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.
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.
Cada decodificador tiene contenido educativo almacenado precargado y 5GB de internet que mensualmente serán recargados para uso y consumo de los contenidos del programa Hogar Conectado.
Seeing his crazy appearance during the day and night, she gradually felt a greater pleasure of revenge.Master, do you also think that Ah Su has bad eyesight As he spoke, he looked at the master sadly, then lowered his head and looked away.
Speaking of this, the unwillingness in her eyes distorted her face for a moment, and she grinned again at the next moment, That stupid woman Meng Fan dared to tell you that her precious daughter, Chen Best Gummies Hqpb For Weight Loss For Men A Comprehensive Guide Sgfeh S870 Xiwei, wouldn t even try to give it to me.Eight years, what surprises does my brother have that he doesn t know Qin Feng s raised phoenix eyes narrowed slightly at this moment.
Qin Su let out a breath, endured the mentality of strangling the other party, and reminded Calm down, feel my spiritual power enter your limbs and bones.Chen s courtyard.No one Come over to our room, and the courtyard on the right side of the corridor is also empty Yu Liao then turned to Meng Xun and said, That courtyard is Miss Chen from this mansion.
The people on Su Mu s side all withdrew as early as Su Mu drew his sword, so now there are only two people left Plain Jane Cbd Gummies Udr7kf L1ps on the stage who want to fight.He directly stepped forward and twisted the neck collar of his wife s clothes and said harshly Meng Fanmeng, where did the sachet come from Are you still telling the truth When Mrs.
She squeezed the hand beside her and controlled herself to stop it.The two have been on the border for so long, and Su Yan er was punished for copying.
My poor An An, you are still so small.There is no body left, it is for the mother It s useless.Seeing fewer and fewer women on Can A 13 Year Old Take 4e81kg Cbd Gummies Gop6 the street, more and more families preparing to flee Huai an Town, and every midnight dream, she began to feel uneasy and guilty deep in her heart.
Father son relationship.Su Ziyang subconsciously blocked Su Mu when Tan Su raised his hand.He didn t expect that his beloved son, Su Mu, would treat him like this, as if he didn t give him a way out.
Some were just Su Yan er s chuckle after a moment of astonishment, and she actually saw a hint of joy in the eyes of the second apprentice These developments were beyond Yu Liao s imagination, and she had already prepared the words to tell her apprentices that she couldn t help herself.At this time, Yu Liao put the bottle away again, and went to the little medicine boy s tray to get the last bottle, a small black bottle.
No matter how the demons cover it up, it can t escape its nose.It was like this.No wonder.Tan Su, who had been looking at the master, naturally didn t miss the moment when her expression changed.
Also, she gathered spiritual power to her right hand on the boat earlier.She didn t know much after waking up.After waking up, she was facing the immortal Taoist who went up to Wugou Mountain and told her that this master, after Tan Su sealed the Demon Lord, became a fairy and then fell into a demon.
It s good to have hope, it s good to have hope. Du Heng was also helpless.Wu Buwei followed, unambiguously. He held the wine glass again and looked at Ma Zichen, Xiao Ma, United Farms Cbd Jnov1gh4e Gummies 500mg 5i9p I m sorry that I asked you to write a case report for a month.
When I was working in the fields at noon the day before yesterday, I suddenly felt dizzy.Returning to his small second floor, Du Heng turned off the fire and prepared to go to bed.
Calling yourself is just to seek some inner comfort.Therefore, cross infection and the like are impossible.
But Lu Zhongjiang persisted and even took Du Heng to give him an hour long ideological education class.There is nothing we can do. Although it is very impolite to rush a guest, we still have to make a call and ask now.
It only takes two more people than living in a rental house now.At this moment, Du Heng s phone rang. After seeing that it was Wang Zhenzhen calling, Du Heng suddenly remembered that he had agreed to Wang Zhenzhen s dinner date today.
After returning from the banquet, in three days, the number had only increased by 4 There are effective cases, one of which is Yan Ting.Doctor Hou who followed behind was stunned. This is where the great god comes.
So often you can see some people walking in to see a Chinese medicine doctor and being carried out right away.Xu Pinglin looked at Deputy Director Li s expression and no longer had any hope for him.
Liang Limin s son, who was over eight years old, held a bowl to catch his urine while crying.Now one is willing to teach, and the other is spiritual and willing to learn.
Lu Zhongjiang took a sip of tea, cleared his throat and continued, The second point is whether the training time can be postponed until winter.He also asked about the medical treatment here from the mouths of people around him.
Anyway, he is not from his own clinic. If something happens, let him handle it by himself.Joke, are they patients Are they family members of patients You can respect me if you want.
Li Qingde on the other end of the phone suddenly stopped talking.Eat instant noodles Think about it, forget it, and everyone is called to work because of themselves, so they can t help but express their feelings.
Du Heng began to give Liang Fuman some advice. Uncle Liang, you don t need to go to the toilet.If you can prescribe more, you will definitely prescribe less.
Living like this is also a burden for the dolls. Auntie, they gave up on you, and you still believe in them.I m going to correct my homework. I won t talk anymore.
The blue spiritual power instantly enveloped the entire body of the sandalwood sword.I mean, all the shops under the funds brought by my mother back then will be cleaned up.
The villain seemed to want to eat her sight.It was so scary.Yu Liao gathered the untied cloth from her hands aside, raised her eyebrows with a smile, and said in a brisk voice Don t think so much, the teacher accepted you as his direct disciple because he felt that he was destined for you.
A few people went back to the inn first, and although they had a cleansing technique, they decided to wash up because of some sweat.Master, you must take this seriously.As he said that, there was a hint of joy in his narrow eyes, and seeing her just smiled, he said again Let s go, isn t Master going to take Miss Su to see Senior Dugu ,us go together.
Therefore, he also followed Gu Jia.When he entered the secret pavilion of the mansion, Meng Xun seemed to be stimulated by something inside, and left the mansion without saying goodbye to Yan er.The boy who was too thin looked even weaker under the white robe, and the clothes he prepared seemed a little too big.
These habits make everyone move Inconsistent stature.The boat they boarded was the largest of the three, and the boat had already started , behind it were two smaller boats slowly following behind it, there was the sound of singing slowly, and the smell of all kinds of sweet and greasy powder on the woman s body wafted with the wind.
At the last farewell, Tan Su said goodbye to her two sisters.It was at this time that Su Mu learned from the old Mozun that the Su family was the one that destroyed the Meng Xun family back then.
What do you want to know Saying this, Xue Ji turned Managing Diabetes With Cbd Gummies For Diabetes Hholtj3j At Cvs A Comprehensive Guide 3a7n her neck slightly away from the sword s edge, seeing that Yu Liao s sword was not following, the fear in her eyes lessened a little.Then, she paused for a while and pointed at the lines on the porcelain cup, and then said, But second senior brother , do you feel that Eldest Brother feels colder after the hairpin meeting.
In this world, as Cbd Oil For Pain Reviews A Comprehensive Guide To O44p0 Relief And Recovery Bwdpi Wn4p long as he protects the master, the fate of the master in the Si Ming mirror can naturally be changed.Master brought you here to play, she said, her eyes on the veil were a little sly, and she continued, You three come here When you attack me, your feet are not allowed to touch the ground, you are only allowed to step on the bamboo branches.
At this moment, two more people on the stage were forced out of the stage by Gu Shuhuai and Meng Xun s siege, and Su Yan er and Shan Wan also joined forces to eliminate one person.He also asked where the demons met.The Demon Race is herself, and she was the one who killed the boy s father, so what else can she say So Xue Ji naturally substituted herself into that woman, and said that what she did was done by Demon Venerable Gu Jia.
Tan Su s lowered voice contained some grievances.Knowing that he has already bigu, he is also asked to pick pears every day when he is practicing the life calling technique, and then he eats pears, eats pears.At the moment when Meng Xun saw blood, he subconsciously threw out the bamboo stick on his body.
Tan Su, who was surrounded by spiritual power, was covered with blood colored hostility at this moment, and the The Importance 6euel1wp Of Diabetic Gummy Vitamins For Managing Diabetes Ihvqv N5pz faint blue spiritual power surrounding him was swallowed by the blood colored hostility at this moment.The reason why she had such a deep impression of the golden color was that this lady looked at Yu Liao and Yan er from beginning to end when she sat next to Yuanwai Chen.
At this moment, Qin Su was still sweating with a sense of patience on his face, and Yu Liao could not imagine that it would be so difficult to force him to show such a Cbd Pfbhvw3 Gummies And Levothyroxine 306n painful expression.
It was just like this that Yu Liao became more and more angry at his Meng Lang s Cbd N6rqowa Gummied Nnsq words.The reason why they are not called half demons is because they live in the human world.
If they had been able to get together successfully, wouldn t they have made it to where they are today.Su Niang, what s the matter with Su Ma er s voice The woman, Su Niang, shook the red round fan and laughed She has hurt her throat recently and can t sing for you, why don t you come again next time , when the time comes, I will ask Su Maer to sing to you alone as an apology for today.
He really underestimated the beauty he brought back.The words Su Ke written on the outside Calm Cbd Gummies Reviews Vqv7 Jdyo0nfmn of the envelope were clear and powerful.
The reason why Su Ziyang was able to make a big plan to capture Yu Liao after Tan Su left and rescued his son Su Mu was that 100mg Cbd Fxn Gummies 3o75 he knew that Yu Liao s sword probably used the legendary forbidden sword technique.She brought them here to a wild bamboo forest, and the bamboo weaving is not very needed here, so this bamboo forest is so lush and boundless that you can t see the edge at a glance.
It was Yu Liao s words that made her excited again.This action of the man instantly attracted the attention of the people around him.
They looked at each other and laughed, thinking that the cold faced big apprentice and senior brother in the past are quite interesting at this moment.Gu Jia is Review Blue Vibe Cbd Gummies Unlocking Ytruql The Potential Of Cbd For A Better Nights Sleep Gm3e ours.The new Demon Lord of the Demon Race, if we kill him at this moment, I dare say that the old Demon Lord will be grateful to everyone.
There was nothing offensive about it, so she took advantage of it to ask.Awaken life, turn dryness into life.After one morning, the withered vines that had gathered his spiritual energy became greener and lasted longer.
The long swords in their hands made it clear that they were not some elegant scholars.Before approaching, the strong smell of blood informed Tan Su that it was unknown.
stand Tiger P5q Woods Cbd Gummies Website B2kl up.Master, is Miss Su whom I met at the hairpin conference five years ago Qin Su almost walked alongside Su Ma er when she led her away, and asked her softly with his head slightly lowered.This reminded her that the sense of achievement she had once unveiled at the Hairpin Conference was gone in an instant, and she was so bored.
It seems to be warning those who come don t try to stain the stone statue Strange, where did this spiritual power come from Yu Liao raised her chin slightly and looked towards the stone statue.There are many people and strength, and the yard was tidied up in a short time.
Sure enough, hiding behind the back is the behavior of this guy.Thinking of the young man s arrogance, the corners of her lips moved slightly, evoking a silent smile.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv