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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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 the comments section only seems to have questions.

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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.

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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.

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Is it the same The chattering chatter continued uninterrupted. Looking at Lin Beichen meditating in the gymnasium, the students were very disappointed with his so called cultivation of immortality.More casualties. As for Lin Beichen He didn t have any expectations for him from the Quebec City’s Spring 2025 Exploration: Apple Cider with Vinegar Weight Loss Innovations beginning, and naturally he couldn The Benefits of Vitafusion Men's Daily Multivitamin Gummy: A Comprehensive Guide (MJsbu) t talk about his thoughts about him now.

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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 the middle, and a stream of energy flew out from the spiritual gourd.

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) that of monks of the same level from the Ten Thousand Beasts Sect.Li Shiming s talent should not be affected by the strife within the sect.

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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.

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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.

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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.

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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.

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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.

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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 Youyan do his best Just asking this old and cunning guy to serve is not an easy task Especially when his Nascent Soul Essence is used, it is more painful than cutting off flesh.

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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.

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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 hidden stone.

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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 red fire green tailed leopard.

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He broke through the cave formation and was sensed by Ancestor Li.Fortunately, you were careful, otherwise if this rune sent back the message, you would be in trouble in the future Zhong Qiang said with a long sigh Colerain Middle School Officials Say Two Students Ate Cannabis-Infused Gummies: Incidents and Prevention of relief.

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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Although Li Shiming had the Hidden Phoenix Jade Talisman , he did not leave the sect.Now the old Full Body CBD Gummies Shark Tank: Benefits, Reviews, and Scams Marquis can t protect you. What Qin Hu opened his eyes and saw that he was staying in a tent.

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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.