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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Expo Cesvi 2018, como cada año, convocará a todos los participantes en la industria de la reparación automotriz, en especial la reparación por colisión.
Considerar todo el ciclo de vida de un producto permite al Estudio de Diseño optimizar los diseños y tomar mejores decisiones de producción sostenible.
Al utilizar la IA de manera estratégica, las empresas pueden no solo mejorar su eficiencia operativa, sino también fortalecer su capacidad para adaptarse y prosperar en tiempos de incertidumbre.
Lin Beichen is always mentioned in and out of words, so he just named Lin Beichen directly and asked him to participate in this academic exchange.Hu Xianyong looked at the mobile phone in his hand, and then at the supermarket in Ozone Weight Loss: Amazing Ozone Weight Loss in Just 6 Weeks By 2025
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He has a calm temperament and clear eyes. Combined with the information they had seen about him before
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There is no other reason. Just because
Along the way, he always felt as if someone was following him This feeling was not very strong when I was in the imperial capital at first, and it could even be said that I didn t feel it at all.They looked at each other, and a heartfelt smile appeared on their faces.
Japanese Prisoner Fist is a technique for killing Japanese pirates.How could this make them, who had made no progress in cultivating immortals for a month, not be moved and excited Feel their intense gazes coming together.
This feeling is so uncomfortable. That s it. Lin Beichen waved his hand. The five agents were dumbfounded.The team leader immediately synchronized the information he had.
However, during his visit to the imperial capital
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wanted to conduct a transaction.And this is what I need now After a pause, he said in a slightly embarrassed tone Classmate Lin Beichen, I m afraid I m going to trouble you again.
Why did you call us to the Security Bureau Yeah, what s the situation Did someone leak something to the outside world regardless of the confidentiality agreement Is this an investigation into us Don t be afraid of being called in if you don t do something bad.At the same time, you will be as far away from the answer to the question as a galaxy.
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Am I on the list Lin Beichen looked surprised. The configuration for academic exchanges is very fixed every Tasty and Effective: How Keto Blast Gummies Can Aid Weight Loss in 2025
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but it s not as important as life After clarifying the transfer location, they all rushed to the designated transfer location.
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He finally did not disappoint his grandfather. Fang Zhong and Liu Dashan were still staring at the seedlings she had treated.It costs millions to build a foundation. In the future, won t the cost of building a core be astronomical She had been in the Yinshan mine for five years, but she had not dug out millions of low grade spiritual stones.
Xiao Bai
Why did you come back Xiao Bai
Guo Zhen, a seven foot tall man, couldn t help but feel a sore nose standing nearby.How dare you plot against me Boom The majestic thunder exploded, and the silver white brilliance annihilated Lin Suiwan s furious face in front of Zhao Fuyi s eyes.
The meridians are strong and the orifices are open.When I arrived at the door, I saw Qi Yue was about to speak but stopped.
The huge white tiger jumped out from nowhere and landed heavily on the two of them.Hey, do you think her cultivation has dropped too much after being in the mine for five years Xie Jingshan asked cautiously.
Jiang Yue covered her face with a white cloth, leaving only her black and white eyes exposed, walking alone on the Gobi Desert against the flying sand and rocks.Little Green The red lantern rushed out from the center of Jiang Yuebai s eyebrows, rolled up in the air, and absorbed a gray light.
Thank you. Before Li Jiuchuan came, he handed over a greeting card to explain his identity and purpose of coming.The skull beads hit the black and red flames, and Exploring the Benefits of Wyld CBD Gummies: A Comprehensive Guide
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The place is too big, murderous intentions are hidden, and they are besieged by a large group of birds.There is no doubt that they are naughty children
Tao Fengnian protected Jiang Yuebai, As a spiritual cultivator, I have the responsibility of managing Huaxi Valley, but in the face of such a natural disaster, according to the sect s rules, I should give priority to ensuring that precious elixirs are protected from disasters.
In the spiritual field, the spiritual cultivators and their apprentices worked hard to harvest and bundle the heavy crops of spiritual grain and pile them in the fields.You still think that you are the daughter of the head of the family, but she is just the same as her mother The man was mean and mean.
Now that I m in the limelight, I still have the honor of asking someone to come and teach you.Jiang Yuebai raised a smile and bowed, Uncle Hong, I m back.
The inner beacon array gathered fire energy crazily, and the air in the tree hole turned deeper and deeper red, surging like flames.He looked up to look for Tao Fengnian and wanted to ask for help.
The light of the talisman made the two of them look greedy.Before the two sword cultivators could make any move, they were wrapped around their bodies by the endless earthquake force.
Go to the fog Zhuo Qingfeng struggled to get up. There s an ambush, don t go Xie Jingshan jumped out from behind the stone pillar.When I returned from hunting monsters yesterday, the several injuries on my arms and shoulders had healed on their own until only a few red marks remained.
Even if it weakened later, it wouldn t be that weak, right What on earth are the ancestors of the Eight Immortal Cultivation Sects of Cangshan Star, Fairy Luoyue and others fighting over before the war started However, after hearing Lu Yu s two questions, the weapon spirit coldly refused on the spot Fellow Taoist, these two questions are very important.
With your strength, you will definitely not fall like this At most, you will only suffer some injuries Listen When Lu Yu heard the words of the Scarlet Flame Pavilion Artifact Spirit, he laughed a little angrily and said, Just some injuries The Scarlet Flame Pavilion Artifact Spirit lowered his head and did not dare to say anything.
For them, the matter of the Emperor s Constellation Star is of vital importance, and now that the Tatian Road Immortal Sect channel space has become unstable, it will take at least three to five years.And the other side. Ding Heng and others ran away desperately for a long time.
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What was shocking was that the Jingyun Ax was the magic weapon of Zhao Xuan of the Scarlet Flame Tiger Zhao family.Isn t it easy to catch you The previous attack was just because I didn t want to kill you But now, I won t let you go.
Huan Zixuan had not forgotten that Gou Rui wanted to take the opportunity to kill her in the illusion.As long as Lu Ziji participates in the meeting of the Makers Cbd Gummies: Reviews, Effects, and Quality Standards
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What happened The ten supreme elders of the Thousand Blade Sect and the ten great warriors were all destroyed Report At this moment, a Nascent Soul disciple who returned from the battlefield of Luofeng City in Zhangzhou said with a panic on his face Report to the sect master, Lu Nutraville Helix-4 Weight Loss Supplement Reviews: Can You Trust Customer Results?
Ziji is not dead and has destroyed all the armies of our Thousand Blade Sect.
For thousands of years, the Chinese people on Red Cloud Star have been persecuted and suppressed many times Now, at this moment, they are elated, excited and happy to the extreme There is a grateful figure in their hearts, that is, Lu Yu
and the other side. The capital of Zhangzhou. Through the technique of Wanli Water Mirror, he saw this scene outside Luofeng City.
With great negative suppression, the ancient demon clan they killed did not dare to emerge from the misty forest.Hundreds of years ago, he was an existence at the peak of the God Transformation Stage and a top figure in the Western Wilderness Territory Naughty boy, are you in trouble again this time He Zhenlong looked at his little daughter dotingly.
The sacred tree Xiao Chi heard that the fifth grade sacred tree is not a forbidden area.That was his old lair. This kid knew that they were from Jingshui City, yet he dared to go to Jingshui City.
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of stars, and even the Immortal Emperor in the Immortal Realm In the eyes of others, the magic medicine of Heaven and Earth Xuanhuang Fruit is coveted by all the powerful people in the realm of Lianxu Hedao But for Lu Yu, it only has the effect of improving his cultivation His divine golden elixir has reached the ultimate level of perfection and cannot be improved Then, Xu Lingling recovered from her low mood and looked full of energy.
His Majesty issued an order and banned him for half a year.But in the next moment
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A mere skeleton dares to talk to me like this. You are very brave.Even if Wang Jinglong is not mentioned, the constant consumption of supplies is still a problem.
And this shop sells elixirs, and there are many types and quantities.The art of poetry is not as simple as you think. Su Ye Tan Tan ignored Yan Qingya and looked towards Chen Xian said When can we start I m going back to sleep.
the boat is included. Unfortunately, Su Ye failed to steal the chicken.Chen Yuling said dissatisfied Hey, Diplodocus, let s talk about business.
Those ghost soldiers had just left Passing south of Luoshui, the people heard the noise of the streets.Most of his belongings were gone, and Su Ye had such a big thigh.
In history, Chinese pirates flew red scarf flags, which meant blood stained flags and also warned the other party not to resist.Said Tell me, do you want to go back to Yunyicheng to relax again I heard that a new group of girls have come to Yichun Court, and they are all quite good looking.
Know how is not reliable at all in the eyes of everyone, but it doesn t matter whether he is reliable or not.The matter was very simple. The general suppressed the rogue bandits.
Su Ye walked all the way, and it would be sheer nonsense to say that there was nothing exciting about him.When you want to use Taiyin Qi, When there is Qi, just take it out from the body.
Su Ye counted the days. The date agreed with the Drowned Ghost in the Prison of the Dead World was about a week away.In the words of the wild world, this is called enlightenment The so called enlightenment is actually very mysterious.
As for Yan Qingya, Wu Ziwei, and Li Chengwen, they already felt numb after hearing the first four sentences.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv