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.
Ambulante abre la convocatoria para inscribir documentales a la próxima edición de la Gira. Se aceptarán películas de no ficción terminadas entre 2017 y 2018, con una duración mínima de 50 minutos.
Abordar estas cuatro prioridades estratégicas permitirá a los distribuidores enfrentar el futuro con resiliencia y adaptabilidad. La transformación digital, la mejora de la experiencia del cliente, la estrategia de talento y la gestión del clima empresarial son elementos clave para un crecimiento sostenible y el éxito continuo en la industria de la distribución.
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Lin Xia didn t tell her anything. Then
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He seemed to understand what Zhang Sheng said next, But he didn t hear any of it.In such an environment
her advantage seemed to disappear. During the first class meeting, she seemed to be the one ignored.
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Immediately afterwards, a foreigner in a suit walked forward excitedly, speaking fluent English.but many wild beasts have packaged this cruel jungle into a beautiful place.
He answered me outside the dormitory, once again like an alien who was out of place.Go home first Lin Xia suppressed the excitement in her heart and tried hard to stay calm.
I can t take it seriously, but
wait, what did you say You won t come tomorrow. Are you at work Life is like a journey.Take that. Tang Wu also understands, but I still have to be serious.
Where can you go Lin Guodong looked at Zhang Sheng.Instead, he continued to squat at the door and take photos.
But I didn t expect that someone would contact Qin Feng directly this time Forget it, aunt, since uncle and the others don t agree, let s go.Dang Dang Dang As the bell rings, another fight ends.
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But in the words of Chu Huaijiang and Dong Wanglou, that person who is very different from the one they know may be the real Long Daoling.A smile appeared on Yehuang s lips I understand. Qin Feng nodded Don t worry, as long as I m here, I won t see your life in danger.
It s harmful. After all, the waves behind the Yangtze River hit the waves in front, and the waves in front died on the beach.Not only is the environment peaceful, but there is also a place specially provided for them to practice martial arts.
If you speak for Qin Feng again, don t blame me for really falling out with you
Before Su Yue could say anything, Lin Waner had already interrupted.There is no death penalty in Nether Prison, but countless people die there every year.
Originally, he came to kill me, but I saw that he had some mental deficiencies, so I didn t deal with it, but stayed with me
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Lin Wan er clenched her hands suddenly, and looked at Chen Chuqing with a fierce look in her eyes, as if those eyes were poisonous snakes that would swallow Chen Chuqing at any time.Chen Chuqing next to him couldn t help but said You Qin Feng only saw Chu Huaijiang walking towards the secret pavilion, but no one knew what they said.
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Although this captain s position was given to him before the duel with Takahashi Kawakawa, others didn t know it and would inevitably think about the duel.Your skills will never be inferior to Haibara Rei. If you can win this time Show your strength at the martial arts conference.
Since you all know that Takahashi and I He has never fought before, so how do you know that I will definitely lose to him Qin Feng was not afraid of Dou Longyang s question Whether our Panlong Palace will soar in the sky in the future, or continue to sleep at the bottom of the Longjiang River, you gentlemen
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it. Just look at it with your eyes. Now I just ask you, are you convinced or not Hearing Qin Feng s words, the scene was in an uproar.
Qin Feng was very confident Don t worry, senior brother, he can take action with even less effort than you and me.But this woman s figure is nearly perfect. She has a waist as slender as a water snake and a round butt.
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So Su Ye made a decisive decision. The big one will fight to the death, and then use the small one to secretly develop.Except for the Ghost King, Su Ye doesn t take him seriously.
Emperor Yang, the sun rises in the east, I give you a spiritual talisman to sweep away all bad luck Su Ye quickly took out a yellow talisman, held it in his hand and waved it.The bone rod turned into thunder and soared upwards, colliding with the thunder falling in the sky, and then a roar sounded.
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The wild world is not suitable for cultivating elixirs Su Ye quickly rejected the idea of bringing Xitu back.Don t worry, someone will definitely sell it. Su Ye sat on a chair, crossed his legs and said, The competition between the four courtyards will only give out wooden identification cards.
Su Ye slipped back into the wild world and returned to Ghost King s hut.Qian Yang said You can add a little more. Believe me, this swordsmanship is very powerful.
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and its cultivation will be weakened.
However, it was only for a moment. The black smoke billowing all around directly submerged the golden characters.The broken characters emitted golden light and moved forward, hitting the black smoke and creating a gap in the black smoke.
But by luck, he got the Hidden Flower in Jade from the underground palace in the Hell of the Undead world, and Su Ye had an idea, which was the Qi Condensing Jade Powder Qi Ning Yu Xing Powder is an elixir that can seal a large amount of spiritual energy in the elixir, and it will burst out immediately after taking it.
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Although it can t be said that she is disheveled, Luo Qingqing s college uniform looks wrinkled and her hair is combed But it seemed like it wasn t combed properly.
The captain flipped through it casually. Su Ye couldn t help but said What happened to this official Nothing
the captain said, I lost a spiritual beast. It disappeared near Bali Hutong, so I took people to search from house to house.Although iron eating beasts are kept as pets because of their lazy nature, iron eating beasts are a specialty of Qinggang City and most people don t know them.
The whip swam in the air, quickly moved forward, wrapped around the zombie s neck, and then tightened it hard.A place that is both awe inspiring and terrifying, this is a forbidden land, and everyone calls this place the Red Earth.
You can call Liang Long stupid, worthless, and unmotivated.Immediately afterwards
the bodies of the paper figures began to rotate continuously, like sharp paper blades, slashing down in the direction of Su Ye
That paper man has some skills. The power of this attack can almost reach the fifth level of the body refining stage.
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It s not that acupuncture is bad, it s that acupuncture is not good in this matter.Immediately afterwards, Su Ye turned over and got off the national treasure s back, patted the national treasure on the head Huahua, beat them.
After a rough look through it, the Lingyin Six Absolute Swords belong to the art of sword control.Recently, Su Ye s challenge to the three major academies has been very popular.
The spiritual energy of elixirs and spiritual materials will not fade and can always be kept in the freshest state.This thing, like the spirit crystal, contains spiritual energy, but compared to the spiritual crystal, the flowing spirit stone is much rarer, and the concentration of spiritual energy contained in it is higher.
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There was actually a team of city defense troops standing at the door.What s the matter with Su Ye Of course, going to the world of Hell.
Liang Long said, That s why I came here to look for you, otherwise I would have gone to the mountain.As soon as Su Ye entered the Lingbao Medicine Hall, he saw Ling Daozi.
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the other side. Lin Beichen s home. Lin Xiangdong looked at Zheng Xia blankly, but saw that his wife was also looking at him, looking at him
The fog dispersed in front of his eyes, and his vision gradually blurred, but they could both see what each other was thinking Full marks in all subjects Who else is qualified to be the No.
Okay, I Take a look. Meng Hongjian quickly received the information.He moved closer to the top of the body again and looked at it carefully.
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Mr. Cai walked into the office with a smile. Lin Beichen passed him and closed the door. Click Hao Jianhua had already come forward, holding one of the old man s hands with both hands, and said respectfully Teacher, why are you here Why, I can t come Mr.Even so, the Security Bureau still chose to use foreign forces to support Lin Beichen without any hesitation.
First, I was worried that if I followed him like this, I might be noticed.He could only look at the ocean and sigh in his heart.
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Although the positive and negative charges I feel are unstable, they still seem to be in a completely balanced state for a period of time Is it really the electric shock that changes the balance But why Didn t it change the balance of positive and negative charges immediately And
Isn t electricity produced after the collision of positive and negative charges So, electricity is neutral after it is released.
And the traditional martial arts that are truly passed down to this day also have their own circles.At the same time, he also turned on his mobile phone and clicked on the official live broadcast platform of Shenzhao Kingdom.
But now
He went to Mount Jingli to study the element of fire.Some are in disbelief, some are shocked, some are surprised
and so on He is the one who chooses who among us can become an immortal So young Looks like a student Could it be
He is an immortal and has the power of immortality, so he can stay young forever.
This
Their faces were full of doubts, and their eyes were wide open, completely unable to understand the sudden golden arc they saw.Lin Beichen turned a deaf ear to this, he only focused on his own practice.
During this time, no one disturbed me at all. And not just today.It s over, there s nothing more to watch, let s go That s it, what kind of immortal cultivator, shit, can you fight against the power of nature At this moment, all the major platforms on the Internet and the netizens watching the live broadcast seemed to hold their breath in unison and stared at the live broadcast.
I saw that the news was trolling him on the Internet, and now that I look at it
I am a clown
How influential is even the top scorer in Liang Ping Ke Lin Beichen, who was at the center of this public opinion storm, returned to his room at this moment and collapsed on the bed with a look of exhaustion on his face.
Come here quickly, there s still room here
Lin Beichen came here. Just to appreciate nature and feel the thunder and lightning, of course I would not take shelter from the rain.He first looked at the car he had blocked in the rearview mirror and said disdainfully Silly x, for asking you to drive like this
Cai
Cai
Brother Cai The charming woman was speechless. Hearing this, Cai Taimei turned to look at her.
But, long before school starts. Lin Beichen had already thought of all the ways he could think of and tried them, but none of them worked.During this period, he seemed to have noticed someone following him, and even looked back.
Soon, what if it seemed to be true
Two inexplicable forces suddenly appeared from the swollen position He controlled and guided the two forces to move toward the palm along specific routes in the body, and finally reached the palm.After everyone was busy for a while, the heat subsided.
It s really heinous He turned into a keyboard warrior and was typing like crazy.He is practicing very well, and his progress is increasing day by day.
it s noon in a blink of an eye. After a quick lunch, all the police officers returned to the office immediately to continue handling the current case.Qian Yi nodded repeatedly, and then said politely I have some things to deal with first, please excuse me.
No. Wu Yuanzi. His nickname is Su Pu San Ren. This man is very famous in the history of Taoism.Feeling uncomfortable. People are panicked What s going on What happened Why did so many police appear at once What happened What happened on the mountain
The tourists were confused. For a while, they were no longer in the mood to play, and all their attention was focused on Wuling Mountain behind the cordon.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv