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.
Inteligencia artificial que se aplica ya en México es capaz de mejorar en 35% la predicción sobre el comportamiento y efectividad que tendrá el nuevo trabajador.
Aunque todavía hay una probabilidad baja de guerras comerciales, vale la pena observar de cerca las decisiones en cuanto a la política, y las respuestas internacionales que generen, para estar atentos a las señales de escalada.
La compañía mexicana de TI, Intelisis, diseña y realiza soluciones integrales enfocadas a distintas verticales, y la de educación es el ejemplo de tener todo integrado para dar un servicio de calidad internacional.
Centinel-5 Precursor suministrará al programa Copernicus información esencial sobre la composición química de la atmósfera antes de que, en 2021, entre en funcionamiento el instrumento Sentinel-5.
If he hadn t been forced to do this, who would be willing to undergo treatment at this time.It seems that Qiu Pingzhen s working ability is still very good, but today s little idea is not used in the right place.
Okay, if you have the results, be sure to tell me, I want to see your paper.Du Heng finally turned around and gave Wu Shengnan a smile, Hurry up and eat.
Call on the whole hospital to burn incense for him.Fortunately, you don t smoke or drink, otherwise, the gods will come.
When the hall was in chaos, I really didn t handle it well and let Du Heng see it again.Du Heng smiled softly, But you also have to listen to me, and not only insist on taking the medicine.
He has five million fans on the Internet. Section Chief Li looked at Section Chief Wang s constipated face and burst into laughter.Du Heng finally understood that there was cold air attacking his chest from the Guanyuan point, causing the old man to faint late at night or at noon.
Du Heng, you damn bastard. After silently complaining and looking at the patient who had come to him again, Gao Qin had to start over.What happened after that In the past six months, that person has attended various high profile forums and lectures, and attended many domestic and foreign conferences.
It s just that Lan Changhua made a temporary decision, while he had planned it for a long time.That s right. Now that all your kidney yin and kidney yang have gone to other places, will your kidneys be empty If your kidneys are empty, will they not be able to work Once your kidneys stop working, you will be so dizzy that you can t stand up, and you will feel flustered.
But this is also the fault of the female doctor. If she came over to remind him from time to time, he would not be able to dive into the paper head on.Change bury titleMeat shoulderbow. Lan Leng Lonely fox Shoulder Pass away rice glory, sluggish, lonely and abandon company Throw the shed to wait The old shed is the rank.
You should resign today. Lu Guangying calmed down. Such calm made Jin Juan completely crazy, Why Yesterday was fine, and the person named Du didn t say anything during the meeting just now.It clearly registered the aunt s age 57. Du Heng thought of having sex, but he didn t expect there to be so many Times.
When she walked to Du Heng s side, the old lady stretched out her hand to hold Du Heng, Why do you look so familiar to me Have you been to Lao San s house I came last year.For intracavitary membrane puncture, blind puncture was used in the early days, and the risk was indeed very high.
If you continue to be so arrogant, I think you will really have to consider resigning or changing companies.It is difficult to find a group of people. The treatment of three highs is different from other diseases.
But this is not the case with this child. After the young doctor left with the prescription, Du Heng began to massage the child and relax the muscles of the whole body.Qiu Pingzhen paused slightly, then said, Dean, let me ask one more question, why should Jin Juan Juan is writing this, but it cannot be made public.
Brother, stop talking. It makes my head explode. Do it twice, once in the city and once at home. That s okay, but can your girlfriend do it Yes, I ll do it for her Work.Lao Li, you just said that your student is in your system, is he already working If you have a chance, introduce us to him.
Du Heng was finally willing to go to the Maternity and Children s Provincial Building.If there were other people, he would really have the urge to bury his head.
Auntie, what s wrong with you After Du Heng made a slight adjustment, he put down the coloring page in his hand and started treating the first patient of the day.Private. Pain The post was stunned. I studied Binshun scar directly for a while. The scene was detailed and the art was blocked.
Zhang s student who came back in vain today, not Mr.I definitely believe in your level. That s good. After saying that, he called for the waiter and asked for the paper and pen.
We won t work overtime during the May Day holiday. It s good for him.Professor Zhang, is there no color ultrasound imaging of the liver area Nor is there any CT scan No, the list of B ultrasounds is already.
you know. Well, Du Heng was helpless. One advantage of Western medicine prescribing examinations is that as long as they are relevant, they can prescribe many examinations for you.
down. Violation.
Such an arrangement should be discussed by the hospital committee and then issued with documents, right Has the hospital committee agreed now Do you have the documents Du Heng raised his eyebrows and looked at everyone present expressionlessly.Many experts in the capital have looked at it for him, but they haven t found a solution, which is equivalent to giving him a death sentence.
It s like this, if our family doesn t take any betrothal gifts, then where will our Lao Du family s face be No, you can take more betrothal gifts, too You can spend less, but you can t spend nothing.He was wondering why his father in law wanted to talk about this topic and why he had the intention to prevent him from buying a house.
Feng Su Yes, it s me. It s true. Feng Su behaved calmly and generously , even when he finished speaking, he did not forget to wave his hand to the live broadcast camera.And this bag of medicine did not disappoint everyone.
Lan Changhua, who was working at his desk, heard the sound.Du Heng smiled and turned to look at Wu Shengnan. Seeing that she was still looking at the child with a smile on her face, he couldn t help but joke But you re thinking too far, aren t you Wu Shengnan immediately glared at Du Heng, What do you mean Don t want it What, I mean, we are not engaged yet, we want to have children.
He ran upstairs and soon lost sight of his shadow. Unlucky.Zhang very much. After hearing Professor Zhang correct his words in front of everyone, Lan Changhua relaxed and smiled, Old Zhang , let Xiao Du go see the patients, but he is here to gain knowledge, so you can t push all the problems to him.
They were unreasonable and unforgiving, and they were talking about Du Heng just now.Different Gu Ping was shocked again. Listening to the name of the prescription, it is obvious that it is for all types of crocodile syndrome.
Hurry up and finish writing. Du Heng didn t look back and kept typing on the keyboard.This point is completely unmatched by cloud hospitals.
Okay, then I ll do it this way. Du Heng agreed with a smile.
Um Xu Qi an nodded quickly to show that he was very knowledgeable.After entrusting, he raised his wrist to make the big eyeballs light up, and the teleportation disappeared.
Axi s crisp voice sounded from behind.Uncle Shi didn t feel embarrassed when she heard her asking this question, but asked You don t want to stay in your own bedroom, and you go to play again His tone was very aggressive, and his words were full of hatred.This young girl s appearance is already at its peak, but is she a bit too tall Meng Jingzhe was looking up at her when she was lying down, but now that she got up, she was still looking up at her.
This is my last diary entry, and I want to write something only for myself.First, take advantage of Huang s greedy and irritable character to confuse him with words to increase his anxiety.
Seeing this, the girl smiled even wider, and said, I ll take you home when I find someone reliable.The yin and yang value from Longyin 10 Meng Jingzhe was angry with the Longyin Sword, 5 Meng Jingzhe touched his nose, thinking to himself, the girl s anger value is really inexplicable.
The language of the incantation is not Dafengguan, let alone any human or demon language in history, not even the language of gods and demons.The half of the soul on the soul locking lamp was not taken by the masked man himself, but by Queen Tianluo.
As soon as the master heard this, he knew that the junior was going to go his own way, so he said instead I have been practicing for ten years, and it is time for my first experience.Meng Jingzhe, where is the heart of the Holy Land Long Yinjian asked suddenly.
In the past, you couldn t ascend, but now you can ascend too.Except for Ye Ji, other fish are not fuel efficient Lamps, no, they are torches.
Gu God asked Xu Lingyin to practice Gu transformation as soon as possible, because he treated her as a confidant and cultivated her.With the sound of the earth shaking and the mountains shaking, the black smoke covered the blue sky.
Meng Jingzhe didn t know how to comfort her, so he could only bring the saber closer to her.Every tree in the forest is covered in white snow, as if covered with winter snow.
After a long time, Sixi s body fell down, and he was out of breath.Father.Xiaoyi shouted angrily.Although she didn t know where her father was, but looking at the fire, she immediately thought of her missing father.
Every step is difficult and slow.Patriarch.The child of the family, seeing the Patriarch faltering like this, but still walking towards him firmly, his eyes were full of emotion.He waited for a while, and seeing that Shenshu didn t continue, he asked Master, I am already a half step martial god, and I found that there are many strange lines in my body, like the accumulation of gods and demons.
A Xi didn t follow, but looked at A Yuan with a smile.Mu Nanzhi was lying on the pillow, with her arms resting on her chin, squinting her eyes, her face flushed like drunk.
The people s livelihood is bigger than the sky, Er Wait until you have to do your best to help the people rebuild their homes, and you must not slack off.I came here to find him.Qishan Immortal Venerable took out a palm sized object while speaking.
Overseas.Xu Qi an, whose five senses and six senses were deceived, could not perceive any danger, but in fact he was already under the attack of two super ranks.Buddhist scriptures, the Buddha s light descended from the night sky, and Sanskrit singing resounded between heaven and earth, highlighting a peaceful and tranquil atmosphere, weakening the fighting will of half step warriors.
the Moon Night Beast and the White Monster Beast were born almost exactly the same, but their body sizes were several times different.Every time she grows up, she is stripped of her clothes, just like a newborn baby.
She couldn t kill her father, so she could only turn a blind eye to him.It really hurts.Xu Qi an said through voice transmission.
After that, Du Heng pointed to the entire auricle and said, We can think of the entire auricle as an inverted human body, and the earlobe is In the head and eye area, the ear canal opening is the location of our mouth, and then moving outward along the ear canal opening is our heart and lung area, and then sliding up the depression is our visceral area.
Cao Binghe had already talked with Chu Xuwei, and he also knew about Lan Chang Hua s plan.Dean Du, tell me, do you have any requirements No requirements.
But when I think about the current situation, I guess I can t do it myself, and I have to let these two people know it.But who would have thought that if he actually wanted to be the husband of these women, would he be pitied And he was so shameless that he wanted to save this girl.
Apart from being moved out, the matter is actually over.He still committed the problem of empiricism, and he never saw it Since he was a patient, he had never thought about this direction.
Du Heng. Director Li recounted what happened half a month ago, Director Chu, is there really no one named Du Heng in your department Heng is the balance of balance.He demeans himself so much. That s because Dr. Du is still young and has never suffered any losses.
Temporarily suppressing the doubts in his mind, Cao Binghe asked, Liu Amei, since we now know that it is ovarian cancer, why don t we treat her in the hospital instead of being treated outside Several hospitals refused to accept me, and I had no money.When he heard Wu Shengnan s question again, he opened his mouth, and then said with a smile, Of course it is to speed up your recovery, what else could it be for.
Lan Changhua ended today s discussion, Doctor Du, I ve worked hard for you during this period.He just said, Just follow your steps for treatment.
Du Heng smiled, Are you sure Wu Buwei was stunned. Is it wrong He lowered his head and thought again, yes, Aconite replenishes fire and yang, and mainly treats the deficiency of heart yang.Unlike people in other places, as long as they have this kind of activity, they would like to win everyone else in one night and make themselves rich.
Because you have ovarian cancer, Even if you are cured later, you may lose the qualification to be a mother.Do you want to sort out the body I m afraid it will scare the family.
Jinzhou Zhonghu Health Center is my hometown. Du Heng told his workplace openly.Plastic surgery hospital. Is the formula your own It s my own.
He doesn t look like the stroke patients in your health center.Du Heng s treatment will hopefully save Wu Shengnan s calf.
But everyone feels that it has nothing to do with them and it has not happened to them, so they don t want to spend too much energy on this matter.Then listening to the busy tone on the phone, Du Heng took the phone and put it away.
If he wanted to admit patients, he would receive Cao Binghe s name.Senior brother, you learn. Then what is your decision Of course I will follow you, senior brother.
It was taken the day before yesterday. After reading it with Cao Binghe, Du Heng knew that their local doctor had not made a mistake in the diagnosis, and that it was really thyroid cancer neck metastasis.He looked around and then looked at the place beneath him where one person could just lie down.
He was relatively familiar with the Department of Traditional Chinese Medicine and Internal Medicine at Good Friends Hospital.Come, look at this film. Do I need to have surgery The man called Lao Li said casually.
As the eldest brother continued The smoke exhaled became hazy between the two brothers.After thinking clearly, Gong Daoyang immediately went to find the fire fighters.
Signs such as children not eating well and losing weight are also signs of a weak spleen and stomach.As soon as they went out, Han Yujian couldn t help but asked, Dean, how did you see that he Is the condition aggravated by drinking Du Heng turned to the computer screen, pointed at the diagnosis result written by Han Yujian on the computer and said, Look at the diagnosis report you wrote yourself.
Knowing that he wanted to go home, he went back to the dormitory to sleep.This is not something to be proud of. In Du Heng s eyes, the patients gathered at the door suddenly turned into a scene of false prosperity.
They are all very hygienic, so I can t go into details.The more serious thing is that it hurts the muscles and bones.
Instead, he sat in the office and slowly prescribed the soup, which means that this method must not be used.
I m not a fool, I never thought I could see it Looking at Wu Buwei s eyes, Du Heng was stunned for a moment and then suddenly realized, he laughed and said, It s my fault, then let me change the question, why can t I use this method I have no idea.
Let him go home and sleep under a quilt for two days without going out.Then I heard the sound of vomiting Wow, wow. This process lasted for a minute, and when Zhu Minyan vomited, she also woke up.
By the way, what are these scissors for Du Heng handed the scissors to Xie Lu again.Wu Buwei asked a question, Buwei, have you read the stomach cancer prescription I prescribed in Province One Wu Buwei nodded.
She has thought about the consequences a lot and scared herself.Du Xueting was stunned for a moment, Why Because I m going to let Dad drive the car.
Less than 40 means that the city s women and children can definitely go to the third class hospital this year, which means that it won t be long before Dean Du Heng will be on an equal footing with our president.This is indeed a good idea, but what are their conditions Du Heng pondered slightly and then said, In other words, what kind of cooperation method is it Vice President Qiao smiled slightly, The result of the preliminary discussion is, The health center is under the dual leadership of our hospital and the district bureau.
In any case, the fire poison has accumulated in the liver and formed sores, which has caused damage to the liver, and repairing this damage cannot be done in a short time.Is it a problem for them to discuss two seniors in the industry Du Xueting became agitated by her roommate s words.
Gao Qin nodded, Okay, I ll make arrangements. After the words fell, the woman who had just gone for an examination walked in.Sister Lu, I m so sorry. I don t know what s going on.
It should be me who says thank you. No matter what Du Heng said is true or not.Wang Qingpeng s record was very brief, but except for Kang Zhirong, the others present were all attending Chinese medicine practitioners.
Okay, I ve thought it through very carefully. Wu Shengnan s father smiled and praised Du Heng again, Leave this problem to me, and I will help you think of a solution.They have never seen such sweating before. They were all afraid that with this level of sweating, they would die of dehydration in less than ten minutes.
Just at this moment, he heard the footsteps of someone coming down the stairs, and he panicked even more.Are these three medicines of yours.
Du Heng smiled softly and said to Director Jia s lover He understood very well the doubts.
He is a very energetic little old man who is thin, with a straight back, his hair slicked back every day, his hair waxed and shiny, and he smiles all day long.Is it useful what we say Looking at Dong Yuezhang s appearance, Du Heng laughed directly, Don t worry, no matter what time the health center is, it will still be a first level institution under the leadership of your township government, and it will still be a place that serves the people of the township.
Du Heng listened to Kang Zhirong s report and breathed a sigh of relief, Go there tomorrow.Du Jun s eyes were a little frightened, Ban Xian er said it was from Wong Tai Sin.
Second, you also need to learn from Du Heng, build momentum, and make noise inside and outside the circle.Immediately turned around and walked into the inner room, and after a while he came out with a bottle of water and a bottle of drink.
It seems that he was sent to the hospital last week because of his illness.Du Heng was immediately embarrassed and speechless.
Even if we are stepped on by a young boy like Du Heng, the impact will not be big.Uncle, this depends on the specific condition of the tumor and its location.
Separation of the soul will hurt the mind. If you want to be clear and clear, just We must first calm and replenish the mind, and deep sleep is the best way.He immediately knelt down and rolled up his trouser legs without even daring to breathe.
If you can t stabilize, can the patient and family members be able to stabilize themselves Everyone who was running just lowered their heads immediately.I just have something to do at the village these days, otherwise I d go into the city.
Get out of here. Liao Quansheng gave Du Heng a roll of his eyes, Just because you are a moral model, can t we have some spiritual pursuits Yes.This has also been confirmed from the treatment videos of more than 30 children with cerebral palsy on the Internet.
Please tell me nicely. Du Heng smiled and said, I never tell lies about my profession.Your girlfriend is probably going crazy. I still have something to do, Dean.
Du Ping, who was silent, couldn t stand it anymore.Once you freeze the transfer, I still have nothing.
It is obvious that they are here to cause trouble. You always see if there is a way to treat this patient.Wu Shengnan s father smiled and shook his head, Don t be afraid, you can pay taxes reasonably if you get the money in a regular way, and there s nothing wrong with it.
However, Du Heng didn t show it. He just kept his previous smile and said softly, You are very weak physically and mentally now and need to take good care of yourself.The little girl sighed, I saw clearly early on that there is no chance for me to stand out in our team, so I might as well find a husband and live a good life.
We will add 200,000 yuan to the funding, which means a total of 400,000 yuan.Du Heng s hands kept moving and said softly, Now try to disperse the blood stasis as much as possible, loosen the muscles, and reduce the constraint of the swollen part on the broken bone.
It s only over six million. But after the money arrives, I still have to pay taxes.Aren t you going I won t eat Lao Liao s food, but I didn t say I won t eat yours.
He really didn t expect that the deputy chief doctor in front of him, who was younger than the bald man, would get so much news.And this sudden reaction scared Du Heng to his core.
As he spoke, there was an air of determination that could not be refuted.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv