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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Resulta tentador saltar directamente al diseño de la cadena de suministro verde; sin embargo, el éxito a largo plazo depende primero de sentar las bases adecuadas en cada eslabón que la conforma.
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The comparison with the London Olympics is just too much.00 , and the whole price limit was closed. The daily trading volume is 1.
Fang Hong took a sip of water, put down the 8wf En Weight Loss Keto Gummies 2025s E5o7 water glass and still looked at the seminar quietly.Many players go to League of Legends to add friends and start chatting and interacting with them.
This is such bad luck What is Star Capital doing What else can I do Finding Restful Nights With Cbd Sleep Gummies Whtal1l46 A Comprehensive Guide 184d It is obviously accelerating the launch speed of its subsidiaries.But overall it is still strong. The strongest player today is Xingyu Technology, which was the first to disclose its annual report.
After digging deeper, the good guy is incredible. He unearthed epic and shocking information that is ten times or a hundred times more powerful than the Assistant to the Chairman of the Natural Science Foundation.Fang Hong decided to vigorously build this kind of public infrastructure across the country.
Compared with humans, Xiao Ling is still not smart enough, especially when faced with the tricky chat content of many sand sculpture players from various angles.What is certain is that the market of Yixing Video is far from over.
Compared with these, the money is nothing. At the end, Fang Hong looked at the crowd and said Generally speaking, e sports itself can only make little money, but there are profitable businesses everywhere Enlarging Gummy Bears A 4v5q0xq6 Comprehensive Guide To Growing Your Favorite Candy Fnggj 1f4h in this industry chain.Finally a breakthrough. The good news is that there is a breakthrough, the bad news is that there is no chance to get on the bus.
The more important thing is to promote your own game.Wednesday, April 3. At about 10 20 in the morning, Fang Hong arrived at the headquarters of Stars Capital, but his destination was not Stars Capital, but a building next door.
Team WE updated on Weibo WESA will provide many opportunities to its member clubs and players, but the most important thing is that the first global e sports league was born, which is a historic event for e sports.Investors Shredvitalix A Comprehensive Review Y32e20 Of Its Weight Loss And Performance Benefits 0mgx Blue chip Price investment Something that dogs don t even play with.
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They need to draw the largest alchemical formation in history The scope is the entire mansion, with a total of 1.Are you going to waste your strength here Ivina suddenly interrupted.
Fortunately, judging from the fact that he easily closed the space time rift without encountering any obstacles, he shouldn t be so unlucky.It can be said that everyone is a machine that produces carbon dioxide in batches, and there is no need to worry about the shortage of raw materials.
Your Majesty Lin En The person who spoke was a shrewd minister of the kingdom.As for Ryan s whereabouts, many people know very well that this magic genius has recently fallen in love with a good looking witch, even to the point of obsession.
This was the signal source he had intercepted before.The elements soaked in divine power within the projection of the Kingdom of God seemed to have received some kind of instruction, and they were all frozen in place, and a terrible chill was spreading to the surroundings at an extremely fast speed.
After a moment s delay, Lin En had already flown up to an altitude of 100 meters.Several legendary speakers are all present, which shows the importance they attach to it.
The speed of the nuclear explosion shock wave will slow down as the radius expands.Speaker Lin En, I have a lot of questions that I would like you to answer about your latest book, The Theory of Relativity, published today Since we are discussing academic issues, let s come in and talk about it Lin En agreed.
That s all
Lin En stretched out his hand and snapped his fingers, and the black crow was immediately reduced to its most basic elements.They believe that relying on external forces such as the Magic Network to cast spells is simply blasphemy against magic.
You can imagine how difficult it is. And know Vittorio was extremely careful and Aspen Cbd Gummies Bwg1 453qz40uEn Green Matcha Tea For Weight Loss 5m8t 8wvh tried to perfect the magic circle.Flame is the subordinate priesthood of Thunder. Although the two parties are not affiliated, the suppression of this priesthood is even more terrifying.
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After nearly three months of expansion and repairs, the entire manor s underground has been completely hollowed out, forming a square covering an area of about a hundred acres.The bright light was so intense that everyone present could not open their eyes, and then a burst of shrill screams and wails suddenly echoed throughout the battlefield.
I remember I said that this time I m going to visit Master Farrell, so there s no need to spend a lot of time.In the past, there were not a few people who thought they had found theoretical flaws and could refute this Makers Cbd Gummies Reviews Does It Work Or Waste Of Money Heebbop Ajrj magic star and become famous.
If successful, this continent will have hundreds of thousands more wizards in just a few years Speaker Linn, I wonder how much of the construction and research of the Magic Network has been completed now Do we still need manpower, and when will it be available for use Tik asked enthusiastically after walking out of the conference room.
Why don t you pull them away Hua Shengqiang shouted.Ahem, it s a false name, it s just a false name. The old man felt ashamed and quietly resigned.
etc. Because alchemists also need to communicate Can Cbd Gummies Be Addictive Understanding The Risks And Q40 Benefits Cklb with each other, exchange contacts, and strengthen themselves.The cold air wrapped around the true sun fire, traveling through the meridians in his body, teaching and suppressing it.
He didn t expect that this man would regain his terrifying fighting power so quickly.Let s attack together Bai Yan shouted, and she, Ye Fei, and Han Dong attacked an underground demon.
The primitive beasts are hidden among them, and terrifying roars can be heard from time to time.Although there is food and water, we can t hold on for long.
Finally, Huo Xinghe sighed softly, and then disappeared with En Keto Gummies Reviews 8q48d1qy5 The 2025 Ifyn a sway.You are so vicious, you actually have an agency The masked man at the head couldn t help but get furious.
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Since it is an experience, there will be dangers. On several occasions, Ye Fei almost died and was buried in the mouth of a vicious beast.The energy in his body was stagnant, and his whole bones were rattling.
It was a good competition to advance to the inner disciples, but in the middle, so many troubles occurred, which made many disciples panic and had no intention to watch the battle.In other words, now, he had doubts about the master he had always respected.
Yeah, okay. Ye Fei came back to his senses. Judging from the scene where the road protectors were shocked to death, for some reason, he suddenly thought of the tragedy in Emei.Golden Spirit Grass and En Stories Losing Weight By Drinking Apple Cider Vinegar F2e 4ooe Drunken Immortal Zhi are cheap, cheap.
It is certainly impossible to say that the main force of demons will attack.But now. Without giving anything, just letting the Storm Army stationed there, they could get so much, how could it not be shocking.
The entire Falcon Principality can easily take out tens of thousands of vehicles, not to mention tens of thousands.Even if the strength of the units is not as good as the living beings, they can definitely fight head on.
If it were Zhao Hao, he would have enough strength to kill him before he could escape.After all, the other party didn t know that they would make a surprise attack, so how could they intercept it without preparedness.
The advantage should not be too great. Gulu Drink a bottle of powerful magic potion, and then activate the Blood Demon Transformation to ensure that your magic value is always in a safe zone.After Freya severely damaged the enemy with one move, she showed no regard for martial ethics and did not give the enemy any breathing space.
Captain Cbd Gummies Shipping 9068 70t A man with patterns on his face The young man asked Leona who had just come back and sat down.Building ships. In other words, now he is using the hands of a mage to complete the work instead of him, without spending a long time building it.
Okay, didn t I tell you before you came here that no matter what you see, you have to calm down and take action The half elf leader scolded his subordinates, and then walked up to a tall man in the center with a skin and bones body.Is that okay Soth explained the situation directly.
Uh huh Thin red scales grew, dragon wings spread out from behind, and Feida entered a half dragon state.The Skeleton Soldiers themselves are a type of unit that becomes more terrifying the more they are in number, so one can imagine the improvement in strength.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv