WEBVTT - TechStuff Classic: Ads on the Go 0:00:04.400 --> 0:00:07.800 Welcome to tech Stuff, a production from my Heart Radio. 0:00:12.000 --> 0:00:14.800 Pay there and welcome to tech Stuff. I'm your host, 0:00:14.920 --> 0:00:18.200 Jonathan Strickland. I'm an executive producer with our Heart Radio 0:00:18.239 --> 0:00:21.200 and I love all things tech and it is time 0:00:21.280 --> 0:00:27.160 for another classic episode. This episode originally published on October 0:00:28.440 --> 0:00:31.360 two thousand thirteen. The world was such a different place 0:00:31.400 --> 0:00:35.120 back then. This episode is called Ads on the Go, 0:00:35.760 --> 0:00:40.600 where we talk about everyone's favorite topic advertising. But as 0:00:40.640 --> 0:00:44.080 it turns out, it's important stuff and sometimes there are 0:00:44.240 --> 0:00:47.800 ways to do it well where it's actually helpful, and 0:00:47.920 --> 0:00:51.440 sometimes there are ways to do it really, really badly 0:00:51.880 --> 0:00:56.080 where it's intrusive or worse. So let's listen to this 0:00:56.280 --> 0:00:58.600 classic episode and i'll talk to you guys again in 0:00:58.600 --> 0:01:02.080 a bit. Any company that has a web presence and 0:01:02.120 --> 0:01:04.160 they are alone a company that is that is a 0:01:04.160 --> 0:01:07.800 web presence period. Yeah, they're all concerned about this because 0:01:07.840 --> 0:01:10.360 they want to make sure that they're continuing to serve 0:01:10.440 --> 0:01:13.679 up and experience. There's a good experience for the people 0:01:13.680 --> 0:01:16.400 who are using the web on whatever device they happen 0:01:16.440 --> 0:01:19.039 to be on, and furthermore, something that can actually make 0:01:19.080 --> 0:01:21.840 the money. Yeah, And as it turns out, this whole 0:01:21.959 --> 0:01:26.480 mobile Uh, this move to mobile browsing is really disruptive 0:01:26.480 --> 0:01:28.960 as far as that goes. But it's the it's it's 0:01:29.000 --> 0:01:33.480 a pretty big industry of UM. As of August, according 0:01:33.560 --> 0:01:37.640 to an insight company called e Marketer, the mobile advertising 0:01:37.760 --> 0:01:41.160 global market is set to be UH worth over sixteen 0:01:41.160 --> 0:01:44.080 billion dollars this year. That's a lot of money UM, 0:01:44.080 --> 0:01:49.320 which is a growth and I imagine that we'll see 0:01:49.360 --> 0:01:52.200 that number even go even higher because you're seeing when 0:01:52.200 --> 0:01:54.960 you start looking at sales figures for things like tablets 0:01:54.960 --> 0:01:57.960 and smartphones, there through the roof. And it's across the globe. 0:01:58.000 --> 0:02:00.200 Although I will say, and we'll get into the US, 0:02:00.840 --> 0:02:05.000 different parts of the globe value different platforms. Some are 0:02:05.160 --> 0:02:07.520 very tablet crazy and some are like no, I want 0:02:07.600 --> 0:02:11.040 my smartphone right absolutely, But but the marketers also saying 0:02:11.040 --> 0:02:14.120 that the desktop ad market UM is set to peak 0:02:15.480 --> 0:02:18.840 at around thirty five billion and be on a decline 0:02:18.840 --> 0:02:21.720 after that. Yeah. And part of the reason for that 0:02:21.919 --> 0:02:24.960 is that we're seeing more and more people move away 0:02:25.200 --> 0:02:29.519 from those traditional desktop and laptop platforms. UH. And we're 0:02:29.560 --> 0:02:32.919 also seeing because we're seeing this move toward mobile, that 0:02:33.080 --> 0:02:38.880 itself is in part devaluing advertising on those traditional platforms, right, 0:02:38.919 --> 0:02:42.600 So if everyone is moving to something else, then you 0:02:42.680 --> 0:02:47.240 can't sell your your website that's designed for a desktop 0:02:47.800 --> 0:02:51.000 as a an ideal place where you for advertisers to 0:02:51.000 --> 0:02:53.600 put ads, because if no one's using a desktop of 0:02:53.639 --> 0:02:56.160 you that website, then no one's getting that content right. 0:02:56.200 --> 0:02:57.960 And when whenever you have that split, you're going to 0:02:58.000 --> 0:03:00.080 have some people who are who are very happy with 0:03:00.120 --> 0:03:02.240 their experience and some people who are not, just because 0:03:02.240 --> 0:03:04.040 of the way that the page was designed. As I'm 0:03:04.040 --> 0:03:07.040 sure everyone listening to this has has had the experience 0:03:07.080 --> 0:03:10.160 of in the past. Right. There's even some discussion and 0:03:10.240 --> 0:03:14.079 some debate about the value of, say a specific app 0:03:14.639 --> 0:03:19.400 for a web content creator versus a mobile browser. So 0:03:19.560 --> 0:03:22.080 there are websites out there that have apps. How stuff 0:03:22.080 --> 0:03:24.760 works has an app, and then they also have a 0:03:24.800 --> 0:03:27.000 presence on the web and actual website. And there are 0:03:27.040 --> 0:03:30.160 some people who who say that they much prefer the 0:03:30.200 --> 0:03:33.240 experience of going through a mobile website than using an app, 0:03:33.680 --> 0:03:37.160 even if that app has been optimized to to really 0:03:37.240 --> 0:03:41.320 feature whatever the content is of that website, Because I 0:03:41.320 --> 0:03:43.920 guess partial part of it is that when you're in 0:03:43.960 --> 0:03:46.200 a web browser, you have a lot more freedom to 0:03:46.280 --> 0:03:48.840 go from one place to another, and that may not 0:03:49.000 --> 0:03:53.200 be within the confines of whatever website you're visiting, whereas 0:03:53.240 --> 0:03:55.120 if you're going through an app, that's pretty much what 0:03:55.160 --> 0:03:58.200 you're seeing, right. So so okay, so some of those 0:03:58.400 --> 0:04:02.119 more traditional method that's that that we're thinking are going 0:04:02.200 --> 0:04:04.600 to peak in the next couple of years. Right. So, 0:04:04.640 --> 0:04:07.160 of course, the one that we all know because these 0:04:07.280 --> 0:04:09.880 date back to the very earliest days of web pages, 0:04:10.200 --> 0:04:12.800 are banner ads, right. Those are the things that will 0:04:12.920 --> 0:04:14.840 that you'll see along the top or sometimes along the 0:04:14.840 --> 0:04:17.440 side of a web page that you're viewing. Right, Yeah, 0:04:17.520 --> 0:04:19.680 some people, some people will go so far as to 0:04:19.800 --> 0:04:23.839 differentiate banner ads from whatever appears in the side but sidebar, 0:04:23.920 --> 0:04:26.080 but it's essentially the same thing. This is something that 0:04:26.520 --> 0:04:29.240 is part of the frame of the website you're looking at. 0:04:29.720 --> 0:04:32.320 So you're all familiar with this, I know, So I don't. 0:04:32.320 --> 0:04:34.120 I'm not going to go into great detailble it is 0:04:34.120 --> 0:04:36.760 because assuming that you're listening to a podcast, I'm pretty 0:04:36.760 --> 0:04:38.719 sure you've visited a web page has had a banner 0:04:38.720 --> 0:04:43.000 ad on it. So uh, that's one version another course, 0:04:43.080 --> 0:04:46.040 or the dreaded pop ups and pop unders. These are 0:04:46.520 --> 0:04:49.400 the ads that will either generate a window on top 0:04:49.480 --> 0:04:51.800 of or beneath your web browsers. So if it's on 0:04:51.839 --> 0:04:55.200 top of your web browser, you start interrupts your viewing experience. 0:04:55.240 --> 0:04:57.360 If it's underneath, you'll see it when you finally close 0:04:57.440 --> 0:04:59.520 your your page. Yeah, when you close your page or 0:04:59.560 --> 0:05:01.599 you close your browser and suddenly you see like eighteen 0:05:01.640 --> 0:05:05.200 different windows there, and you think, whoa, something starts making 0:05:05.240 --> 0:05:08.600 noise that you're not looking at. Man, Hey, Lauren, let 0:05:08.600 --> 0:05:10.520 me ask you is your favorite kind of add My 0:05:10.560 --> 0:05:12.239 favorite kind of ad, You know, the one that immediately 0:05:12.240 --> 0:05:15.880 starts to AutoPlay video with sound. That's my favorite. How 0:05:15.920 --> 0:05:18.479 did you know? Yeah? It's also great when you're doing 0:05:18.520 --> 0:05:21.599 research at work and then suddenly you've got like, you know, 0:05:21.720 --> 0:05:24.280 despicable mean minions screaming at the top of their lungs. 0:05:24.320 --> 0:05:27.400 But then and you're like, well that those didn't plan 0:05:27.480 --> 0:05:30.640 on treating everyone to that professionalism. Or if you're or 0:05:30.720 --> 0:05:32.400 if you're like me and you think I'm going to 0:05:33.040 --> 0:05:35.679 click on this link and walk away to get coffee 0:05:35.720 --> 0:05:37.640 because it's gonna take all on this page to load, 0:05:37.720 --> 0:05:39.640 and then you come back and there's a guess going 0:05:39.680 --> 0:05:41.680 on at your desk and all the writers and editors 0:05:41.720 --> 0:05:43.720 of how stuff work hate you even more than they 0:05:43.720 --> 0:05:49.360 did already anyway. So besides pop ups and pop unders, 0:05:49.360 --> 0:05:51.120 you also have floating ads. These are the ones that 0:05:51.320 --> 0:05:54.960 actually float over the text. They may even move as 0:05:55.240 --> 0:05:57.320 you know, and block your view of it. And sometimes 0:05:57.360 --> 0:05:59.080 there's not even a way of closing it. You just 0:05:59.120 --> 0:06:03.040 have to wait and it goes away. And uh, expanding 0:06:03.080 --> 0:06:05.120 ads these are the ones where if your cursor goes 0:06:05.160 --> 0:06:07.960 over it, it suddenly expands to fill up and sometimes 0:06:08.000 --> 0:06:10.479 we'll then start playing music video. Yeah, that can also happen, 0:06:10.920 --> 0:06:13.520 but it'll it'll cover most of the web content that 0:06:13.560 --> 0:06:17.279 you were going to visit. Then there of course ads 0:06:17.320 --> 0:06:20.720 that are are not as line text ads which are 0:06:20.720 --> 0:06:22.320 a little bit sneakier. Those those are the things that 0:06:22.360 --> 0:06:24.479 you might have seen like a double underline and article 0:06:24.560 --> 0:06:27.239 that you were reading that should you happen to click 0:06:27.279 --> 0:06:29.120 on it, it might take it. It will take you 0:06:29.160 --> 0:06:32.160 to some whoever is actually purchased the ad, and usually 0:06:32.200 --> 0:06:34.560 it's something that directly relates to whatether the term is. 0:06:34.600 --> 0:06:37.719 So for example, if I were to write a blog 0:06:37.800 --> 0:06:42.240 post and I'm mentioning a particular type of camera, there 0:06:42.279 --> 0:06:44.960 might be a double underlined version of the camera's name, 0:06:45.000 --> 0:06:46.400 and if you clicked on it, it might take you 0:06:46.440 --> 0:06:50.239 to say Amazon dot com or some other retail site 0:06:50.320 --> 0:06:53.520 where you can purchase the camera. So I mean that's 0:06:53.640 --> 0:06:56.680 what it's usually considered a slightly less obtrusive, but it 0:06:56.680 --> 0:07:01.479 can also be sneaky or misleading or just you know, 0:07:01.480 --> 0:07:02.920 it might be one of those things where you're really 0:07:02.960 --> 0:07:06.120 you've trained your mind in that Wikipedia approach where everything 0:07:06.160 --> 0:07:08.039 that's a link will just take you to a different 0:07:08.080 --> 0:07:11.200 article and you're expecting an article and you get information 0:07:11.240 --> 0:07:14.360 all rather than advertorial and you never know, you know, uh. 0:07:14.400 --> 0:07:17.880 And then there are there's also search engine marketing. That's 0:07:17.920 --> 0:07:21.440 where you end up paying a search engine to feature 0:07:21.680 --> 0:07:26.240 your product on a results page that relates back to 0:07:26.280 --> 0:07:28.320 whatever that product is. Those those will be like a 0:07:28.360 --> 0:07:31.560 Google sponsored ads that pop up along the like usually 0:07:31.600 --> 0:07:33.320 the first two at the top and then maybe a 0:07:33.320 --> 0:07:36.120 few along a sidebar. Right. So it's generally are related 0:07:36.160 --> 0:07:39.000 to your search and and can be really very helpful 0:07:39.320 --> 0:07:42.720 depending on on the the algorithms that Google is using 0:07:42.760 --> 0:07:46.680 for that particular ad. But um, but yeah, it has 0:07:46.800 --> 0:07:50.160 has been found to to create some confusion in some 0:07:50.280 --> 0:07:54.840 populations of Internet goers as to whether those are really 0:07:54.880 --> 0:07:57.640 the best search result or something that is sponsored. Some 0:07:57.680 --> 0:08:01.240 people apparently don't read the fine print right now, there 0:08:01.280 --> 0:08:05.960 are different ways that these ads are actually making money. Yeah, 0:08:06.200 --> 0:08:10.400 so we're going to take you into the inside. Come 0:08:10.400 --> 0:08:12.440 along with us. Of course, if you've listened to texta 0:08:12.520 --> 0:08:14.080 for a while, you've heard that Chris and I did 0:08:14.120 --> 0:08:18.240 an episode about um web advertising ages ago, and you 0:08:18.320 --> 0:08:20.600 probably have heard these terms from that as well. But 0:08:20.760 --> 0:08:25.040 it's certainly important in our discussion about mobile advertising. So 0:08:25.680 --> 0:08:29.560 one of the very common forms of compensation is the CPM, 0:08:29.600 --> 0:08:32.880 which is cost per mill which is not cost per million, 0:08:32.960 --> 0:08:36.520 but rather cost per thousand. And we're talking about impressions 0:08:36.559 --> 0:08:40.240 here or views. So it's every single time that page 0:08:40.559 --> 0:08:43.360 that has that add on it has been loaded into 0:08:43.480 --> 0:08:46.600 a browser, whether that's someone who has loaded it and 0:08:46.640 --> 0:08:49.720 then hit refresh a billion times or if it's a 0:08:49.720 --> 0:08:52.680 billion people who looked at that page once. So it's 0:08:52.760 --> 0:08:55.160 counting up every time that page is loaded, because every 0:08:55.160 --> 0:08:57.599 time that page is loaded, that ad has been displayed, 0:08:57.720 --> 0:08:59.559 and so that's a certain amount of money for every 0:09:00.200 --> 0:09:03.720 in displays of the page and therefore the ad, right 0:09:03.760 --> 0:09:07.120 and then that amount of money has changed dramatically over 0:09:07.240 --> 0:09:10.520 the history of online advertising. There was a time where 0:09:10.559 --> 0:09:13.600 if you had a really heavily traffic site, you could 0:09:13.640 --> 0:09:16.840 demand a pretty high price for that. You know, we're talking. 0:09:16.960 --> 0:09:19.080 You know, you might think thirty or forty dollars for 0:09:19.080 --> 0:09:21.600 every thousand views isn't much, but if you get million 0:09:21.720 --> 0:09:24.600 a million views per day, that really starts to add up. 0:09:25.080 --> 0:09:28.200 But then, you know, you have we talked about devaluing, 0:09:28.440 --> 0:09:31.080 you start to see that that amount go down even 0:09:31.120 --> 0:09:33.319 for the most heavily traffic sites because a lot of 0:09:33.480 --> 0:09:35.839 traffic starts to come in through mobile. And we'll talk 0:09:35.880 --> 0:09:38.360 about why that's a problem in a little bit. Right. 0:09:38.640 --> 0:09:41.840 So after that, you've got CPC, which has cost per click. Yeah, 0:09:41.880 --> 0:09:44.559 now this is actually people who don't just see an ad, 0:09:44.679 --> 0:09:47.560 but actively click on that ad to go through and 0:09:47.600 --> 0:09:50.560 look at whatever the site is that that sponsors that 0:09:50.640 --> 0:09:53.200 add So in this case, it doesn't matter how many 0:09:53.200 --> 0:09:55.920 people view it. What matters is how many people click it. 0:09:56.520 --> 0:10:00.400 And you could argue that this is not entire really 0:10:00.559 --> 0:10:03.679 up to the content creator, because the content creator is 0:10:03.720 --> 0:10:06.520 just creating stuff that they want people to to look at. 0:10:06.960 --> 0:10:09.679 The advertiser would have to create an ad that was 0:10:09.840 --> 0:10:13.080 enticing enough to get people to click, or tricky enough 0:10:13.120 --> 0:10:15.200 so that people click on it by accident. Although I 0:10:15.200 --> 0:10:18.559 think most people would argue that that's not very effective, 0:10:18.600 --> 0:10:21.360 not really to the benefit of all involved. Right, you know, 0:10:21.400 --> 0:10:23.360 it all depends on who's doing the marketing to Right. 0:10:23.400 --> 0:10:26.359 If it's a third party marketing department that is creating 0:10:26.400 --> 0:10:29.520 these ads and all they are concerned with is throwing 0:10:29.520 --> 0:10:32.760 as much traffic to the to the advertiser as possible, 0:10:33.360 --> 0:10:37.040 then they might not really care if it's truly effective 0:10:37.040 --> 0:10:40.040 in getting people to convert. Where we talk about conversion 0:10:40.120 --> 0:10:43.800 numbers to convert over into buying something, what's the whole 0:10:44.000 --> 0:10:46.560 third one? That third one is cp A that's cost 0:10:46.600 --> 0:10:49.760 per action, and that is going a step further than 0:10:49.800 --> 0:10:52.959 cost per click. It's when someone has has clicked through 0:10:52.960 --> 0:10:56.080 to a site and actually does whatever the advertiser wanted 0:10:56.120 --> 0:10:58.640 them to do, like purchase a product or or in 0:10:58.760 --> 0:11:01.560 er a free trial. So if you've listened, yeah, you've 0:11:01.559 --> 0:11:04.640 listened to us talk about our sponsors. We have several 0:11:04.640 --> 0:11:08.000 sponsors where they use this approach. So if our listeners 0:11:08.040 --> 0:11:10.920 go and they sign up for these things, then that 0:11:11.000 --> 0:11:14.760 means that the sponsor will end up paying whatever the 0:11:14.840 --> 0:11:18.040 agree amount is. So, in other words, go and sign 0:11:18.120 --> 0:11:20.240 up for those things, guys, because that's awesome for us. 0:11:20.679 --> 0:11:24.000 Um also, I mean, our sponsors are great, so that 0:11:24.040 --> 0:11:28.000 helps too. So let's talk about the mobile ad problem. Now. 0:11:28.000 --> 0:11:30.280 The problem is that a lot of these these traditional 0:11:30.320 --> 0:11:32.560 ads that we talked about, the banner ads and the 0:11:32.559 --> 0:11:35.440 pop ups, pop unders, the text ads are a lot 0:11:35.559 --> 0:11:39.200 harder to navigate or to see in a mobile platform, 0:11:39.240 --> 0:11:41.600 particularly when you're talking about something like a smartphone where 0:11:41.600 --> 0:11:45.040 the landscape of viewable area is really tiny, right right, 0:11:45.040 --> 0:11:47.559 and people are moving through at a pretty rapid rate 0:11:47.559 --> 0:11:50.760 of reading speed, maybe paying a little bit less attention. Yeah. 0:11:51.040 --> 0:11:52.760 Or it may even be that in order to view 0:11:52.840 --> 0:11:55.520 whatever the content is of the website, they re size 0:11:55.520 --> 0:11:57.840 it so that they're only so that the text or 0:11:57.880 --> 0:12:00.920 whatever it is they're looking at actually readable, therefore blocking 0:12:00.920 --> 0:12:03.720 out the section of the page that had the ad. Yeah. Yeah, 0:12:03.800 --> 0:12:05.920 that stuff might not even appear on the screen. Share. 0:12:05.920 --> 0:12:07.920 There's also a lot of programming bugs in which I mean, 0:12:07.960 --> 0:12:10.360 you know, we've got so many um so many mobile 0:12:10.360 --> 0:12:14.880 devices and carriers and os is that at a certain 0:12:14.920 --> 0:12:18.440 point it gets difficult for a single you know, web 0:12:18.480 --> 0:12:21.520 developer to create a website that looks good on everything. Yeah, 0:12:21.800 --> 0:12:24.760 a lot of these websites also have mobile versions of 0:12:24.800 --> 0:12:28.200 them that are optimized for the mobile viewing experience, which 0:12:28.360 --> 0:12:30.960 often means that they leave the ads off because there's 0:12:31.000 --> 0:12:33.199 just no space for them. It ends up making the 0:12:33.720 --> 0:12:36.520 content look all squished, and that's a terrible experience for 0:12:36.559 --> 0:12:39.000 the user, which means that the user is less likely 0:12:39.080 --> 0:12:41.800 to go to that website. So that means that in 0:12:41.880 --> 0:12:44.880 order to monetize the website, we have to start looking 0:12:44.920 --> 0:12:49.000 at different ways to to to have kind of ads 0:12:49.080 --> 0:12:53.440 or sponsorships or whatever, because the traditional ways just aren't 0:12:54.280 --> 0:12:58.199 They aren't designed with that platform in mind. Right, And 0:12:58.280 --> 0:13:00.719 this is certainly not a new problem or a new 0:13:00.760 --> 0:13:03.560 set of problems. As of two seven, mobile was becoming 0:13:03.559 --> 0:13:06.760 a priority among media and marketing executives. Um, I mean 0:13:06.880 --> 0:13:09.880 that was before the iPhone guys. Yeah, um, you know, 0:13:10.040 --> 0:13:13.480 as of two thousand six, Nielsen had started tracking cell 0:13:13.480 --> 0:13:16.839 phone use across media, right right, Yeah, I remember that 0:13:16.880 --> 0:13:20.720 I could browse with my old had a Nokia phone 0:13:21.280 --> 0:13:24.120 that hey Microsoft buying them now, but I had I 0:13:24.160 --> 0:13:27.439 had an old Nokia phone that or Nokia phone that 0:13:27.440 --> 0:13:30.400 that could browse websites and you would just get in 0:13:30.440 --> 0:13:32.480 these little by texts and you'd have to you know, 0:13:32.520 --> 0:13:35.600 you wouldn't get any graphics at all, It's just text. Uh. 0:13:36.679 --> 0:13:40.080 I rapidly decided that was not an ideal experience for me. Yeah, 0:13:40.080 --> 0:13:41.920 I believe I had a Samsung like a like a 0:13:41.920 --> 0:13:44.240 flip flip phone that allows you to do the same 0:13:44.240 --> 0:13:47.800 sort of thing a motor lay anyway, not important. It 0:13:47.800 --> 0:13:49.800 wasn't until I got a smartphone that I really started 0:13:49.840 --> 0:13:52.280 to use it to do things like browse the web. Yeah. So, 0:13:52.480 --> 0:13:54.559 um so some some of the trends that are going 0:13:54.559 --> 0:13:57.360 on right now, Yeah, let's talk about them. So I 0:13:57.400 --> 0:13:59.960 got a lot of this information from Adobe. Now, Adobe 0:14:00.040 --> 0:14:03.600 does a big Digital index report every now and then. 0:14:03.679 --> 0:14:07.040 It's semi regular, is how I've seen it described. And 0:14:07.080 --> 0:14:09.920 part of it is the State of Mobile Benchmark study. 0:14:10.520 --> 0:14:12.840 And so these were some things that they found in 0:14:12.880 --> 0:14:15.960 their study. They found that tablets drive more web traffic 0:14:16.000 --> 0:14:20.520 than smartphones and may actually be a PC replacement when 0:14:20.520 --> 0:14:23.200 it comes to web consumption. Now it's not that way. 0:14:23.400 --> 0:14:26.640 It's not like they've completely replaced PCs already, but that 0:14:26.800 --> 0:14:29.480 it looks like tablets are poised to take the place 0:14:29.600 --> 0:14:32.080 of PCs when it comes to just browsing the web 0:14:32.480 --> 0:14:35.360 and consuming content for those for those basic functions that 0:14:35.400 --> 0:14:37.920 are you know, and anything more simple than you know, 0:14:38.000 --> 0:14:41.760 complex photo editing or video editing like that. So in general, 0:14:41.800 --> 0:14:45.480 people visit se more web pages per visit on a 0:14:45.520 --> 0:14:48.480 tablet than they do with a smartphone. So, you know, 0:14:48.600 --> 0:14:50.640 that just means that every time you get online with 0:14:50.680 --> 0:14:53.840 a tablet, then you're you're in general, you tend to 0:14:53.880 --> 0:14:55.680 be looking at more web pages than you would be 0:14:55.720 --> 0:14:57.560 if you were using a smartphone at the time. Now, 0:14:57.840 --> 0:15:00.760 it may turn out that people use smartphones more frequently 0:15:00.760 --> 0:15:03.560 than tablets, and so maybe those numbers are a little misleading, 0:15:03.560 --> 0:15:07.040 because if you're using a smartphone a lot throughout the day, 0:15:07.200 --> 0:15:11.400 you may actually visit more web pages accumulatively then you 0:15:11.400 --> 0:15:13.960 would in one visit with the tablet. And and there 0:15:14.000 --> 0:15:16.440 are more smartphones out there in the wild than there 0:15:16.440 --> 0:15:20.280 are tablets. There's absolutely true, there are far more smartphones 0:15:20.320 --> 0:15:23.560 than tablets in the wild, although according to Adobe, tablets 0:15:23.560 --> 0:15:26.720 are still driving more traffic um They said that people 0:15:26.720 --> 0:15:29.880 who use tablets to browse shops are three times more 0:15:29.960 --> 0:15:33.080 likely to buy something than someone on a smartphone. But 0:15:33.560 --> 0:15:36.480 it's probably important now to look at some actual numbers 0:15:36.680 --> 0:15:39.200 because because you said there, like, wow, if I was 0:15:39.280 --> 0:15:41.320 if I'm using a tablet, I'm three times more likely 0:15:41.360 --> 0:15:43.080 to buy something than if I were looking at the 0:15:43.160 --> 0:15:46.760 same content on a smartphone. Hold on their big guy, 0:15:47.800 --> 0:15:50.800 So far, this is where we start talking about conversion, 0:15:50.880 --> 0:15:54.800 converting someone from browsing to buying. That's and that's that action. 0:15:55.000 --> 0:15:57.200 That's that that's that cost per action kind of right 0:15:57.280 --> 0:15:59.000 that we were talking about earlier. Yeah, this is this 0:15:59.040 --> 0:16:01.520 is where we go from hey, that's a pretty pair 0:16:01.560 --> 0:16:04.840 of shoes to hey, I own those shoes now. So 0:16:05.000 --> 0:16:07.560 if you're using a smartphone, it said that there was 0:16:07.600 --> 0:16:11.000 a point seven percent conversion rate, meaning that point seven 0:16:11.040 --> 0:16:13.240 percent of the people shopping on a smartphone would buy 0:16:13.280 --> 0:16:15.880 stuff on a particular on a typical visit. And so 0:16:15.960 --> 0:16:17.920 three times that for for tablets, that would make it 0:16:18.000 --> 0:16:21.000 two point two percent. Yeah, so when we're talking three times, 0:16:21.000 --> 0:16:24.400 we're talking from less than one percent to just over 0:16:24.480 --> 0:16:27.840 two percent. It's not it's not like some overwhelming number. 0:16:28.120 --> 0:16:31.120 But also for PCs, not that impressive. Actually, it's only 0:16:31.120 --> 0:16:33.840 three point three percent for PCs so again this is 0:16:33.880 --> 0:16:36.880 and so this is not actually a method that is 0:16:37.040 --> 0:16:41.360 working on on a particularly calculable level across the field. Yeah, 0:16:41.360 --> 0:16:43.640 and if you look at if you look at just 0:16:43.720 --> 0:16:47.280 the mass number of purchases, it ends up being huge numbers. Right, 0:16:47.320 --> 0:16:50.440 we're talking billions of dollars. But when you're talking when 0:16:50.440 --> 0:16:53.400 you're looking at all of traffic that is going to 0:16:53.480 --> 0:16:57.200 these sites, it's a tiny little percentage. Now, if you 0:16:57.240 --> 0:16:59.520 were to compare that to say, a person who walks 0:16:59.520 --> 0:17:01.840 into an mortar store and how likely they are to 0:17:01.880 --> 0:17:05.000 actually walk out with a purchase, I'm sure the numbers 0:17:05.160 --> 0:17:09.159 are are pathetic. However, way more people can come to 0:17:09.200 --> 0:17:12.359 your website than can come to a typical breaking mortar store. Yeah, 0:17:12.440 --> 0:17:15.159 you know, it's just the physical limitations there means that 0:17:15.280 --> 0:17:17.800 it's a totally different set of numbers. So even though 0:17:17.800 --> 0:17:20.679 it's a small percentage, it may still be a large 0:17:20.880 --> 0:17:23.520 number of people. Sure, that's still I don't know that. 0:17:23.560 --> 0:17:26.679 Nonetheless as to me that that possibly a better system 0:17:26.720 --> 0:17:28.639 could be found. Oh sure, if we can get to 0:17:28.720 --> 0:17:31.280 a point where we are compelled to buy, you know 0:17:31.560 --> 0:17:33.760 that we are punished if we do not buy, and 0:17:33.800 --> 0:17:37.600 that world is coming, I said too much. All right, 0:17:37.680 --> 0:17:41.919 So the leading operating system in the United States mobile 0:17:41.960 --> 0:17:44.159 operating system, I should say in the United States is 0:17:44.920 --> 0:17:49.919 here's a big shock. Yeah, people love their Apple products. Sheep. 0:17:52.880 --> 0:17:55.840 I'm just kidding. I'm just kidding. My wife. My wife 0:17:56.000 --> 0:17:59.119 uses uh an iPad and an iPhone. She loves it. 0:17:59.200 --> 0:18:03.560 I actually really think that iOS devices are amazing. I 0:18:03.640 --> 0:18:06.199 just happen to be an Android user. So while I 0:18:06.320 --> 0:18:08.920 make the joke, I am not one of those people 0:18:08.960 --> 0:18:12.720 who's like Android good, iOS bad, which is which is 0:18:12.760 --> 0:18:15.200 good because because I might we might have to fight. Yeah, 0:18:15.240 --> 0:18:17.840 and I don't want to do that because she's scrappy, y'all. 0:18:17.880 --> 0:18:21.120 I am elbows like knives. Um. But yeah, and that's 0:18:21.119 --> 0:18:24.040 despite the fact that there are more Android devices overall 0:18:24.080 --> 0:18:26.119 available in the market. Oh yeah, sure, by far, I 0:18:26.119 --> 0:18:29.800 mean considering that the iPhone is one device. Yeah, you 0:18:29.840 --> 0:18:33.000 can buy an older iPhone, but it's still one line 0:18:33.040 --> 0:18:36.720 of products, whereas Android comes in all shapes, sizes, flavors, 0:18:36.720 --> 0:18:40.879 and problems. Uh. There's this whole fracturing of the market 0:18:40.920 --> 0:18:43.879 thing that we could talk about, but that's a different podcast. Uh, 0:18:44.040 --> 0:18:47.280 tablet versus smartphone use is not study across the globe. 0:18:47.280 --> 0:18:49.280 I mentioned that earlier that there are some places in 0:18:49.320 --> 0:18:52.399 the world where people prefer to browse on tablets and 0:18:52.400 --> 0:18:54.960 others where they prefer smartphones. So for example, in the UK, 0:18:55.600 --> 0:18:59.879 about people use tablets, so that's the majority there. But 0:19:00.000 --> 0:19:02.760 in China, it's like nine of the people in China 0:19:02.800 --> 0:19:06.560 are using smartphones to browse the web. So so it's 0:19:06.560 --> 0:19:11.320 also hard to create a strategy, a mobile strategy that 0:19:11.440 --> 0:19:14.119 is going to affect the entire globe. First of all, 0:19:14.840 --> 0:19:18.520 being able to do business around the world is problematic too. 0:19:18.960 --> 0:19:21.960 That that's sure, sure, And then that's why companies like 0:19:22.000 --> 0:19:25.919 I think that right now, Google owns more than half 0:19:25.960 --> 0:19:29.359 of the share in the mobile digital ad market across 0:19:29.440 --> 0:19:32.160 the globe. Google. When you think about Google, and we've 0:19:32.200 --> 0:19:35.600 said this before, to Google is not really a search company. 0:19:35.720 --> 0:19:38.800 Google is an online advertising company, right and and they've 0:19:38.840 --> 0:19:42.800 incorporated YouTube into that, and they've incorporated they've incorporated everything 0:19:42.840 --> 0:19:47.560 like tracking, GPS tracking, I mean, there's based upon what 0:19:47.640 --> 0:19:49.359 region you're in. Now, a lot of this is opt in, 0:19:49.560 --> 0:19:53.960 so you're not forced to do it yet the compulsions 0:19:54.000 --> 0:19:57.000 coming people just telling you now, but no, you're not 0:19:57.040 --> 0:19:59.520 forced to do it. But if you do it, then 0:19:59.640 --> 0:20:02.640 you up getting what we call targeted ads. Right. They're 0:20:02.640 --> 0:20:06.480 targeted to you based upon your behaviors, based upon where 0:20:06.480 --> 0:20:10.120 you're from, if if there are more demographic things known 0:20:10.160 --> 0:20:12.440 about you, like your gender and your age, that can 0:20:12.480 --> 0:20:16.159 go into targeted advertising, which I understand for some people 0:20:16.240 --> 0:20:18.719 it's really kind of a creepy idea, this idea that 0:20:18.760 --> 0:20:21.919 the advertisers know more about a lot of privacy issues 0:20:21.920 --> 0:20:24.520 wrapped up in this now personally, and this is this 0:20:24.600 --> 0:20:27.919 is just personally literally, like just as it applies to me, 0:20:28.160 --> 0:20:32.200 I don't apply this to anyone else. I love targeted advertising, 0:20:32.280 --> 0:20:33.679 and the reason why I love it is because I'm 0:20:33.680 --> 0:20:36.840 seeing ads that are really much more relevant to my 0:20:36.960 --> 0:20:39.280 interests and I learned about things I never would have 0:20:39.359 --> 0:20:42.119 known about otherwise, and I love to to be able 0:20:42.160 --> 0:20:45.199 to do that kind of shopping. But I would not 0:20:45.400 --> 0:20:48.679 say that everyone wants to have that exact same experience. 0:20:48.760 --> 0:20:51.480 And there are people who have had very disruptive things 0:20:51.520 --> 0:20:54.600 happened to them because advertisers were able to figure out 0:20:54.640 --> 0:20:58.760