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.
l mercado de cloud se multiplicará por seis en los próximos cuatro años, pasando del 7% actual al 41% del total global de las comunicaciones unificadas en 2020.
La gestión adecuada de residuos no solo es una práctica empresarial inteligente sino también una contribución valiosa a un futuro más sostenible. Con la implementación de un plan de gestión de residuos sólido, las empresas pueden prosperar mientras protegen nuestro preciado entorno.
Desde nuestra perspectiva como compañía, el 2017 solo fue una muestra de los éxitos que nos esperan el siguiente año, ya que seguramente seguiremos presenciando la consolidación del e-commerce
Why are you still standing there Fuck him Xu Yu wiped his face and gave an order with a sharp voice.Tightly, his eyes fell on Qin Feng Of course she doesn t know martial arts.
Very frightened. I told you to call the police I told you to call the police You little bitch is so ignorant.Besides, your uncle just said they would compensate you five million
She was not only trying to fulfill Tang Xiurong s wish, but also for that five million.
Mo Wentian has grown up watching him. In his mind, Master Mo is as powerful as a god.How can he compare it with the Heng Palace of the Martial Arts Palace That s true.
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From the beginning, I never thought about developing it myself.Those two simple words were like a bolt from the blue to the Qin family.
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Then, she recounted the story with added detail. On the one hand, the discovery of company secrets from Qin Shufang s residence was exaggerated.
He glanced at Qin Feng and explained specifically Mr.Seeing this, Chu Huaijiang not only did not feel ashamed at all, but instead touched it with an inscrutable look.
This is all he has done in his life. Why do you need to be familiar with him Chen Xinrong commented disdainfully.Just when Qin Feng walked two or three steps away, Lin Wan er couldn t help calling him.
That day in Qingcheng, Qin Feng showed up with Chen Chuqing and severely slapped her and their family in the face.But Qin Feng understood clearly. She was reminding herself If you don t have the ability, don t show off.
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But David, who was lying on the ground, was no longer calm and hurriedly knelt down and kowtowed to Chen Xiao.Because Miao Jin, a master of using poison, can only hide in the dark.
Her eyes fell on Chen Chuqing Especially someone like Miss Chen.With Qin Feng s individual strength, it is not a big problem.
Looking at the remaining pieces of chess pieces on the chessboard, Qin Feng s mouth twitched slightly Mr.Isn t it your boss Chen who has the final say Mr. Chen originally said that he would come to Longdu for development.
It would be best to make him and Lin Baoer become enemies.This matter has nothing to do with you. After saying this, Dou Yi couldn t move at all.
Now that I have not completed my studies, I am still in the mortal world.He could only look at the ocean and sigh in his heart.
An old man who is over seventy years old is sitting on a huanghuali wooden chair in the middle of the lobby.Otherwise, he would be exposed sooner or later, so he had already thought about what to do.
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There is an empty compartment that cannot be reached by the elevator.They were controlled tightly, and there was no room for resistance at all.
They had not even forgiven themselves, so how could they persuade others to forgive themselves.If he can go from the first floor to the fifth floor so lightly, that must be something special about him.
Qian Yishun introduced Lin Beichen s identity and background, and then asked Captain, he is now We are still in the inquiry room, what should we do This matter is beyond the scope of what I can decide.Question, he felt like his heart was about to jump out of his throat, he was scared and nervous.
He raised his hand subconsciously, and then the thunder ball in his hand turned into a faint blue stream of light, wrapped in an arc, and flew out with a swish, hitting the The ancient tree in front of him was smashed into pieces Is this the real thunder in the palm Lin Beichen stared at his palm blankly, feeling ecstatic in his heart.
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I ll count to three, if you don t come out, don t say I didn t give you a chance End of Chapter On the other side, under the leadership of Qian Yi, a large number of police officers searched the area near the sentry point.Chest, the chest should be flat, and the back should be round.
Wuling Mountain in Yunmi County Seeing Lin Beichen nodding, the counselor asked doubtfully Although the scenery in that place is good, it s not very good.just now. He was obviously more frightened than the others, and his whole body shivered.
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He had killed enough people, so he had no intention of doing anything to these five people.This feeling of everything going well was simply
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But if we use power abroad
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Now that my strength has improved again, ordinary firearms cannot hurt me at all.Whether it is a lighter or an electric baton, there are various models, so don t bring the same one They range from igniters in lighters that generate electricity by pressing ceramics, to police electric batons
These are the devices Lin Beichen prepared to use to feel the electric shock.
Let s go to the next lantern. Chen Xian hurriedly walked to the next lantern, and then he was completely stunned alright.Su Ye took out Two boxes Don t you want the elixir from the sea These two boxes are enough for this month.
Of course I will go to Cangshan Mountain for retreat.Su Ye quickly formed a Taoist seal and pointed forward Taiyi Tianzun, hurry up like a law In an instant, it stuck to the chest of the king.
That s not the case, but
Luo Qingqing didn t dare to say these two words directly.Luo Qingqing said dissatisfied Can t you just go through the main entrance It s so unsightly I m trying to save trouble.
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Such combat power was enough to make any sect fearful.As soon as the auras of the six early Yuanying monks appeared, they were detected by the formation.
In the past, Elder Ji s lineage in the sect was still hostile to him, but now they continue to take the initiative to show their kindness.Okay Li Shiming nodded and Keto ACV Gummies for Diabetics: A Comprehensive Guide to Safe and Effective Weight Loss (CgasM)
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He does not know how the super powers are divided. The strongest forces he had seen were the Sword Intent Chongxiao Pavilion and the Ten Thousand Beasts Sect, but since he and his clone Li Yuanba had only joined these two sects for a short time, he did not have a deep understanding of the sects strength.
While flying towards the Four Elephant Cave Heaven, he stopped the cultivation state of the other four Yuanyings.Li Shiming is currently refining alchemy to others, but he is careful to suppress his alchemy ability.
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He knew that Li Shiming did not know the name. He thought that Li Shiming was also a warrior.Every time the figure appeared, it was in the space between the golden energy flying needles.
This Magic Moon Spirit Fruit was somewhat helpful to his spiritual transformation.Cut with one sword Li Yuanba s natal flying sword was already ready to go.
Even with the protection of the Mountain Gate Formation, the strong attacks caused the Jindan monks to suffer backlash from the Mountain Gate Formation again and again.Li Shiming was even more afraid to move. Anyway, when he acted outside, he usually activated the invisibility function of the color changing cloak, which would not reveal his whereabouts.
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the reward of 5 yuan End of Chapter Fellow Daoist Yuan, is Tianwen Sect not the top sect in the mainland Li Shiming asked curiously when he heard Yuan Xi explain the distribution of power in the Eastern Qi Continent.Even Li Shiming, the real body, has already practiced multiple techniques.
In the training notes, there are also twenty three talismans, 11 of which are the primary light body talismans he has seen, the remaining two junior earth armor talismans, five junior fireball talismans, and five junior ice talismans.Do you really think I escaped because I couldn t beat you He thought to himself.
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The monks in those boxes may be representing the sects in the auction, and some of them are from major sects.The monks who wanted to discover him and entered the cave in advance simply couldn t do it.
He was just thinking about saving his life. After meeting the great monk Pan Xiao, he saved his life before thinking about telling the story about Mu Jing.Li Yuanba had no way to communicate, What is the Cost of Keto ACV Gummies? Unlocking the Value of a Revolutionary Weight Loss Supplement
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A monk from the Holy Ice Sect He stopped what he was doing, and a spirit spirit from the Spirit Controlling and Soul Splitting Technique sent a warning to him.They are not Venerable Huijing. The exercises they practice have obvious characteristics.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv