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.
Hoy, en un mundo repleto de ofertas de marcas y servicios, querrás darle valor a tu producto ofreciendo un trato cercano y personalizado y lo mejor de todo, es que puedes comenzar a hacerlo desde hoy.
Entre el 17 de enero y el 7 de febrero despegaron más de 163 aviones cargueros desde Ecuador y Colombia, triplicando el promedio de envíos regulares semanales.
Life regeneration support system, The Science Behind Sleep Gummies with THC to put it bluntly, is the conversion of energy.There are two factors that cannot be ignored to form this situation.
How many people still What are Dr Oz CBD Gummies for ED? remember the story of Bitcoin and Merrill Lynch at that time happy Aren t foreign investors very good in finance Why did the old master capsize in the gutter Ha ha Mader, you have become cannon fodder I feel like I can buy Marketing Strategies and Celebrity Endorsement the bottom.Those who wanted to harvest the mysterious funds soon cried, and they were chopped off as soon as they raised their hands.
Baidu, which just acquired Nuomi in January this year to deliver food, even threatened to go all in artificial intelligence the day before yesterday, which attracted many netizens.They are also looking at the news User Testimonials and Success Stories in exchange FAQs about Spectrum CBD Gummies for ED groups or stock forums.
I feel like I will have to fight again tomorrow. He is too strong.They do more good deeds. It is a good thing. May you be blessed with infinite blessings. Amen, Hallelujah.
But
Stars Capital really dares, and everyone believes it.They were very calm when they saw the news. God K is Crafting the Ultimate Diet Plan just an operating account secretly launched by Stars Capital.
Less than 2 million. At the same time, several top Wall Street capital groups held an emergency video conference again.The reason why the public is obsessed with this matter and she must be severely punished is not because everyone is too violent or unforgiving, but because it is too bad and the negative energy caused is too huge.
The enemy could invade at any time and anywhere, and fifteen minutes was the limit.At this moment, the battlefield is in a mess. Countless gravel and soil are scattered across the ground.
Six crusade armies, more than 300,000 elite troops, plus the border legions attacking the kingdom from other directions with the intention of letting them divide their forces for rescue, should How to Make Maria Emmerich’s Keto-Friendly Gummies be all the conventional forces the empire can use Lin En stared down at the Imperial Knights who were suffering heavy casualties, facing a group of iron lumps that could not break through their defenses but still making fearless efforts until the last moment of their lives, and felt Potential Side Effects and Interactions a little emotional in his heart.
She must stay away from here, away from the moon. Ella has only this obsession left in her heart
Her target is the Holy Mountain Arusta Harov immediately analyzed it.Vittorio looked at the drawings carefully as if he had found a treasure.
Previous experiments have proven that light propagates in straight lines, and its reflection phenomenon is also the Biolyfe CBD Gummies Reviews (Scam or Legit) best proof of the existence of light particles.The front is for the poor, and it advertises various changes in the City of Fire The Weight Loss Plan and Oil to break Expert Opinions: Insights from Specialists the church s rumors about wizards spreading the doomsday.
Lin En s body has completely disappeared on the platform, leaving only the soul body located on the boundary between illusion and reality, receiving the tide of energy emerging from all directions.Three months later, the parliament will convene wizards from the entire empire.
Compared to the probability wave, I m more curious about the second question.Huge sail warships turned on the sea, causing waves
Wind, wind Comparing Koi CBD to Other Anxiety Relief Options Accompanied by waves of roars, the radiance of divine magic shrouded every ship, and the speed suddenly accelerated, actually increasing by more than How to Choose the Best LIX CBD Product for Your Dog 50 in a short period of time Such speed is nothing in front of their new Diet Choice 1: Emphasis on Whole Foods warship, but Aurora s face is extremely solemn, because she vaguely sensed that there was also a strong signal just 1.
Until the User Reviews and Testimonials real results came out, no one could guarantee that this attack would Understanding Delta 9 Gummies and Their Benefits definitely work After the dazzling light dissipated, a blurry shadow soon appeared in front of everyone.The ascetic monk Lava had already taken action, and the divine light flashed around him, blocking the thunder that hit the Sky Tower.
Although the mural was somewhat incomplete, they could still tell that the appearance User Reviews and Feedback of the two was different
That should be Diana, Understanding Extra Strength CBD Gummies the God of the Moon Vittorio said the name carefully.It seems that Lord Artok has become even crazier than before
Igna couldn t help but trembled and muttered to himself.
The Archon is very clear that once the opponent breaks through the dimensional trap, relying on the control of higher dimensional space, the speed can easily exceed the speed of light, and it is impossible to evacuate.After seventy years, What are CBD Gummies and Their Health Benefits this foreign land once again welcomes the Consumer Feedback and Reviews rays of the sun The dark alien land is illuminated It was a bright light that seemed to be able to melt everything, and swallowed up the entire area in an instant.
Everyone, turn around immediately She clearly remembered that the empire s expedition fleet had three hundred sailing warships, and now Incorporate Exercise and Physical Activity there were only more than a hundred ships left Although they had been chasing each other for several hours and fired thousands of artillery shells, under the divine protection of those priests and bishops, they would never have caused such heavy damage to the entire fleet Not to mention, in this pursuit battle, the priests of the Holy See did not hesitate to use magical magic at User Reviews: Real-Life Examples of CBD Gummies and Liver Health first, which consumed a lot of money.
They simply left the Kyushu Continent. At this point, the Yin Yang Sect has completely disappeared.If it was me who was trapped at that time, wouldn t it be like a spider s belly now When the Long Eyebrow Ghost King said this, Exercise for Stomach Toning: Detailed guide on exercises targeting stomach toning, not weight loss Baimei Ghost King became a little unconfident and said, The Yellow Chen Earth Spider is so powerful, can we defeat them The Long Eyebrow Ghost King said Since the Giant Ghost King is going to use the Ghost Flame Technique, he must have For his own consideration, the effect should not be a problem.
Thinking of this, everyone immediately strengthened their confidence and were full of fighting spirit.but this possibility is unlikely. If he really had so many spiritual insects back then, he would Eligibility Criteria for GLP-1 Coverage under Medicare in 2025Benefits of Vitaminas Gummies Adultos not have been chased by him until he had no way to go to the sky or the earth, and finally fell into the Fallen Ghost Abyss.
Do you think what I said is nonsense As the strongest among the remaining people, Fuhuai Ghost King still has a certain confidence, said Fuso Ghost King, do you really want to kill them all If you are really desperate, and we all join forces, even if you can win in the end, you won t be able to Potential Side Effects and Interactions of Beet Gummies gain much advantage.
After walking forward for more than a hundred feet, Qingyang suddenly saw several people lying in The Benefits of Using Gummy Bears for Sleep disorder in front of him.The settlement that Qingyang was talking about was of course Xiying s family.
Qingyang really wants to shout to them, I, Qingyang, am back again
More Top Amazon Sex Pills than a hundred years have passed since I read the address, and I don t know what Product Range and Quality the Kyushu Continent looks like today.The yin fire he produced could not only burn the bloodthirsty vine.
After being stimulated, they turned into dozens of ice arrows and shot at Qingyang.With such a big movement, an ordinary cave would have collapsed long ago.
The Ziyun Tongxiao Cauldron should be considered one piece, but even if Qingyang is willing to give it up, the Long Eyebrow Ghost King may not like it.It requires a high level monk to endure great pain and be willing to plant the Gu Mother Common Ingredients in Male Enhancement Pills Sold at Gas Stations on himself and raise it with his own flesh and blood to succeed.
So Qingyang stepped forward, removed the restrictions on the outside, carefully dug up the roots of the Divine Pregnancy Fruit tree, and sent it to the Drunken Immortal.If you are not a local, you can easily get lost here.
The second is that he is aloof in the Ten Kings Palace and has no conflict of interests with the other nine ghost kings.This time, knowing that there are enough helpers to buy himself time, the giant ghost king decided to use it here.
Qingyang immediately felt relieved and quickly used the Five Elements Sword Formation to resist the attack of Lord Shifu in front.With just one blow, he knocked away Benefits of Awaken CBD Gummies for Sleep True Lord Chujiang s magic weapon, allowing CBD Gummies and Health Conditions Qingyang to escape the disaster.
The tacit cooperation of the troops is simply a disaster for the orcs, which makes people dare not look directly at it.A mountain like pressure rushed towards his face. If he hadn t been determined, Zhao Hao might have knelt down.
The Storm Guard is really powerful and is designed to target small targets.From beings with flesh and blood to undead beings who can t feel the temperature or breeze
it s such a huge difference that it can even drive people crazy.
Instead, User Reviews and Real-Life Examples he turned back and quietly waited for the pursuers to arrive.I guess you have a way to make me become an undead, right Mia knew something about Zhao Hao s style and knew that he would definitely be prepared.
There is still room for negotiation if the other person becomes a pet.To the demons, Benefits of Simpli ACV Keto Gummies human flesh and blood and souls are the supreme delicacy, but the undead have no interest at all.
An army Top 5 Diets for Fast Weight Loss in 2025 of undead can be drawn out at any time. Although the individual combat effectiveness is far inferior to them, its effect on the battlefield is much stronger than them.And this kind of poison is everywhere in Lanner. It likes to stay in shallow sand and shade.
When fighting, he does not use ruthless tactics and imitates his opponent s skills without concealing his purpose.Tch, these uncles don t need our help War King shook his head, his tone a little dissatisfied.
High attack, low defense Almost all orcs have this problem.After all, the health points of spellcasting professions are not high, and if they want to be converted into magic points, it is completely a suicide skill.
Without this skill, he would not dare to guarantee his CBD Gummies and Specific Health Conditions own safety in the face of such a terrifying enemy.When Zhao Hao came before, it took two days even to fly close to the ground.
Step, step At this time, Freya, who had turned on the domain state, accelerated and jumped on the dragon s back.And then it was the turn of the Silver Pegasus to perform.
If he were just an orc warrior, he wouldn t think much about it, but as the leader of the clan, he could only control his Do Keto ACV Gummies Really Work? inner impulse and make the best choice.They were generally at level 50 or 60 when they were contracted before, and now they are all on a higher level.
With this pack of poisonous thorns, he can more than double the combat effectiveness of his natural barrier, provided that the enemy is not immune to the poison.