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.
El gerente de Proyecto tiene que encontrar el balance ideal entre las acciones que sus clientes realizarán para mejorar el medio ambiente y los beneficios tangibles que obtendrá por las inversiones que realice al respecto.
Li Mubai s carriage left without a trace.Zhang Shen snorted coldly You also go down.ps typo in this chapter, see you I asked for a monthly ticket, and I entered the top ten monthly tickets again, happy.
The aunt glanced at the eldest daughter whose fingers twisted the corner of her skirt, her eyes were reddish, and her delicate eyebrows were tightly knit together.There are still 600,000 in the bank card.The down payment for the house, the most tragic thing in the world is that the person is still there, and the money is gone, no, no, the person is gone, but the money is still there.
Reading is still useful.The illiterate end sprinkles flowers.What should I do The three of us are gone for tea and thirty taels of silver.
3.Five No. 3, why don t you talk, tell us quickly.Seeing this, Xu Qi an decided No longer silent, using fingers as pens to write Oh, I do know some unknown inside stories.I think you should be able to realize where the crux of the problem is.
Can t afford it Xu Qi an walked away contentedly with two golden steps in his arms.It is tolerable or unbearable.Today Li Yuchun can t bear it anymore, so please resign and leave, and you can also kill me.
Brother Chun, Xu Qi an, who is tired of living like you, has some sympathy for the obsessive compulsive disorder of his immediate boss.He didn t hurt me, and he didn t take back the book from the ground.
When he saw the cracked stele of Cheng s Yasheng, his pupils contracted unconsciously.Although his appearance has not changed, he gives off an indescribable temperament.
Hearing this, he knew it in his heart.After pondering again, he understood the intentions of the two great scholars.yes The palace lady took the order.Leaving the palace city and leaving the imperial city, Xu New Year bid farewell to the two gongs.
When I got home from get off work at night, I asked my second uncle quietly.There is just one problem that I can t figure out.Why do monsters focus on saltpeter mines Besides medicine, this thing can also be used to make gunpowder.
The imperial sword guards cooperated with the watchmen, with Ping Yuanbo s mansion as the center, and sealed it tightly for several miles.ps I m a little tired, and I don t want to correct the typo word by word.
Huaiqing is the title of the eldest princess, but she prefers outsiders to call her the eldest princess.The military crossbow is engraved with complex and mysterious array patterns, reminiscent of the aura surging when the arrow is shot, it is not difficult to guess that this is a magic weapon.
Xu Qi an walked up to the wooden sign and glanced at the crossword puzzles on it Yunpoyue came to Huayingying With his rich knowledge reserves and logical reasoning ability, he quickly solved the anagram.Common people live in the outer city, dignitaries live in the inner city, and princes and ministers live in the imperial city.
Didn t dad say that he would never enter the land of fireworks if he loved his mother deeply The inner drama of the three is far more colorful than the stiff expressions.A few denarii are also silver.With great determination, Xu Qi an turned his horse s head and left the inner city.
Xu Qi an thought sadly, as if he had found the feeling he had when he was a social animal in his previous life.My aunt believed it.Although Xu Dalang is annoying, he has a stubborn personality and never lies.
It doesn t matter what the breasts of the supervisor s disciple are.In the mountain wind, Luo Chang s skirt fluttered, as if she was an elf in the mountains, a fairy descended to play.
old lady His natal Gu almost lost control.Dad said, after thousands of years, Gu God finally recovered, but this is not a good thing.Xu Qi an, a friend who was born out of nothing, didn t point it out, and said with a smile Tell your friend, play less Russian roulette.
Mu Bai.Xu Xinnian told his father The matter was recounted.He looked ahead and bent down to pick it up without pausing.
The second uncle s hearty laughter stuck in his throat.Xu Qi an stopped to look at him.Xu Nian glanced at him, turned his face away, and pretended to look at the surrounding scenery I thought about it yesterday.
The beaters have always flaunted their power, if they don t retaliate at this time, when will they wait.Hengqing lowered his head, not looking at Xu Qi an, and said Everything said by the poor monk is true.
The accuser is Xu Lingyue.This is the method Zhu County Magistrate has prepared long ago.There are nine core members of the Tiandihui, and they are also the holders of the fragments of the Book from the Earth.
Xu Qi an is in the realm of refinement, and he is not qualified for the level of combat power.Historically, there was no conflict between Dafeng and the Wanyao Kingdom in southern Xinjiang.
Jingzhaofu s thinking went wrong at the very beginning.Li Mubai seemed taken aback, quite surprised.Layman Ziyang reacted the most.
Okay, go back yourself.Emperor Yuan Jing scolded.The guards withdrew the big net, and Linglong really went back leisurely by himself.Xu Qi an spoke for a moment, and said A few days ago, I was ordered to search the house of a prisoner.
This is the sect s protective umbrella, the patron saint.Only after the foundation is established, after the alchemy is formed, and after the baby is formed, can this kind of great realm leap be performed.
How about I fly high into the sky Surely there must be a length limit for them Shao Nan asked tentatively.Lan Yin smiled and walked into Shaonan s cave.What I haven t come into contact with any low level disciples.
Even Lan Yin has a high status in the Sacred Fire Glazed Tile School.As the name suggests, a large scale long distance teleportation array is a teleportation array that can transmit many people to a long distance at the same time.
Shao Nan had a higher opinion of Xiaocao er.At that time, the fire chrysanthemum was not very lethal, and Xiaocao er was easily swallowed.It even made Yan Jianbai feel unstable.Why Yan Jianbai had blood in his mouth, and his expression was unwilling.
At that time, it will be difficult to say what the structure of the fairy world will be.After reaching the second level of illusion, Shao Nan finally dared to walk out of Alan s room.
In recent years, I have spared the vicinity of Desang City, and I have not found a way to improve, and the situation is getting worse.Shao Nan stood on the flying sword and confronted Yuanying Zhenjun of Huadie Waterbird Zong in front of him.
Wen Hou was not dissatisfied with Shao Nan s question, but patiently explained.The forbidden area of the magic spring is said to have existed in ancient times, and it was a magic spring that gave birth to the magic cultivator.
It is estimated that it will be very difficult to enter other areas.Not only that, Shao Yingwu, Shao Yiqing.are basically around eighty years old.
It is beyond my control.Xinghuo Shinichi said seriously.As soon as Qingyan Zhenzun s voice fell, the scene fell silent.
Shao Nan stood outside Deyuan Town, his spiritual consciousness surpassing Jindan Dzogchen covered the entire Deyuan Town, and finally locked on the Shao family compound.These two viewpoints were like two sharp knives piercing Fan Tianyou s heart fiercely.
After listening to Master Qingyan s introduction about the fire of passion, Shao Nan showed a strange expression.It s so terrifying It seems that there must be something wrong with the Forbidden Land of Magic Spring.
Haha Junior Brother Shaonan, it s just the opposite.Xinghuo Zhenyi stopped outside the restricted area of the volcano without accident, and Lan Yin finally came back to his senses.
One after another rare material was carefully smelted and purified by Shao Nan.It is said that Zihuang is the most proud disciple of Sword Master Jiuli.
Just like this, people sneaked into it secretly, and even refined a magic weapon that can cause heavenly signs It s okay if the other party has no malice, but if the other party has any malicious intentions and forcibly leads to the catastrophe, then the Sacred Fire Glazed Tile School will be destroyed overnight.
If you can find the way of heaven that suits you, you will be able to form alchemy in the future.Only when the three fragments are fused, can we know.
It turned out that Zhenjun Ganyan was not sure how long Shao Nan could last, and it was a critical moment for the sect.
It s broken Hearing Shao Nan s muttering, Xiao Cao er exclaimed.With such a beautiful view, half an hour flies by in a blink of an eye.
I didn t expect that Shao Nan had already advanced to the late stage of Jindan, and even slashed a fake Yuanying Zhenjun with a sword.Another person mentioned Fan Tianyou, but Fan Tianyou became the background again.
Someone is coming Lan Yin didn t say anything.Instead, he carefully sensed it with his spiritual sense, and sure enough, he found three people approaching quickly from behind.Lan Yin was a little depressed.The opponent is too strong.
Fortunately, this formation is too old, and it is controlled by Xinghuo Shinichi who doesn t know this formation very well.Zihuang has already reached the realm of returning to the void, even in the process of returning to the void, his strength can be regarded as a top person.
Shao Nan s eyelids twitched.Hearing this meaning, it seemed that the thing that made him salivate in Shenmeng Restaurant was on the Foundation Establishment cultivator behind him.As soon as Shao Nan gritted his teeth, he didn t care, he was here, let s go in and have a look.
Shao Nan only had contact with the two sects once during the Immortal Ascension Conference, and later when the treasure near Deyuan Town was born, there was only one contact.Yun Tianlin is a spiritual cultivator of grass and trees, and fire is born to restrain Yun Tianlin, not to mention controlling fire, seeing fire makes him uncomfortable.
It was not yet full light.Chai Jingming jumped up suddenly.Of course, the most important point is that Shao Nan s strength is not high.
I ve never had such an exhilarating feeling.Although there were many battles when the South China Sea was advancing rapidly, the pressure was still much worse than that of Jiuli Mountain.That is his master, Nine Li Sword Master.The relationship between Lianzi Shinichi and Jiuli Sword Master really made Shao Nan very curious, but when Shao Nan heard the conversation between the behemoth and Jiuli Sword Master, he didn t think about Lianzi Shinichi at all.
Xiaocao er seemed to like the feeling of tossing Shao Nan very much.Before the Qicai Lanlong Sword devoured the essence of thunder and lightning, Jieyun in the sky seemed to be angry.
Although Shao Nan always felt that Xiaocao er was unreliable.And these few days Brother Shao and I are going to hit the late stage of foundation establishment.
Seeing this scene, Xinghuo Shinichi and the others were stunned.Well, I didn t expect the zongzi from the Sacred Fire Glazed Tile School to be so delicious.
Lan Yin has something to go out, so he should come back in the afternoon.I m going This is the base of the Bibo Huanyue Clan.
It seems that we Trapped in a dead end, there is no good way.Originally, I didn t want to propose this refining plan.
Otherwise, the true colors will be revealed.Don t mention the real thing, even the change of Shao Nan s state will scare others.After resting for the night, Shao Nan went directly to the Library Pavilion in Desang City.
Shao Nan didn t refuse either, as he really couldn t help much.I don t know if other people have noticed this.Shao Nan didn t pay attention to it at first, but after reading the formation information provided by Xiaocao er, Shao Nan noticed this unusual side.
Almost every fire control genius who came to the test released his most proud fire control explosive power.It just keeps urging the magma, either forming a magma dragon, or forming a magma spear, or directly condensing the flame sword, towards Attack continuously at one point of the big formation.
How high spirited Alan was at that time, he was completely different from now.Okay, brother Let s study the manipulation of the Xuanlei Yuanhuo Formation first.
I can only bite the bullet.However, Pingkang Zhenren used a little trick when speaking, emphasizing the word we.The third floor has the potential to return to the void, which is incredible.
It s incredible.I said why Shao Nan is so powerful, so that s what happened.The strength of the solution is good, and it will definitely be a big help.
Both his strength and his bearing are admirable.That s not true.Many people paid attention to this matter with the mood of watching the excitement, but those returnees who sent their disciples to chase and kill Shao Nan and others panicked.
It even vaguely overshadowed the names of the original masters of the Sacred Fire Glazed Tile School.Wuxiang Zhenyi and Qingyao Zhenyi are good friends, plus both of them are casual cultivators, Wuxiang Zhenyi often visits Bailong City, and has a good relationship with Wushuang Zhenyi and Longxi Zhenyi.
Chen Pingan held his head in his hands. He had no idea what to do with such a strange, single minded girl.If you are caught red handed, ouch. These old sesame seeds and rotten millet sayings, The young man has been hearing it since he was a child, so he probably has had calluses on his ears several times, not to mention the calluses on his ears.
Ning Yao He used the scabbard to draw two circles and a straight line on the ground, and asked, This is the route between the small temple and Li s house on Fulu Street.He was also supporting the stone slab with both hands, his feet were dangling in the air, and he was looking up at the sky.
Cui Chan lowered his head and glanced sideways at the young man. After looking away, he gently lifted his left and right index fingers hidden in his sleeves.The first thing is that we The people in the small town, in the eyes of outsiders like you, are all ants crawling around on the soles of their feet.
So this is what happened. The sloppy guy is the gatekeeper of the east gate of the town. His surname is Zheng and he is a bachelor. The honest man who was still squatting on the ground in the yard said, I m happy to do that.Hou is not afraid of getting hurt, but also looks a little embarrassed. The girl did not want to go straight forward to confront the old ape, so she ran at an angle to the northeast.
When it comes to cultivating the mind, those who have a Taoist mind can reach heaven in one step. Therefore, the girl can be open minded, look at the straw shoe boy with clear eyes, and ask him directly if he likes her.Song Jixin did not raise his head, because there was a guy who hung his feet directly above the young man s head.
Ruan Xiu sat a little further outside the door on a small green bamboo chair, swaying his body from side to side in boredom.The young man smiled slightly at her. The woman turned her head, expressionless. The young man curled his lips and began to admire her long legs openly.
Chen Pingan twitched the corner of his mouth, smiled forcefully, and said softly Actually, I came to see you.But these are all to be expected. Qi Jingchun sat upright, holding a carving knife in his hand. He was a bit embarrassed for the first time. He didn t know how to carve the seal s seal text, Sacrifice one s life to achieve justice, sacrifice one s life for righteousness.
Junior Master Uncle This was especially true with the little girl. On a hillside no more than ten feet high, there were more than twenty people standing scattered.The Feng Shui heritage of this place has finally ushered in the last great year. Whenever a person is about to die, when he looks back, his energy at that time will be Becoming particularly strong, your family Gu Can benefited from this.
Most people are naturally not qualified to apply these two statements, but Li Baoping is different. Although he is still young, the first point is of course the disappearance of the shadow, but the second point is Second point, she has already applied it.In the future, when you become such a big shot, as a friend , I can take advantage of it. Ning Yao said with emotion Chen Ping an, you are so indecisive as a mother in law.
Our family has solved more than thirty cases with our own hands. Your Highness, the insidiousness and cunningness of those assassins are absolutely beyond imagination, especially those who are so insane that they are simply unreasonable.We really have no confidence in the hearts of the people. Only It was an assassination incident on the way to escort.
Ning Yao He asked again What s wrong with you Zhigui pointed at the sword on the table, Yours Ning Yao frowned and said nothing.But if we look at the matter, his existence is actually It makes our whole family very embarrassed. The children of the Chen family in Lizhu Xiaodongtian are a joke in this continent.
He thought about it and did not interfere. When they arrived at Master Ruan s blacksmith shop, it was still a lively scene.Old Yaotou took in several apprentices, but he could never really satisfy the old man. Only when he came to Liu Xianyang did he think he had found someone who could inherit the mantle.
In Chen Pingan s opinion, it was really ugly and scary. The huge armor was covered with iron bars that looked like dead tree burrs, and there were five parallel and deep iron bars.Ning Yao thought for a while, Here, let me show you how to walk. Watch carefully Ning Yao asked Chen Ping an to move the table, and then took six steps forward, with steps of three small and three big, and the last step was a big one.
It doesn t matter. Miss Ning knows the words. Before you cook the medicine, you can just ask her more about the relevant matters.The armor we planned is really ugly. Mother, if you think about it, if it were replaced by the Sword Book, you would be able to take the head with a flying sword in your dream.
Thank you, so I asked Grandpa Wu to take me to find you overnight. He threw a heavy embroidery bag to Chen Pingan, and said with a bright smile This is a reward, you and I will settle the matter.This is how it is when masters fight each other. They are most afraid that the opponent will not take the move at all.
A Liang nodded to the young man, indicating that they could talk privately. Zhu He, who was covered in blood, sat cross legged.The bird was as docile and affectionate as a human being, and it had the beauty of a girl s flowing dress.
You can go to Granny Ma in Xinghua Lane Take care of yourself Suddenly, laughter shook the sky. Although Liu Baqiao didn t know who Granny Ma was, he could tell from the reactions of the surrounding audience that his battle was a disastrous defeat.There is a young lady from the Song family next door. When she reaches the age of marriage, she can t even be a female celebrity.
When the young man stood at the door, he became more and more embarrassed. Rich people are very particular about things. Not only is the Lu family s house large, there are two stone lions placed at the door, which look tall and imposing.My own guess. The woman sighed, feeling a little sad, My family Mu er has two knots in her heart. The first one is, of course, that she was chased all the way here from outside the alley by a poor and lowly mud legged man in the heavy rain.
No one will catch me and bite me. Song Jixin asked curiously Are you also afraid of being criticized Man He asked back In the Great Li Dynasty, I have fought against invincible opponents all over the mountain.Mr. Qi has presented seals twice, totaling four times. The first two seals, Jing Xin De Yi and Chen Shi Yi , were snake gallstones that Mr.
The god on the sword has something to do with it, and I can t imagine how sharp the Dragon Slaying Platform can sharpen a sword.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.
Such magical powers are indescribably wonderful. Chen Pingan s strange sleeping posture makes the young man look like he is returning to his original nature from head to toe.But to the emperor and monarch who claims to be a true dragon body , these are not The obscenity temple that was enshrined by the imperial court was just ruining the feng shui of the country.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv