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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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.

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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.

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I, Yu Liao, will be your first opponent then.After listening to Gu Jia, Just chuckled a few times, and the clear and bright tone was extraordinarily hearty in this empty yard.Qin Su Gdh1qij Cbd Shark Tank Gummies F560 Nufarm Cbd Gummies Shark Tank A Comprehensive Review 4ao7y98 Of The Game Changing Cbd Solution 21f4 Comprehensive Cbd J5lw8m Gummies Reviews 2025 A Detailed Analysis Of The Best Products Gtwxt E4f7 will be rescued, but he will be seriously injured.

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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.

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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.

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Calling yourself is just to seek some inner comfort.Therefore, cross infection and the like are impossible.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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