiser wanted them to do,
Speaker 1: like purchase a product or or in er a free trial.
Speaker 1: So if you've listened scribe, yeah, you've listened to us
Speaker 1: talk about our sponsors. We have several sponsors where they
Speaker 1: use this approach. So if our listeners go and they
Speaker 1: sign up for these things, then that means that the
Speaker 1: sponsor will end up paying whatever the agreed upon amount is.
Speaker 1: So in other words, go and sign up for those things, guys,
Speaker 1: because that's awesome for us. Um Also, I mean, our
Speaker 1: sponsors are great, so that helps too. So let's talk
Speaker 1: about the mobile ad problem. Now. The problem is that
Speaker 1: a lot of these these traditional ads that we talked about,
Speaker 1: the banner ads and the pop ups, pop unders, the
Speaker 1: text ads, are a lot harder to navigate or to
Speaker 1: see in a mobile platform, particularly when you're talking about
Speaker 1: something like a smartphone where the landscape of viewable area
Speaker 1: is really tiny, right right, and people are are moving
Speaker 1: through at a pretty rapid rate of reading speed, maybe
Speaker 1: paying a little bit less attention. Yeah, And or it
Speaker 1: may even be that in order to view whatever the
Speaker 1: content is of the website, they re size it so
Speaker 1: that they're only so that the text or whatever it
Speaker 1: is they're looking at actually readable, therefore blocking out the
Speaker 1: section of the page that've had a yeah, yeah, that
Speaker 1: stuff might not even appear on the screen. Shure. There's
Speaker 1: also a lot of programming bugs in which I mean,
Speaker 1: you know, we've got so many, um so many mobile
Speaker 1: devices and carriers and os. Is that at a certain
Speaker 1: point it gets difficult for a single you know, web
Speaker 1: developer to create a website that looks good on everything. Yeah.
Speaker 1: A lot of these websites also have mobile versions of
Speaker 1: them that are optimized for the mobile viewing experience, which
Speaker 1: often means that they leave the ads off because there's
Speaker 1: just no space for them. It ends up making the
Speaker 1: content look all squished, and that's a terrible experience for
Speaker 1: the user, which means that the user is less likely
Speaker 1: to go to that website. So that means that in
Speaker 1: order to monetize the website, we have to start looking
Speaker 1: at different ways to to to have kind of ads
Speaker 1: or sponsorships or whatever, because the traditional ways just aren't
Speaker 1: they aren't designed with that platform in mind. Right, And
Speaker 1: this is certainly not a new problem or or new
Speaker 1: set of problems. As of two seven, mobile was becoming
Speaker 1: a priority among media and marketing executives. Um. I mean
Speaker 1: that was before the iPhone guys. Um you know. As
Speaker 1: of two thousand six, Nielsen had started tracking cell phone
Speaker 1: use across media, right right, Yeah, I remember that I
Speaker 1: could browse with my old I had a Nokia phone
Speaker 1: that hey, Microsoft buying them now. But I had a
Speaker 1: I had an old Nokia phone that U or Nokia
Speaker 1: phone that uh, that could browse websites and you would
Speaker 1: just get in these little v texts and you'd have
Speaker 1: to you know, you wouldn't get any graphics at all,
Speaker 1: It's just text. Uh. I rapidly decided that was not
Speaker 1: an ideal experience for me. Yeah, I believe I had
Speaker 1: a Samsung like a like a flip flip phone that
Speaker 1: allows you to do the same sort of thing anyway,
Speaker 1: not important. It wasn't until I got a smartphone that
Speaker 1: I really started to use it to do things like
Speaker 1: browse the web. Yeah. So um so some some of
Speaker 1: the trends that are going on right now, Yeah, let's
Speaker 1: talk about them. So I got a lot of this
Speaker 1: information from Adobe. Now, Adobe does a big digital index
Speaker 1: report every now and then. It's semi regular, is how
Speaker 1: I've seen it described. And part of it is the
Speaker 1: State of Mobile benchmark study. And so these were some
Speaker 1: things that they found in their study. They found that
Speaker 1: tablets drive more web traffic than smartphones and may actually
Speaker 1: be a PC replacement when it comes to web consumption. Now,
Speaker 1: it's not that way, it's not like they've completely replaced
Speaker 1: PCs already, but that it looks like tablets are poised
Speaker 1: to take the place of PCs when it comes to
Speaker 1: just browsing the web and consuming content for those for
Speaker 1: those basic functions that are, you know, and anything more
Speaker 1: simple than um, you know, complex photo editing or video
Speaker 1: editing like that. So in general, people visit se more
Speaker 1: web pages per visit on a tablet than they do
Speaker 1: with a smartphone. So you know, that just means that
Speaker 1: every time you get online with a tablet, then you're
Speaker 1: you're in general you tend to be looking at more
Speaker 1: web pages than you would be if you were using
Speaker 1: a smartphone at the time. Now, it may turn out
Speaker 1: that people use smartphones more freaquent le than tablets, and
Speaker 1: so maybe those numbers are a little misleading, because if
Speaker 1: you're using a smartphone a lot throughout the day, you
Speaker 1: may actually visit more web pages accumulatively then you would
Speaker 1: in one visit with the tablet. And and there are
Speaker 1: more smartphones out there in the wild than there are tablets.
Speaker 1: There's absolutely true, there are far more smartphones than tablets
Speaker 1: in the wild, although according to Adobe, tablets are still
Speaker 1: driving more traffic. Um. They said that people who use
Speaker 1: tablets to browse shops are three times more likely to
Speaker 1: buy something than someone on a smartphone. But it's probably
Speaker 1: important now to look at some actual numbers because because
Speaker 1: you sit there and thin, Wow, if I have if
Speaker 1: I'm using a tablet, I'm three times more likely to
Speaker 1: buy something than if I were looking at the same
Speaker 1: content on a smartphone. Hold on their big guy, so
Speaker 1: far this is where we start talking about conversion, converting
Speaker 1: someone from browsing to buying. That's and that's that action.
Speaker 1: That's that that's that cost per action kind of right
Speaker 1: that we were talking about earlier. Yeah, this is this
Speaker 1: is where we go from that's a pretty pair of
Speaker 1: shoes to hey, I own those shoes now. So if
Speaker 1: you're using a smartphone, it said that there was a
Speaker 1: point seven percent conversion rate, meaning that point seven percent
Speaker 1: of the people shopping on a smartphone would buy stuff
Speaker 1: on a particularly on a typical visit, and so three
Speaker 1: times that for for tablets, that would make it two
Speaker 1: point two percent. Yeah, so when we're talking three times,
Speaker 1: we're talking from less than one percent to just over
Speaker 1: two percent. It's not it's not like some overwhelming number,
Speaker 1: but also for PCs not that impressive. Actually, it's only
Speaker 1: three point three percent for PCs. So again this is
Speaker 1: and so this is not actually a method that is
Speaker 1: working on on a particularly calculable level across the field. Yeah. Now,
Speaker 1: if you look at if you look at just the
Speaker 1: mass number of purchases, it ends up being huge numbers. Right,
Speaker 1: we're talking billions of dollars. But when you're talking when
Speaker 1: you're looking at all of traffic that is going to
Speaker 1: these sites, it's a tiny little percentage. Now, if you
Speaker 1: were to compare that to say, a person who walks
Speaker 1: into a brick and mortar store and how likely they
Speaker 1: are to actually walk out with a purchase, I'm sure
Speaker 1: the numbers are are pathetic. However, way more people can
Speaker 1: come to your website than can come to a typical
Speaker 1: breaking mortar store. Yeah, you know, just the physical limitations
Speaker 1: there means that it's a totally different set of numbers.
Speaker 1: So even though it's a small percentage, it may still
Speaker 1: be a large number of people. That's still I don't
Speaker 1: know that. Nonetheless as to me that that possibly a
Speaker 1: better system could be found. Oh sure, if we can
Speaker 1: get to a point where we are compelled to buy.
Speaker 1: You know that we are punished if we do not buy,
Speaker 1: and that world is coming. I've said too much, all right, So, uh,
Speaker 1: the leading operating system in the United States mobile operating system,
Speaker 1: I should say, in the United States is here's a
Speaker 1: big shock. Yeah, people love their Apple products. Sheep. I'm
Speaker 1: just kidding. I'm just kidding. My wife. My wife uses
Speaker 1: uh an iPad and an iPhone. She loves it. I
Speaker 1: actually really think that iOS devices are amazing. I just
Speaker 1: happen to be an Android user. So while I make
Speaker 1: the joke, I am not one of those people who's
Speaker 1: like Android good, iOS bad, which is which is good
Speaker 1: because because I might we might have to fight. Yeah,
Speaker 1: and I don't want to do that because she's scrappy, y'all.
Speaker 1: I am elbows like knives. Um. But yeah. And then
Speaker 1: that's despite the fact that there are more Android devices
Speaker 1: overall available in the market. Oh yeah, sure, by far,
Speaker 1: I mean considering that the iPhone is one device. Yeah,
Speaker 1: you can buy an older iPhone, but it's still one
Speaker 1: line of products, whereas Android comes in all shapes, sizes, flavors,
Speaker 1: and problems. Uh, there's this whole fracturing of the market thing.
Speaker 1: That we could talk about, but that's a different podcast. Uh,
Speaker 1: Tablet versus smartphone use is not steady across the globe.
Speaker 1: I mentioned that earlier, that there are some places in
Speaker 1: the world where people prefer to browse on tablets and
Speaker 1: others where they prefer smartphones. So, for example, in the UK,
Speaker 1: about people use tablets, so that's the majority there. But
Speaker 1: in China it's like nine of the people in China
Speaker 1: are using smartphones to browse the web. So so it's
Speaker 1: also hard to create a strategy, a mobile strategy that
Speaker 1: is going to affect the entire globe. First of all,
Speaker 1: being able to do business around the world is problematic too.
Speaker 1: That that's sure, sure, And then that's why companies like
Speaker 1: I think that right now, Google owns more than half
Speaker 1: of the share in the mobile digital ad market across
Speaker 1: the globe. Google. When you think about Google, and we've
Speaker 1: said this before, to Google is not really a search company.
Speaker 1: Google is an online advertising company, right and and they've
Speaker 1: incorporated YouTube into that. They've incorporated they've incorporated everything like tracking,
Speaker 1: GPS tracking, I mean, there's based upon what region you're in.
Speaker 1: Now a lot of this is opt in, so you're
Speaker 1: not forced to do it yet the compulsions coming people
Speaker 1: just telling you now, but no, you're not forced to
Speaker 1: do it. But if you do it, then you end
Speaker 1: up getting what we call targeted ads. Right. They're targeted
Speaker 1: to you based upon your behaviors, based upon where you're from,
Speaker 1: if if there are more demographic things known about you,
Speaker 1: like your gender and your age that can go into
Speaker 1: targeted advertising, which I understand for some people it's really
Speaker 1: kind of a creepy idea, this idea that the advertisers
Speaker 1: know more about a lot of privacy issues wrapped up
Speaker 1: in this now personally, and this is this is just
Speaker 1: personally literally, like just as it applies to me, I
Speaker 1: don't apply this to anyone else. I love targeted advertising,
Speaker 1: and the reason why I love it is because I'm
Speaker 1: seeing ads that are really much more relevant to my
Speaker 1: interests and I learned about things I never would have
Speaker 1: known about otherwise. And I love to to be able
Speaker 1: to do that kind of shopping. But I would not
Speaker 1: say that everyone wants to have that exact same experience.
Speaker 1: And there are people who have had very disruptive things
Speaker 1: happened to them because advertisers were able to figure out
Speaker 1: certain life situations and send the messages unsolicited. There's that
Speaker 1: one horror story of that um target girl who is
Speaker 1: living with her parents, and Target, based on her purchasing behavior,
Speaker 1: sent her a congratulations you're having a baby package and
Speaker 1: then her father got all upset at Targets saying how
Speaker 1: dare you send this to her, and then send another
Speaker 1: layer's target saying I'm sorry, I did not realize my
Speaker 1: daughter was pregnant and boy, yeah, so they're There are
Speaker 1: definitely ways that this this tool can go wrong, all right,
Speaker 1: you know, it can be pretty awkward and pretty invasive.
Speaker 1: At the same time, I do have to say that, yes,
Speaker 1: I agree with you, Jonathan, and I personally am am
Speaker 1: happier when, for example, I've just gone through a terrifyingly
Speaker 1: bad breakup and Facebook is not sending me engagement ring ads.
Speaker 1: That's a that's a great day for me. Yeah, yeah,
Speaker 1: personally I could see that. Okay, that's fair. Uh. The
Speaker 1: last point I have under the trends this one I
Speaker 1: recommend we all take with a huge grain of salt.
Speaker 1: And the reason is that, like you said Lauren at
Speaker 1: the top of the show, some of the sources we
Speaker 1: have for the information are from companies that have vested
Speaker 1: interest in online advertising basically all of them, to which
Speaker 1: which makes things a little bit sticky, right because I mean,
Speaker 1: they might be saying, hey, you know, you shouldn't get
Speaker 1: out of desktop advertising because it's gonna come back in
Speaker 1: a big way. And it turns out the reason why
Speaker 1: they say that because they have this whole advertising strategy
Speaker 1: that they want to sell. But in this case, there's
Speaker 1: a company called host Gator which is vested in mobile advertising.
Speaker 1: So again let's let's take that into consideration. But they
Speaker 1: they say that they figure that mobile will overtake fixed
Speaker 1: internet access by teen. So we're recording this, which means
Speaker 1: next year we would see mobile browsing overtake internet browsing,
Speaker 1: or at least mobile access to the Internet overtake fixed access. Now,
Speaker 1: while that is coming from a company that is offering
Speaker 1: up mobile advertising strategies, it's also one of those things
Speaker 1: that I find easy to believe just based upon the
Speaker 1: trends we've been seeing so far. Now, maybe it means
Speaker 1: that it's not really fourteen, Maybe it will be a
Speaker 1: few more years down the road before we actually see
Speaker 1: this happen, But I think it is happening. And you know,
Speaker 1: whether whether it overtakes it or not, it's it's clearly
Speaker 1: a a functioning revenue source. Um or. Facebook reported that
Speaker 1: as of Q two, of mobile ads made up of
Speaker 1: its revenue. Yeah. And in fact, that was one of
Speaker 1: those things that when Facebook was having its I p
Speaker 1: O there was a little bit of a shake up
Speaker 1: because Facebook at that point had not really figured out
Speaker 1: how it was going to handle the mobile ads part
Speaker 1: of its of its revenue stream. And so they discovered
Speaker 1: that their um their their revenues for one quarter that
Speaker 1: year were lower than what had they had projected. And
Speaker 1: it was partially because everyone was starting to when I
Speaker 1: say everyone, so many people were starting to use the
Speaker 1: Facebook mobile app or or just to access Facebook on
Speaker 1: mobile platform, which again gives you a totally different experience
Speaker 1: than than on a desktop. It made it made a
Speaker 1: lot of investors lose faith in them. And in fact, this,
Speaker 1: this news, this Q two news um was basically what
Speaker 1: preempted the rebound and Facebook staff this summer. It shows
Speaker 1: how powerful mobile really is. Well, we'll talk a little
Speaker 1: bit more about some of these challenges in just a minute,
Speaker 1: but before we do, we're going to take our own
Speaker 1: little break to thank our sponsor. Okay, so let's talk
Speaker 1: about some of the challenges about mobile advertising. We've touched
Speaker 1: on some of them already, but we'll we'll kind of
Speaker 1: have to pull them all into this gigantic cloud of
Speaker 1: how do we do this? Right? So, the type of
Speaker 1: content you consume might depend upon the device you're using,
Speaker 1: because some devices use certain make certain type of content
Speaker 1: easier to access or to consume. For example, if a
Speaker 1: website is in flash, probably you're not looking at that
Speaker 1: on an iOS device anyway. You know, Android for a
Speaker 1: while supported Flash for a while. Um, yeah, so you
Speaker 1: that that's a good example exactly when I don't know
Speaker 1: about you, Lauren, I don't know how how frequently you
Speaker 1: you will occasion go out to eat at some place
Speaker 1: where you're not really familiar with the menu. But if
Speaker 1: you've ever had the experience where you click on the
Speaker 1: menu thing and then you realize that the menu was
Speaker 1: programmed in flash, you probably have had some choice words.
Speaker 1: I have I have cursed the heavens multiple times based
Speaker 1: on that. Yes, when occurred grasp of hanger, which is
Speaker 1: the combination of being hungry and angry at the same time.
Speaker 1: Lauren and I both suffer from this, So you do
Speaker 1: not want to be in a room with us when
Speaker 1: neither of us have had a snack. Yeah, both both
Speaker 1: of us are are a tiny bit on the hypoglycemic
Speaker 1: end and also have very particular dietary restrictions. Right, it
Speaker 1: makes us really entertaining. The longer our podcast, the longer
Speaker 1: our podcast goes, the more likely we are to come
Speaker 1: to blows, not because we don't like each other, but
Speaker 1: because we're angry. Well, I go into fits of rage
Speaker 1: when I try and access something like a menu on
Speaker 1: on a mobile device. And that's a perfect example of
Speaker 1: how companies have to really take that into account when
Speaker 1: they're designing their their mobile websites or their mobile applications.
Speaker 1: They need to make sure that they are catering to
Speaker 1: a platform that has its own set of advantages and disadvantages,
Speaker 1: things that can and cannot do. Um. And then there's
Speaker 1: also the concept of content grazing, which makes it even
Speaker 1: more complicated. And uh, that is that is the concept
Speaker 1: that um that most people when they're on their mobile
Speaker 1: devices are doing multiple other things at the same time,
Speaker 1: maybe watching TV, maybe on their tablet, maybe also checking
Speaker 1: their smartphones simultaneous. Yeah, they might have usually it's too
Speaker 1: at least two screens, probably more than two screens for
Speaker 1: some of us, where we are consuming things on multiple platforms,
Speaker 1: all at the same time, all of which have their
Speaker 1: own advantages and disadvantages, like I just said, so that
Speaker 1: may or may not be related. You know that. I
Speaker 1: think the hope like that, if you're watching television is
Speaker 1: that you're going to be on your tablet looking up
Speaker 1: extraneous information about that television program. Yeah, but does not
Speaker 1: necessarily the case because let me tell you, I have
Speaker 1: frequently watched uh Netflix on my Xbox three sixty. There's
Speaker 1: gonna be a lot of name dropping here because I
Speaker 1: want to just point out how insane I am. So
Speaker 1: I've got my television on, I've got my Xbox three
Speaker 1: sixty on. I'm watching Netflix for that, so that's one
Speaker 1: thing I've got going on. Meanwhile, I've got my laptop
Speaker 1: up and I'm in Google Docs so that i can
Speaker 1: type in snarky comments about whatever it is I'm watching,
Speaker 1: because I'm probably doing this for another show I do. So.
Speaker 1: Then I've also got my smartphone there where I'm getting
Speaker 1: all of my status updates from various things because I
Speaker 1: don't want to have too many tabs open on my laptop.
Speaker 1: That slows things down for all the snark. So already
Speaker 1: I've got three screens going. I have a problem. And
Speaker 1: I'm not alone. It turns out the problem right, and
Speaker 1: and and and people cite all kinds of different reasons
Speaker 1: for doing this, and and it might be it might
Speaker 1: be that where you just don't want to put down
Speaker 1: all of your feeds, where you have the slight addiction
Speaker 1: to all of the information coming in. You're very kind
Speaker 1: to say slight, yes, but that is that is one.
Speaker 1: There's one where it's just I just want something on
Speaker 1: the background. I just I can't have to be quiet.
Speaker 1: I just have to have something on in the background
Speaker 1: while I'm doing this other thing. And it's not that
Speaker 1: I'm paying any attention to that, but I have to
Speaker 1: have it on right um or even that, you know,
Speaker 1: during commercial breaks or if something is if you're having
Speaker 1: load screen issues or something like that. It's just your board,
Speaker 1: exactly that, your board. And rather than be bored, you
Speaker 1: want to switch your attention to something else to keep
Speaker 1: you entertained what you're waiting for the boring thing to stop.
Speaker 1: I am so guilty of that. I am to that
Speaker 1: is really that's the thing that I'm working on. But yeah,
Speaker 1: I fall into that same sort of category. And we're
Speaker 1: not alone. There are a lot of people, and of
Speaker 1: course everyone seems to think that they are the ideal multitasker,
Speaker 1: even though studies have shown repeatedly that the vast majority
Speaker 1: portion of the population is actually good at multitask like
Speaker 1: one or two percent of the entire population. Everyone else
Speaker 1: is lying to themselves, me included, right right, everyone else
Speaker 1: that your performance on every individual task you are trying
Speaker 1: to do simultaneously declines for a few people, the supertaskers,
Speaker 1: this is not the case. But if you are wondering
Speaker 1: if you're a supertasker, you're not. I mean, I'm just
Speaker 1: safe to say that statistically speaking. Nope. All right, so um,
Speaker 1: there's also, uh the idea that we had before about
Speaker 1: these these different screen landscapes, the fact that that websites
Speaker 1: are laid out in a different way depending upon what
Speaker 1: kind of device you're looking at. You know, if you're
Speaker 1: using a smartphone, you're going to get a certain layout.
Speaker 1: If you get a tablets a different layout that might
Speaker 1: be similar to the layout you might get from a
Speaker 1: laptop or desktop. But it's still a little different. It's
Speaker 1: not you know that each one is trying to be
Speaker 1: optimized for the experience, because one size does not that all. Like,
Speaker 1: you can't have one design of a website and expect
Speaker 1: that to work across all devices. I mean, there's a
Speaker 1: lot of variety out there, especially right Yes, and like,
Speaker 1: like we're saying earlier, there are so many different screen
Speaker 1: sizes when you get into Android devices in particular, that
Speaker 1: um that it's yeah, yeah, so so okay. So so
Speaker 1: you're working with a whole bunch of different devices, all
Speaker 1: of which are carried by many different wireless operators, working
Speaker 1: working upon many different operating systems from many different locations. Um. So,
Speaker 1: so location based stuff has to be very particular. Um,
Speaker 1: the the the advertisers creating this content may not actually
Speaker 1: be personally using the mobile platforms that they're working with,
Speaker 1: and therefore might not be familiar enough with them to
Speaker 1: really have insight into what will and will work for
Speaker 1: for people. Um And and furthermore, um, you know, this
Speaker 1: is all a new, new issue new as of two thousands,
Speaker 1: I would say, I would say it's still very much
Speaker 1: an emerging technology. I mean, it's by now, I think
Speaker 1: from a consumer standpoint, we're looking at and saying, this
Speaker 1: is a fairly mature technology at this point. We're seeing
Speaker 1: we're seeing refinements, but not giant leaps and evolution from
Speaker 1: a consumer standpoint. But on the back end of it,
Speaker 1: the actual creation and delivery of content, it's still like,
Speaker 1: you know, corporations don't move at the speed of consumers.
Speaker 1: All right, So we've covered the fact that mobile advertising
Speaker 1: is hard. You uh, Let's talk about some of the
Speaker 1: strategies that have been applied to mobile advertising. We mentioned
Speaker 1: one targeted ads, specifically targeting your not just your behaviors
Speaker 1: like what your your past browsing habits are, but also
Speaker 1: your location. If you do enable that, Like I said,
Speaker 1: for most systems, it's an opt in situation, so you're
Speaker 1: not being tracked to do it right or you know,
Speaker 1: in some cases it might be an opt out like
Speaker 1: default on right. I much prefer opt in obviously to
Speaker 1: opt out, just because it gives the consumer much more
Speaker 1: transparent control of what is going on with their data.
Speaker 1: But yes, you in those cases, you will have the
Speaker 1: ability to reach people and give them ads that are
Speaker 1: at least have a probability of being more relevant to
Speaker 1: them than just and you know, an ad from a
Speaker 1: database of sponsors. UM. Also, video ads big big deal
Speaker 1: with mobile advertising and mobile platforms because since people aren't
Speaker 1: necessarily paying, you know, they're they're not necessarily reading really
Speaker 1: in depth articles about stuff on their mobile platforms, they
Speaker 1: might be watching a quick video or listening to something. Yeah,
Speaker 1: there's a lot more of video consumption on mobile platforms. Uh.
Speaker 1: And you know, I remember a few years ago when
Speaker 1: the the cellular speeds weren't really good enough to give
Speaker 1: a very good experience for video, and I was thinking, like,
Speaker 1: this is never going to take off. But of course,
Speaker 1: once those speeds got better, and once the processors got
Speaker 1: better and the battery life got better on these devices,
Speaker 1: it became a viable uh thing, a viable feature. And
Speaker 1: so a lot of web content creators are making a
Speaker 1: slow move from traditional web content that you might think
Speaker 1: of as a uh, you know, a database of articles
Speaker 1: and start to create more video content. Uh. And that
Speaker 1: it's in part because that's the kind of content that
Speaker 1: people are seeking out. It's the it's easy to consume
Speaker 1: in these mobile platforms. And it doesn't mean that the
Speaker 1: content quality changes, it just the actual delivery of it changes.
Speaker 1: So you then have a move to start inserting video
Speaker 1: ads into things. But even that gets a little tough,
Speaker 1: I mean, depending upon what you're using as a way
Speaker 1: of delivering video to your consumer. For example, if you're
Speaker 1: using YouTube, YouTube allows people to serve ads against their content,
Speaker 1: and if you do that then you get a certain
Speaker 1: percentage of the ad revenue and Google gets the rest, right,
Speaker 1: And it's not an insignificant amount that Google gets, no, Google,
Speaker 1: Google gets a significant amount of that, you know, depending
Speaker 1: upon I don't know if all the agreements are the
Speaker 1: same across all content creators. I imagine that there are
Speaker 1: different ones, but at any rate, Google does take a
Speaker 1: cut of that. And on top of that, Google also
Speaker 1: has an algorithm where you can sometimes skip an ad
Speaker 1: if you've ever watched a YouTube video in five seconds,
Speaker 1: So skipping that ad, I suspect impacts how much money
Speaker 1: the the person who has that content will receive because
Speaker 1: you've you've just allowed the user to skip it. Why
Speaker 1: does Google do this, Well, it's for user experience, you know.
Speaker 1: They it's too it's this idea that by doing this
Speaker 1: you keep user satisfaction up. And uh, the algorithm is
Speaker 1: designed so that there are certain times when you are
Speaker 1: not going to be allowed to skip an AD, and
Speaker 1: it doesn't necessarily mean that that particular AD is different
Speaker 1: from another, it's just that the algorithm has lined it
Speaker 1: up that way. Um. There are other times where I
Speaker 1: guess there are AD deals where no matter what, you're
Speaker 1: never able to skip it because I've I've seen some
Speaker 1: ads that didn't it didn't matter what video I was watching,
Speaker 1: that ad was going to play all the way through
Speaker 1: every time. UM. So these deals are complicated. There's no
Speaker 1: one size fits all approach. Even with YouTube, and that's
Speaker 1: just one delivery system. Now there are other ones that
Speaker 1: are out there on the web, but YouTube is just
Speaker 1: one of those that's incredibly well known. On top of that,
Speaker 1: you have social platform ads, So this is using stuff
Speaker 1: like Twitter and Facebook to kind of advertise, so you know,
Speaker 1: sponsored tweets where you'll look at your Twitter feed and
Speaker 1: you're like, I'm not following Burger King. Yeah, why am
Speaker 1: I seeing this? It's because it's a promoted tweet that
Speaker 1: that the company in this case Burger King, has paid
Speaker 1: so that you will know that their latest version of
Speaker 1: the Whopper is available or whatever, and so you'll, um,
Speaker 1: you know, you'll see that because it's been promoted into Twitter.
Speaker 1: Um that's one way. Another is a course on platforms
Speaker 1: like Facebook, where you'll see those ads that are maybe
Speaker 1: along the right rail, or occasionally you'll see sponsored inline. Yeah,
Speaker 1: you'll see sponsored stuff pop up in your feed. And
Speaker 1: again that stuff that companies have paid for and and
Speaker 1: in this case that also tends to be run through
Speaker 1: some algorithms, so that the ads that you see, Lauren,
Speaker 1: are probably different from the ads that I see. I
Speaker 1: imagine that you get fewer ads for my aforementioned example,
Speaker 1: engagement rings than I do because I'm female and therefore
Speaker 1: I'm clearly interested in receiving a diamond from somebody. And
Speaker 1: I'm married, So if I start shopping for engagement rings,
Speaker 1: I'm going to have some serious questions to answer. Also, yeah,
Speaker 1: it's also based upon your browsing habits. I know this
Speaker 1: because I was recently looking at a costume piece. I
Speaker 1: was looking for a specific costume piece, and I went
Speaker 1: to several different websites looking for this, you know, variations
Speaker 1: on this costume piece, and then I went up back
Speaker 1: over to Facebook and lo and behold, one of the
Speaker 1: things I was looking for was right there in the
Speaker 1: right rail with the other ads. So it was going
Speaker 1: beyond just my uh, my experience on Facebook. It was
Speaker 1: looking at my browsing history fun times. So um. It
Speaker 1: does then filter the various ads that you could get
Speaker 1: and goes with the ones that you are most likely
Speaker 1: to find relevant based upon your behaviors and what you've
Speaker 1: liked in the past. And it may very well be
Speaker 1: that perhaps that that ad I saw isn't related to
Speaker 1: my browsing history. Maybe I liked something in the past
Speaker 1: that brought it up. That's quite possible because it was
Speaker 1: just a coincidence that you that you noticed because your
Speaker 1: brain had been on that exactly exactly. It could very
Speaker 1: well be a coincidence. I'm not totally on the this
Speaker 1: is the cause and this is the effect bandwagon. I've
Speaker 1: just so um. But then there's also the suggestion that
Speaker 1: content creators have to find ways to make the stuff
Speaker 1: they generate easy to consume on mobile devices, and it
Speaker 1: has to be engaging and optimized, and then that means
Speaker 1: that it needs to be snack sized, kind of like
Speaker 1: we were saying with more content moving to video, this
Speaker 1: this is this is similar. This is you know, if
Speaker 1: you do have an article. Have its something that someone
Speaker 1: can consume easily and quickly while they're on a mobile tablet,
Speaker 1: mobile platform. It might be a paragraph as opposed to
Speaker 1: an article. It might you know, you'll see a lot
Speaker 1: of things like uh images, slide shows. You'll see um,
Speaker 1: you know, quick quick things, because the idea is that
Speaker 1: no one wants to sit and read an in depth
Speaker 1: article on a mobile platform, or at least that that's
Speaker 1: not what the majority wants to do. Because as soon
Speaker 1: as I say that, I'm going to get a lot
Speaker 1: of people writing in saying I love reading along articles
Speaker 1: on my mobile device. I'm one of them. I wade
Speaker 1: the train all the time, so I'll read. I read
Speaker 1: books on my phone sometimes, but I'll also read you know,
Speaker 1: really long pieces written in various uh publications. So I'm
Speaker 1: outside the norm. They're like I am, with lots of things.
Speaker 1: I can't help it. Uh. And then also there's the
Speaker 1: chance of seeing more sponsored content on mobile platforms. So
Speaker 1: in this case, you might see a site or an
Speaker 1: article brought to you by something. Yeah, especially if it's
Speaker 1: something that's related to whatever the content of that, like
Speaker 1: if it's a blog that's about a specific thing like
Speaker 1: a specific subculture or specific like it's you know, a
Speaker 1: movie commentary or whatever, you could imagine that that would
Speaker 1: be sponsored by a company that's related to that subject.
Speaker 1: And um, I mean obviously that also means that you
Speaker 1: have examples of editorial content, and then there's advertorial content
Speaker 1: where it's kind of a mixed between advertisement and editorial,
Speaker 1: and then there's just ads. It does mean that there's
Speaker 1: there's a lot more navigation needed on the part of
Speaker 1: the user, right if they're if they're out for something specific. Sure,
Speaker 1: that's that's actually a huge problem for me while I'm
Speaker 1: while I'm researching, especially topics like this that um that
Speaker 1: it's hard to tell sometimes whether articles from from some
Speaker 1: of these UM marketing companies, yeah, are are just advertising
Speaker 1: around services or if they're making a valid point, right,
Speaker 1: I think that it's hard to say what the future
Speaker 1: will be of this kind of thing. Um, I mean,
Speaker 1: obviously mobile is going to play a huge part, so
Speaker 1: we know that the question is, you know, people are
Speaker 1: trying to innovate new ways of putting ad content into
Speaker 1: into our our browsing experiences that is going to be
Speaker 1: UM less disrupt of and more natural and and just
Speaker 1: work out better for everybody. You know, it's certainly nobody
Speaker 1: wants the user to have a bad experience. That's not
Speaker 1: going to make someone more likely to buy a product.
Speaker 1: But at the same time, if there's not this support,
Speaker 1: then the people who are creating the content have to
Speaker 1: find other ways of making money because, you know, while
Speaker 1: there's going to be some content created for free on
Speaker 1: the Internet by people who are just very passionate about
Speaker 1: whatever it is they're doing, the reality is if you
Speaker 1: want to make a living at it, then someone has
Speaker 1: to pay somewhere. Because we're not We haven't reached a
Speaker 1: point where I can release a podcast in return for
Speaker 1: a sandwich. Although I don't I shouldn't say that because
Speaker 1: next thing I know, I could be brought in for
Speaker 1: my annual review would say, so we hear you want
Speaker 1: to be paid in sandwiches? Um, I think. I think
Speaker 1: that's how money works. In fact, you can buy as
Speaker 1: many sandwiches as you want. Can I buy other things
Speaker 1: besides sandwiches? I suppose you could. I'm sold on this
Speaker 1: money idea. UM. There. For example, while I was doing
Speaker 1: research for this podcast, I ran across a study done
Speaker 1: by a CEO of a app called pocket change, and
Speaker 1: pocket Change is an Apple let's you earn points for
Speaker 1: activity on other apps. So wow, it's a meta app.
Speaker 1: Yeah yeah, um so so you know, you'll you'll go
Speaker 1: and you know, for for the number of pages that
Speaker 1: you browse, are the number of candies that you crush?
Speaker 1: I don't know what that is, you know, etcetera. Um,
Speaker 1: you you'll earn points that you can exchange for rewards
Speaker 1: and and so it's a it's another form of advertising.
Speaker 1: And um so in this way, what what this app
Speaker 1: is doing is encouraging your engagement with other apps and
Speaker 1: other services, and in return, you get rewarded for it,
Speaker 1: similar to the way that you earned might arn reward
Speaker 1: points on a credit card. That's ingenious. That is incredible,
Speaker 1: I honestly when I was doing my research, and that's
Speaker 1: such a simple, elegant way of encouraging people to consume,
Speaker 1: do what you want to do, and right like, here
Speaker 1: are the things that's going to help you earn points,
Speaker 1: and you know, and hopefully along the way you are
Speaker 1: going to enjoy whatever that particular content is. And obviously
Speaker 1: some people would just be playing just to accumulate points,
Speaker 1: but the hope is, of course that they're doing going
Speaker 1: beyond that, and they're actually consuming what it is that
Speaker 1: people are creating. Right right, Microsoft has started doing a
Speaker 1: vaguely similar thing with some of their Microsoft Points. You
Speaker 1: can you can earn points by by playing games or
Speaker 1: by downloading new games, and um, and I'm not sure
Speaker 1: what you can exchange those points for right now exactly
Speaker 1: because I've earned a grand total of zero of them.
Speaker 1: But Lauren's an overachiever, and and you know that's not mobile.
Speaker 1: But but I think that this is that kind of
Speaker 1: gamification is something that people are starting to think about doing.
Speaker 1: I can see that. Yeah, so there are some creative
Speaker 1: ways that people are exploring to try and and and
Speaker 1: generate money using the mobile platform experience. Because again, the
Speaker 1: the traditional one we've talked about is becoming less relevant
Speaker 1: over time. It's not like it's irrelevant now, it's not.
Speaker 1: It's just it's just slowly declining or it maybe maybe
Speaker 1: declines even the wrong word, but starting to plateau, and
Speaker 1: then it looks like it's going to decline. So the
Speaker 1: writings on the wall really people have to find other
Speaker 1: ways of making this work or else entire companies could
Speaker 1: end up having to either restructure drastically or even go
Speaker 1: away because they cannot do business. Yeah, so um, you know,
Speaker 1: and and you know it's it's it'll be interesting to
Speaker 1: see how it plays out. I'm sure that solutions will
Speaker 1: be proposed, implemented, discarded, refined. We're gonna see it. It's
Speaker 1: never going to be a super clean process that you
Speaker 1: can point from the beginning to the end and say
Speaker 1: and here's the story. It's gonna be complex and messy
Speaker 1: because that's kind of how humans are. But I do
Speaker 1: think that we will crack this somehow where it's going
Speaker 1: to be the kind of experience where no one is
Speaker 1: going to be feeling like it was, you know, like
Speaker 1: like you're being punished for browsing the web. That that
Speaker 1: obviously would be the wrong message to show, because like
Speaker 1: you said, Lauren, I'm not likely to buy something if
Speaker 1: I'm irritated at my experience. But if it's an experience
Speaker 1: that is entertaining, it's compelling, I'm feeling rewarded, then I'm
Speaker 1: much more likely to buy something or to look at
Speaker 1: a particular vendor services. So it's just making that work.
Speaker 1: You know, it sounds like a simple idea, but making
Speaker 1: it work in practice is a complex process. Well, excited
Speaker 1: to see where it goes. Me too, because you know
Speaker 1: I lacks my smartphones, and I lacks my tablets and
Speaker 1: I lacks my laptops. Also like having a job, that's
Speaker 1: also good. Yes, considering that the way we work is
Speaker 1: very much dependent upon this. Uh yeah, it's it's important
Speaker 1: to us on a personal level, there's no getting around that.
Speaker 1: And you know we love it. So please help us,
Speaker 1: help us solve this. No, seriously, guys, if you have
Speaker 1: any suggestions for future episodes of tech Stuff, maybe you've
Speaker 1: got a particular technology you've always wanted to hear more about,
Speaker 1: or maybe there's a leader in the text space that
Speaker 1: you are dying to learn about. Let us know. Send
Speaker 1: us a message. Our email is tech Stuff at Discovery
Speaker 1: dot com, or drop us a line on Facebook or Twitter.
Speaker 1: You don't have to sponsor the message, just right on
Speaker 1: our on our our pages, we'll we'll read it. You
Speaker 1: can find us Our handle is text Stuff h s W.
Speaker 1: You can also find us on Tumbler under that screen name.
Speaker 1: You have to do this every time, like we literally
Speaker 1: just did this an hour ago and I still forget. Yes,
Speaker 1: you can find us on Tumbler and it is really good,
Speaker 1: good uh content. There Lauren is is curating an amazing
Speaker 1: tumbler page. So go check that out. You just good work.
Speaker 1: I made that tumbler page what like two years ago.
Speaker 1: How much was on that tumbler page when you went there, Lauren?
Speaker 1: There is literally nothing on that tumbler page. Side think
Speaker 1: title of podcasts. There you go that pretty That pretty
Speaker 1: much says it all. Lauren pretty much says it all.
Speaker 1: Al Right, guys, So I hope you enjoyed this episode.
Speaker 1: Let us know what you think, and we will talk
Speaker 1: to you again really soon for more on this and
Speaker 1: thousands of other topics. Is it how stuff works dot
Speaker 1: com