Por Eric Tourtel | Senior vice president, Latin America de Teads.tv
Recuerdo una conversación hace un par de años con la directora de medios de una gran marca de FMCG, después de un evento en el que hablé de viewability. En esa ocasión, me dijo: “pienso que tienes toda la razón, no debemos pagar por anuncios que no sean vistos, por eso he ordenado a mi agencia que sólo compre espacios visibles a partir de ahora”. A lo que contesté: “supongo que les has dicho también que podían pagar más por esos espacios”.
Evidentemente no.
Cuando sólo el 20% de los anuncios son visibles, ¿cómo pretende uno comprar al mismo precio un espacio visible que uno no visible?
En esa misma línea, recuerdo otra conversación hace unos años cuando trabajaba en social video que otro cliente que me decía: “este competidor tuyo me vende views en esos top publishers por 10 centavos de dólar y tú me lo vendes a 1 dólar. ¿Cómo puede ser?” Le contesté que el costo por click (cpc) medio en el mercado era de casi medio dólar (y para un clic normal, no un clic de finanzas o de viajes), y que este cpc se pagaba aun cuando se reprodujera completamente blind en banners servidos en long tail. Después de esto, le preguntaba si de verdad pensaba que podía conseguir un clic (porque una view era clic para ver) en este publisher de primera categoría por 1 centavo de dólar.
Evidentemente no.
Otra vez, lo mismo. Yo también he visto relojes Cartier a 500 dólares en eBay, con certificados auténticos. Y me encantaría creer que las gangas existen, que he tenido mucha suerte… por eso me compré un Omega a 150 dólares que duró un mes y medio.
Las gangas no existen.
Los líderes de la industria deben vender anuncios que sólo se pagan si son visibles, que se distribuyen solamente en soportes de primer nivel y que el usuario sólo ve si quiere. Ante la pregunta: “¿Por qué tus espacios cuestan el doble que los de esos dos competidores que tienen un alcance similar?” mi respuesta es siempre la misma: “¿Prefieren distribuir un anuncio que tienes que ver sí o sí para tener acceso al video ‘Concurso de pedos flambeados’ de una plataforma de video, que un video no intrusivo en la mitad de un artículo de El Universal, Globo, Marca o el Washington Post?”. O pregunto si vale lo mismo un video que se detiene si no es visible y que sólo se paga cuando se completa, que un video que se paga a pesar de que pierde 90% de visibilidad después de 3 segundos (porque 3 segundos es el tiempo que necesitas para hacer scroll down en la página móvil de una red social).
El otro problema es que por querer adaptarse a las peticiones de los clientes se empiezan a descuidar a los usuarios. Los anunciantes quieren video en soportes de calidad, pero eso no era posible antes de que se inventara el outstream, por lo que se empezaron a meter pre-rolls, mid-rolls y post-rolls. ¿Los anunciantes quieren el volumen activado? Se lanzan anuncios con volumen hasta en espacios no visibles. ¿Los anunciantes quieren un CTR alto? Se lanzan anuncios que cubren el contenido con un aspa de cierre tan pequeña que sólo un cirujano lo puede cerrar sin hacer clic y ser redirigido hacia el sitio del anunciante.
Lo último que se está haciendo son los “sliders”, esos espacios de video que se minimizan y siguen pegados a la derecha de la pantalla cuando hace scroll, muchas veces sin aspa de cierre. Para mí son los pop-ups del video. Evidentemente el porcentaje de visibilidad es alto, porque está siempre visible. Pero son tremendamente intrusivos, y obviamente el vendedor «se olvida» de comunicar al cliente que el player que se queda pegado mide la mitad del original. Y ya me podrán explicar de qué sirve ser visible si el usuario le ha dado pausa al video. Alguna vez me encontré con uno de esos sliders sin aspa de cierre, sin botón de pausa y sin posibilidad de cortar el sonido. He odiado al anunciante y, sobre todo, al que se lo vendió como “video visible con sonido”.
Para mí es muy simple: la gente te quiere más si no la molestas.
De hecho, según un estudio realizado junto con Millward Brown, la publicidad en video outstream tuvo un mejor desempeño en un 55% de los casos por encima de la media de todos los formatos de video (pre-roll y social feeds) para el reconocimiento sugerida de anuncios, un 44% para la asociación de mensajes y un 84% para el reconocimiento de marca espontánea. Con un formato de opt-in, no intrusivo como outstream, y que se reproduce en un contexto premium, el usuario se interesa más por el anuncio, lo que lleva a un mayor impacto en la intención de compra.
Cuando el anuncio se dispara con el sonido activado antes de ser visible, que el usuario ya molesto tiene que hacer scroll para encontrar un mini-player que no tenga aspa de cierre, botón de pausa o control de volumen… ¿piensan que quiere a la marca o que esta experiencia es buena para la marca?
No, no lo es, y la marca acaba de pagar una fortuna para que la odien.
Peor, las marcas están contribuyendo a la adopción de adblockers y el incremento de fraude. Una encuesta realizada por Research Now reveló que en general, un 71% de los encuestados percibe los formatos publicitarios forzados como los más intrusivos y 60% de las personas que tienen adblockers instalados consideró el pre-roll como el más intrusivo. Además, un 84 % de las personas reconsideraría la instalación de ad blockers si tuviese la opción de hacer skip a un anuncio.
Es simple: las gangas no existen, y los vendedores tienen que decir las cosas como son. Como es muy poco probable que esto ocurra, las agencias de medios tienen que hacer una selección minuciosa de sus proveedores, aunque signifique decir a su cliente que llevan meses o años comprando formatos inútiles o fastidiosos.
Los anunciantes tienen que exigir saber exactamente qué formato compran, y que no sea solamente “video visible o con sonido». Y si esto significa trabajar con 2 proveedores en vez de 10, o tener que comprar menos volumen, que así sea.
Mientras los anunciantes sigan presionando a sus centrales por comprar espacios muy muy baratos, pero exigiendo calidad, habrá fraude. Hasta que los anunciantes empiecen a comparar manzanas con manzanas, habrá fraude. Hasta que todos los vendedores de medios no expliquen a sus clientes que lo que piden no existe, habrá fraude.
Y es una pena, porque lo que los anunciantes quieren existe, pero tienen que pagar lo que vale. Los que lo hacen no se suelen arrepentir porque es más rentable un impacto de calidad que 10 impactos malos, por muy baratos que sean.
Un solo negocio puede tener diferentes buyer personas; esto quiere decir que el mensaje tendrá que irse adaptando al perfil y necesidades de cada comprador.
La implementación de estos consejos puede reducir significativamente la cantidad de inventario dañado, lo que resulta en ahorros económicos y en la protección de los empleados. Al adoptar prácticas de gestión de almacenes centradas en la seguridad y la eficiencia, los propietarios de negocios pueden optimizar sus operaciones y minimizar el riesgo de pérdidas
6 de cada 10 trabajadores reportan ser más productivos en sus trabajos gracias a las tecnologías móviles, mientras que casi la mitad (48%) están más satisfechos en su trabajo si perciben que su empleador es un buen proveedor de condiciones móviles de trabajo.
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What other cards cbd schizophrenia treatment are there to talk about Xiaocao er has always advocated refining the Colorful Lanlong Sword, and she doesn t want Shaonan to give up halfway.As for casual cultivators, there are not many restrictions, cbd oil in earcbd provisions as long as they don t enter the forbidden places of the Nine Li cbd sleepy buddha blend Sword Master, there is no problem.
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Even so, the swaying Master Fengliang still rushed towards the forbidden area of the magic spring without stopping at all.What way I also feel that the improvement of refining technology is not fast recently, as if it has reached a bottleneck.
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The main reason is that Shao Nan and Lan Yin came too late, almost all the monks had already arrived, only Shao Nan was missing.However, Shao Nan has extraordinary insight after all.
Got it I m going to retreat now.Sigh I m only at the middle stage of Golden Core, I guess Xiao Lian is about to reach the Great Consummation of Golden Core now.The Elder Jindan of the Nangong family would start a killing spree.
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It is estimated that hustle butter cbd review the sect chasing us is not close to the Sacred Fire Glazed Tile Sect.Shao Nan heard faint The voice of discussion from Jojo.
Tell me, is it possible that Shao Nan got the last benefit Jian Aoshan looked at Xing Xinyu.The spell that Gu Yueyou had been preparing all along was ready is cbd haram to smoke to be launched at any time.
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For a long time, the Xuanlei Yuanhuo Formation has been used as a formation to seal the strange fire.In just a short while, Shao Nan seemed to see three or four flames.
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He couldn t attack again in a hurry and could only wellspring cbd deploy various defenses.Shao Nan is ready to solve the most difficult link lurking on Bibo Huanyue Island.
It s just too scary.The dense black shadows are innumerable.As soon as Fu Xiaoxia gets it, he will leave Nangong s house.
Does he really know himself Knowing his name, he drove away Soul Devourer Zhenjun.Why cbd and tylenol do you want to sell it Also, with so many monks, why do you Do zombie cbd gummies you have to sell it to me Shao Nan will not be easily fooled, it is impossible for the sky to drop a procana cbd ultra 1500mg reviews pie casually.
Test.However, Fan Tianyou s eyes kept drifting towards the direction of Lanyin Volcano.Xie understood in his heart that best cbd flower 2023 Lan Yin s other companions did not have any direct conflicts with him, so it was not difficult to win their friendship.
It doesn t matter if you can do it cbd flowers or not.The higher ups heard that Lan Yin s spiritual root has issued a death order.Interesting, interesting, really interesting.I still remember pizza in cbd that in the Tianji Sect, he was a little accommodation sydney cbd with parking monk with no background, and now he has become the apprentice of the Nine Li Sword Master.
Fortunately, Xiaocao er made a move.Otherwise, I might not be able to keep my hair and eyebrows.It will definitely be a formidable enemy in what is the strongest cbd strain the future, so we must do more research.
Generally speaking, whether an event can become a sensational event can only be evaluated after the fact.After all, the Holy Fire Glazed Sect was created vape pen for cbd oil by the Holy eaton cbd Fire Immortal.
Into peak 8 cbd gummies blood the magma You mean let me into the magma Shao Nan was stunned.I didn t expect it to be such a big deal.It seems that the Void Returners are much more courageous than they thought.
To be continued.Chapter 402 I left and went deeper for more than 200 miles, but I still haven t encountered a single monster, and I haven t even seen a shadow of cbd mattress reviewscbd living tincture other teams.It s just that the complexions of a few people became worse and worse.
When Shao Nan s flying sword penetrated Xie Luo nebraska cbd law s body, the bloody rune was imprinted on Shao Nan s body at the same moment.Shao Nan didn t realize the problem of cbd medic revolutionary safe true qi, so that the true qi was always loose and loose.
Of course, it s not all acting, because the method provided by Lan Yin is really not very suitable for Shao Nan.Can t help but believe in three points.The grievances between us are completely youthful and frivolous.
A Jindan Daoist hurriedly stepped forward to respond.You You are courting death Seeing himself making a fool of himself in front of so many juniors, Zhenjun Puyang couldn t help but become angry from embarrassment.
There is no movement at all.Of course I let you go down.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv