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.
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He not only rectified the name of Panlong Palace, but also rectified the name of their secular martial arts As for the Martial Alliance, in addition to being in disbelief, they looked at each other in disbelief.Although I couldn t understand what he said, it was full of provocation.
When he came up, he didn t ask about the other party s price, but who he was.Could it be that
it s An Jin Seeing that the disciple couldn t stand up, someone had no choice but to come up with a guess.
She immediately turned the sword over and attacked again.The twenty contestants for the first round are already in place, with the majority being disciples of the Martial Alliance and the fewest being secular warriors.
Sure enough, his previous so called achievements and records were all forged by others for him.As soon as Han Qiusheng brought the tea, Qin Feng and Xuanyuan Feng arrived at the door.
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Qin Feng was actually there Qin Manman was the first to reject the idea of a house, calligraphy and painting.It may not be easy to find, but a thousand I still have no problem with the workers.
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one mentioned Qin Feng s defeat of Wu Mian, his challenge in the underground boxing ring, and his acquisition of the territory of Shencheng Wu League by himself.There will be no problem. What s wrong, Brother Qin Qin Feng raised his eyes and glanced at the person sent by Dai Ruolan s family.
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many years and has extremely rich combat experience, he is even more calm than Xuanyuan Feng in every move.Although when Rei Haihara provoked her on stage, almost no one in the room spoke up.
And today, Qin Feng also specially brought Xuanyuan Feng with him to sharpen his skills in Black Forest.But if everyone else thought like Xu Shaoqin, it would save a lot of trouble.
They only said that Chen Chuqing would develop in Longdu in the future and meet again for a meal if there was a chance.Director Ye, Mr. Xiao Qin is here. The female secretary opened the door and reported inside.
As long as there is intelligent life, it can be seen through the eyes.He doesn t have to worry about formations. Whenever he encounters a formation, he will use his spiritual power to decipher it in advance.
You stay on the flying boat Uncle Cui confessed, and the sword light carried Li Shiming to the deck of the flying boat.He found five monks appearing outside the cave. The one standing in the air was an early Yuanying monk, and the other monks were all in the late Jindan stage.
Wang Yuan used Thunder Body once, and his complexion became worse.The fourth grade elixir is the best trading item. It can be said to be more versatile than spiritual stones.
His eyes widened with an expression of disbelief. Ancestor Zuo next to him couldn t help but feel anxious when he saw Ancestor Fan s expression.I think the best way is for us all to maintain the state of the Nascent Soul, and at the same time Weight Loss Kelly Osbourne: Secrets to Her Remarkable Transformation
give the one at the front all the defense means.
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equivalent to the magic weapons of the fourth grade mysterious puppet.Uncle Song would not know that he had a separate soul to monitor the surroundings and be able to know whether there was any danger approaching in the distance while setting up the formation.
In this first experiment, Li Shiming thought that the data of the planet he was in in this world was not the same as the data of the planet in the previous life, so he recalculated based on the existing data.He does not practice Yin Yang and He Jing. This spiritual cultivation technique is called Reincarnation Technique of Humanity.
You joined the Jian clan Yun Xiao and the other Nascent Soul sword cultivators exclaimed in unison.Okay, I agree Li Shiming suppressed the joy in his heart and nodded.
Tang Xuening chose the third grade flying boat out of consideration.Moreover, the prices of some other materials have also increased significantly.
Lu Ziji had a bloody feud with the Shenghua Sect. He killed dozens of Nascent Soul cultivators, causing the Shenghua Sect to suffer heavy losses.Although he didn t know what magical power or secret method it was, he sensed his own aura in it and knew that he could never escape from Lu Ziji s hand.
The people of the Zodiac Star should be treated as human beings.Something is wrong Yan Xunnan also felt that Lu Yu s guess was very reasonable.
He even crushed Lord Ye Tianzhen of Tianwai Sect, let alone Feng Xin That s more of a joke than potential.Huan Yu, Rong Xiao, Lian An, Lian Peng, Green Lobster CBD Gummies Customer Service - Support and Benefits
Gou Rui, Huan Zixuan and other people who came in couldn t help but show strong joy and excitement when they saw the passage at the entrance to the seventh floor of Scarlet Flame Pavilion.
But no matter how angry he was, looking at the smiling He Wenxin next to him, it was like a bucket of ice water being poured down on him.Perhaps it was for this reason that he set up many formation restrictions Fortunately, this is the second largest formation master The Benefits and Effectiveness of Green Gummies CBD: A Comprehensive Review (JmjnJ)
in Red Flame Pavilion.
He had gone through a lot of hardships to get from the Emperor s Constellation Star to the Cangshan Star, and now he left the Cangshan Star and followed him to the outside of the star field.However, Lu Yu didn t pay attention to those skills Discover the Benefits of Green Spectrum CBD Gummies for Anxiety and Pain Relief
and so on.
Indeed, although he had the cultivation level of the Jinjin Dan Stage, it was all due to the accumulation of pills.However, Hong Meng, the leader of the Blood Hand Sect, did not pay attention to Lu Yu at all.
Even Lu Yu admired it and took a few more glances. He Yaner s pretty face turned red.He had obviously suffered some injuries Seeing this scene, Qian Rendong, the leader of the Thousand Blade Sect, sneered and said CBD Gummies Dr Oz Show: Health Benefits, Reviews, and Science
arrogantly Lu Ziji, can you still be arrogant now It turns out that you are nothing more than this.
I even want to be a Taoist monk. Some people can no longer hold back and want to come over and cause trouble.If it hadn t been for an accomplished immortal cultivator in the Nascent Soul stage like Elder Yang Rong of Shuijing Sect to take action personally, I m afraid the banker wouldn t have ended up like this.
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because Die for the greed of Shuijing Sect At this point, even though Yang Rong was dead, Zhuang Ling er was still filled with grief and anger, and her eyes were slightly red.However, as long as they kill Lu Ziji here and obtain the sacred artifact Red Flame Pavilion and the most precious Glazed Flame Magic Orb, then they may have a chance to keep it.
They regretted that they should not have listened to the warnings of Lu Yu and Yan Xunnan and dispersed early.Boy from the Protecting Yu Sect, are you too arrogant Miao Ruohai, a descendant of the Immortal Gu God lineage, looked at Lu Yu with a stern look on his face.
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and beasts everywhere, as well as human immortal cultivators.But now, it is best to go out through the exit of the misty forest, otherwise it may be dangerous.
As for the top grade spiritual weapon Thunder Light Sword in Zhang Guicheng s hand, only the hilt was left The palace master Mitigating the Risks of CBD Gummy Allergic Reaction: A Comprehensive Guide (aJKGc)
s robe, which is comparable to a high grade spiritual weapon, is also in tatters and charred black Palace Master
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Seeing this scene, Wang Qi, Sima Zong and others were shocked and hurried over to check.
It seems that after Lord Lord Liu Yan became a god, he made arrangements, not just It s the cave of his Nascent Soul stage It s ridiculous that Lord Fire Cloud was so smart that he was fooled by his cleverness And when Lord 4 Premium Shark Tank Go Keto Gummies in Vancouver, Canada
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mighty Lord Fire Cloud was actually taken away by a little golden elixir That little golden elixir is really not afraid of death Bang At this time, with a roar, the space channel that had just been opened finally collapsed completely, and people outside could not detect the scene inside at all.
An extremely terrifying force, as if the sky was falling, was pressing down on all life within hundreds of miles.Po Yuan Zong is a subordinate cultivating sect of the seven major cultivating sects.
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Lu Yu s spiritual consciousness can sweep across hundreds of miles It is conceivable that the foggy forest blocks the influence of spiritual consciousness As for Yan Xunnan and Luo Wenxing, the gods of the two heavenly geniuses can only cover a range of several hundred meters.
Only by showing strength can the people of Cangshan Star really be worried.Damn Lu Ziji, what s wrong with this princess Whether it s her appearance, figure, status or cultivation, she is a first class existence among the younger generation of Cangshan Star.
However, even though they have used all their strength, almost everyone has a high grade spiritual weapon with thirty layers of Dao patterns.How could it be possible Gong Haobo also looked at Lu Yu, who had been ignored by him, with some surprise, and said with some surprise Boy, I underestimated you.
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were all very miserable, scarred and bloody, especially the strong ones in the Foundation Establishment Stage, whose complexions were extremely pale, like dead people, without much blood.
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leader is none other than Elder Ding Heng of Thousand Blades Sect However, at this time, one of Elder Ding Heng s walls had been cut off by Lu Yu before.
A mere casual cultivator in the early stage of the Golden Core stage dared to attack him.He may become a Void Refining Dao Lord, or even a great power of Hedao, and the Mahayana Supreme.
He smiled softly and said, There are some spiritual weapons here.That was Elder Kangsheng of the Fenglei Sect who had achieved success in the Nascent Soul Stage How dare Lu Ziji be so arrogant in Spectrum CBD Gummies Reviews: Success Stories of 5 American Athletes in Managing Injuries
front of a powerful person in the Nascent Soul Stage Boy, you are looking for death Elder Kang Sheng was even more furious.
Every mouth has a virtuous son in law, every mouth has a prince in law, just like Lu Xiao.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv