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.
El almacenamiento por contrato combina la rentabilidad del almacenamiento público con servicios mejorados y seguridad exclusiva. Sin embargo, antes de firmar, las organizaciones deben evaluar todas las opciones para asegurarse de que este tipo de almacenamiento cumpla con sus objetivos y prioridades. La elección correcta garantizará la eficiencia y el éxito en las operaciones de su negocio industrial.
La necesidad de proteger la información es cada vez más importante, por ello es siempre necesario hacer una reflexión para tomar conciencia de los posibles riesgos a los que nos enfrentaremos.
The bones were still barely able to maintain their shape, but what happened before was that the dragon was resurrected and killed people.You dare to come up and die at this time. In this case, then I will let you see Look at the methods of the disciples of the Huashen cultivator.
If I hadn t had some tricks of my own, I would have been dead by now.Both formations have their own advantages and disadvantages.
The teleportation distance should not be that far, and maybe he can still come back.It can be said that his death was extremely aggrieved.
Not only that, it was also possible to wash the marrow static body to improve the bloodline and enhance the qualifications in the future.In short, it is very difficult to refine it. The iron armed monkey never sleeps.
The valley was blocked and only a large area of red could be seen.Qingyang was a little disappointed when he saw the bare bottom of the pit just now.
After a moment, she heard With a loud bang, the Linglong Ghost King disappeared.Finally, they met an alchemy emperor who was willing to help for free.
He saw that Chen Biwang s situation was precarious and could be defeated at any time.It would not be an exaggeration to say that she was possessed.
Master Heyi and the others lured them over, and they were also guarded by the Nascent Soul Demonic Beast.It was because Mei Qing was inexperienced and did not ask the other party to rescue Master Shi Han when they first negotiated the terms.
It seems a little inappropriate for us to do this. Things finally developed according to their own wishes.Tong Yan frowned and said I always feel that this matter is going too smoothly.
He specially prepared the means to restrain the spirit bee in the confusion state.If you are just like a woman, why should you have the same knowledge as him After a long time, Cheng en Mingzun s expression improved slightly.
Although they all knew that going there would definitely be dangerous, and they might even be used as cannon fodder by the Ghost King, but there was still a chance.It s useless to talk about the past. Now Qingyang has become the senior Nascent Soul and is a major contributor to the destruction of the Blood Demon Sect.
He broke through without being fully prepared. Before the breakthrough, Master Jade Hoe self destructed and was affected.Contradiction, what they do is to comply with God s will.
This is true. The alcoholic queen bee has always had a higher level of cultivation than the iron armed monkey.Master Lingxu stopped when he heard this, looked at Qingyang with a puzzled face, and said, What s wrong Don t you think there s something fishy about this wall Qingyang pointed out.
Next, the Long Eyebrow Ghost King took two steps forward and faced the other Underworld Silk Snakes.Not only will he not help, he will also add insult to injury.
After the Thousand faced Buddha escaped, he was always worried about being injured by me.At this time, there are three ways to solve the problem.
Be prepared so as not to be overwhelmed. The spiritual power in the spirit stone continues to pour into the body, and the cultivation level in the Dantian is also slowly growing.Qingyang s words seemed to remind the ghost nun, and she finally connected some things in her memory, and couldn t help but exclaimed Are you Senior Qingyang Qingyang nodded and said, It s me.
Once I leave and Elder Wusi runs out of life, the Qingfeng Palace will most likely fall apart.Only half of the true energy has been recovered, and the spiritual sense is still far away.
The queen s appearance is not clear, and her cultivation seems to be unfathomable, but who else can there be except Baimei Ghost King Just looking up, Qingyang placed all his imagination and longing for the queen on the other party, as if he was born to be the other party s subject and destined to be ruled by the other party.
If I can get that You can complete the transaction on the spot with the Pregnancy God Fruit.However, this Qingyang is a bit ridiculously fast. It only took more than eighty years.
If the Giant Ghost King is really sincere, he can exchange it after he gets the Divine Pregnancy Fruit.How come it is so powerful that even the Golden Core cultivator can t stop it The Ghost King with the Long Eyebrows said, The world is so big.
Duanqing Fairy and Shi Ruyu blocked the fifth level of the Golden Pill, and finally killed Shi Ruyu.Then he made an agreement with the goatee monk that he would come back before the end of the month to see the situation.
This Qingyang was brought in by himself. It is difficult for others to trust him except himself, and his strength is not weak.After hearing this, the Long Eyebrow Ghost King nodded.
At that time, Xiying was already a foundation building monk, while Qingyang was just a mortal boy, following the old path of Songhe and wandering around the world.How many ninth order monsters could there be strength The men and women in Buddhist costumes transformed by my magic weapon can easily solve this problem.
But they also know that this matter is not that easy.
Ask for proof. Everyone is waiting for Star Capital to respond, or Fang Hong to respond, or God K to post on Weibo or something.Obviously, what Qiu Guangcheng is worried about is that if he does this, everyone may not believe it, and no one will come to play.
The picture in the video is like displaying a work of art.The caller turned out to be the beautiful assistant Tian Jiayi.
This is a catastrophic stampede collapse. All scalpers, big and small, who have not sold their goods have their goods smashed into their hands and are buried alive collectively.Instead, it was cut off miserably. The quantitative capital that is also involved, with a trillion level profit scale as the base, is an astronomical sum even if it is just a sip of soup with the parent company.
If you don t seize the opportunity, you will really miss the opportunity.The stock price of Quantitative Capital also surged all the way.
Fang Hong added For another example, we can create a personal credit rating ranking, create hot topics around it through social media platforms such as WeChat and Weibo, and turn the accumulation of credit rating points into a fashionable new trend that everyone can participate in.Foreign funded QFIIs will definitely work hard for Xingyu Technology.
As time went by, at 70, what happened during the parking was captured by some shooters The picture was transmitted to the bottom of the bottle, sweeping through the whole bottle.In order to minimize the emission mass, beryllium is a good choice.
This is The city is also one of the most economically developed cities in the country.After he updated the content, it didn t take long for someone to leave a comment.
The key point why Sony is so anxious to emphasize that It s the great success of the Call of Duty series on the PS platform.There is no doubt that retail investors do not believe in experts, but they firmly believe in K God.
The reason why they see that there are profitable trading stocks in those stocks and dare to challenge the Galaxy concept stocks is that they believe that the other party does not dare to harvest overseas capital.Today, the volume has doubled, and OTC funds rushed into the market.
There are also some users who see that Apple s new products are not much more advanced than the STAR4 mobile phone.The most serious problem in desertified areas is the huge amount of surface evaporation, which cannot be left on the surface.
to develop the next generation of products. The current situation is that the domestic chip market, especially the high end chip market, is monopolized by foreign companies, which continue to create huge revenues and profits for them.After all, they were not large in size and did not enter much, because they were too high and too hasty, and even if you take a step back, it would not be possible.
The probability will be backlashed at the level of public opinion, and may even be swallowed up by a swarm of public opinion.At that time, there will definitely be some dirty tricks, and your previous worries will definitely come true.
This account is not difficult to calculate. At about 15 30 that afternoon, Fang Hong did not go to Xingyu Technology.Hubble focuses on the visible light band, while the Sky Survey focuses on infrared band observations.
God K will not come out to speak out in the future.The latest comments in the comments section are full of excitement.
This news has driven the upward trend of the securities sector, which in turn has helped the market index rise.Many people had withdrawn from small finance yesterday, but now small finance is still pulling back.
In the future, we will turn this venue into an amphibian and reptile museum.In the past, one segment could allow multiple companies to survive, and each company s R D costs could be amortized, but under Moore s Law, it can now be There are fewer and fewer companies that amortize R D costs, such as photolithography machines.
The second hand trading market is going crazy. Anyway, the prices everyone has seen have skyrocketed.
Can you spot them immediately. Yes, Master Freya flapped her wings and moved from the side toward the front of the convoy.But he rejected this idea immediately. Today was an opportunity to appear part time.
Please save the new address to avoid getting lost. We will provide you with the fastest update of Invincible Heroes Dragon Lord, Chapter 511 Departure from the Mining Area Free to read.The totem pole gave me a faint sense of oppression.
For many mixed silver federation alchemist players, the task that contributes the most is to refine this stuff.In addition, it wanted to step on the players of Xia Kingdom to gain the upper hand.
They could only be overwhelmed by the endless summons of undead, let alone force out Zhao Hao s hatred at the bottom of the box.The target of Li Qin s 20,000 troops this time was the Yu Dynasty s old enemy on the border, the Liaodong Kingdom.
This ability is not scary, so what is scary. In order to confirm this, he commanded the skeleton soldiers to help cripple the enemy and send it to the claws of the bone hound, allowing it to be easily killed.And what would it be like for these two guys with thin skin and tender flesh to stay with hundreds of big and thick Qiuba every day He must have done the most tiring work, eaten the worst food, suffered the most severe beatings, and suffered the most anger
Qin Hu estimated that his predecessor might have been tortured to death.
Use In the world of heroes, there are endless life saving and escape type abilities, and he is not prepared to give the opponent a chance.But now is not a duel, but a waste of time. This is a war that affects the future of the tribe.
At least a dozen war apprentices died Although several of the alchemy puppets were not damaged, when the apprentices on their backs died, they simply crawled on the ground motionless, as if they had turned into a pile of scrap metal.After they left, only the land that had been ravaged by the dragon s breath was left.
This plane fragment looks like a honeycomb shaped valley area, but it is actually an endless vein of iron ore.If a being like the other party wants something, they can just take it.
Share the cake Officials may not be able to help much in the heroic world, but they can help in reality like no one can.Not only did several legions take turns to attack, but they also sent a large number of elite units to hunt high level demons.
Qin An is only 16 this year. Sui was Qin Hu s personal book boy.It would not be easy for him to defeat an apostle level enemy one on one, and he might even overturn if he is knocked down.
All the major forces silently raised his danger level in their hearts.70 Even if the mana cost is reduced by half, it still costs this much.
Three abominations and Xiao Green the leader of the Plague Zombies came out.If he can t bear it, he will die. Give it to me. Qin Hu thought about it. He must try to save Qin An s life first, and then think of other ways.
A shadow emerged from behind Zhao Hao. But not yet waiting for the shadow attack.But when there are no outsiders, there is no need to maintain a persona.
Sure enough Zhao Hao was not frightened when he saw this scene, but was actually a little happy.It is naturally impossible for a human body to explode at such a terrifying speed without paying a price.
In fact, after the trade routes are opened, the risk is greatly reduced.Do you still remember his identity as Ghost Car and why he became the most wanted person.
He is definitely a formidable enemy. Without these newly acquired units, he would just rely on his previous strength to deliver food.It can be said that the service is in place. Yes, sir Memphela naturally had no objection.
Unfortunately, they only killed dozens of priests before they were knocked unconscious by a hammer of holy light, and they ended up in the same way.It is our turn to stand guard at this moment. If you don t do it, you will be dealt with by military law.
No, I m far inferior to you in terms of talent Zhao Hao told the truth.Roar A group of bears roared. A few kilometers away from the side, a strong orc army with round ears was rushing towards them.
Bombardment stream YYDS Today s battle showed the power of this heroic line.No way, the three major schools of necromancers are not secret, they have been on the forum for a long time.
The Qin family and the Chen family were originally a political marriage, and both families wanted to become stronger and bigger.If it is a three digit number, it is possible to appear in that abyss, but the chance is not high if it is outside.
If the orcs fail, they won t be able to get the blood of the beasts.Stop them As the guild leader, he knew how to choose at this time.
It takes a second or two to cast this spell. Although the caveman can t seize this time, if he is an agility expert, such as a shadow swordsman, this time is enough to kill him several times.Expert gunnery Can manually control ballistas, catapults, artillery and other war machines to attack targets.
Rohr, who was not far away, had a complicated expression.Priests and priests are better, because standing next to Crusaders and Paladins, as long as they can calm down and cast spells, they have a high chance of surviving when facing vampires, and they can even fight back.
That s why he uses this technique to target the shortcoming of flickering.It can run away even if it cannot be defeated. It has the advantage of flying.
And Wall took Zhao Hao with him, naturally because he was the one who really chose the mission, and he made up his mind to stay in the Crow Fortress and not leave.
Qin Hu sighed inwardly, Qin An was purely implicated by himself, and if things continued like this, they would definitely die.He just lost a bone dragon pet, but he was able to get rid of a lot of trouble and dark history, which was not a loss at all.
Compared to the situation when both arms were inactive, it was indeed a bloody gain.Such a horrific scene gave the thieves chills. Even if they are not afraid of death, absolutely no one wants to die like this.
Among the nobles of the heroic world, there are several families with dragons as their totems.Soldiers such as the Bone Dragon will be easily torn apart by it.
brush The long sword swept across his waist. 1501 Four digit damage emerges.Spreading the dragon wings, Zhao Hao flew towards where the crystal dragon and resources were.
No, little Marquis, you will be punished by military law.The more he looked at it, the more Zhao Hao confirmed his guess.
Food can definitely be called hard currency , so even if he doesn t have troops and Youtie, Zhao Hao is not short of reward.But the rewards are huge Hundreds of units of high level resources and a large amount of precious minerals, this harvest alone is satisfying enough.
Wow The convoy arrives at the port
Little Marquis, please get up quickly, it s our turn to patrol.In general, there are many modified undead with stronger combat power than him, but the materials consumed and difficulty of those undead are not at the same level as the abomination.
Wow quack quack The screaming little monster stared at the Storm Guards with extremely greedy eyes.After all, the small and powerful are all members of the major guilds, or are inextricably related to them, so how can they not be in a hurry.
By the way, I took a look at the territory resources.It was fine for others on the route a few times, so how could it be possible for me to have trouble when it was my turn Therefore, the other party must be overly vigilant, panicking at the slightest sign of trouble, and stopping when in danger, so that the transaction can be completed and he can reap the benefits.
In the end, only the red iron rope was slowly pulled out.Facing such a real fantasy world as the Hero World, all eyes are attracted.
The loss of such little was entirely due to Memphela.Even if there are a few gaps in the city wall, it is really impossible to win it before the united Fengyu Meeting.
If he hadn t fired his bow without an arrow to turn back, maybe it wouldn t be impossible for him to regret it.It can be said that it has defended the majesty of its own level and has not received the insulting nickname Green Duck
Can fly This is the most difficult part about flying monsters, because it means taking control of the battlefield.
It won t take long for me to defeat the enemy Ellie, who had just returned from driving away the black clouds, assured confidently
Pursuit battle is the Shadow Swordsman s strength. It s a pity that we don t have so much time Zhao Hao objected and continued the pursuit.It might be an exaggeration to say that the time spent on the two previous escort missions would be doubled if this treasure were available, but doing one more escort mission would not be a problem at all.
Freya walked to the center and stood still. Uh huh The God of Death, who was originally more than ten meters away, appeared in front of Freya almost teleportingly, with the sickle in his hand sweeping out.puff In the extremely light and crisp piercing sound.
The person who came forward to help buy the apartment was the Shinhwa Guild, the representative of the Tianhai professional circle.Using various underground passages and two way monuments, it only takes half a day to reach Fengyu Territory.
If these ghosts could be promoted to Death Gods, even if they were only promoted by a third, it would be a qualitative change for Anlos strength.Oh, tell me Zhao Hao also wanted to know what the other party had in mind.
It cannot be bitten or torn apart The spearman was obviously made of flesh and blood, but when faced with the bite, he seemed to turn into rubber.If you want to collect 1,000 units of keels, you will need at least dozens of keels.
As long as they commit crimes, they can resort to means, so the indigenous people have many ways to make the players talk.It just hurts. Just endure it. After someone takes the lead, other players can only follow and rush forward.
Only then can we see how strong the Crusaders and Paladins are.yes A few months ago, he was still trying to figure out how to secure his position.
It s completed, but it consumes too much food Memphela hinted.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv