Speaker 1: Welcome to tech Stuff, a production from my Heart Radio.
Speaker 1: Pay there and welcome to tech Stuff. I'm your host,
Speaker 1: Jonathan Strickland. I'm an executive producer with our Heart Radio
Speaker 1: and I love all things tech and it is time
Speaker 1: for another classic episode. This episode originally published on October
Speaker 1: two thousand thirteen. The world was such a different place
Speaker 1: back then. This episode is called Ads on the Go,
Speaker 1: where we talk about everyone's favorite topic advertising. But as
Speaker 1: it turns out, it's important stuff and sometimes there are
Speaker 1: ways to do it well where it's actually helpful, and
Speaker 1: sometimes there are ways to do it really, really badly
Speaker 1: where it's intrusive or worse. So let's listen to this
Speaker 1: classic episode and i'll talk to you guys again in
Speaker 1: a bit. Any company that has a web presence and
Speaker 1: they are alone a company that is that is a
Speaker 1: web presence period. Yeah, they're all concerned about this because
Speaker 1: they want to make sure that they're continuing to serve
Speaker 1: up and experience. There's a good experience for the people
Speaker 1: who are using the web on whatever device they happen
Speaker 1: to be on, and furthermore, something that can actually make
Speaker 1: the money. Yeah, And as it turns out, this whole
Speaker 1: mobile Uh, this move to mobile browsing is really disruptive
Speaker 1: as far as that goes. But it's the it's it's
Speaker 1: a pretty big industry of UM. As of August, according
Speaker 1: to an insight company called e Marketer, the mobile advertising
Speaker 1: global market is set to be UH worth over sixteen
Speaker 1: billion dollars this year. That's a lot of money UM,
Speaker 1: which is a growth and I imagine that we'll see
Speaker 1: that number even go even higher because you're seeing when
Speaker 1: you start looking at sales figures for things like tablets
Speaker 1: and smartphones, there through the roof. And it's across the globe.
Speaker 1: Although I will say, and we'll get into the US,
Speaker 1: different parts of the globe value different platforms. Some are
Speaker 1: very tablet crazy and some are like no, I want
Speaker 1: my smartphone right absolutely, But but the marketers also saying
Speaker 1: that the desktop ad market UM is set to peak
Speaker 1: at around thirty five billion and be on a decline
Speaker 1: after that. Yeah. And part of the reason for that
Speaker 1: is that we're seeing more and more people move away
Speaker 1: from those traditional desktop and laptop platforms. UH. And we're
Speaker 1: also seeing because we're seeing this move toward mobile, that
Speaker 1: itself is in part devaluing advertising on those traditional platforms, right,
Speaker 1: So if everyone is moving to something else, then you
Speaker 1: can't sell your your website that's designed for a desktop
Speaker 1: as a an ideal place where you for advertisers to
Speaker 1: put ads, because if no one's using a desktop of
Speaker 1: you that website, then no one's getting that content right.
Speaker 1: And when whenever you have that split, you're going to
Speaker 1: have some people who are who are very happy with
Speaker 1: their experience and some people who are not, just because
Speaker 1: of the way that the page was designed. As I'm
Speaker 1: sure everyone listening to this has has had the experience
Speaker 1: of in the past. Right. There's even some discussion and
Speaker 1: some debate about the value of, say a specific app
Speaker 1: for a web content creator versus a mobile browser. So
Speaker 1: there are websites out there that have apps. How stuff
Speaker 1: works has an app, and then they also have a
Speaker 1: presence on the web and actual website. And there are
Speaker 1: some people who who say that they much prefer the
Speaker 1: experience of going through a mobile website than using an app,
Speaker 1: even if that app has been optimized to to really
Speaker 1: feature whatever the content is of that website, Because I
Speaker 1: guess partial part of it is that when you're in
Speaker 1: a web browser, you have a lot more freedom to
Speaker 1: go from one place to another, and that may not
Speaker 1: be within the confines of whatever website you're visiting, whereas
Speaker 1: if you're going through an app, that's pretty much what
Speaker 1: you're seeing, right. So so okay, so some of those
Speaker 1: more traditional method that's that that we're thinking are going
Speaker 1: 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 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 great detailble it is
Speaker 1: because assuming that you're listening to a podcast, I'm pretty
Speaker 1: sure you've visited a web page has had a banner
Speaker 1: ad on it. So uh, that's one version another course,
Speaker 1: or 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 browsers. So if it's on
Speaker 1: top of your web browser, you start interrupts your viewing experience.
Speaker 1: If it's underneath, you'll see it when you finally close
Speaker 1: your your page. Yeah, when you close your page or
Speaker 1: you close your browser and suddenly 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. Man, Hey, Lauren, let
Speaker 1: me ask you is your favorite kind of add My
Speaker 1: favorite kind of ad, You know, the one that immediately
Speaker 1: starts to AutoPlay video with sound. That's my favorite. How
Speaker 1: did you know? Yeah? It's also great when you're doing
Speaker 1: research at work and then suddenly you've got like, you know,
Speaker 1: despicable mean minions screaming at the top of their lungs.
Speaker 1: But then and you're like, well that those didn't plan
Speaker 1: on treating everyone to that professionalism. Or if you're or
Speaker 1: if you're like me and you think I'm going to
Speaker 1: click on this link and walk away to get coffee
Speaker 1: because it's gonna take all 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 and 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, that 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 as line text ads which are
Speaker 1: a little bit sneakier. Those those are the things that
Speaker 1: you might have seen like a double underline and article
Speaker 1: that you were reading that should you happen to click
Speaker 1: on it, it might take it. It will take you
Speaker 1: to some whoever is actually purchased the ad, and usually
Speaker 1: it's something that directly relates to whatether the term is.
Speaker 1: So for example, if I were to write a blog
Speaker 1: post and I'm mentioning a particular type of camera, there
Speaker 1: might be a double underlined version of the camera's name,
Speaker 1: and if you clicked on it, it might take you
Speaker 1: to say Amazon dot com or some other retail site
Speaker 1: where you can purchase the camera. So I mean that's
Speaker 1: what it's usually considered a slightly less obtrusive, but it
Speaker 1: can also be sneaky or misleading or 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 information
Speaker 1: all rather than advertorial and you never know, you know, uh.
Speaker 1: And then there are there's also search engine marketing. That's
Speaker 1: where you end up paying a search engine to feature
Speaker 1: your product on a results page that relates back to
Speaker 1: whatever that product is. Those those will be like a
Speaker 1: Google sponsored ads that pop up along the like usually
Speaker 1: the first two at the top and then maybe a
Speaker 1: few along a sidebar. Right. So it's generally are related
Speaker 1: to your search and and can be really very helpful
Speaker 1: depending on on the the algorithms that Google is using
Speaker 1: for that particular ad. But um, but yeah, it has
Speaker 1: has been found to to create some confusion in some
Speaker 1: populations of Internet goers as to whether those are really
Speaker 1: the best search result or something that is sponsored. Some
Speaker 1: people apparently don't read the fine print right now, there
Speaker 1: are different ways that these ads are actually making money. Yeah,
Speaker 1: so we're going to take you into the inside. Come
Speaker 1: along with us. Of course, if you've listened to texta
Speaker 1: for a while, you've heard that Chris and I did
Speaker 1: an episode about um web advertising ages ago, and you
Speaker 1: probably have heard these terms from that as well. But
Speaker 1: it's certainly important in our discussion about mobile advertising. So
Speaker 1: one 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: in displays 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 entire really
Speaker 1: up to the content creator, because the content creator is
Speaker 1: just creating stuff that they want people to to look at.
Speaker 1: The advertiser would have to create an ad that was
Speaker 1: enticing enough to get people to click, or tricky enough
Speaker 1: so that people click on it by accident. Although I
Speaker 1: think most people would argue that that's not very effective,
Speaker 1: not really to the benefit of all involved. Right, you know,
Speaker 1: it all depends on who's doing the marketing to Right.
Speaker 1: If it's a third party marketing department that is creating
Speaker 1: these ads and all they are concerned with is throwing
Speaker 1: as much traffic to the to the advertiser as possible,
Speaker 1: then they might not really care if it's truly effective
Speaker 1: in getting people to convert. Where we talk about conversion
Speaker 1: numbers to convert over into buying something, what's the whole
Speaker 1: third one? That third one is cp A that's cost
Speaker 1: per action, and that is going a step further than
Speaker 1: cost per click. It's when someone has has clicked through
Speaker 1: to a site and actually does whatever the advertiser wanted
Speaker 1: them to do, like purchase a product or or in
Speaker 1: er a free trial. So if you've listened, yeah, you've
Speaker 1: listened to us talk about our sponsors. We have several
Speaker 1: sponsors where they use this approach. So if our listeners
Speaker 1: go and they sign up for these things, then that
Speaker 1: means that the sponsor will end up paying whatever the
Speaker 1: agree amount is. So, in other words, go and sign
Speaker 1: up for those things, guys, because that's awesome for us.
Speaker 1: Um also, I mean, our sponsors are great, so that
Speaker 1: helps too. So let's talk about the mobile ad problem. Now.
Speaker 1: The problem is that a lot of these these traditional
Speaker 1: ads that we talked about, the banner ads and the
Speaker 1: pop ups, pop unders, the text ads are a lot
Speaker 1: harder to navigate or to see in a mobile platform,
Speaker 1: particularly when you're talking about something like a smartphone where
Speaker 1: the landscape of viewable area is really tiny, right right,
Speaker 1: and people are moving through at a pretty rapid rate
Speaker 1: of reading speed, maybe paying a little bit less attention. Yeah.
Speaker 1: Or it may even be that in order to view
Speaker 1: whatever the content is of the website, they re size
Speaker 1: it so that they're only so that the text or
Speaker 1: whatever it is they're looking at actually readable, therefore blocking
Speaker 1: out the section of the page that had the ad. Yeah. Yeah,
Speaker 1: that stuff might not even appear on the screen. Share.
Speaker 1: There's 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 a 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. Yeah, um, you know,
Speaker 1: as of two thousand six, Nielsen had started tracking cell
Speaker 1: phone use across media, right right, Yeah, I remember that
Speaker 1: I could browse with my old had a Nokia phone
Speaker 1: that hey Microsoft buying them now, but I had I
Speaker 1: had an old Nokia phone that or Nokia phone that
Speaker 1: that could browse websites and you would just get in
Speaker 1: these little by texts and you'd have to you know,
Speaker 1: you wouldn't get any graphics at all, It's just text. Uh.
Speaker 1: I rapidly decided that was not an ideal experience for me. Yeah,
Speaker 1: I believe I had a Samsung like a like a
Speaker 1: flip flip phone that allows you to do the same
Speaker 1: sort of thing a motor lay anyway, not important. It
Speaker 1: wasn't until I got a smartphone that I really started
Speaker 1: to use it to do things like browse the web. Yeah. So,
Speaker 1: um so some some of the trends that are going
Speaker 1: on right now, Yeah, let's talk about them. So I
Speaker 1: got a lot of this information from Adobe. Now, Adobe
Speaker 1: does a big Digital index report every now and then.
Speaker 1: It's semi regular, is how I've seen it described. And
Speaker 1: part of it is the State of Mobile Benchmark study.
Speaker 1: And so these were some things that they found in
Speaker 1: their study. They found that tablets drive more web traffic
Speaker 1: than smartphones and may actually be a PC replacement when
Speaker 1: it comes to web consumption. Now it's not that way.
Speaker 1: It's not like they've completely replaced PCs already, but that
Speaker 1: it looks like tablets are poised to take the place
Speaker 1: of PCs when it comes to just browsing the web
Speaker 1: and consuming content for those for those basic functions that
Speaker 1: are you know, and anything more simple than you know,
Speaker 1: complex photo editing or video editing like that. So in general,
Speaker 1: people visit se more web pages per visit on a
Speaker 1: tablet than they do with a smartphone. So, you know,
Speaker 1: that just means that every time you get online with
Speaker 1: a tablet, then you're you're in general, you tend to
Speaker 1: be looking at more web pages than you would be
Speaker 1: if you were using a smartphone at the time. Now,
Speaker 1: it may turn out that people use smartphones more frequently
Speaker 1: than tablets, and so maybe those numbers are a little misleading,
Speaker 1: because if you're using a smartphone a lot throughout the day,
Speaker 1: you may actually visit more web pages accumulatively then you
Speaker 1: would in one visit with the tablet. And and there
Speaker 1: are more smartphones out there in the wild than there
Speaker 1: are tablets. There's absolutely true, there are far more smartphones
Speaker 1: than tablets in the wild, although according to Adobe, tablets
Speaker 1: are still driving more traffic um They said that people
Speaker 1: who use tablets to browse shops are three times more
Speaker 1: likely to buy something than someone on a smartphone. But
Speaker 1: it's probably important now to look at some actual numbers
Speaker 1: because because you said there, like, wow, if I was
Speaker 1: if I'm using a tablet, I'm three times more likely
Speaker 1: to buy something than if I were looking at the
Speaker 1: same content on a smartphone. Hold on their big guy,
Speaker 1: So far, this is where we start talking about conversion,
Speaker 1: converting 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 hey, that's a pretty pair
Speaker 1: of shoes to hey, I own those shoes now. So
Speaker 1: if you're using a smartphone, it said that there was
Speaker 1: a point seven percent conversion rate, meaning that point seven
Speaker 1: percent of the people shopping on a smartphone would buy
Speaker 1: stuff on a particular on a typical visit. And so
Speaker 1: three times that for for tablets, that would make it
Speaker 1: two 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,
Speaker 1: and if you look at if you look at just
Speaker 1: the 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 an mortar store and how likely they are to
Speaker 1: actually walk out with a purchase, I'm sure the numbers
Speaker 1: are are pathetic. However, way more people can come to
Speaker 1: your website than can come to a typical breaking mortar store. Yeah,
Speaker 1: you know, it's just the physical limitations there means that
Speaker 1: it's a totally different set of numbers. So even though
Speaker 1: it's a small percentage, it may still be a large
Speaker 1: number of people. Sure, that's still I don't know that.
Speaker 1: Nonetheless as to me that that possibly a better system
Speaker 1: could be found. Oh sure, if we can get to
Speaker 1: a point where we are compelled to buy, you know
Speaker 1: that we are punished if we do not buy, and
Speaker 1: that world is coming, I said too much. All right,
Speaker 1: So the leading operating system in the United States mobile
Speaker 1: operating system, I should say in the United States is
Speaker 1: here's a big shock. Yeah, people love their Apple products. Sheep.
Speaker 1: I'm just kidding. I'm just kidding. My wife. My wife
Speaker 1: uses uh an iPad and an iPhone. She loves it.
Speaker 1: I actually really think that iOS devices are amazing. I
Speaker 1: just happen to be an Android user. So while I
Speaker 1: make the joke, I am not one of those people
Speaker 1: who's like Android good, iOS bad, which is which is
Speaker 1: good 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 that's
Speaker 1: despite the fact that there are more Android devices overall
Speaker 1: available in the market. Oh yeah, sure, by far, I
Speaker 1: mean considering that the iPhone is one device. Yeah, you
Speaker 1: can buy an older iPhone, but it's still one line
Speaker 1: of products, whereas Android comes in all shapes, sizes, flavors,
Speaker 1: and problems. Uh. There's this whole fracturing of the market
Speaker 1: thing that we could talk about, but that's a different podcast. Uh,
Speaker 1: tablet versus smartphone use is not study 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, and they've incorporated they've incorporated everything
Speaker 1: like tracking, GPS tracking, I mean, there's based upon what
Speaker 1: region you're in. Now, a lot of this is opt in,
Speaker 1: so you're not forced to do it yet the compulsions
Speaker 1: coming people just telling you now, but no, you're not
Speaker 1: forced to do it. But if you do it, then
Speaker 1: you up getting what we call targeted ads. Right. They're
Speaker 1: targeted to you based upon your behaviors, based upon where
Speaker 1: you're from, if if there are more demographic things known
Speaker 1: about you, like your gender and your age, that can
Speaker 1: go into targeted advertising, which I understand for some people
Speaker 1: it's really kind of a creepy idea, this idea that
Speaker 1: the advertisers know more about a lot of privacy issues
Speaker 1: wrapped up in this now personally, and this is this
Speaker 1: is just personally literally, like just as it applies to me,
Speaker 1: I 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 the unsolicited. Right,
Speaker 1: there's that one horse story of that target girl who
Speaker 1: is living with her parents and target based on her
Speaker 1: purchasing behavior, sent her a congratulations you're having a baby jacket,
Speaker 1: and then her father got all upset targets saying how
Speaker 1: dare you send this to her, and then send another
Speaker 1: lawyer'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 going to come back
Speaker 1: in a big way. And it turns out the reason
Speaker 1: why they say this because they have this whole advertising
Speaker 1: strategy that they want to sell you. But in this case,
Speaker 1: there's a company called host Gator which is vested in
Speaker 1: mobile advertising. So again let's let's take the end to consideration.
Speaker 1: But they they say that they figure that mobile will
Speaker 1: overtake fixed internet access by fourteen. So we're recording this,
Speaker 1: which means next year we would see mobile browsing overtake
Speaker 1: Internet browsing, or at least mobile access to the Internet
Speaker 1: overtake fixed access. Now, while that is coming from a
Speaker 1: company that is offering up mobile advertising strategies, it's also
Speaker 1: one of those things that I find easy to believe
Speaker 1: just based upon the trends we've been seeing so far. Now,
Speaker 1: maybe it means that it's not really twenty four teen,
Speaker 1: Maybe it will be a few more years down the
Speaker 1: road before we actually see this happen. But I think
Speaker 1: it is happening right, And you know, whether whether it
Speaker 1: overtakes it or not, it's it's clearly a a functioning
Speaker 1: revenue source um or. Facebook reported that as of Q two,
Speaker 1: of mobile ads made up of its revenue. Yeah, and
Speaker 1: in fact, that was one of those things that when
Speaker 1: Facebook was having its I p O there was a
Speaker 1: little bit of a shake up because Facebook at that
Speaker 1: point had not really figured out how it was going
Speaker 1: to handle the mobile ads part of its of its
Speaker 1: revenue stream. And so they discovered that their um their
Speaker 1: their revenues for one quarter that year were lower than
Speaker 1: what had they had projected. And it was partially because
Speaker 1: everyone was starting to I say everyone, So many people
Speaker 1: were starting to use the Facebook mobile app or or
Speaker 1: just to access Facebook on mobile platform, which again gives
Speaker 1: you a totally different experience than than on a desktop.
Speaker 1: It made it made a lot of investors lose faith
Speaker 1: in them. And in fact, this, this news, this Q
Speaker 1: two news um was basically what preempted the rebound and
Speaker 1: Facebook staff this summer. It shows how powerful mobile really is.
Speaker 1: We have a little bit more to say about ads
Speaker 1: on the go, but first let's take a quick break. Okay,
Speaker 1: so let's talk about some of the challenges about mobile advertising.
Speaker 1: We've touched on some of them already, but we'll we'll
Speaker 1: kind of have to pull them all into this gigantic
Speaker 1: cloud of how do we do this right? So, the
Speaker 1: type of content you consume might depend upon the device
Speaker 1: you're using, because some devices use certain make certain type
Speaker 1: of content easier to access or to consume. For example,
Speaker 1: if a website is in flash, probably you're not looking
Speaker 1: at that on an iOS device anyway. You know, Android
Speaker 1: for a while supported Flash for a while. Um, yeah,
Speaker 1: so you that that's a good example exactly when. I
Speaker 1: don't know about you, Lauren, I don't know how how
Speaker 1: frequently you you will occasion go out to eat at
Speaker 1: some place where you're not really familiar with the menu.
Speaker 1: But if you've ever had the experience where you click
Speaker 1: on the menu thing and then you realize that the
Speaker 1: menu was programmed in flash, you probably have had some
Speaker 1: choice words. I have I have cursed the heavens multiple
Speaker 1: times based on that. Yes, when occurred grasp of hanger,
Speaker 1: which is the combination of being hungry and angry at
Speaker 1: the same time. Lauren and I both suffer from this.
Speaker 1: So you do not want to be in a room
Speaker 1: with us when neither of us have had a snack. Yeah,
Speaker 1: both both of us are are a tiny bit on
Speaker 1: the hypoglycemic end and also have very particular dietary restrictions. Right,
Speaker 1: it makes us really entertaining. The longer our podcast, the
Speaker 1: longer our podcast goes, the more likely we are to
Speaker 1: come to blows, not because we don't like each other,
Speaker 1: but because we're angry. Well, I go into fits of
Speaker 1: rage when I try and access something like a menu
Speaker 1: on on a mobile device. And that's a perfect example
Speaker 1: of how companies have to really take that into account
Speaker 1: when 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 that is that is the concept that
Speaker 1: UM that most people when they're on their mobile devices
Speaker 1: are doing multiple other things at the same time, maybe
Speaker 1: watching TV, maybe on their tablet, maybe also checking their
Speaker 1: smartphones simultaneous. Yeah, they might have. Usually it's too at
Speaker 1: least two screens, probably more than two screens for some
Speaker 1: 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 that's 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 sixty on.
Speaker 1: I'm watching Netflix for that, So that's one thing I've
Speaker 1: got going on. Meanwhile, I've got my laptop up and
Speaker 1: I'm in Google Docs so that I can type in
Speaker 1: snarky comments about whatever it is I'm watching, because I'm
Speaker 1: probably doing this for another show I do. So. Then
Speaker 1: I've also got my smartphone there where I'm getting all
Speaker 1: of my status updates from various things because I don't
Speaker 1: 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 say 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. Are 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 it 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 or even that, you know, during
Speaker 1: commercial breaks or if something is if you're having load
Speaker 1: screen issues or something like that, your board exactly that
Speaker 1: your board, and rather than be bored, you want to
Speaker 1: switch your attention to something else to keep you entertained
Speaker 1: what you're waiting for the boring thing to stop. I
Speaker 1: am so guilty of that. That is really that's the
Speaker 1: thing that I'm working on. But yeah, I fall into
Speaker 1: that same sort of category. And We're not alone. There
Speaker 1: are a lot of people, and of course everyone seems
Speaker 1: to think that they are the ideal multitasker, even though
Speaker 1: studies have shown repeatedly that the vast majority portion of
Speaker 1: the population is actually good at multitask like one or
Speaker 1: two percent of the entire population. Right, everyone else is
Speaker 1: lying to themselves, me included, right, right, everyone else. Your
Speaker 1: performance on every individual task you are trying to do
Speaker 1: simultaneously declines for a few people, the supertaskers. This is
Speaker 1: not the case. But if you are wondering if you're
Speaker 1: a supertasker, you're not. I mean, I'm just safe to
Speaker 1: say that statistically speaking. Nope. All right, So, um, there's
Speaker 1: also the idea that we had before about these these
Speaker 1: different screen landscapes, the fact that that websites are laid
Speaker 1: out in a different way depending upon what kind of
Speaker 1: device you're looking at. You know, if you're using a smartphone,
Speaker 1: you're going to get a certain layout. If you get
Speaker 1: a tablet's a different layout. That might be similar to
Speaker 1: the layout you might get from a laptop or desktop,
Speaker 1: but it's still a little different. It's not you know
Speaker 1: that each one is trying to be optimized for the experience,
Speaker 1: because one size does not at all, Like you can't
Speaker 1: have one design of a website and expect that to
Speaker 1: work across all devices. I mean there's a lot of
Speaker 1: variety out there, right especially right Yes, and like like
Speaker 1: we're saying earlier, there are so many different screen sizes
Speaker 1: when you get into Android devices in particular that um
Speaker 1: that it's yeah yeah, so so okay. So so you're
Speaker 1: working with a whole bunch of different device all of
Speaker 1: which are carried by many different wireless operators, working working
Speaker 1: 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 consumer merse. Alright,
Speaker 1: So we've covered the fact that mobile advertising is hard.
Speaker 1: You uh, Let's talk about some of the strategies that
Speaker 1: have been applied to mobile advertising. We mentioned one targeted ads,
Speaker 1: specifically targeting your not just your behaviors like what your
Speaker 1: your past browsing habits are, but also your location. If
Speaker 1: you do enable that, Like I said, for most systems,
Speaker 1: it's an opt in situation, so you're not being tracked
Speaker 1: to do it right or you know, in some cases
Speaker 1: it might be an opt out like default on right.
Speaker 1: I much prefer opt in obviously to opt out, just
Speaker 1: because it gives the consumer much more transparent control of
Speaker 1: what is going on with their data. But yes, you
Speaker 1: in those cases, you will have the ability to reach
Speaker 1: people and give them ads that are at least have
Speaker 1: a probability of being more relevant to them than just
Speaker 1: and you know, an ad from a database of sponsors.
Speaker 1: Also video, it's a big, big deal with mobile advertising
Speaker 1: and mobile platforms because since people aren't necessarily paying, you know,
Speaker 1: they're they're not necessarily reading really in depth articles about
Speaker 1: stuff on their mobile platforms. They might be watching a
Speaker 1: quick video or listening to something. Yeah, there's a lot
Speaker 1: more of video consumption on mobile platforms. Uh. And you know,
Speaker 1: I remember a few years ago when the the cellular
Speaker 1: speeds weren't really good enough to give a very good
Speaker 1: experience for video, and I was thinking like that, this
Speaker 1: is never going to take off. But of course, once
Speaker 1: those speeds got better, and once the processors got better
Speaker 1: and the battery life got better on these devices, it
Speaker 1: became a viable uh thing, a viable feature. And so
Speaker 1: a lot of web content creators are making a slow
Speaker 1: move from traditional web content that you might think of
Speaker 1: as a uh, you know, a database of articles, and
Speaker 1: start to create more video content. Uh. And that's in
Speaker 1: part because that's the kind of content that people are
Speaker 1: seeking out. It's the it's easy to consume in these
Speaker 1: mobile platforms. And it doesn't mean that the content quality changes,
Speaker 1: it just the actual delivery of it changes. So you
Speaker 1: then have a move to start inserting video ads into things.
Speaker 1: But even that gets a little tough. I mean, depending
Speaker 1: upon what you're using as a way of delivering video
Speaker 1: to your consumer. For example, if you're using YouTube, YouTube
Speaker 1: allows people to serve ads against their content, and if
Speaker 1: you do that, then you get a certain percentage of
Speaker 1: the ad revenue and Google gets the rest right. And
Speaker 1: 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 it's this idea that by doing this, you
Speaker 1: keep user satisfaction up. And uh, the algorithm is designed
Speaker 1: so that there are certain times when you are not
Speaker 1: going to be allowed to skip an AD. And it
Speaker 1: doesn't necessarily mean that that particular AD is different from another,
Speaker 1: It's just that the algorithm has lined it up that way. Um,
Speaker 1: there are other ties where I guess there are ad
Speaker 1: deals where no matter what, you're never able to skip it,
Speaker 1: because I've I've seen some ads that didn't it didn't
Speaker 1: matter why video I was watching, that ad was going
Speaker 1: to play all the way through every time. Um, So
Speaker 1: these deals are complicated. There's no one size fits all approach,
Speaker 1: even with YouTube, and that's just one delivery system. Now
Speaker 1: there are other ones that are out there on the web,
Speaker 1: but YouTube is just one of those that's incredibly well known.
Speaker 1: Right on top of that, you have social platform ads.
Speaker 1: So this is using stuff like Twitter and Facebook to
Speaker 1: kind of advertise, so you know, sponsored tweets where you'll
Speaker 1: look at your Twitter feed and you're like, I'm not
Speaker 1: following Burger King, Yeah, why am I seeing this? And
Speaker 1: it's because it's a promoted tweet that that the company
Speaker 1: in this case Burger King has paid so that you
Speaker 1: will know that their latest version of the Whopper is
Speaker 1: available or whatever, and so you'll you know, you'll see
Speaker 1: that because it's been promoted into Twitter. Um. That's one way.
Speaker 1: Another is a course on platforms like Facebook where you'll
Speaker 1: see those ads that are maybe along the right rail
Speaker 1: or occasionally you'll see sponsored inline. Yeah, you'll see sponsored
Speaker 1: stuff pop up in your feed, and again that stuff
Speaker 1: that companies have paid for and and in this case
Speaker 1: that also tends to be run through some algorithms, so
Speaker 1: that the ads that you see, Lauren are probably different
Speaker 1: from the ads that I see. Before we finish up
Speaker 1: with ads on the go, it's time for or well
Speaker 1: an ad, let's take a quick break. I imagine that
Speaker 1: you get fewer ads for my aforementioned example, engagement rings
Speaker 1: than I do because I'm female and therefore I'm clearly
Speaker 1: interested in receiving a diamond from somebody. And I'm married,
Speaker 1: so if I start shopping for engagement rings, I'm going
Speaker 1: to have some serious questions to answer. Also, yeah, it's
Speaker 1: also based upon your browsing habits. I know this because
Speaker 1: I was recently looking at a costume piece. I was
Speaker 1: looking for a specific costume piece, and I went to
Speaker 1: several different websites looking for this variations on this costume piece,
Speaker 1: and then I went up back over to Facebook and
Speaker 1: lo and behold, one of the things I was looking
Speaker 1: for was right there in the right rail with the
Speaker 1: other ads. So it was going beyond just my uh
Speaker 1: my experience on Facebook. It was looking at my browsing
Speaker 1: history fun times. So um. It does then filter the
Speaker 1: various ads that you could get and goes with the
Speaker 1: ones that you are most likely to find relevant based
Speaker 1: upon your behaviors and what you've liked in the past.
Speaker 1: And it may very well be that perhaps that that
Speaker 1: ad I saw isn't related to my browsing history. Maybe
Speaker 1: I liked something in the past that brought it up.
Speaker 1: That's quite possible because it was just a coincidence that
Speaker 1: you that you noticed because your brain had been on
Speaker 1: that exactly exactly. It could very well be a coincidence.
Speaker 1: I'm not totally on the this is the cause and
Speaker 1: this is the effect bandwagon. I'm just so um. But
Speaker 1: then there's also the suggestion that content creators have to
Speaker 1: find ways to make the stuff they generate easy to
Speaker 1: consume on mobile devices, and it has to be engaging
Speaker 1: and optimized, and then that means that it needs to
Speaker 1: be snack sized, kind of like we were saying with
Speaker 1: more content moving to video. This this is this is similar.
Speaker 1: This say is you know, if you do have an article,
Speaker 1: have it something that someone can consume easily and quickly
Speaker 1: while they're on a mobile tablet, mobile platform, it might
Speaker 1: be a paragraph as opposed to an article. It might
Speaker 1: you know, you'll see a lot of things like images,
Speaker 1: slide shows, You'll see um, you know, quick quick things.
Speaker 1: Because the idea is that no one wants to sit
Speaker 1: and read an in depth article on a mobile platform,
Speaker 1: or at least that that's not what the majority wants
Speaker 1: to do. Because as soon as I say that, I'm
Speaker 1: going to get a lot of people writing and saying
Speaker 1: I love reading along articles on my mobile device. I'm
Speaker 1: one of them. I write the train all the time,
Speaker 1: so I'll read. I read books on my phone sometimes,
Speaker 1: but I'll also read you know, really long pieces written
Speaker 1: in various uh publications, So I'm outside the norm. They're
Speaker 1: like I am, with lots of things. I can't help it. Uh.
Speaker 1: And then also there's the chance of seeing more sponsored
Speaker 1: content on mobile platforms. So in this case, you might
Speaker 1: see a site or an article brought to you by
Speaker 1: something if I fill in the blank, yeah, espe Actually,
Speaker 1: if it's something that's related to whatever the content of
Speaker 1: that like if it's a blog that's about a specific thing,
Speaker 1: like a specific subculture or specific like it's you know,
Speaker 1: a movie commentary or whatever. You could imagine that that
Speaker 1: would 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 that 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 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 marketing companies, yeah, are are just advertising around
Speaker 1: services or if they're making a valid point, right, I
Speaker 1: think that it's hard to say what the future will
Speaker 1: be of this kind of thing. Um, I mean, obviously
Speaker 1: mobile is going to play a huge part, so we
Speaker 1: know that the question is, you know, people are trying
Speaker 1: to innovate new ways of putting ad content into into
Speaker 1: our our browsing experiences that is going to be um
Speaker 1: less disruptive and and more natural and and just work
Speaker 1: out better for everybody. You know. It's certainly nobody wants
Speaker 1: the user to have a bad experience. That's not going
Speaker 1: to make someone more likely to buy a product. But
Speaker 1: at the same time, if there's not this support, then
Speaker 1: the people who are creating the content have to find
Speaker 1: other ways of making money because, you know, while there's
Speaker 1: going to be some content created for free on the
Speaker 1: Internet by people who are just very passionate about whatever
Speaker 1: it is they're doing, the reality is if you want
Speaker 1: to make a living at it, then someone has to
Speaker 1: pay somewhere. Because we're not we haven't reached a point
Speaker 1: where I can release a podcast in return for a sandwich.
Speaker 1: I don't. I shouldn't say that because next thing I know,
Speaker 1: I could be brought in for my annual review would say,
Speaker 1: so here, you want to be paid in sandwiches? Um?
Speaker 1: I think. I think that's how money works. In fact,
Speaker 1: you can buy as many sandwiches as you want. Can
Speaker 1: I buy other things besides sandwiches? I suppose you could.
Speaker 1: I'm sold on this money idea. UM. There. For example,
Speaker 1: while I was doing research for this podcast, I ran
Speaker 1: across a study done by a CEO of a app
Speaker 1: called pocket Change, and pocket Change is an apple lets
Speaker 1: you earn points for activity on other apps. So wow,
Speaker 1: it's a meta app. Yeah yeah, um so, so you know,
Speaker 1: you'll you'll go and you know, for for the number
Speaker 1: of pages that you browse, are the number of candies
Speaker 1: that you crush? I don't know what that is, you know,
Speaker 1: et cetera. Um, you you'll earn points that you can
Speaker 1: exchange for rewards and and so it's a it's another
Speaker 1: form of advertising. And um so in this way, what
Speaker 1: what this app is doing is encouraging your engagement with
Speaker 1: other apps and other services, and in return, you get
Speaker 1: rewarded for it, similar to the way that you earned
Speaker 1: might reward points on a credit card. That's ingenious. That
Speaker 1: is incredible, I honestly when I was doing my research,
Speaker 1: and that's such a simple, elegant way of encouraging people
Speaker 1: to consumeth do what you want to do, and right like,
Speaker 1: here 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. Obviously some
Speaker 1: people would just be playing just to accumulate points, but
Speaker 1: the hope is, of course that they're doing going beyond
Speaker 1: that and they're actually consuming what it is that people
Speaker 1: are creating right right. Microsoft has started doing a vaguely
Speaker 1: similar thing with some of their Microsoft Points. You can
Speaker 1: you can earn points by by playing games or by
Speaker 1: downloading new games, and um, and I'm not sure what
Speaker 1: you can exchange those points for right now exactly because
Speaker 1: I've earned a grand total of zero of them. But
Speaker 1: 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, and refined. We're gonna see it.
Speaker 1: It's never going to be a super clean process that
Speaker 1: you can point from the beginning to the end and
Speaker 1: say and here's the story. It's gonna be complex and
Speaker 1: messy because that's kind of how humans are. But I
Speaker 1: do think that we will crack this somehow where it's
Speaker 1: going to be the kind of experience where no one
Speaker 1: is going to be feeling like it was, you know,
Speaker 1: like like you're being punished for browsing the web. That
Speaker 1: that obviously would be the wrong message to show, because
Speaker 1: like you said, Lauren, I'm not likely to buy something
Speaker 1: if I'm irritated at my experience. But if it's an
Speaker 1: experience that is entertaining, it's compelling, I'm feeling rewarded, then
Speaker 1: I'm much more likely to buy something or to look
Speaker 1: at 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 lax my smartphone, 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 no, we love it. So please help us, help
Speaker 1: us solve this. And that wraps up this classic episode
Speaker 1: of tech Stuff. I hope you guys enjoyed that. Listen
Speaker 1: to an oldie, but a goodie. It is amazing for
Speaker 1: me to think about something from seven years ago and
Speaker 1: then realize that that's only about halfway through the run
Speaker 1: of tech Stuff. But we're gonna keep on going through
Speaker 1: and also giving you new episodes of tech Stuff on
Speaker 1: that subject. If you have a suggestion for an episode,
Speaker 1: send it to me via Twitter. The handle is text
Speaker 1: stuff H s W and I'll talk to you again
Speaker 1: really soon. Tex Stuff is an I Heart Radio production.
Speaker 1: For more podcasts from Heart Radio, visit the I Heart
Speaker 1: Radio app, Apple Podcasts, or wherever you listen to your
Speaker 1: favorite shows. H