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 edificios inteligentes pronto demostrarán enormes beneficios en términos de calidad de la experiencia del usuario final en comodidad, productividad e incluso darle ventaja competitiva global.
El flujo de migrantes calificados ha contribuido a un ligero descenso en el promedio total del índice de este año. Es la primera vez que se ha reducido el promedio general del índice desde la primera edición en 2012.
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Under the circumstances, I am afraid that I will never let myself come back.
On the other side, the dark red dragon has also evolved by bloodline, and he is a member of the dragon family here.Xingchen has already lost, I think he is no longer qualified to marry me, Xueqi looked at Dugujue, Dugu Jue s face turned gloomy, and those around him also held their breath, not daring to say anything.
He can still contend with other people, but this person in front of him can t, because this is the patriarch of the Wind Clan.They looked at Lin Xuan with infinite gratitude. Thank you Shangxian Nlols A Manitoba Cbd Reviews Products 86012 Cbd To Guide Harvest Comprehensive At this moment, they really regarded Lin Xuan as a fairy.
They were no different from ants in front of each other.What s going on Is this really a living fossil character But it shouldn t be.
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At this moment, he seems to have turned into a peerless God of War, extremely powerful.It s going to be a game here later, Xiao Yunshu looked around with excitement.
They stood on the nine heavens and sneered, boy, You finally came out, why, finally couldn t help it, come out now, these friends of yours can still live, otherwise, they will all go to hell, now you kneel on the ground obediently, accept our punishment, together A cold voice sounded, and in the sky, two figures also came out, it was Dugujue and Xingshan, the two stood side by side, behind them, Real For 01 Gummies Pain Customer Cbd Reviews stood some strong men from Misty Peak, they were like high gods, looking down Lin Xuan.
The terrifying sword energy is like a mountain, sweeping everything, engulfing Lin Xuan.This guy is not from the Xiao clan, right He should just be Xiao Xiaoyu s helper.
He suppressed the remaining four swords and brought them back.What, one day, a million dragon marrow Are you kidding, even if they are caves, they can t complete it, these monsters dare to open their mouths like a lion, there is a strong man from the cave next to Elder Baiyun, and said, Elder, what are you talking about with him, let s attack and kill him together, that is, Do mere monsters dare to act wild in front of our cave That monster sneered, it can take action.
He guessed that the other party was trying to capture him, but he didn t expect that there were other people inside besides him.Those great saints had ugly faces, but they still nodded, okay, no problem, We are ready now, everyone goes back, mobilizes all the power, and prepares, either, to collect resources, or to collect, sacrifices.
The old man went straight in, and Jin Wulei followed behind.On them, the flames protruding from their heads turned into two Vulcan gods, standing between the sky and the earth, blocking the terrifying killing intent of the 358 Varieties Benefits Cbd The Exploring Gummies Of Delta And Golden Crow.
However, Hunshengjun had his own ideas. He was indeed stronger than Lin Xuan, but so what He is a holy king, and Lin Xuan is just a holy king.Their eyes were red, and if they killed him, they would fight against the Hall of Killing Life at worst.
The poisonous palms of the two were directly shattered into pieces under the golden lion.The Dragon Palace has talents. Gummies Benefits Best Reviews 441 Cbd And Dosage Mg Netizens please remind Please pay attention to rest your eyes when reading for a long time.
Otherwise, you will die in despair. Go find Lin Wudi and tell him that I am waiting for him in hell.Hearing this, Hunya s face changed, even Xue Linglong looked over and asked, Mr.
That s why they have such words, Lin Xuan smiled , He didn t explain anything, he said, okay, then I will listen to you two.This is a gorgeous dividing line Some people walked by, and no one could intercept him.
As for other injuries, he endured it. He swore that he would take revenge, but, He underestimated Lin Xuan.Necromancer said, from now on, each of you will suffer the pain of your soul being torn apart until you die.
The most recent one was the collapse 50,000 years ago.If she read it correctly, it should be Naraku. The previous Naraku was a beautiful woman who turned all living beings upside down, but now, she turned into a skeleton, Netizens please remind Please pay attention to rest your eyes when reading for a long time.
Then they left and joined Liu Yuan and the others. Lin Xuan summoned the Void Beast to open up a My 295 Cbd Enhanced Expectations Natural Gummies How Vitality Beyond space channel.He was here last time, and he left. Now that he is going to fight again, Lin Xuan s strength is stronger than before, so he broke through quickly.
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Afterwards, he walked in, and the people behind gasped, wow, this guy turned out to be a Taoist, this is our future brother, I was almost deceived by him, fortunately I didn t offend him, otherwise I would Anxiety For Dogs Cbd To Comprehensive Gummies 11 Spcqq With Reviews Guide die Sure, these people got scared after a while, they didn t expect Lin Xuan to have no aura, but his identity was so scary, those young heaven s proud girls had red eyes, he was so handsome, oh, why didn t I chat with him just now Maybe he can take me in.
This is a gorgeous dividing line People are shaking their heads, even Liudao Sanren has been defeated, can young people hold it Nalan Yanran said, I saw it with my own eyes, and he is a disciple of Dao Sect.
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Because although his body has not reached the realm of kings, his combat power has already surpassed the ancestors of the Duan family.Blood dripped from the air along the tip of the gun, and fell to the ground, forming countless bloody flowers.
I think that the sword master was a half step king when he was at his peak.Their treasures did not attack them, so they thought that Lin Xuan would not attack them.
Fortunately, they walked fast, otherwise they might not be able to escape if they encountered such a terrifying strong man.Bring blood power to Zuixianlou. Then, with a wave of the palm, several thunderbolts condensed to form a chain, and quickly wrapped around Xueli s body.
But In the end, they became my subordinates. You are no exception.This kind of character can be said to be terrifying in strength, and it is definitely not comparable to the three Shen family warriors in front of him.
It s me, I came to you as agreed. But I,,, Hearing Lin Xuan s words, Shen Jingqiu finally couldn t help crying.The old man in plain clothes sighed, and then took back his steps.
Not only that, but his cultivation has also been improving, and now he will soon reach the peak of Qicheng Venerable.Let s go back to Xianwu Academy first. Lin Xuan thought for a while, then said slowly.
He had to make a move now to forcefully suppress the opponent.However, although he died in battle, his will will not be destroyed.
So, it doesn t affect him becoming a king. However, others cannot easily use it.Now is an extraordinary period, and there is a treasure trove of peerless magic weapons in front of you.
Immediately, the two monsters collided quickly in the void, making a sky shattering roar, as if ten thousand thunders had landed.The guy who doesn t know how to live or die What Are Guide Knduf A Thc Cbd 4890 Gummies Comprehensive You dare to hurt us, you will die The two of them still yelled frantically, but the next moment, a powerful palm directly grabbed their heads.
Thinking of this, the intestines of the three of them were all green with regret.Ares Palace. Lin Xuan was waiting for the news of the raw energy stone, while practicing silently on the other side.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv