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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When he first realized the thunder method, he lacked experience, which made him unable to control the release of the thunder method in detail during actual combat.Whatever you say. But
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Han Yuan, who was scrolling through his phone on the bed, suddenly jumped up from the bed, with an expression on his face as if he had discovered a new world, and shouted Old Wu, Old Liang, come and take a look He handed the phone to Wu You who was leaning over.I ve got it. A machine like voice came from the black background, and then the screen showed no signal, which was equivalent to hanging up the video call.
There was almost no difference. It was also slightly charred and the vegetation was dry.He wears large black rimmed glasses and looks a bit nerdy at first glance.
It seemed like late night in the woods. Squirrels jumped restlessly back and forth on the branches, and rabbits scampered in the grass.Han Yuan and the other three looked at each other, why are they still holding umbrellas But I don t know why
maybe it s because the aura of Lin Beichen, the top scorer in all subjects, is too powerful Subconsciously they trust him.
Hello, sir. The standard Kami Zhaoguo bowed. One of the staff members smiled and said, Please show me your personal ID.But
the way they work is very similar The reason why those traffickers were struck to death by lightning in special areas
It s because the aura is also an energy field. The changes in my aura are mainly caused by electrical elements.
He didn t show the slightest bit of unnaturalness. He looked like he was really a good grandfather carrying his sleeping grandson home.That is Lin Beichen. Have you formulated any plans, measures, and route It was The Best CBD Edibles: Where to Buy CBD Gummies in Texas (SUnJZ)
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and losing these It will have a great impact on my pursuit of law and practice, and will stop me from moving forward.Not next Tuesday either. Huh It will happen next Thursday The probability of rain is only 30.
There is no regret medicine in the world. He didn t blame Lin Beichen, after all, his answer had been told to him a long time ago, and it was just a normal expression of his inner thoughts.So many shots fired This time
can he still dodge or even catch the bullet If Lin Beichen was facing the man in the suit, they would still be very confident, even if the spy fired so many shots at once, but now his back is facing the man in the suit
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Something s wrong At this moment, Lin Beichen had an idea.
Fellow Daoist Zuo, this one must be Master Li, right Patriarch Lu took the initiative to greet Li Shiming and others when they arrived, looking at Li Shiming and asked Patriarch Zuo.Chang Chi cast a spell at the spiritual gourd in PureKana Premium CBD Gummies - High-Quality CBD Products for Anxiety Relief
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Although Lei Xiu and the eight Nascent Soul monks are all early Nascent Soul monks, they are all monks close to the peak of the early Nascent Soul, and their aura even exceeds Zarbee's Children's Sleep Gummies: A Natural Solution for Healthy Sleep Habits in Kids (zqYzW)
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The great monk Wang He alone is enough to break through the mountain gate of Bairimen.Brother Zhao did summon the Silver Winged Spirit Gu Insect this time, but he did not summon twelve Silver Winged Spirit Gu Insect.
No matter what, starting with Yuxiang Trading Company is the only thing Li Shiming can do at present.Qin An, how many banknotes did we bring with us when we went out There are no more banknotes.
He knew that Feng Lanxin would not talk nonsense in front of him.This mountain protecting formation does not prevent monks from entering, but monks who come here for the first time must go to the bottom of the mountain to receive a token, and only with the token can they enter the interior of Wuqing Mountain.
I know you have complaints in your heart, but the sect has tried its best to be fair Headmaster Yu patiently persuaded.That s because you called early Li Shiming shook his head and said.
In particular, this kind of investigation was conducted in cooperation with Tianxing Trading Company and Tianwen Sect, and did not take into account Li Shiming s original contribution to Shushan Sect.What Li Shiming is most concerned about is the magic weapon in Lei Xiu s hand, which is the The Benefits and Science Behind CBD Collagen Gummies for Enhanced Wellness (SYQWk)
Heaven Strike Thunder Hammer , which further confirms that what Lei Xiu practices is the Jade Pure Thunder Code.
These are the specific effects of the Fire of Nirvana.Don t say it s useless, you will die today Li Shiming replied with a smile.
This greatly reduced Venerable Huijing s attention.The large formation can greatly improve their defense and attack power.
After Elder Youxia got the talisman in his hand, he was about to activate it, but at this moment a hand also grabbed the talisman.If it survives, it will be a magical weapon. If it cannot survive, it will be broken into pieces.
Entering the cave, this is a standard cave, consisting of a hall, a study room, a storage Understanding CBD Gummies Ingredients for Enhanced Wellness
room, a training room, a utility room, and a spiritual pet room.It is much easier for a senior monk s infant fire to smelt fourth grade top grade materials.
Among the Nascent Soul cultivators who can be invited by Bailian Sect as quickly as possible, there are Nascent Soul cultivators who are casual cultivators, as well as Nascent Soul cultivators from small and medium sized forces.The ghost is transparent, as if it Lazarus Naturals CBD Tincture Review: A Comprehensive Analysis of Efficacy and Quality (xHHuQ)
doesn t exist. It can t be seen at all after it is draped on Li Shiming s body.
Yin Shilan could only obey her father s orders, and she didn t even have any alone time to accompany Li Shiming on tasks.Thunder and lightning runes appeared on his body, which made his body more in tune with thunder and lightning.
from. The advantage of Shushan Hunyuan Pill is that it is a first and second grade elixir that is cultivated by sects.
Sect disciple At this time, the leader of the Golden Crow clan heard the message from the blue and black fish demon s spiritual consciousness.With the protection of these two flanks, Ye Ling, the two fish monsters, and the Winged Fire Witch successfully penetrated deep into the barren valley and finally saw three red fruit trees exuding rich aura The branches with twisted roots and leaves are covered with red fruits, exuding the spirit of fairy and refreshing.
Du Laosi s heart was lifted, he looked at it intently, and said in shock If you go further, it s the legend.Hongtang looked at her master with admiration and sighed Master, you are much better than the real Palace Master Su That is a murderous demon who can only make people fear and awe.
This kind of soul attack witchcraft consumes the most mental energy.The middle aged Taoist priest was overjoyed It s Elder Ye who understands the righteousness well.
Xiao Tao felt sad and said reluctantly My master doesn t know something, but I still have a big fishing net at home.Now that he encountered a problem, Ye Ling s eyes lit up Although the Youyan Demon Lord only has the remnant god and is sealed in the Demon Sealing Map, how can he deal with Su For a rising star like Lao Mo, he should have a way At this point, all I have to do is use the Demon Sealing Diagram, and I will let Demon Lord Transformative Tactics Behind Jesse Plemons Weight Loss
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then turned to look at Fairy Youyue who was offering a purple rainbow flying sword.So Ye Ling quietly separated his mind and put the storage bag containing the treasures into the Xianfu jade pendant.
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Instead, they picked a lot of water based spiritual grass unique to the seabed and some coral spiritual rocks along the way.This time I have offended many barbarian tribes, and it is even more difficult to stay.
He stood up and said in surprise This
This is a formation disk made of hidden stone There are such arrogant array masters in the world, how wonderful it would be to use hidden stones to make talismans A piece of hidden stone material like this can be used to make dozens of top quality water hidden talismans Ye Ling saw the look of physical pain on Lin Yusheng s face and asked tentatively Master Lin recognizes the Best CBD Gummies in Hawaii: Benefits, Laws, and Reviews
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After all, Su Wan s cultivation level is similar to his, but she owns Zuihua Manor, has a great family, Are Lose Weight Vitamins Safe and Healthy for Weight Loss?
and is famous far and wide.Hmph This guy can hold his breath Wing Fire Witch frowned slightly and whispered in a low voice I know his combat power very well.
I don t think they will refuse me. Siko Tingyan said hurriedly Wait Let s start with the ugly words, Mu Han is great, but the person I admire most is the alchemy master Ye Ling, not Mu Han For Grandmaster Ye s sake, I reluctantly joined their team at Huixing Pavilion.Ye Ling said calmly I don t know where I ve come. In short, be careful As he spoke, Ye Ling flew onto the back of the Kelly O’Donnell Weight Loss: 6 Winter Diet Changes That Helped Her Slim Down
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They were afraid of avoiding him and just focused on breaking the formation and attacking the pass.After the fire mist dissipated, a clanging sound of chains was heard.
With this kind of attack intensity, it is possible to kill dozens of golden elixir cultivators in an instant.If that spy was a disciple trained by Tianwen Sect, he would really want to keep him alive, but it was just bought at a price.
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s life or death at all.The Mu Lei Nascent Soul Dharma Phase controlled the Sky Strike Thunder Hammer and the Liu Guang Xing Yuan respectively, and the other four Nascent Soul Dharma Phases also controlled the Liu Guang Xing Yuan and launched an attack on Jin Kai.
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you reach the Nascent Soul stage, you will be a fellow daoist.If Brother Hu knew that among the Yuanying monks who died last time, there were core monks from the Baidi Sect and the Yuqing Sect, he would not think this way.
The most important thing is that the corpse carries cold spiritual power fluctuations, and the cold spiritual power is flowing inside the body.From his point of view, the lotus seeds of the fourth grade corpse lotus contain energy that is easy for monks to absorb.
Venerable Huijing had a contract with him, and he planted the seed of trust in him in the deepest subconscious of his soul.The speed of Shenzu Tong allowed him to reach his destination before dawn.
Li Shiming would never believe what Zuo Laozu said, how could there be such a coincidence.As soon as you enter the underground space, you can see a space of about two hundred square meters.
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You can t blame Li Shiming for being paranoid, but he doesn t feel safe, which makes him have to doubt.If the fourth grade black armor puppet is destroyed, then his golden corpse will rush in front of him.
They are all energy based flying swords. Because a lot of fourth grade flying swords are decomposed into nutrients, the quality of the energetic sword body of the Ten Thousand Handed Flying Sword is greatly improved.The walls of the secret room are covered with formation patterns.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv