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.
Existen muchas ventajas al incorporar inteligencia artificial, ya que atienden tres pilares fundamentales: Predicciones y previsiones, detección de anomalías y pronóstico de rendimiento de la organización.
La tecnología actual puede ayudar a desarrollar y sostener modelos de negocios nuevos y se ha vuelto cada vez más sofisticada. La puerta se abre y es el momento de ingresar.
Talleres humanistas para vincular a los jóvenes con las 10 licenciaturas que ofrece el Claustro de Sor Juana, únicas en su tipo. La cita es en Izazaga núm. 92, Centro Histórico de la Ciudad de México. Entrada libre.
Thinking of this, Xu Yang glanced at the space ring, feeling a pang of pain in his heart, this time the Nine Heavens Stellar Wind Crystal is probably going to fly, and Huashen Daoist s status is so noble that it is impossible to make a move in vain.After a while, the two came to the shop and residence.
Cut the marrow, improve the qualifications of the muscles and bones.Yan Yan, holding his heart slightly relaxed, nodded and said Junior brother is very thoughtful, but we still have to leave this world as Causes Of Diarrhea And Weight Loss Ernährungsdocs: Abnehmen mit medizinischem Rat soon as possible to avoid changes in the sect.
An elder of Wanbaoge Yuanying said in shock This is The Keto Diet’s Breakthrough on Shark Tank Liquid Weight Loss Diet the Heavenly Tribulation of Transforming God Senior Xu is already a cultivator of Transforming God, why is he going through another catastrophe Ancestor Agate said with a complex Dr Westin Childs Weight Loss Reviews Andy Reid Weight Loss: How He Shed 150 Pounds in Just 2 Years expression Depending on the situation, Fellow Daoist Xu Yang may be Dharma body fellow practitioners, Xu Daoyou s physical body was extremely strong before, but his true essence was not revealed much, compared to that time when the Yuanying had not yet transformed into a god Hearing the words of the ancestor of the agate, other people s faces changed.
Fortunately, Xu Yang was prepared to calm down the commotion quickly and did not cause any greater changes.Hearing this, the Fire Emperor was embarrassed, and he had previously yelled at Xu Yang Shouting to kill, he didn t want Aspirin Keto Diet Keto and ACV Luxe: Luxurious Combination for Weight Management to be rescued by the other party this time, which made him feel embarrassed and blushed for a while, but although the Fire Emperor had a grumpy temper, he had clear grievances and grudges, and immediately bowed solemnly to thank Xu Yang.
He has a twelfth rank black lotus body shield to make him invincible.Seeing Xu Yang s agreement, Hydroxycut And Weight Loss White Christmas, Lighter Canadians: The Weight Loss Journey Unleashed by Shark Tank Keto ACV Gummies, 2025 the five emperors were all overjoyed, Qing Emperor hurriedly said I ll wait for too much consumption of true energy, so I won t be able to hold on for long, please ask Fellow Daoist Xu to replace Baidi and Huodi with Rushou Duanzhang and Zhu Rongqi, and let them Hurry up and recover your true essence.
Star Devouring Beast said curiously.Xu Yang gritted his teeth and agreed, waved out a wave of space, the Devouring Beast disappeared in a flash, and then Xu Yang also disappeared in the Tianyuan Realm in a flash, he didn t worry about Devouring Star Beast.When the light dissipated, Xu Yang saw that the person was Qingfeng Patriarch.
Before, he was helpless and was afraid of the mutated swarm s backlash, but now he has no such worries.Xu Yang was taken aback by such a change.He didn t expect that there is another world in Tianni Dongfu.
Behind the gap, there was a familiar feeling.Xu Yang was very happy when he felt it.With these three light spots as a guide, the three old guys are going to be moldy.
I had no choice but to let Xu Yang arrange it.Wang Lin was next, and Dongfang Chen was ranked fifth.Xu is not a monk in Qianzhou.Don t prevaricate me with this.
Hearing the words, Sunset Demon Venerable on the opposite side said with a gloomy expression Boy, the Shimo Orb is the treasure of the Yuanshi Great Commander of the Demon Realm, not something you can have.He was excited and decided to hide Baolun completely.
The four of Xu Yang didn t know anything about it.Under the leadership of Xu Yang, they moved forward quickly, and stopped under a stone wall a day later.The Treasure Pavilion is a stone cave with an area of hundreds of square meters.
After speaking, she looked at the four people on the stage with their backs to her.The unfinished words made Su Ziyang tremble, because the spiritual power of the broken arm was gradually lost , that place began to ooze blood continuously, soaking his entire body.
She still believes in the previous deduction that they are still human but not all ordinary people, because how can ordinary people directly refine babies to become half human, half demon things with no bones left, and in such a Fast ED Gummies on Shark Tank: Behind the Scenes and Effectiveness Review Extenze Male Enhancement Results time.Chen Gui finally complied under the offensive of his daughter s soft words and tears.
Miss Su, do you want to catch the eavesdropper at the door Gu Jia smiled without lowering his voice, and deliberately walked a few steps towards the door.He is at.Here, a few people entered the Yuelai Inn that Gu Jia mentioned.
On the other hand, Tan Su, although born in a family The big family, not to mention the inner relatives Weight Loss Inspo Quotes 4 Ways Khloe Kardashian Lost 20 Pounds with Apple Cider Vinegar Before Christmas Eve of the sect, even the inner sect branches of the side lineages have countless relatives.She stretched out her hand to feel the spiritual power in her hand, and the abundant spiritual power filled herself, and she did not lose her vitality just because she entered this hole.
This is why Su Ziyang and the two of them have not discovered it.Gu Shuhuai said, reaching out to control the scimitar that was still going deep into his shoulder blade, and Gu Shuhuai also took the other scimitar into his hand.
With his hands raised, all the hidden green plants were gone.Qin Su also noticed the change outside at this time, and he straightened his eyebrows and hit the young man with a palm.
After a Keto Diet Do Not Eat Apple Keto Gummies: 5 Key Benefits & How They Help Lose 10+ Pounds few days like this, the gossip about the two of them from all over the Shimen fell silent for some reason.There was someone in front, Tan Su, who certainly couldn t go straight down to dodge, not to mention he couldn t just dodge himself, as once he dodged, the people below would die.
What Yuanwai Chen said Are you serious My Ah Hu.More and more people shouted, and all kinds of sad and angry voices echoed one after another.Qin Su knew it without looking at the face of the master.
With this next strike, Tan Su directly severed Su Ziyang s arm again, causing his wailing to resound through the mountain again.Looking at Tan Su who was approaching step by step, Yu Liao frowned slightly and dodged to avoid his waving sword blade indiscriminately.
Fortunately, I didn t listen to this woman, otherwise I might really be paralyzed.
Girls with long hair and short knowledge are really unreliable.She looks very delicate and has a strong aura. Hearing the voice behind her, she just turned her head and nodded to An Chunhui, then continued to look back at the old man on the bed.
Du Heng stopped talking nonsense and started inserting acupuncture directly.In addition, long term high fever will also increase the heartbeat.
With a low smile, he explained to the patient s wife, His disease is caused by a deficiency of heart qi.When I came out to look, I found a mudslide, so I said hello.
An Chunhui gave Du Heng a signal with his hands behind his back and walked to the front.If you do this, you will not only offend the three of them, but you will also offend the township government.
These people cannot be blessed by witches and gods.Meng Jingzhe heard it for the first time.When I saw the three words Yin Yang Dao , I couldn t help but want to ask more.
Immediately afterwards, they surged up collectively and condensed into a blurred Buddha statue.The words were full of sincerity, and It s like a loyal friend who speaks harshly.
Okay Meng Jingzhe originally thought that she would make a fuss for a while, but when she heard that she had returned to normal at this time, she said very naturally In my eyes, you are the best sword.Although Zion Williamson’s 2025 Weight Loss: How He Shed Pounds and Transformed His Game How To Order Keto At Starbucks Meng Jingzhe didn t know where the Cangtian Valley was, but after hearing these three words, she knew it was not a good place.
Meng Jingzhe immediately eliminated the unreliable guesses in his mind.Isn t it because you are too annoying Long Yin said.
Not enough.Meng Jingzhe said to herself.He has already learned many things just by looking at them.Yeah.A female voice replied softly.Do you need me to do something for you Meng Jingzhe asked.
Twelve Asura formations, it will take some time to complete and develop these twelve Asuras.Long Yinjian snorted softly, and said, You re wise.
Even the communication with Sixi was very difficult.Soon, the big hand was completely wiped out by the vines.
Li Miaozhen cured the little girl s illness, and sent money here every now and then, so that the brother and sister whose parents died in the war survived.Master, trust me once.Meng Jingzhe said again You will only row more and more strenuously when you row like this.
The young man sneered, and said, Then I really should kill you.When he first entered the first grade, Xu Qi an also attracted the visions of heaven and earth, which caused thunder calamity.
For this ending, the imperial court hopes to come later, so Best Free Walking App For Weight Loss K3 Mineral Gummies: Essential Nutrients in a Chewable Form that more people can be relocated and more innocent lives can be saved.Then.it s almost time, isn t it Jason Gou glanced at the watch on his wrist, and then asked, Should we report to Professor Zhang Professor Zhang Zhifu walked towards the ward area with his legs crossed with.
One was entirely beastly, shaped like a lion, with six heads and a mane of tiny snakes.Meng Jingzhe didn t know whether the Yang family that he recorded in the handbook at this time was not completely cut off, but still had children alive.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv