Obtienes lo que pagas

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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No longer so polite, he The Top 5 Reasons to Consider CBD Oil for Arthritis: From Improved Mobility to Better Sleep said coldly Stop talking nonsense Don t you dare to accept the challenge Okay, Mu is offended As he spoke, Ye Ling turned his palm, and a ball Do CBD Gummies Help with Anxiety? Benefits, Risks, and Reviews of Nine Evils Yummy CBD - CBD Gummies: A Comprehensive Guide to Relieving Pain, Sleep, and Anxiety and Three Colors rose up.It turns out that the Demon Lord is Holy Mistress No, Ye Ling, are you talking nonsense According to you, Madam Honglian has the power to reach heaven and earth, how can you escape from her grasp Zhou Tong an, the Centrum Multigummies Gummy Multivitamin for Adults: A Comprehensive Guide to Supporting Overall Health (igulE) ancestor of the Zhou family, also shouted Yes My 5 Best Exercises to Lose Weight and Gain Muscle This Winter 2025 fourth son is Finding the Best Full Spectrum CBD Gummies for Optimal Health Benefits not dead His birth soul tablet is not broken Did you exit the Liantai Cave Mansion safely Where is my fourth son now Tell me quickly Ye Ling smiled bitterly and said At that time, the restrictions on the Liantai Cave were loosened, and the demon saint s life soul failed to guard the door, and was killed by the phantom transformed by its master Seeing that we could not leave the Demon Sealing Platform, the six of us broke into the Liantai Cave.

The beast, the beast soul left behind is so powerful.He shouted sternly As long as I am here today, you can t get out of the ancient tomb Put CBD Gummies on Airplanes: A Comprehensive Guide to Flying with CBD (ChdkU) the contents in the sarcophagus away.

When Miss Qu Er heard Ye Ling s heroic words and saw Ye Ling s lonely back standing proudly outside the city gate, she felt heartbroken.Send Jin Ling er and Jin Tumu also said Brother Ye will lead us to destroy the Nanyu Sect and regain our homeland.

No matter how much the ancestor bombarded it, there was no sign of breaking or even damage.He instantly opened the hidden stone array, hid Do Keto Plus ACV Gummies Work for Weight Loss? A Comprehensive Review in it, and disappeared The Blueprint to Khloe Kardashian Weight Loss Success into the heavy black mist.

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After a short while, the devil respectfully asked the master for instructions, sent the jade slip out of the water, and appeared on the scroll.We, the monks in the west of the city, and every household must welcome him Hong Tang was stunned for a moment, and Ye Ling sneered.

In this case, they would be discovered by the East China Sea Demon Cultivator sooner or later, so Ye Ling secretly made up his mind Meal Replacement Shakes: Convenience, Nutrition, and Weight Management to leave as soon as possible At this moment, the red fire green tailed leopard suddenly stood up from lying lazily at the entrance of the cave, half squatting and half sitting up.

The opportunity is here Heavenly thunder kills ghosts Ye Ling withdrew the crystal.Immediately afterwards, on the demon sealing platform What Does CBD Mean in Gummies: A Comprehensive Guide (xClxz) that looked like a lotus throne, a huge shadow of a beast soul rose up.

When he was about to rush out to The Benefits and Science Behind CBD Gummies by Dr Oz (Ezcny) stop the The Benefits and Uses of Hemp Derived Gummies: A Comprehensive Guide (BjuGB) demon bird, Wang Shiyuan stopped him and persuaded him We Where Can I Buy Metabolix Keto ACV Gummies? A Comprehensive Review of the Best Keto Gummies for Weig are too few in number.Ye Ling only Are Gummies Good for Sex: A Comprehensive Guide to Enhancing Intimacy (uJDxg) Best CBD Gummies for Autistic Kids: Benefits, Effects, and Reviews felt a powerful and familiar spiritual consciousness, sweeping over him like a warm spring breeze, clearly giving him a pause, and sent a spiritual message I hope you come back safely In the evening, Xiaoyaoju lives in the south of the city.

When I get the Phoenix Dew Spirit Strain from Yemei Mountain in Moyun Village and refine it into the Golden Elixir Holy Medicine Great Return Pill, my cultivation speed will increase Ye Ling thought to himself, his eyes flashing as he saw the float flying across the wilderness and arriving.It was much Cannabis Gummies for Pain Relief: A Comprehensive Guide to Effective Management (gqlgq) easier Finally, it was the most difficult time for Ye Ling to refine the Shura Demonic Sword.

It was all over the place. Fortunately, in the middle of the square is a square bamboo platform made of thick and strong bamboos.His smile was uglier than his tears, and he led the way with his head in front of his head.

Manluo took the lead in setting up their swords. The warriors of the Ivy Barbarian tribe also hurriedly followed.Charge over Ye Ling shouted in a deep voice. The red fire green tailed leopard was forced to have no choice but to speed up suddenly and pass through the gap in front of the water rhinoceros.

Xu Mingsheng brought back the young master Rooibos Tea Weight Loss: Boosting Metabolism and Supporting Healthy Digestion of the Qu family and was left on Moyun Peak.The demon s attention then turned from being afraid of the wind roar beast to the wind flag in front of it.

In addition, as the master of the Immortal Sect, he has no shortage of spiritual stones and medicinal herbs.Ye Ling muttered to himself I can come to the back mountain of Moyun Village thanks to Miss Qurou.

The three of them had reached a consensus and quietly approached the first smoke formation.