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.
Aunque todavía hay una probabilidad baja de guerras comerciales, vale la pena observar de cerca las decisiones en cuanto a la política, y las respuestas internacionales que generen, para estar atentos a las señales de escalada.
Las soluciones de identificación seguras permiten a las personas acceder con comodidad y seguridad a los sitios físicos y digitales, y conectar objetos que pueden ser identificados con precisión.
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Hearing what Du Heng said, Du Ping s face turned slightly.However, he didn t want Zhang Dewen to avoid him and said to the junior student, You should go back by yourself first.
It has something to do with yourself. Just as he was about to open his mouth, Yu Haiting beside him interrupted, Secretary Lu, the doctors at our cancer hospital also said that some people s lifespans have been extended by more than five years, and some people have even gained more than ten Anna and Samantha Martin Keto Pills: A Closer Look at Their Shark Tank Pitch years of lifespan.
Then before the pharmacy opens, you should pay close attention to decorating the house, and then open the windows for ventilation for Kevin James’ 2025 Weight Loss: An Amazing Transformation a month.At this time, in Director Jia s ward, Du Heng and Director He were talking softly.
My brother sent me a message and asked you to show it to him again.After a while, I will arrange the decoction. good. The doctor did not take Du Heng to their doctor s office, but to Zhang Dewen s office.
Just finish what you promised me and I ll Maximize Your Diet with Keto ACV Pro Max Gummies burn the incense.Tang Yinglong continued without stopping, Have you ever thought that just because of a question about medical qualifications, people will become more passive and proactive, and through an official invitation, the level will be higher than your private appointment A level.
I am really a little confused. Du Heng said, pointing to the consulting room next to him, How about you Otherwise, we go to the consulting room, sit down and talk slowly, okay, let me know what happened If it is my problem, or the hospital s problem, we must admit our mistakes and actively compensate.
Du Heng frowned lightly. Wrinkle, he sneered at this statement, but the results were undeniable and good.Among the younger generation, you are the best. He, Du Heng, is what he is today, firstly by chance, secondly with help He has access to the Internet, so he achieved his false Transform Your Body: How Drinking Water Can Help You Lose Weight Fast reputation.
After saying this , the doctor couldn t help The Science Behind Melatonin Gummies but paused, took a gentle breath, and then continued, After the child is discharged from the hospital, the medicine cannot be stopped, and the medicine needs to be taken for a long time.And these people were just as Du Heng thought, they The Braggs Apple Cider Vinegar Advantage: Enhancing Your Wellbeing had no intention of staying to eat.
The girl looked at Du Heng and Doctor Ma with disdain.After looking at the photo for a few more times, he asked, Husband, how much does it cost to do all this Well Let s use this face as the standard.
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Although I am a woman, I am also the king of a country.The beautiful beast added slowly But after all, he still has two secret realms that he hasn t passed yet.
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Jing and Jianzun raised their hands and tapped lightly between her eyebrows.The bells and whistles.In the sound of emotion, the Buddha statue condensed by the Buddha collided with the divine black method.
But this Pixiu shook his head and said There is only one Pixiu in this world, and I am just a shadow with a substance.When he heard the word also , Meng Jingzhe paused slightly.
This person is obviously Meng Jingzhe who used his concealment skills to hide here.Are you really refusing to tell The man asked.The woman looked at her husband, shook her head with tears, and said I don How Will Poulter Shed 52 Pounds for His Role: A Marvel Star’s Powerful Weight Loss Journey t care about anything else, I just hope that our family can be well.
When Meng Jingzhe saw the momentary hesitation on his expression, he suddenly acted, he made a seal with his hands, and a dark light shot straight at Sixi.His white clothes were covered with dirt, and at this moment, he was fluttering with resentment, giving people a feeling of wanting to ride the wind.
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After the former returns to the top, it may gather the descendants of overseas gods and demons and bring them under its command.Who can do what the Confucian saints failed to do back then But now, the Witch God Sect no longer exists, and the Three Kingdoms of Yankangjing Will be wiped out.
So, why does he keep his name incognito This.The two consciousnesses suddenly looked at each other.The gorgeous sea of flowers is swaying in the breeze, and the fragrance of flowers attracts Apple Cider Vinegar on Feet Weight Loss: The Ultimate Guide for 2025 passers by to stop.
The reason is very simple, the sixth grade wizard is called a hexagram master, and the witch god has the ability to seize the opportunity.On the contrary, it was Long Yinjian, with a troubled face and frowning at this moment.
Candle Nine It was sealed in the bowl by Nalan Tianlu.He did not go to Leizhou to participate in the war.
Du Heng s His eyebrows tightened, So his niece s condition cannot be reimbursed I heard that s the case.However, he didn t actually call to verify, but followed Du Heng with Du Heng s work permit.
We are all adults and have our own ideas and ways of living.But the patient s current condition clearly shows that Wu Buwei s prescription did not work.
I feel like I am alive again. When Yang Yuansheng spoke, he looked very excited and wanted to reach out.It s a pity. Du Heng asked a little doubtfully, Didn t you go to the city s Traditional Chinese Medicine Hospital and ask They also have an emergency department.
Du, why are you asking this I have some ideas and I want to confirm it with you.As for whether An Chun Hui would go to war and to what extent, this was not something Du Heng should consider.
Fan Jimin s eyes did not move. He was shaking but didn t dodge, just looking at Du Heng steadily.When I returned to my office, I sat down on the chair and leaned back, not wanting to move at all.
Just leave, leaving behind two babies, a son and a daughter, one four years old and one two years old.It cost more than this to treat those animals to dinner last night.
While the few people were talking just now, his mind kept turning over the proven prescriptions and famous prescriptions, but they were directly rejected by Du Heng as soon as they appeared.I just want to ask the dean, should I continue to lower my blood pressure, or should I raise it back up Raise it back up The diastolic blood pressure is 200.
Even if his wife next to him pulled him, he wouldn t back down.Du s number. Okay, just a moment Wait. After some manipulations EVA Marcilles 100 Pound Weight Loss a Journey of Resilience and Healing by the toll collector at the registration window, his outpatient doctor changed from Zheng Yuanchao to Du Heng in the second clinic.
The nurses responsible for registration and queuing know best whether there are patients in the clinic.Then he took out a crusher and put them all in to crush the two medicinal materials.
And this Availability and Effectiveness of Canadian ED Pills: What to Expect person is none other than Zhu Fanmin, the secretary of Du Heng s brigade.finally come At this time, the voices of Huo Yinhua and others in the room also became louder, with a hint of excitement in their high pitched voices.
Money matters, but isn t it a little too inhumane to trick your brother in law like this Hurt self and others.Of course, this kind of confidence did not come out of thin air, but came from himself, from the flatulence, and from his recent investigation of Du Heng s medical treatment history.
No matter whether you attack Huanglong directly or in a roundabout way, the final result remains unchanged.Du Heng was checking a package of samples that he brought to the office.
He would also hear clearly what Liu Gong said just now.That s the problem, I don t know what the technical level is, but I know it from Chrissy Metz Weight Loss: Journey and Results the side.
What s going on Du Heng quickly ran to the side of the truck, checking the situation and asking the old couple about their situation.Yes, you can be discharged from the hospital in the afternoon.
During the whole process, Du Heng was already very fast, but when he looked at the time, he immediately It was 12 o clock, but he The Revolutionary Keto BHB Blend Presented on Shark Tank felt that the more patients he saw, the more patients he saw.Tsk, you want to lick the dog but you haven t licked it yet.
When he was treating Yang The Secret Behind Trisha Yearwood’s Weight Loss Transformation Yuansheng, in addition to alleviating the symptoms, he was also thinking about whether it could be cured.Du Heng followed Yu Haiting out and asked curiously, What are the symptoms My little nephew is in his second year this year.
In addition, it was a small uphill slope. When the explosion sounded and the front of the car tilted out, he had already controlled the ambulance very well.You can download it here Wei Wen also heard the unhappiness in Du Heng s tone and said softly, Isn t this the country s encouragement of three children Their family has always wanted a boy, so they came up with this plan.
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Then I will disturb you for a while. I just want to ask about Yang Yuansheng s situation.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv