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.
Los chatbots ya han empezado a infiltrarse en el mercado a un nivel básico, pero en el futuro podrían convertirse en nuestra fuente de conversación más común.
Este 2018, Panda Express y toda la comunidad china da la bienvenida al Año del Perro, un signo caracterizado por la armonía en la vida familiar, el patriotismo y la lealtad.
Para que una atención por WhatsApp Business sea exitosa, la resolución de las necesidades de los clientes debe darse de forma natural: Entender la intención real de los usuarios y lo que requieren, para proporcionar una experiencia de resolución instantánea.
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convenient.Now that they had defeated the Lord of the Undead and the door to time and space had been closed, what else needed to be done so urgently Let s get this good news out first.
It took a full night and after trying countless materials, they successfully built a simple solar device Just as Anthony thought, after the light beam hit this device, it was continuously converted into electricity Witnessing the motor successfully starting, the entire laboratory suddenly burst into cheers and applause.
After further optimization, the ultimate speed of the spacecraft is close to one third of the speed of light.The pressure required to make the decision to fire is huge, and no one dares to take on this responsibility.
The most important thing was that he did not feel any divine power from it.I have to say that they are very exciting Bohr said with appreciation.
Lin En stretched out his hand again, and iron, carbon, vanadium, zirconium and other elements gathered in the palm of his hand, and then turned into a plasma state under ultra high temperature, colliding and blending with each other, and then the temperature began Recent hot selling products！丨How to fill CBD gummy bear to bottle? [wo_h9LAdev3]
to gradually decrease, about one tenth of the Elements are combined in a collision.
The expansion speed of the space time nodes behind him is getting faster and faster.The famous string theory even believes that space has eleven dimensions After seeing Artok s state, Linn also recognized the idea that space has How Wegovy Transformed My Body weightloss wegovy glp1 weightloss semaglutide [vNkZUrA9MMZ]
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three dimensions, because in addition to the time dimension, it has now been confirmed that there is indeed a fourth space dimension End of Chapter Harrov, Anthony, and Vittorio are all thinking about the concept of four dimensional space proposed by Linn.
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Dennis s method is even simpler, the same as the previous explosive thruster.Able to reach subsonic speed, after two accelerations before and after passing through the Laval tube, it should be able to reach about twice the speed of sound, but unfortunately it was still a little short in the end.
However, he was pointed at a black hole with two unfathomable giants in front of him.This is all thanks to the quartz clock developed by Mr.
With his combat power, he was not qualified to watch the battle.Many of the great monks felt that their spiritual power was being consumed too much, all for the sake of face.
He should be angry, but he didn t get angry again. What was more important than being angry was how he should deal with the matter in front of him.Behead all the Golden Core cultivators in Hua Die Sect.
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This was a danger warning when their lives were in danger.It was obvious that these Jindan monks were indeed professional.
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Brother Lou didn t have time to explain, so he pulled Li Yuanba and used Sword Escape.Strong defense status. It s a pity that such a defense could not sustain even a breath.
Dare I ask which sword cultivator from Sword Intent Chongxiao Pavilion is in front of me A monk in the early stage of Nascent Soul, wearing a robe with the mark of Zhongzhou Trading Company, rose into the air and looked at Li Yuanba and asked.The greater the surprise, the more helpless he became.
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be over.What else can t be seen Li Yuanba said in a deep voice.
Tolan was not seen. clang The crisp and high pitched sound of metal collision sounded from my ears.No problem Nulong knew that Zhao Hao still had things to do, so he left with the remaining thousands of main players.
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And at this level, there has been a huge leap in strength.Two archers also fired. 12 skeleton soldiers waved The bone sword followed.
But not only has its physical defense extremely high, but it is also immune to spells.When he grew up, his family wanted to take him under his wing, so they made a marriage arrangement.
Among them, Zhao Hao saw many players wearing the uniforms of God s Right Seat.overbearing This output is indeed overbearing. Anyway, Zhao Hao is very satisfied with the output of ordinary and main arms in his territory.
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with his arms crossed looked at Come here.Fighting a water spell caster on the water is like fighting Zhao Hao in the forest or fighting Suzaku in a volcano.
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mission goal. If Zhao Hao hadn t used this trick to kill him head on all the way, the fifteen minutes would have been really tense.Freya Zhao Hao shouted while using the ultimate transformation technique.
Get back The surrounding people formed a ball. Under such circumstances, Valen was extremely embarrassed even to protect himself, not to mention taking action against Rohr.
Okay, but I only have two days Zhao Hao has no problem with following orders.This time they came to the banquet alone. If they were blocked, they would have no place to escape.
And at this time, there are not only dragon hunters in the Blood Spear camp, but also a large number of outsiders.The claws and sharp beak are constantly attacking. The pain kept pouring into my mind from the place where it was attacked, like needle pricks.
It can be seen that several giant guilds are working hard to gain fame and prestige.As for those sporadic long range attacks, to him there was no difference at all from scratching an itch.
Let me kill these guys The war king was ready to hack the opponent to death.This Qin Hu was extremely cruel to others, but he was obedient to this beautiful and beautiful fianc e, treating him like a treasure.
Throughout the organization, we can trust As long as there is no large army approaching, they will not care about the small number of enemies at all, because the orcs have always had the advantage in small scale battles, and they are eager for more prey.The woman was the eldest daughter of Chen Study Looks At Viagra & Increased Risk Of Melanoma [P4pitO3ezRz]
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But he was even happier when he saw this situation, because even he, who had strong poison resistance, was like this.And several players rushed over. The brown haired man at the head was probably Shan Jin, the president of the Shan Jin Chamber of Commerce.
Sure enough, a fish was hooked Zhao Hao endured the pain and looked at the assassin who had stepped into the trap with a somewhat proud look in his eyes.Who do you think is more suitable for this task than you War King asked.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv