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.
El año 2024 se presenta como un periodo emocionante y desafiante para la fabricación aditiva. Los avances tecnológicos, las tendencias sectoriales y la evolución en la gestión de la cadena de suministro están destinados a redefinir la industria, marcando un camino hacia un futuro donde la impresión 3D desempeñará un papel cada vez más crucial en la fabricación moderna.
¿Música anti-estrés mientras te encuentras en la oficina para hacer más ameno el trabajo? Lo ideal es usar unos audífonos que aíslen muy bien el ruido y te permitan controlar el volumen a tu preferencia.
El PHU-111 Wacom Clipboard es un smartpad que permite a los usuarios rellenar y firmar documentos al estilo antiguo, usando tinta en formularios de papel normales y convertirlos a formato digital en tiempo real.
Existen muchas ventajas al incorporar inteligencia artificial, ya que atienden tres pilares fundamentales: Predicciones y previsiones, detección de anomalías y pronóstico de rendimiento de la organización.
On the other hand, it is also the result of the Cbd Gummies With Melatonin Sleep 40 Aid Benefits subtle influence of the seven immortal sects over the years.What s more, the Qingling Demon King is their employer.
It is said that many monks in the middle stage of Nascent Soul can t resist it, let alone Qingyang.surrounded by swarms, but the movement of the Yellow Chen Earth Spider is still limited after all.
This person was able to block multiple monks at the same time, including Tong Yan, who was as strong as him.At first, I had no choice but to give up the bidding, but then something went wrong and the person who bought you in the auction gave you to me as a gift.
No one expected that there would be another very close situation, and seeing that Qingyang seemed to be somewhat at ease, their eyes suddenly fell open.We can no longer accept such expensive gifts, so we left the storage Just take the bag, please take back the other things.
But in the yellow spring water, it provided maximum protection.In fact, he had reached it half a year ago. However, to be on the safe side, Qingyang did not stop cultivating, but continued to absorb spiritual power from the outside.
The Long Eyebrow Ghost King can easily defeat the Huanxi Ghost King by himself, not to mention that there are the One horned Ghost King, the Big Belly Ghost King and others beside him.At the moment of life and death, without the supervision of high level monks, the Qi refining Green Acre Cbd 940 Gummies Reviews Unlock The Secrets To A Healthier You With These Premium Cbd Edibles monks on the city wall used their own methods to fight the monsters.
It would be good if the others can save their lives.Fortunately, Qingyang prepared a large amount of Juyuan Pills before going to Ghost Valley.
Thinking of this, Qingyang plunged into the water and started swimming towards the bottom of the Huangquan River.A slight delay will not have much impact. xdiv Master Guihe has considered a quick solution, but he does not miss the time.
After experiencing After such an incident, this giant crocodile from Huangquan may never dare to come to Huangquan River again.The most serious one among them even had his lower body injured.
there are all kinds of methods for cultivating immortals, and the level of cultivation does not mean everything.Jiang Liu smiled evilly. Don t talk nonsense, such a big CEO talks so superficially
Oh, oh, get away, get away, I m leaving. Hua Sheng blushed, pushed Jiang Liu away, and was about to leave.
After that, they sent people to search several times.Looking at the body of Master Guihe, Qingyang couldn t help but sigh with emotion.
As long as you keep up with the team, you won t get lost.He specially found high level spiritual vine seeds for backup.
Although he was ranked behind the Fuliu Ghost King in the Ten Kings Palace, the Huanxi Ghost King was not very convinced, because this ranking was based on part of the potential, but After the move just now, he has tested the strength of Fuliu Ghost King, and it Everything You Need 289 To Know About Purekana Cbd Gummies is indeed slightly higher than him.
After remembering the locations of several passages, Qingyang did not go directly to other passages.This person is very familiar, and he is obviously not one of those forces, and even those few forces want to take over the Yang family.
I didn t expect that the small Yin Yang Sect actually has such a good thing.Although there are rules, they can be flexible. There must be a way.
The difficulty is not that difficult. As the lord of the One horned City, the people he brought with him have also risen with the tide.After killing the man in blood, Duanmu Fei let out a long breath, and the hatred held in her heart dispersed somewhat.
Just say that there is an old friend who has been remembering him and will definitely come and sit with him after he accomplishes his task.Linglong Ghost King had an absolute advantage, Huanxi Ghost King had a big advantage, Fuliu Ghost King was just on par, and only Qingyang had the upper hand.
After that, Fairy Duanqing gave birth to his second son Shi Ruyin, and he never returned.It s just that Qingyang is currently fighting against the Huanxi Ghost King, and he himself is in the formation formed by the Vajra Demon Conquering Bead.
our city lord has a Cbd 574 Gummies For Ed Treatment User Experiences withdrawn temperament. He doesn t have many friends in the Ten Kings Palace, but there are quite a few who have festivals.One more person might be able to block the forest beast for them, but it turned out that Tian Dazhuang was stubborn and insisted on staying to save people.
At this time, the Long Eyebrow Ghost King seemed to remember something, and suddenly exclaimed Dream Soul Grass, it s Dream Soul Grass.
Only then did he deliberately fight to the death and let him use his strongest strength to attack him.They felt that they were not to blame and their wishes were not fulfilled.
Because most of those who rushed to the deserted sea as quickly as possible were outstanding and direct descendants of the major forces, but they were not really the most outstanding figures.The contents boiled in the pots were boiling. There was a trace of green air, which was suspected to be boiled decoction.
But the eight of Chenyang s Eight Swords is based on the fundamental existence of Taoism.It does not matter if the hope is slim as long as they believe in existence , the better The more real it is since he was a child, the more determined he will be when he puts his heart into betting.
At this moment, this treasure made Chunyuan extremely depressed.But the more optimistic the situation looked, the more cautious Mo Tianqing became, secretly The Effects Of Mg Cbd 0795 Gummies A Comprehensive Guide psyching himself up for fear of getting into trouble.
It is not difficult to dissolve this contract
As long as you have enough power to bombard the place where the contract is, you can Do it said ruthlessly.Fall, blame free and silently realize something. Although he was standing on top of the tower, he could clearly feel that it was the tower itself that had changed.
One look at the water image and you can tell that it is extremely cold in nature, and you don t know where the water vapor comes from.Just as he was about to say something to point out a way for him, Bai Ling er heard a long sigh.
Gui Wujiu s eyes narrowed. The establishment of an object and the establishment of a law are all from one thing to another, pushing things forward.If it s not possible, it s fate. Long Yun s eyebrows moved.
If he is willing, it is not difficult to obtain the qualification to take double medicine the so called double medicine means that the medicine of breaking the realm and the great medicine of Qingyuan are taken at the same time.Just like a piece of wood, it is not simply much shorter than the other two pieces of wood it has a section missing in the middle.
Jiang Minyi said Not long ago, the news came out that the Wanfa Sect was established a hundred years later.Or is he determined not to give up until he achieves his goal Since he appears here, he must be sure that he can keep the secret This is also ridiculous
Firstly, Mu Mu is confident enough in his self protection methods secondly, although a cultivator also has very deep strategies and calculations in his actions, he is different from the The Benefits And Reliability Of Purekana Safe Cbd Isolate Gummies 64731 For A Better Life Ynxxx secular people after all.
The content in his heart is roughly A robber from the Dingyuan realm who came from the sea teamed up with Xin Wei, an internal spy who had been undercover for more than ten years, to rob the warehouse.The former Qihua Xuanzong in front of him is now Gui Wujiu was also greatly surprised when he suddenly saw the 657 Sweet Relief The Charm Of Cbd Gummy Bears Wanfa Sect atmosphere.
Yun Wuxin s lips were slightly opened, and there was a sense of difficulty in his eyes.One of them, by gathering the things from the world of Ziwei, it is actually not difficult to refine a pill to restore mana.
The mystery of that sword is equivalent to the method of breaking the limit attack in a non destructive state.After saying goodbye and returning everyone s attention, his clone is escaping to the world of Ziwei at an extremely fast speed.
But it doesn t matter. Wherever the reason is, it has become history.But the Red The Benefits 83962 And Effects Of Five Cbd And Thc Gummies A Comprehensive Guide Pirud Mei Tribe took a different approach because the area under the jurisdiction of the Red Mei Tribe was too vast, they anchored the time and separated the east and west in extremely distant lands.
In fact, it has happened many times before that two or more favored people got into a scuffle, and eventually many people joined forces and killed one of them.Even if it is not as great as the advantage between the monster race and the human race, in fact, when the nine direct descendants are in the golden elixir realm, they will still have some advantages when facing the local Taoist monks who have not yet understood their Taoism.
And there was a faint X line on his cheek, showing unabashed joy.Although she did not express her intention, it was not difficult to guess that Mo You was about to return.
If it replaces The location of that rare treasure. Gui Wujiu pondered How far can this thing go Qin Menglin smiled and said Compared to the soul pearl, it is naturally inferior.This time the Dragon Clan fell into complete panic.
Among the thirty six people, Xin Weiying was the one who suffered the most serious casualties.But at this moment, it is different because this person shows a trace of independent personality, but it is actually a very weak internal friction, which lowers his The Benefits 1283 And Effects Of Lissrise Cbd Gummies For Overall Wellness Qplev mind it is also the reason why Gui Wujiu has a weak position on this path.
But this is hard to blame. Gui Wujiu flicked his finger, and a secret message from the heart of the sword came out.
You might die if you try. Stop the opponent The licking dog holding a heavy shield stopped in front of Freya, preparing to buy time for Heri behind him to cast a spell.However, this trick can only deal with targets without space blockade or flight restrictions.
You know, the Crow Principality has wiped out the remaining orcs and is gradually regaining control.But this time I chose a ghost, a fifth level undead that can only be summoned by advanced soul science.
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Okay War King looked a little excited. He was naturally very happy with this kind of competition.This was discovered by the connection between the hero and the troops, but he was not really seen.
After all, they had paid too much this time. They stabbed their employer in the back and suffered heavy losses.Sir, are you sure that the territory will be built here Are you not afraid that the Irolan Empire will know about it Anlos, who followed Zhao Hao, looked around and did not feel that there was a special terrain that could be used.
It s absolutely terrifying. Whizzing Amidst the dense sound of piercing the air, a large number of crossbow arrows shot through the air towards the figure in the air.The power is definitely not as strong as the giant s thunder whip, but the attack speed is definitely faster.
The remaining traces of flames, sharp weapons, elemental damage, etc.Zhao Hao began to look forward to the arrival of the ghost.
Well, from now on you can just follow me and call the adults Zhao Hao showed that he accepted the other party s allegiance and at the same time clicked on its attribute list.Without high level soldiers, no matter Finding The Best Cbd Gummies Mg Nearby A Comprehensive Guide Hegoj 1741 how many soldiers there are, they can only be slaughtered.
Barus, who slowly flew to the battlefield, looked at Zhao Hao for the first time, and his voice echoed throughout the battlefield.But compared to his other profession, it s different.
blockade Obviously Zhao Hao was not prepared to let any living creature leave, including various messengers.Otherwise, who will work hard for him in the future.
But when Behemoth met the dragon, he wanted to provoke the opponent.However, Zhao Hao was not only not shocked, but actually wanted to scream.
The most important thing is the military type This was definitely accumulated bit by bit by the major forces, and now that he has annihilated it, it is indeed no exaggeration to say that he has been crippled.Zhao Hao believed that the other party would not cheat him.
The figure suspended in front of him was a bit unreal, as if it were a human mummy wearing a gray cloak, and it was only half a year old.
He was frightened. The power of transforming gods was a legendary existence.Don t blame me in Diy 9434 Cbd Dog Treats Recipe For Your Pet the future. Fuliu Ghost King snorted coldly and said Giant Ghost King, you said at the beginning that this Divine Infant Valley is from ancient times.
Not only that, they also felt that the Ming Yuan in their bodies seemed to be going with them.even if the gourd Qingyang took out is relatively unpopular, he should be able to collect most of it.
Seeing Qingyang like this, Master Lingxu breathed a sigh of relief.If Qingyang only relies on his own strength to fight against the Zhu Yi Demon King, he is afraid that he will only lose.
It s very good, but my current cultivation level is already somewhat insufficient.After the beast withdrew a certain distance, they returned to Funiu City.
Just be careful when entering. Hearing Master Lingxu mention Xiping Mansion in Liangzhou, Qingyang couldn t help but feel moved in Best Cbd Oil For Dogs Top Picks For Stress 327 Pain Relief In his heart.thinking of this, Linglong Ghost King said Hmph, forget it, I won t argue with you, I won t fight for the position of the first hall master, but I can t decide who to choose for the moment, and I need to think about it carefully.
Now, you have only two ways to go, either surrender to me or die.After he pried a few times with his spirit sword, he heard a roar inside, and the entire wall actually shook.
The territory he controlled It is not smaller than others.Under their arms, they each held a young man from the Duanmu family, and none of them ran away.
The yellow spring water around him was immediately Blocking it, you can t get close at all.Only by retreating in time can we minimize the losses.
This is not only a training for low level monsters, but also a way to control the scale of human monks.Not long after that, he was already a Nascent Soul monk, and he was only one step away from becoming a god.
While everyone was making random guesses, the competition among several major families became more and more intense.Thinking of this, Shi Ruyin s arrogance suddenly disappeared, and he said with a fierce expression What do you want to do My father is the master of Lingfu Sect, and he is Shi Fu Zhenjun, Lemme 22262 Sleep Gummies Dupe A Comprehensive Guide To Restful Nights Rourw a monk in the middle stage of Nascent Soul.
The more Qingyang thought about it, the more curious he Elderberry Cbd Gummies Benefits Effects And Reviews 6310 became.He He is the only survivor, but his strength has gone a step further than the previous corpse eating mother worm, reaching a state equivalent to that of a Nascent Soul monk, and his strength has been greatly enhanced.
These maids have a very low status and have almost no dignity.I don t know how long this group of people have been here and what their purpose is.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv