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.
La tecnología, junto con una planificación estratégica de la fuerza laboral y la inversión en optimización de flujos de trabajo, ofrece la oportunidad de cerrar la brecha entre las grandes y pequeñas empresas en cuanto a las expectativas de cumplimiento de pedidos. La adaptación de las organizaciones a estos desafíos mediante el uso de soluciones tecnológicas será clave para lograr el pedido perfecto y asegurar la satisfacción del cliente a largo plazo.
Con los cambios que la ley federal establece, los productores y procesadores de alimentos están en primera línea aceptando una responsabilidad significativa por la inocuidad de los alimentos.
Los humanos aprovechan el poder de las nanopartículas —elemento central de los puntos cuánticos que acciona las imágenes sorprendentes del televisor QLED.
In addition, there is a sack of carefully selected snake gallstones, seven or eight in different colors, but even if they have been out of the water for so long, the color still does not fade.He was afraid that Ma Kuxuan would offend the true god named Yin, and when he was about to stop the young Luxe 4dcp3lqwg Acv Keto Gummies Luxury Formulation For Optimal Weight Loss man, the golden armored god for some unknown reason actually spoke in the orthodox Mandarin of East Aquarius Continent No, no.
Mr. Qi and his children had already agreed on the trip, and the elders in their family also nodded in agreement.Ning Yao almost drew his sword out of its sheath. Fortunately, he held it back in time. It turned out to be a yellow dog, circling around Chen Pingan intimately.
I heard that the rules in those big houses were very strict. Liu Xianyang and Song Jixin always liked to talk in opposite directions, but in this case This was an exception, but Liu Xianyang s statement was very scary.After dark, although Chen Pingan was strange, it didn t stop him from lowering his head to eat. The food in the blacksmith shop was quite good, and both long term and short term workers could get a piece of Innovative Ways Tyn16u To Lose Fat Without Working Out A Comprehensive Guide each meal.
Now Longquan County is probably influenced by the light of Lizhu Cave Sky, so it can make an exception.Now A Liang If you want to see it, those obstacles will naturally disappear, so in the field of vision of Proven Meal Plan For Menopause Weight Loss Unlocking The Vh0w Benefits For Midlife Health the man in the bamboo hat, a mysterious and alternative landscape picture appears.
So as long as you can do one of them, I can consider helping you teach that old ape a lesson. The young man quickly stopped and turned around, his face full of solemnity.From the beginning to the end, the boy in straw sandals did not yell or cry. He just carried water out and back in again and again, and the blood in the basin was replaced by the water in the basin.
Everyone goes back to their homes, there is no need to stay here waiting for dawn to continue working.Then more black appeared in the sky, extremely long and huge, just like.
the little loach raised in my own water tank, after Effective Weight Loss On Semaglutide Tizpxvd34 What To Expect it exploded and grew up Such an idea popped into the child s mind for no reason.
Suddenly, in the center of the corridor, an extremely dazzling snow white light bloomed, as if the sky and the earth were brighter than before.The old woman murmured I don t dare anymore, I don t dare anymore. Old Yang s voice came faintly, Just go downstream. Try swimming to see where you can go.
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The girl scratched her head with both hands, filled with grief and anger. Suddenly a voice sounded timidly outside the door, Miss Ning Ning Yao turned around slowly and stiffly, and saw a dark face that was extremely unbeatable.
Zhu He responded quickly enough. He was about to rise from the ground before the second circle of the snake s body was formed.Xiang Song collected salary and said solemnly My bag of copper coins is called offering money. It is one of the many incense coins in the world. It is usually enshrined on the statue of the City God Temple or Chang Pavilion.
He used some money to repair this house. Although he had lived in this Mud Bottle Lane since he was a child, Chen Ping an had never seen anyone living in this house.Of course, apart from the master and the servant, there are only two real outsiders in the alley. Over there in the alley stood a tall, thin, masked man.
He used some money to repair this house. Although he had lived in this Mud Bottle Lane since he was a child, Chen Ping an had never seen anyone living in this house.Ning Yao curled his lips, A bad guy, a dead brain, a poor person, a nagging person Chen Ping an and Ning Ketorganix Acv Analyzing Its Z9j7 Effectiveness In Supporting Ketosis Yao turned their heads almost at the same time and saw a young man with a slender figure and an elegant temperament.
The girl stared at Chen Pingan, trying to find the shock, admiration and confusion on the young man s face, but Chen Pingan just had an I understand, girl, please continue expression on his face.Someone really needs to stand up on the Immortal Platform to provoke Patriarch Liu. The main beam of the vein. The five people were walking together on the secluded mountain road.
After all, if you are afraid of that person, why shouldn t that person be afraid of you When porcelain collides with jade, you two are actually guilty.Chen Pingan turned to Lin Shouyi and said, Make a bookcase for you too Slim Down Without Working Out What Is A Way X3y1ss To Lose Weight Without Exercise He smiled and said, It s just casual anyway.
It s just the seniority of the mountain. Isn t it amazing The boy suddenly changed his smile and stood up from the woman s arms.He was not angry when he faced the ridicule of his subordinates. He sat down and continued the previous topic, Longquan County Government Office , Chang Pavilion, Wu Sheng Temple, City God Temple, and other buildings everywhere.
Liu Baqiao laughed heartily and said, They are just a few sneaky wild cultivators, relying on some crooked ways to get lucky.Chen Pingan went to the corner and squatted next to the basket, staring at the dragon slaying platform inside.
Liu Baqiao sighed, released one hand, patted his belly, and laughed at himself As for me, Even though my mouth is clumsy, my fists are not strong enough, and my L9vwj4 Optiplex Gummies Introducing A New Edge To Keto Supplementation sword is not fast enough, otherwise I would really have accumulated a lot of truths in my stomach, and I want to explain them to this world.
Standing next to my mother, there was a simple and honest man squatting outside the house, sighing with helplessness on his face.They are not just gangs recruiting minions. They are not thinking about having disputes with people in the future, and relying on the power of numbers to quarrel or fight with others.
Make sure there will be no surprises in this sneak attack. At that moment, blood spurted out from the woman s originally slender and fair neck.Then, for the first time, I felt the urge to cry. But the young man has never complained about the old man, let alone holds a grudge.
Qi. Zhigui opened the exquisite embroidered bag and asked softly Master, can you earn some more copper coins Song Jixin smiled and asked, Do you like it Zhigui held a golden copper coin between his fingers.When Song Jixin and Zhigui left the town, they didn t pay attention to the cage of old hens and chickens.
Then he took the little girl s hand and whispered Let s go and talk elsewhere. Chen Pingan thought for a while, beside the stream Quiet, it is easy to hide away from people, but ever since I noticed something dirty in the stream, I no longer go into the water easily.At this time, Mrs. Gu, the woman in the hospital, was worried, fearing that the old immortal would tell her some bad news.
Cui Yi was indifferent to this and remained straight. Looking into the distance, he nodded and said, I ll drink again when that time comes.Do you have any objection The woman quickly waved her hands and said, I don t dare. The old man s eyes were gloomy. The woman was stunned for a moment, then quickly came to her senses, with a sad face, she said pitifully No objection, absolutely not The old man waved his sleeves vigorously, and coldly snorted I m so angry The woman I saw earlier was quite a bit nervous.
Watch for one night. The maid Zhu Lu quickly bent down and covered her young lady s ears to prevent her ears from being stained by this deceitful talk.In the final analysis, only those who have no ability can be honest people Ma Kuxuan smiled brightly.
He sat down on the chair in the lobby, stretched out his hand to signal Fu Nanhua to sit down, and then said seriously I and Chen Pingan, who lost his parents when he was very young next door, have never had a quarrel after being neighbors for so many years.Chen Ping an sat there in a daze, rarely taking a break from his busy schedule. I don t know how long it took, but there was a sound of rumblings on the road in the town.
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It s just that her father also has different opinions on this. In life, you should never force anything. Not forcing doesn t mean you don t ask for anything.She searched all over the mountains and plains for some easily found medicinal materials. If there were too many, she sold them to pharmacies.
Finally, Qi Jingchun returned Went to heaven. last of the last. Qi Jingchun returned to the ground and walked quietly beside the boy in straw sandals and the girl in the red cotton jacket, walking side by side with them.
Chen Ping an said with a bit of sarcasm, The enshrined real person is a highly respected senior on Tongyezhou Mountain.The child took out an inconspicuous cotton pouch from his sleeve and put the small awl with the seal engraved with Qili Long into it.
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He can really grit his teeth and stay up until midnight, then come to his door and throw rocks at the windows.Chen Ping an had never thought about this scenario before. Jiang Shangzhen had actually thought about it, but he didn t expect it to happen so soon.
Good things come in pairs. If you don t practice for two furnaces, your muscles and bones won t be able to stretch.The old temple master likes to keep staring at the small lotus cave above the blessed land to compete with my master.
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And intentionally or unintentionally, Chen Pingan did not take out the book from the Confucian Chronicles.The young man in white clothes put his hands on his hips and was about ten steps away from the door of the meditation room.
In addition to the Yuanshui Yuanying Sword Cultivator, and that It is very likely that Liuxiazhou female immortal Congqian will be seated with other experts to entertain guests.Master Cao said again, if others with good qualifications still work hard, don t be afraid of what to do, because there is a way.
Ye Xuanji couldn t understand why her grandma didn t look displeased at all. Pushan Huang Yiyun, because of her stunning beauty, she punched many times to make those monks on the mountain without eyes have a longer memory.She was wearing a purple dress, a purple flower in her hair, and a small purple sachet on her belt. embroidered with the words Rouge God s Mansion. The girl s makeup is particularly exquisite, with small golden dimples, a slightly yellowish color, and a radiant face.
It s a pity that I can t go to the Great Wall of Sword Qi and not see the grace of Yin Guan Sword Immortal.The old man glanced at the sword of his disciple Yao Lingzhi, and he was Exploring Kelly Clarksons 5y0ie Keto Acv Gummies On Amazon Benefits And Insights really excited about the competition.
The knife sharpener Liu Zong was originally a martial arts fanatic, and he had fought against Chen Ping an in that fight, which was not enjoyable, so it was a draw.
Kill them all. Once again, on a battlefield, a tall sword wielding figure with dazzling golden light and a vague figure sat cross legged next to a burly giant wearing golden armor.Bai Ye asked in his heart, Su Zi wants to return to his hometown with Liu Cao Su Zi nodded and said, All three of us have this intention.
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The literary world is thorough and one of the highest. In addition to following a small group of monks who were reincarnated by gods, Zhou Mi also took away a larger number of sword cultivators from Tuoyue Mountain.He really didn t mind the other party s help to the Jinhuang Mansion. Anyway, he would drink and celebrate when he won. The situation would not change, Zheng Su believed.
Who will be the chief worshipper Jelly Rolls Incredible Pound Weight Loss Journey A Country Stars Transformation In 14wr9u And Beyond Isn t it just a matter of one sentence Chen Ping an couldn t help laughing and scolded Fuck you, my Luolu Mountain is not one word.The dying Chen Ping an said sickly. Guardian, please give me a quick pull. Jiang Shangzhen quickly pulled Chen Ping an out of the ground.
When Chen Pingan was walking casually in the house, the Huangting Sutra and the Lingfei Sutra floated in front of him, turning the pages on his own, one to the left and the other to the right.The group of people should be at the Sword Qi Great Wall now. The mountains and rivers are so far away that they missed the viewing ceremony.
The old Taoist sarcastically said You said it came from the palace, maybe there are fools. How do you believe it You said this thing is that sea and can raise dragons.These children are very familiar with each other. After all, they depend on each other in the little cave inside the white jade hairpin.
Zhu Lian, the great steward, is a martial artist at the top of the mountain. On the right side of Sui Dynasty, there is a golden elixir bottleneck sword cultivator.He looks quite handsome. He talks and behaves calmly and calmly. He has the air of a master and a bookish air. Damn it, the more I look at him, the more irritating he is.
Yunyun lay on the ground for about a minute before getting up with difficulty.Empress Li was furious, and raised her hand to slap her, Prince, you are so courageous This slap stunned Chu Kuan, and also shocked Duke Rong.
Hearing this, Chu Han confirmed Jiang Cheng s identity.Today, this body of killing and killing is coming out vigorously again.
Fortunately, this blessing did not let Chu Niuniu enjoy the blessing.Feng said.Feng Wencai frowned when he heard the words, Auntie, after so many years, the Lin family might be gone.
She resisted angrily, pushed the old lady Liu away, and shouted angrily I told you not to beat me, you dead old woman Is everything my fault Is there anything wrong with your old Liu family If you hadn t been rubbing me, if your son hadn t beaten me every now and then, would I have been afraid to replace the child It s all because of you It s no fault of me for what happened to the mother and child Mrs.
Chu Han glared at Zhang s family, What you have doesn En Oprah Keto Gummies Amazon Fyf Hpo9om t belong to you, it belongs to Xiaoxin.Zhao Yunshu nodded, looking at this special room with only one wall and the rest being glass doors and windows, she trusted Chu Han more and more in her heart.
For two years, she never expected to see her husband here.Kill The sound of killing sounded, and a group of soldiers and horses rushed up from behind the Yan army.
Han Zhenxing said with a smile, holding up his wine glass.Fortunately, no irreparable mistakes were made, otherwise she would have become a sinner.
Once Mrs.Yu died, there was no evidence of death, and only Xiao Lian was by her side.He even hated me to the bone, and wanted to put me to death in front of everyone.
How could he have no money He just sold the properties under his own name and his wife s name and got 50 million cash.Chu Han knew that Yan Lu and his son must have found out the problem with the dishes, so he took Niuniu and Xiao He to a house in a carriage and followed his brother.
He is really a good child.Niuniu grinned, nodded, and took a bite of the steamed stuffed bun.Really Chu Han looked at Zhou Chen, Mr.Zhou wants to see me Zhou Chen Give it as a gift.
Since Su Yurou was sent out of the palace, she saw Chu Kuan much less frequently.Although he said it boldly, Chu Ming still didn t wait for Zhu Qi, and left the house first, even if Zhu Qi didn t look like a girl s house, she was still a girl, right He can t ruin her reputation just because of a moment of anger, he is not this kind of person.
There is no one in the backyard.It is actually quite easy for her to kill two birds with one stone.My mother regards him as her husband, and he killed my mother.
It will be difficult, so let s look for it first.If I really can t find it, I will talk to Wencai again.Lin Yiyi was playing with a string of delicate red coral bracelets, and looked at Hua er with a smile on the corner of her mouth.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv