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 inventario gestionado por el proveedor VMI es una técnica de gestión de inventario en la que el proveedor/vendedor asume la responsabilidad total de optimizar y mantener el inventario mantenido por un minorista
El crowdsourcing está redefiniendo la forma en que las empresas manejan las devoluciones, ofreciendo una solución que no solo facilita el proceso para los clientes, sino que también mejora la eficiencia y reduce costos. Al adoptar estas innovaciones, su empresa puede transformar las devoluciones en una ventaja competitiva, incrementando la satisfacción del cliente y fortaleciendo la lealtad a la marca.
La participación del ferrocarril en el transporte de carga en México ha crecido de manera continua y ha alcanzado niveles comparables con varios de los grandes sistemas ferroviarios del mundo.
The things that can make the three tyrannical Huixu Shinichi worry about it are absolutely extraordinary.The flame in Min Haoyan s hand suddenly magnified several times, showing absolute confidence.
As he listened, his complexion became more and more ugly.But the Sacred Fire Glazed Tile School made such a repeated test, and it suddenly became different.
Almost all the forces that can be called the number one in Bailong City have people sitting here.Keep down If he hears it, we re all doomed.Now I hope that after getting Fu s planting technique, he will take Fu Xiaoxia away and stop staying at our Nangong s house.
No one else dared to step up and test with them at all.Lan Yin s eyes widened in surprise.Although he was well informed in the Sacred Fire Glazed Tile School, it was Harmony Leaf Farmyghob Cbd Gummies For Ed Harmonizing Your Health Naturally the first time he had seen someone who helped the natal magic weapon survive the thunder disaster in this way.
Fortunately, in the end, Xie was able to listen to Shao Nan s persuasion.Zi Huang hesitated for a while.gave an answer of his own.
Lan Yin understood what was going on without Shao Nan telling her.The dragon slaying seven kill sword method directly activates the serial seven kill sword.
Come on Shao Nan quickly explained the situation to Lan Yin.For example, Bingpo Liuli, Refining God Pill, Wangchen Pill, etc.
But after seeing the token, Xiaocao er told Shao Nan that this mountain must be climbed.Fan Tianyou s secret technique was designed by combining the Sun and Moon Immortal Honghuo.
The eighth day of the twelfth lunar month.Before the sky was fully lit, there was only a trace of white belly in the east, and the strong aroma of Laba porridge spread throughout the entire Sacred Fire Glazed Sect.
Just like that, Du Heng returned to Jinzhou for one day and returned to the capital without seeing his wife.Wu Shengnan took a look and thought, isn t this embarrassing Wrinkles are the marks left by time on people s bodies.
Honey, have you finished this call The appointed time is coming.Du Heng once again rejected Dr. Xiaobai s kindness.
Out. At the same time, I also understood why I couldn t get a divorce after knowing that my wife was cheating on her for so many years.Lao You and the other three took a breath of cold air.
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Thing. But in Du Heng s mind, beauty treatment was actually a medical treatment, and as he became Sex Pills For Her Enhancing Womens Sexual Satisfaction Qpgzx accustomed to it, Du Heng glanced at his mother in law s face.In addition, flying directly from the north to the northwest makes him a little acclimatized.
But as soon as his head moved, Du Heng s big hands grabbed his neck, preventing him from moving.He is also one of the few who can set bones. He is a true orthopedic doctor of traditional Chinese medicine.
Zhang Dewen thought quickly, and then turned to look at the banquet hall.Li Qin hurriedly waved her hand to object. If not, don t be so pretentious.
Lou, he already knew that his lover was cheating this.
That.
He just endured it how to say Cao Yuanqing hesitated and remained silent for a moment, After I heard someone else tell me about this, I went to talk to Lao Lou.I dare not not listen. You are so obedient. You can t do it if you don t. There are a lot of students taking the exam for Professor Du this year.
She was still Cbd Blue Gummies For Ed A Closer Look At Their Benefits Kxf a girl who was preparing to debut as a star, so she had no idea.However, after being in contact for a long time, I discovered that Li Jianwei s medical skills were indeed not high, and even the process of medical consultation was very rigid and dogmatic.
Yangchi point, Huizong point, and Sanyang collateral are acupoints on the Shaoyang triple burner meridian of the hand.This is what gives Du Heng the most headache. Why does the old man have such ink stains After talking more, Du Heng came to understand that the old man wanted to find a way out for his son after all.
How can he let Su Yurou die Under Chu Kuan s repeated pleas, Li Hou agreed to keep Su Yurou alive, but she must be sent away immediately.She pressed her beating heart, and there was endless joy in the sweetness.
It means that the Hu family has entered the blacklist of Wan an Temple.Brother, why do you look so pale Are you feeling unwell Chu Han asked with concern.
Chu, this Mr.Zhou of the Zhou Group wants to see you.How could this be Chu Kuan walked over and weighed those new swords, and then Zhao Chang s sword, and found that it was indeed much lighter than Zhao Chang s sword.
Could it be that Lu Jinxin invited him because he wanted to achieve good things with him Could it be that Lu Jinxin was willing to marry him, but the Lu family didn t agree, so Lu Jinxin asked him to come and cook rice, so that the Lu family would have to marry her to him.Her natural pride made her not allow her dignity to be violated, not to mention that Sexgod Male Enhancement Gummies A Comprehensive Review Koxci Of Benefits And Effectiveness Yippw the person who violated her was a daughter she didn t like.
Mom, you are going to marry me to a An old and ugly man Yunyun asked.A lot of money.Chu Dalang was licking his fingers after eating the steamed stuffed bun, and reached out to take it when he saw it.
Of course, studying is important, but marriage is also important.From now on, you will take care of yourself and your grandma by the way.
That s right.As for Feng Wencai, although Lin Zhilan let him go, he didn t intend to let him go easily.Yu was already dying and couldn t do anything to her.
But in the wilderness, there are no homes for hundreds of miles.He has always kept this idea deep in his heart, because he was afraid that he would lose the chance to fantasize after speaking out.
All the money given to him was spent on buying a house.Well, if I can have more brothers, I will be very happy.
He thought it would be a lot of money to spend a little more than a hundred, but it was twice as much as expected.Chen Fen was so angry that she couldn t control her, so she had to turn to her husband for help, Jianren, take care of her, she is so wild, you can t do it any more.
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I saw the wound on the head.The wound was only a skin trauma.Yunyun can drink a little too.Chu Han opened the wine and poured it for everyone.
He was about to drop a white piece on the chessboard when he sighed. The Confucian scholar suddenly began to hesitate where the chess piece had already been determined.The man laughed it off. One thing he didn t clarify to his apprentice was that there are many types of geniuses in the world, and so are talents.
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If you can t, it s okay. Don t go too far and miss the foundation of the great path. Liu Baqiao asked casually What level of martial artist is your distant relative Chen Songfeng said helplessly How do I know such confidential matters Liu Baqiao thought of the incident that day in the main hall of the government office.
The young man had also imagined the days when he would be rich in the future. For example, I can eat meat buns and candied haws every once in a while, I can have Spring Festival couplets, door gods and blessing characters on my courtyard door, I can repair my ancestral home to look Enhancing Male Performance With Alpha Surge Male Enhancement Ydxcqdv Gummies A Comprehensive Review Ajuue like a house, I can bring a bottle of good wine and a bag of wine when I visit my parents graves.
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Fu Nanhua played a scheming trick. The great aspirations made by Buddhists and the oaths made by monks in their hearts are indeed very binding.The young man finally chose to leave in silence. Ning Yao frowned and said, At first glance, I m here for you.
The young man seemed to have known such an outcome for a long time, his eyes were dull. The stagnant water is slightly rippled and lifeless.The helpless young man became a porcelain potter very early. At first he could only do menial chores. After working hard for several years with a bad tempered master, he just figured out how to make porcelain.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv