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.
6 de cada 10 trabajadores reportan ser más productivos en sus trabajos gracias a las tecnologías móviles, mientras que casi la mitad (48%) están más satisfechos en su trabajo si perciben que su empleador es un buen proveedor de condiciones móviles de trabajo.
Esto es lo que finalmente impulsa la revolución tecnológica: El desarrollo del conocimiento con nuevo pensamiento crucial es posible utilizando innovación previa.
Tesla nos ha demostrado lo fundamental que es abordar la digitalización de la cadena de suministro en el marco de una estrategia y un contexto empresarial, respetando y aprovechando el conocimiento de la empresa en lugar de intentar suplantarlo.
Ye Ling collected their soul blood and asked the demons in the Demon Sealing Can CBD Gummies Cause Diarrhea: Understanding the Potential Side Effects
Diagram to spread their consciousness to confirm that it was correct, and then withdrew the Xiao San Qi Sword Formation.She did the next best thing and wanted to collect the soul blood of the giant whale, but she was resisted by the giant whale.
Aunt Cheng nodded secretly after hearing this. This is the way to behave in this cruel world of immortality Zhilan s eyes widened, and Baihua Girl s face was also full of confusion, and she said curiously I know the thief What s going on with the treasure catching monk Ye Ling said seriously He is a robber among monks.
The water of the spiritual spring can be used as medicine, can heal wounds, temper the body, and restore mana.Strive to improve both in cultivation and combat strength.
Let me do it The green and black fish demon yelled, grabbing the green vine with his giant hand and pulling hard.It would be best if the Sea Expedition Pioneer Army could be The entire army was wiped out Ye Ling said coldly You are willing to be the lackeys of the demon cultivators of the East Sea, and Cinnamon Pills Weight Loss Reviews: 25 American Freelancers’ Path to Weight Loss
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struggling violently in the two thunder lights, and roared loudly.He never thought that such a strong man would be the alchemy master of Tiandan Immortal Sect That s all, that s all, even Dan Xiu has such fighting power, Lu is ashamed Please come out and see Grandmaster Ye.
What a pity. Mr. Zhou Mingzhao said with emotion, but his face was full of contentment.His spiritual power seemed to be fully saturated. Best CBD Gummies Tulsa: Benefits, Selection, and Usage Tips
The peak of the sixth level of foundation building Sure enough, we have encountered a bottleneck in cultivation.
I was afraid that the master would not be able to lead the crowd across Lanxi and make the public angry.The brilliance of the cave defending formation flashed sharply, but it did not shatter.
After the Nanyu Sect disciples left, Ye Ling invited the Nanyu Sect leader, Miao Jiuze and He Yunchen, the three golden elixir monks, into the cave at the top of the mountain.However, they had just walked more than a hundred miles, and the gray mist in the sea gradually thinned out and no longer condensed into demon spirits.
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Hongtang and Xiaotao Seeing that Yao Guangxu, a big man with a long beard, is no worse than the physical cultivation of the Dixuan Immortal Sect in terms of cultivation and physique, and looking at him with his big mouth grinning in a daze, you know that this big man with a long beard is a fool.
At the same time, he also knew very well that the medicinal materials for refining Dahuan Dan were rare in the world.Ye Ling saw that this half old lady had a troubled expression on her face, so she directly bought three pieces of high grade spirits.
Liang Yuzhu only felt that the green water unicorn was sinking, and hurriedly wielded his sword.At this point, Yu Qing paused. He paused and sighed Actually, on the coast of the war torn East China Sea, the biggest threat to casual cultivators and sporadic monks is not the monsters in the East China Sea, but the treasure hunters who take advantage of the chaos to kill people and seize treasures everywhere.
The grass and grass are all frozen and frozen I guarantee that she will feel distressed to death.The wind eagle and the blue water unicorn carried them and rushed to the green algae beach.
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at the same time, following behind the clam monster like zombie puppets When I looked at their eyes again, they were as empty and lifeless as the Clam Demon Ye Ling took a breath of cold air and immediately immersed most of his mind in the Xianfu Jade Pendant to avoid being lost in the strange clam demon transformed by the gray mist.
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Ke Zhanyi heard that you couldn t help but admire Zhang Sheng.Along the way, she tried to call Lin Xia, but she didn t expect that the first call got through.
Except for his graduation work and a literary novel, this director has no works at all.The so called door smashing I turned my head subconsciously.
The whole person is still a little dazed. He saw Zhang Sheng looking at him with a smile.The hot search headline on Weibo became Yiyuehe novel Those Flowers officially launched.
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more and more branches transformed from the sacred tree were smashed, the vortex in the Heaven Swallowing Cauldron vibrated violently, continued to expand, and gradually escaped Jiang Yuebai s control, turning into a tornado that penetrated the sky of Liantai Cave.
Please teach me Master Wangshu Jiang Yuebai raised his lips and smiled, and Guo Zhen cried with joy.Only by fighting can you improve yourself faster and better.
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He likes cold environments and eats ice. So when she was Zhu Jiuyou, when she saw Lu Nanzhi who was full of coldness, she couldn t help but want to stick to him.Jiang Yuebai poured a cup of tea for Xie Jingshan, I m planning on it, there are too many people looking for me recently.
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Excuse me, seniors, please work harder. Let s rest after we enter Iron Feather Country.Dong Qiao opened his eyes in surprise. Even though he was in the divine transformation stage, he could not break the moves of the monks in the early stage of Yuanying.
Forget it, go find other little monsters to play with.
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Ling Guanghan and the sword master of the Guiyuan Sword Sect were exchanging swordsmanship together, while Zhao Fuyi and Ge Yuchan s master Li Fantao were sitting at the table, drinking tea and talking.In the inn room, Jiang Yuebai was rubbing her hands in anticipation.
At the same time, she found that her Yunzhi grass bloodline, which could purify and heal, was no longer working.Tian Nanxing feels that now The demon clan lives too comfortably if they stick to one side, and only strong enemies outside can make them nervous.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv