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.
Cada decodificador tiene contenido educativo almacenado precargado y 5GB de internet que mensualmente serán recargados para uso y consumo de los contenidos del programa Hogar Conectado.
10 estudiantes mexicanos viajarán a China para vivir dos semanas de una experiencia cultural y formativa en el campo de las TIC. Seeds for the Future de Huawei los apoya.
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Among them, there are 330 high level Qingli Wuyun Pills given to senior brothers Wan Zheng and Lu Shi, and the rest belong to him.The days seemed to have returned to the time of fighting every day.
At this time, the five Nascent Souls in his body still existed in a fused form.Tianren Cave is the place where he cultivates, and it is also a relatively mature cave.
And his performance will attract the attention of late fourth grade hell creatures, making him a bait.Even if Li Yuanba possesses the Innate Jianmu Tree Heart , which greatly improves his Innate Yimu magical power, it is impossible to bless all hundreds of sword cultivators with the Innate Yimu magical power at the same time.
Sure enough, the weapon spirit is in the core of the cave Li Yuanba thought to himself.This is also the most important transformation of the Golden Core cultivator.
People who eat melon seeds remind you remember to collect Ganlu Temple after reading it.Normally the Infinite Sect would try their best to cover up this kind of thing.
A mid stage Nascent Soul monk who is not good at fighting.This was a mid level fourth grade sea beast that was attracted by Lou Wu s aura fluctuations.
He is just doing things based on his own ideas. He looked at the Bansheng Cave Heaven happily, and the Bansheng Cave Heaven had changed in his hands.Why do you want to cultivate such a magic weapon Yun Xiao couldn t help but said with a bit of toothache.
It s a pity that the great monk Chang Ju still didn t catch the Xi soil.If they really want to do something excessive, Wuliang Sect itself has resource points and will be attacked.
As a great monk, even if he was seriously injured, he was absolutely sure that no monk was following him.Li Yuanba was still very curious about Brother Ge Guang s sword intention.
After being nurtured by Buddhist teachings for more than five thousand years, the Buddhist beads can almost be called Buddhist treasures.Strong defense status. It s a pity that such a defense could not sustain even a breath.
The white natal flying sword penetrated along the wound of the late fourth grade hell bull headed creature.He is a monk who truly stands at the peak of the middle stage of Nascent Soul.
However, three senior brothers from the Yuling Sect came over.In addition to these disciples of the seven great immortal sects, there are more disciples of small and medium sized sects in the market.
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The characteristics of this thin man are very similar to the previous two strong men.There are even fewer that can be sold. I didn t expect to encounter one here.
However, the blood bat was flying in the air just now, and it was difficult for the eyebrow stick to use force, so the power of this roll was reduced a lot.Ten years have passed, but the master s tricks of deception and abduction have not been forgotten at all, and Enhance Your Mood With 58 Vena Cloud Mood Enhancing Gummy A Comprehensive Guide Vntcv Chu Qian s level is still so high.
As the power of cultivating immortals increased, the power of the monsters was gradually reduced.Do you think that we Yongzhou casual cultivators are made of clay We must give us an explanation for this matter.
The value of this is Qingyang s biggest gain from this trip.There were still four days until the entrance to Luan Mo Valley was opened.
If Xiaomei Yun hadn t suppressed him, he might have even cheered.Hit by the wings of the red feathered eagle, the green bamboo sword immediately flew back, hit the stone wall next to Qingyang, and then moved downwards.
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A weak woman with a teenager The child had a hard time surviving, so he married an old fisherman named Yu on the Jinsha River, and he passed away not long after that.Now that the two sides were at odds, there was no possibility of easing up.
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Turn the clouds and rain The energy in Ye Fei s body surged wildly, and he fired dozens of palms to turn the clouds and rain in an instant.Brother Ye, is master okay Tian Qing er s face was extremely nervous.
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What s the point of keeping you This man looked cold, waved his sleeves, and the sinister wind swept past like a sea.It s just that the Jiutian Demon is really terrifying.
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That s all. Please be accommodating. Ye Fei s mind moved, and the black robe marking the fourth grade alchemist appeared on his body, and the four golden flames were extremely eye catching.Ye Fei, if you dare to threaten us, come out if you can.
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fear. They are all good things. It would be a pity to sell them. Ye Fei was extremely reluctant to part with them.The King Kong Xuan was just born out of pride. I believe there must be someone more powerful than him.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv