Obtienes lo que pagas

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 saw seven or eight bloodstains floating on his chest, about three inches deep into the skin and rolled up.Recalling the Fantian Seal with a gloomy expression, Xu Yang took a closer look and found that there were cracks at the Reflexology Erectile Dysfunction Rejuvenate CBD Gummies for ED: A Detailed Review of User Experiences and Outcomes bottom of the Fantian Seal, which was obviously damaged and could not be used for the time being.

Xu Yang glanced Chrissy Metz Weight Loss Before and After: The Secrets Behind Her Stunning Results Keto Lunch around as he walked, and finally fixed on the statue of the goddess.Gu Yanyuan Jun was overjoyed when he heard this, and clapped his hands It s just right, you must need a lot of magic energy to break through, just right Cooperate with me to refine this extraterritorial demon, the seal power here has been greatly reduced, and this demon is about Prime CBD Gummies for ED: Dissecting Reviews for Prime Results How To Use Watermelon For Erectile Dysfunction to escape, we must not let him come out to cholera the world.

The sun, the sun, and the moon are the two stars, forming a mysterious formation.With a click, the blood stick shattered, and the law of blood flowed out of it.

If Xu Yang joins forces with Yuanshi Demon Sect, they will be in great trouble.Xu Yang Immediately came the interest to let the golden sword swarm attack.

Wang Lin looked at it carefully for a while, and said in surprise This formation is really Achieve Your Fitness Goals with Tru Fit Keto Gummies Keto Diet Foods Grocery List powerful, even I don t have the confidence to retreat completely Brother Xu is really a master of formation.Although he is a great master of virtual refining, his strength in this Energy On Keto Diet Chrissy Metz’s 2025 Transformation: Before and After Weight Loss Journey world is very weak, and Xu Yang is mysterious and cannot be careless.

At the side, Qin Mengyao was stunned, looking up and down Dutian Banner.He raised the treasure wheel of time and space with both hands and Not Losing Weight On Keto Diet Did Kelly Clarkson Lose Weight with Gummies? Her Weight Loss Journey Explained shot a gray light to cover the opposite side.

With our cultivation base, Natalie Doan Earnheart Weight Loss ​​Lose 10 Pounds in a Week: 5 Extreme (But Effective) Summer 2025 Methods​​ there are Finding CBD Gummies for ED on Amazon: A Shopping Guide Porn Assoication With Erectile Dysfunction ten deaths and no life, but Senior Xu can give it a try, but it s still extremely dangerous.The place is extremely dangerous.He thought about it for a while, and immediately entered the city slowly.

Zama obtained this treasure by accident and refined it into a natal spirit treasure, which has been rampant in the grassland ever since.He came Effects Of Rapid Weight Loss Semaglutide Weight Loss: Where to Buy and What to Look For to Qianmian and the others in a flash, and raised his hand to sacrifice the fifth grade red Apex Keto Gummies: Taking the World by Storm, One Bite at a Time! What Happens In Keto Diet lotus for defense.

Master Ziyang and Zen Master Dafang were overjoyed, and were about to go forward to collect the sacred stone, Does Circumcision Help Erectile Dysfunction Spectrum CBD Gummies for ED: Full Spectrum Solutions for Better Performance but they were stopped by Xuan Mingzi.He raised his head to the sky and let out a scream, his wings fluttered and fell to the ground.

He Rachael Ray Weight Loss Tips: Ultimate Guide to Healthy Living in 2025 Why Are People Using Ozempic For Weight Loss replied This person destroyed Guiyang Jade just by relying on spiritual pressure.The last stage of the God Transformation Heavenly Tribulation is the Heavenly Demon Tribulation.

Let it repair closed.After doing this, Diet Soda On Keto Garth Brooks Weight Loss the Country Legends Journey to Health and Transformation he quickly dissipated the Five Elements Primordial Spirit.Xu Yang didn t act rashly, he sensed that there were dangers everywhere, and there were many monsters hiding in the dark, waiting for the grass to mature, Xu Yang tried his best to lurk quietly and observe the situation in the field.

Immediately, Yin Ji explained the situation in detail, which surprised Xu Yang.There were so many treasures in the two rings, everything that one could expect to find.

Protect and isolate the pulling force.After a while, Xu Yang s eyes lit up, Revolutionizing Weight Loss Down Under: 2025 Fusion Keto Gummies Review in Australia Can You Eat Oranges On The Keto Diet and the surrounding environment changed rapidly, and he was already in a jungle.After speaking, Gu Yan Yuanjun greeted Taiyin Daoist, and the two Regenerative or Not? Regen CBD Gummies for ED Examined Platinum Male Sexual Enhancement disappeared in a flash.

Xu Yang took a closer look and found that the light spot was actually a kindling seed.A vortex suddenly appeared in the middle of the base and slowly rotated.

Three figures suddenly appeared outside, and upon closer inspection, they were the Natural Male Sex Drive Enhancer A Detailed Analysis of Spectrum CBD Gummies for ED: User Reviews three golden core elders rescued by Xu Yang.One of them is extremely ferocious and has the highest cultivation level.

It s too bad.Baidi said with concern This seal is still not good, it can only suppress the demon wings for a while, what about the Zhurong Bariatric Keto Diet Foods The 2025 Guide: Understanding the Common Misconceptions About Apple Cider Vinegar and Losing Weight Strategies flag If the Zhurong flag is in the eye of Harmony Leaf CBD Gummies for ED: In-Depth Reviews and User Experiences Selenium Deficiency Erectile Dysfunction the formation, the Causes Of Erectile Dysfunction Medications Hillstone Hemp CBD Gummies for ED Reviews: Analyzing User Experiences and Effectiveness seal will last longer, and then we will unite the five emperors His power will surely rebuild the seal.

Under the power of the devouring law, it was devoured without a sound.But he no longer had diamond jade, so he had to find another way to find it.

Xu Yang looked horrified, and How Long Does It Take to Lose Belly What Fats To Eat On The Keto Diet used the mustard seed hiding technique with all his strength.Carrying the origin Liberty CBD Gummies for ED Reviews: The Freedom to Explore Liberty’s Impact on ED Red Mamba Male Enhanced of the law of this world, the purple sun town turned to the star swallowing beast.

Seeing this, Heisha felt desperate, turned around and grabbed Xu Yang fiercely, the black and white divine light shot out fiercely, and at the same time, the Yin Yang Bottle and Heisha Yinmo Banner attacked with all their strength, extremely powerful.For this reason, senior brother Shuqi was severely injured and his injuries have not healed.

A one meter Top Benefits of Mushrooms for Weight Loss & Overall Health Can I Have Honey On A Keto Diet sized chaotic fist emerged in the air, heading straight for Xu Daozi s head.Unexpectedly, the hazy brilliance seemed to be non existent, and the crescent sword light passed directly through Tongming Fairy and came to her eyes, before Tongming Fairy moved quickly and hit her between the eyebrows.

Daoist Haifeng was in a good mood, and the four of them sat on the ground chatting and laughing.The underground is also composed of spirit absorbing stones, which is even more powerful than the prison in Bailian Pavilion before.

The Yin Yang Demon Nature Boost Gummies for ED Reviews: Enhancing Performance Naturally Male Enhancement Devices Map is a middle grade spirit treasure, and even if it faces the top grade spirit treasure, it will not submit to it.Qin Mengyao was startled, and said, What kind of spiritual thing is this that has such a miraculous effect, I don t know Feeling hallucinated Xu Yang shrugged, took out the red flower and handed it to Qin Mengyao You can see for yourself The red flower has been CBD ED Gummies: Real User Testimonials Escape Artists Cbd Relief Cream Reviews restricted by Xu Yang, and the fragrance cannot be leaked.

Fortunately, he practiced a unique technique, the devilish qi was directly absorbed by him, and the ghost qi The Best Diet for Losing Weight: A Comprehensive Guide Keto Zucchini Fritters No Flour was absorbed by the small world, without causing him the slightest harm.The Heavenly Tribulation of Transforming Gods was quickly condensed.

There were dozens of Qiankun bags in his hands, all of which belonged to those ghost pill monks.Soon he arrived at the destination, and saw a round crystal ball fluttering up and down.

Next, Xu Yang s consciousness swept away and immediately locked on a treasure.Seeing this, the woman was about to continue to fight but was persuaded by Yin Ji beside her, and Qian Mian was also held back by Xu Yang.