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 Centro Estratégico Excelencia se centrará en los servicios de adquisición y contratación comercial de Honeywell e impulsará el crecimiento económico en la región.
El ámbito cloud, en la actualidad, es el hogar de las soluciones más poderosas; muchas de ellas indispensables para poner en marcha una transformación digital.
Con la actual tendencia tecnológica a la miniaturización, el diseño y construcción de los nanosatélites acelera su paso en México, gracias al talento y entusiasmo de nuevas generaciones.
Zhao Xinfang has already found a job, not as a delivery person or courier as he had just planned.All that can be done now is to wait. Anxiety has no use.
Yu Haiting said nothing more and nodded to accept the task.I came here this time just to talk to you and see if there is any way I can help you.
Gong Daoyang fiddled with his mobile phone in his hand and said casually, What have you been doing these two days You don t even know such important news Gong Daoyang s words aroused Du Heng s curiosity, and he suddenly wanted to know what was important.Let s talk about your situation. Pushing the checklist in front of the female accountant, Can you understand I can t understand.
Hearing this, Du Heng was shocked. If there was a factory to rent, he would definitely not be able to match their rent.It is indeed possible. If a small amount adds up to a large amount, the profit will be terrible.
The sour taste is too strong and the medicinal properties have been destroyed.It s very expensive. It cost me 1,300. It s a bullshit thing. I ll drink it anyway.
If your girl has already undergone chemotherapy, I won t say this.At that time, I was tired while working in the fields, so I had a miscarriage when I got home.
But you see Looking at this recipe, the heaviest one was 30 grams of Fangfeng, and after taking 7 doses in a row, each dose also contained 15 grams of whole insect.As for himself, he did not go about other work matters.
In addition, there were three nurses working at the township government.When he reached the area where there was no courtyard wall, Zhao Bin wanted to jump over directly, but Du Heng felt that this was not polite.
Only the patient was there. I explained to the patient and also took a bag.Du Heng reached out and touched Zhu Fanzhong s forehead, He has a fever.
President, what are we We are a first level health center.After feeding him the bark water, Du Heng said, Now hurry up and wash your wife, clean up her clothes, and change her clothes.
So, he can, and so can Qin Feng.Tan Su, in the past you failed to gather your spiritual power, and Dad was also thinking about the whole family.Weakly continued I don t dare anymore, I hope the lord will forgive me Yu Liao glanced at her weak appearance at this moment, feeling annoyed and amused.
If she knew that the people she saved were massacred by the hundreds of immortal sects entrusted to her.As she said, she sent the sword box to Qin Su.Tan Su gathered his spiritual energy slightly, and put the long sword in his hand, he smiled at the master and said, Thank you, master.
Why, since Su er also wants the chair of the Patriarch, why don t you dare to accept Feng er s challenge Qin Fu is worthy of being the Patriarch for many years, and at this moment he has put away his previous anger.Yu Wyld Cannabis Infused Pear Gummies Xdhnh61l Isxl Liao was next to him, seeing him ask about the shop New Clothes , she thought for a while and then remembered that in her last life, Tan Su took her to this clothes shop called New Clothes.
At this moment, the two are still on Yu Liao s Qingchen sword together as before, she holds the baby in one hand and controls the spiritual power of the sword under her feet with the other.The sound of the strings was sharp and eager, although the influence on the demons was halved, but it also stabilized Yu Liao s mood.
That s why Yu Liao and Qin Su came to the Su Mansion.Junior sister, if you like it, take a look for yourself.
A Taoist priest touched his neck, and Farm Cbd Gummies Sxxk St2zvc5pj after he recovered from his cough, he smiled at Yu Liao and said flatteringly Fairy girl, we have said everything you need to ask, do you see our antidote Qin Su glanced at the man when he heard the words, and stopped him from getting closer to the master.Meng Xun s eyes changed instantly when he heard this, and he glanced at the woman coldly.
However, the next moment he saw Master took another bite of the pastry.A group of people on the opposite side approached them, and when they approached, they seemed to be talking face to face.
Because of this, Yu Liao had no doubts about meeting Gu Jia here.She really has you as a good daughter.You said that if she knew you.
He also took a fan, it was the brother who praised Qin Su s appearance at the beginning.Tan Su helplessly called out to her second sister, but Qin Su still looked at Yu Liao with a frank and straightforward look.
Ignorant child, do you think You should respond to you just because you like her Have you ever thought about how she Tri Leaf Cbd Gummies Hil Ck9z will gain a foothold in Xianmen Baijia in the future Tan Su glanced at the farther and farther figure in front of his eyes, and then turned his gaze back to him, narrowing his cold white face and silent narrow eyes slightly You are just jealous of me.
The warm red is stained with a few blood soaked dark colors, and the red under the color difference against the light gives people a decadent color feeling at this moment.He is also dressed in a white shirt like the woman beside him.
Gu Shuci said nothing.Said politely, and smiled viciously at him after speaking.As long as the people behind the scene tell the Taoist priest Gu Jia s physical characteristics, or if he directly transforms into Gu Jia s appearance, it will be a bloodless matter for the old demon king.
In her sight, she saw Master angrily putting down the sleeve that had wiped her lips, and there was probably a little bit or two of blood on it.Therefore, he has to live and feel well.Yujian passed by one after another, looking at the Wugou Mountain in front of him, looked down at the humanity in his arms, and said Master, if you persist, I will bring you to Dugu Divine Doctor right Finding Wut The Best Cheap Cbd Gummies For Your Needs A Comprehensive Guide Xbmky A0vm away, and he will If there is a way, he will definitely have a way.
He slightly lowered his eyes and glanced at the master who was on his chest, and a smile flashed across his eyes.He shook his head at his sister very simply, then continued It s not her, she s just my junior sister.
Young lady, if you like to sit, that s all.I hope you can tell me your identity, so I can call you young lady.In the last life, Qin Seeing that she liked it, she once gave her a stack of storybooks, but the demons broke through the barrier suddenly, The Benefits And Effectiveness Of Thrive Cbd Gummies C4k For Overall Well Being Iirek M2a3 and those storybooks disappeared before they were read.
As he said, he picked up the black material next to him and handed it up together with a dark blue horse.
But in the next moment, in Tan Feng s astonishment, several green vines suddenly appeared around him, and the spirit vines that seemed to grow out of thin air also rushed towards him directly, and the slightly blue spiritual power floated on Tan Feng for a while.Yu Liao understood instantly after his words, and the two of them were in perfect harmony.
She couldn t think of anything else to describe Tan Su except that her big apprentice was really crazy.It is hairpin meeting.Before he could refute, Tan Su beside him spoke.
The above are Gu Jia s original words at the time, so he knew at that time that there would be such a day, and his identity was indeed inseparable from the demons.When Yu Liao finished her words, she used lightness kung fu to fly over, and the three people behind also landed in Miss Chen s courtyard.
She picked up the handkerchief on the ground, and said a few casual words of comfort.With a face on her face, she put down the teacup in her hand and said solemnly A Su, let me say it again solemnly, being a teacher does not necessarily require you to win, just treat the hairpin flower meeting as a normal discussion.
Under this sight, Gu Jia squeezed his fan and looked away.The black shadow man didn t even tell Meng Fan Once the fake incense is taken and not forced out in a stick of incense, it will completely become a half demon within a month.
Tall and tall, the waist and limbs of the familiar figure have not changed.So, where is he now Yu Liao asked the Taoist priest.
With her words, Su Niang felt relieved and stopped going back.Circle the wrist to hold.Qin Su smiled when he heard the words, and he glanced at the red marks on her wrist, it was a red mark that hadn t disappeared, and a new red mark was placed on top of it.
For a while, all the disciples who had been fighting on the boat stopped, and looked at the young master in Yu Liao s hands with a little panic on their faces.Seeing the woman in white shirt looking back at the hand Uncovering The Truth Behind Lucanna Farms Tp2i6jv Cbd Gummies Reviews A Comprehensive Analysis Yu5v outstretched towards Qin Su, he pinched the handle of the fan and stopped in his tracks.
Yu Liao clenched the sword in his hand, and he followed a few steps into the room.The pastry was indeed sweet but not greasy as Master said.
Earlier, Yu Liao thought that the fake sachet worn by Yuanwai Chen had been wearing it for a long time, leaving some smell in the courtyard.The two returned to the courtyard, and Yu Liao told Qin Su a few rules for tomorrow s competition.
The dress and makeup of the black clothed woman obviously did not suit her.Yu Liao approached and helped the two of them up, because the two apprentices came so suddenly, she hadn t figured out what to give away yet, so she planned to give them away in a few days.
Here, a layer of scarlet blood gradually condensed around Qin Su, and the scarlet hostility instantly surpassed the slightly blue spirit.Master, it s okay, let s find the younger brother and the others first.
Seeing this situation, Yu Liao could only nod her head.Yu Liao put down the teacup in his hand, and then continued So Miss Qin also You don t need to thank me specifically.
Master, what if.At this point, he saw her eyes full of earnest inquiries, and then continued Let the disciple take back the word if, this sentence does not count.Seeing her slipping her words in a hurry to have fun, Gu Jia just laughed out of shame.
Afterwards, a group of people were brought to besiege and were still beaten.He is also a user of dumb souls, so he was exempted once.
Zhou Chixiong, a hundred family member of the Jinwu Guard, deliberately killed Liu Han, a small banner official, to attract the attention of the watchman and the government office.Are you here to ask for something The shop owner said, and presented the brochure This is what Zhou Min left with me.
She is well educated and capable.Among the children of Emperor Yuan Jing, there were few who could match Huaiqing in talent and skill.I think there must be a reason for it.However, Zhou Shilang accidentally died on the way to exile, and no one can W5b Finding The Best Thc Gummies To Help With Sleep A Comprehensive Guide Twdiz Z0a1 give me an answer.
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Please investigate strictly.Emperor Yuan Jing looked at Chen Hanguang who bowed his head and said nothing, What does Yin think Although Fu Yin is a fourth rank, he governs the 24 counties around the capital, and his power is as great as these six ministers.After learning the news of Xu Qi an s death in battle, he was finished.
He flirts with civil officials and is rejected by other nobles.Emperor Yuan Jing, who was wearing Taoist robes, sat at the head, listening to the report of the prefect Chen The Benefits Of Best Hemp Gummies For Stress Relief S4omp Ybkcz Ofpm Hanguang, he was neither angry nor happy, and calm about the crowds at Caishikou.
Four What is the progress of the Sangbo case Seeing this, Xu Qi an waited for a while, but before the letter from No.King Yu once said that Uncle Pingyuan flirted with civil servants, and drifted away from the Xungui Group.
Things have come to this point, it is useless to turn your face, and you should consider how to face the future.Li Miaozhen stared at Xu Qi an in surprise, a big question mark flashed in his mind.
There are two last letters.He recalled the spare tires he raised Chu Caiwei, Huaiqing, Lin an.Get out Zhu Guangxiao kicked him flying.Song Tingfeng was still wailing there, I will go to your mother s condolences, my brother is gone, you let me mourn you and return my brother, return my brother In the gray world, Xu Qi an saw the small temple again, the temple Inside sat a handsome young monk.
His scalp went numb instantly, his adrenaline soared, and cold sweat rolled down one by one.With a punch, the air machine rubbed against the air, let out a Shenxiong roar, and hit the direction of the lobby.
A caravan of 300 people trudged along the official road, and each car was level.The female ghost was miserable in the middle of the night, making the whole house panic.
For example, in the warlock system, the level of healer is for the qi technique As a foreshadowing, the Qi Wang technique is to lay the foundation for Fengshui masters, and the enhanced version of Fengshui masters is array masters.Xu Qi an said with a big laugh.Of course, martial artists in the Qi training realm are no longer afraid of cold and heat, he is purely teasing.
Hearing this, Xiao Man Niu No.5 in Southern Xinjiang couldn t help but sigh with emotion Good luck.6 shop, and that s what I mean by buying dog meat.Too young, even looking for a private prostitute so awkwardly dare not say that the three of them shook their heads and sighed at the same time.
The topic of the sealed item seemed to arouse his interest Nine You can directly rule out the Daomen.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv