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.
, las organizaciones se enfrentan a retos críticos en la gestión de sus cadenas de suministro. Andrea Brody, directora de marketing de Riskonnect, destaca que la forma en que las empresas gestionan el riesgo hoy es fundamental para adaptarse a un entorno inestable que, según muchos líderes, no se estabilizará hasta después de 2024.
Con iPads en las cabinas de mando, los pilotos tienen de primera mano las actualizaciones en los aplicativos encaminados a potencializar las labores a bordo.
La resiliencia en las cadenas de suministro no es solo una responsabilidad de los líderes del área; es un imperativo estratégico que debe abordarse a todos los niveles de la organización. Las empresas de capacitación tienen la oportunidad de liderar este cambio, proporcionando el conocimiento y las herramientas necesarias para que los líderes naveguen con éxito en un entorno empresarial cada vez más complejo. Invertir en capacitación se convertirá en un factor crítico para el éxito sostenido de las empresas en el futuro.
Early the next morning, Qin Fengcai took a taxi back to the villa arranged by Wei Jiaxin.boom A gunshot silenced the entire hall. Then, a man wearing a sheep bone shaped mask came out with a low and hoarse voice If you want to live, 6 Compelling Reasons to Use the Best Green Tea Weight Loss Supplement
don t move.
Wu, as the saying goes, it depends on the owner when beating a dog.No one expected to encounter Xu Hailin and the others, so they were not prepared for this at all.
His eyes fell on Xu Hailin inadvertently and found that the other person was also looking at him.However, Fan Bangyan didn t take him to heart. After a few words, the topic turned to the main point Young Master Du, I heard that your New Dragon Sect is coming to Longdu this time to participate in the martial arts conference.
Peipei, you take Director Xu and the others to the hospital first, and take care of the injuries first.A cold looking woman. Wearing a Givenchy suit and carrying a limited edition Herm s Fuji in her hand, her makeup was still exquisite even at night.
After Qin Feng finished explaining, he hung up the phone.Hall Master Qiu, what you said is wrong. Not only do I not take you seriously, on the contrary, I take action precisely because I respect the existence of Splashing Star Hall.
Seeing that he actually agreed, Qin Chuan and the others eyes lit up.Not only did he not take his father seriously, but he also treated her like a plaything.
His whole person was extremely resolute, and even the muscles wrapped under the suit seemed to be ready to open the clothes at any time.Xu Shaoqin was also very generous and took out an antique bronze tripod.
Zeng Keyi smiled as soon as he saw her Beina Originally, Qin Feng planned to hang around with An Jiuxiao and the others and leave after the party was over.But Qin Feng just slapped A New Wave in Weight Loss: Unpacking Keto + ACV Luxe Gummies Reviews
her in the face in public, which made her extremely humiliated.
Li Yuanba, who was in the corpse refining state, opened his mouth and swallowed the Xuanyin Fire into his body.But the only time it was used, it was extremely powerful, even reaching the attack power of a third grade high level magic weapon.
Chapter content in the web version is slow. Please download the Haoyue Novels app to read the latest content.Three months ago, his father died Zion Williamson Weight Loss: A Slam Dunk Strategy
of illness. Qin Hu ascended the throne and became the new champion prince.
Although it has not been Chilly Days, Slimming Ways: How Apple Cider Boosts Winter Weight Loss
completely used up yet, he finally has some fighting power of Nascent Soul Sword Cultivator, and he needs to sharpen himself faster through fighting.Yes, Master, I did underestimate Elder Shiming. If I hadn t been lucky, I would have died Li Yuanba lowered his head and admitted his mistake.
Li Yuanba was the sword cultivator of the Jian clan that he planned to train and protect the next generation of sword master Jian Wuwei.Li Shiming also saw the three great elders, who stopped at a distance of 500 meters.
The news from Yin Shilan was naturally not about talking to Li Shiming about becoming a Taoist couple, but just informing Li Shiming of the news.Be careful, retreat quickly Old Ancestor Song noticed the Uncovering the Benefits of Jwoww CBD Black Bronzer Tanning Lotion Reviews: A Comprehensive Guide (eWjMG)
danger first and shouted a warning while trying to get closer
But everything happened too fast. Countless flying swords were shot out from the cave, and these flying swords were shot at the four late stage Jindan monks.
The princess and Chen Ruoli had known each other since childhood, so they arranged Weight Loss Gummies: A Game Changer for Seniors? Real Reviews
a banquet.If the place where Ancestor Yuanying was was not safe, then there would be no safe place in the world of cultivating immortals.
How powerful can it be the last great elder said with a smile.Ancestor Jin Kai didn t even need to investigate. Based on his perception of the elder Sun Ao, he judged that the elder Sun Ao had probably died.
However, there are its own rules here, which do not allow the use of mental abilities.That is to say, he had successfully practiced Top 5 Male Enhancement Gummies: A Natural Path to Enhanced Performance (sROke)
the secret method of Thunder Body of Yu Qing Thunder Code , and was familiar with the state of energy of thunder and lightning throughout his body, so he was not at a loss when faced with the situation after Purple Thunder Serum entered his abdomen.
Someone has entered my cave Old Ancestor Li said quickly.He knew that Patriarch Yu was not in Wuqing Mountain today, and that the other Patriarch Yuanying was in seclusion, and it was impossible to appear if anything happened.
He believes that Li Yuanba has hope of becoming a Mahayana monk.He was born in the Bailian Sect and had no other means of making a living.
There is no need for him to practice, these energies are just like his own, and are absorbed by the golden elixir after they appear.He didn t know the name of the bag, but he knew its function.
Don t fight, don t fight, this is just a misunderstanding Mother and daughter are connected.Qin Feng had already hugged her and stood up Let s go Well, Her Majesty the Queen, I will accompany you to the battlefield.
And even though he saved her twice, Qin Feng didn t make any thanks or requests.Right I even bought you a house in Shanghai Tang Xinrong didn t say much, but just lay on the bed coughing like crazy.
at this time, you should follow Wu Mian and advise him on how to regain the lost territory.However, this surveillance must have omitted the part where Chen Xiao appeared later.
I definitely didn t follow you. He didn t even know Dai Ruolan s identity, so how could he follow her But before Evaluating Starpowa Meno Balance Gummies Side Effects for a Balanced Hormonal Life (lKWPk)
Dai Ruolan could say anything, Dai Ruoqing snorted coldly Haha, you are the only one who comes here to meet guests Okay, then tell me, where is the person you made an appointment with Can you be here The people who book private rooms at Mingyue Mountain and River are either rich or noble, and they all belong to the same circle.
I know you can be the captain of Nirvana, and you must have two brushes.If they want to smash it, just let them do it. But it would be too monotonous for them to smash it.
As soon as she saw him, Du Qingyue turned her head away angrily, turned around and got in the Kelly Clarkson Weight Loss Transformation: How She’s Shaping Up for 2025
car.The shell body fell backward. Fortunately, Xuanyuan Feng and Du Bangyan were both prepared and immediately rushed to support him.
But after seeing Qin Feng leave, she suddenly discovered that several people in Best CBD THC Gummies for Stress Relief: Top Products and Guide
the corner of the venue had moved.Based on this, Qin Feng feels that there is such a person in the Martial Arts Temple who can cultivate such a new generation.
All encountered doubts. But unexpectedly, after the two people left, Qin Feng s doubts became even deeper.All the arrogance and arrogance just now disappeared, and everyone nodded and bowed to plead with Qin Feng, as humble as they could with a smiling face.
Actually, what I want to tell you is what my mother said last time , you don t take it to heart, do you My mother really doesn t mean any harm, she is just worried that I will be cheated, but I know you are definitely not that kind of person Seeing her solemn explanation, Qin Feng suddenly felt Somewhat funny Actually, you don t have to explain so much to me.
After turning the corner, she stopped in front of a wooden door painted with flying cherry blossoms, knelt down and knocked on the wooden door.If you want to go on your own, why would I stop you Jiang Yibai really misjudged him.
No one was aware of his existence, despised him, looked down upon him, and laughed at him.With his later abilities, even if he disappeared, there were ten thousand ways to bankrupt the Zhao family and destroy Zhao Kai s family instead Ethan Suplee’s Weight Loss Journey: 5 Key Strategies Revealed
of letting Zhao Kai stay in Qingcheng.
She put on a very experienced look and pointed in the Beat the Chill: Top Exercise Routines for Menopause Weight Loss
distance This is the teleportation array leading to the barbarian s ancient fantasyland This cloud is the ancient The clouds are said to have lasted since ancient times and have never dissipated.The corpses were damaged by the monks who came after them, and they were simply trapped.
Suddenly, the Old Catfish Demon showed a strange look on his face, and immediately restrained his aura, twisted his beard and said with a smile A group of female cultivators from the Youyue Immortal Sect are coming over there, I am I seem to have The Healing Potential of BioHeal CBD Gummies on Amazon (iMNOC)
seen them on Huangsha Island Don t scare these little girls, you can question them.
He will be more confident in rescuing Kelly Clarkson CBD Gummies: A Game-Changing Supplement for a Healthier You
the second senior sister Liang Yuzhu.Senior Brother Deng, quickly sacrifice the talisman and destroy this dragon Among the Dongyang Sect monks, a junior brother who was in the early stage of foundation building shouted in panic.
Face, he said coldly You deserve it I regard you Finding the Best Bio Health CBD Gummies for Optimal Wellness (ZtGGU)
as the savior of our Qu family.Do we still have a share The captain is absolutely right, I agree Hong Guanlin, a white faced Confucian scholar, nodded in agreement, fidgeting with the green jade pen in his hand, and looking sideways at Siko Tingyan.
He inserted it on the ice wall and hunted with the sound of wind However, Liang Yuzhu could no longer hold back her excitement and drove the blue water unicorn back and forth on the beach.He then looked at the elder of the Immortal Sect who was judging in the main ring and saw that he was also staring hard.
Ye Ling quickly held Qu Rou s wrist and carefully checked her breath and pulse.He must look at each cell one by one and not miss a single prisoner.
When Miss Qu Er heard Ye Ling s heroic words and saw Ye Ling s lonely back standing proudly outside the city gate, she felt heartbroken.Send Jin Ling er and Jin Tumu also said Brother Ye will lead us to destroy the Nanyu Sect and regain our homeland.
After a short while, the devil respectfully asked the master for instructions, sent the jade slip out of the water, and appeared on the scroll.We, the monks in the west of the city, and every household must welcome him Hong Tang was stunned for a moment, and Ye Ling sneered.
In this case, they would be discovered by the East China Sea Demon Cultivator sooner or later, so Ye Ling secretly made up his mind Meal Replacement Shakes: Convenience, Nutrition, and Weight Management
to leave as soon as possible
At this moment, the red fire green tailed leopard suddenly stood up from lying lazily at the entrance of the cave, half squatting and half sitting up.
The opportunity is here Heavenly thunder kills ghosts Ye Ling withdrew the crystal.Immediately afterwards, on the demon sealing platform What Does CBD Mean in Gummies: A Comprehensive Guide (xClxz)
that looked like a lotus throne, a huge shadow of a beast soul rose up.
When I get the Phoenix Dew Spirit Strain from Yemei Mountain in Moyun Village and refine it into the Golden Elixir Holy Medicine Great Return Pill, my cultivation speed will increase Ye Ling thought to himself, his eyes flashing as he saw the float flying across the wilderness and arriving.It was much Cannabis Gummies for Pain Relief: A Comprehensive Guide to Effective Management (gqlgq)
easier
Finally, it was the most difficult time for Ye Ling to refine the Shura Demonic Sword.
It was all over the place. Fortunately, in the middle of the square is a square bamboo platform made of thick and strong bamboos.His smile was uglier than his tears, and he led the way with his head in front of his head.
Manluo took the lead in setting up their swords. The warriors of the Ivy Barbarian tribe also hurriedly followed.Charge over Ye Ling shouted in a deep voice. The red fire green tailed leopard was forced to have no choice but to speed up suddenly and pass through the gap in front of the water rhinoceros.
In addition, as the master of the Immortal Sect, he has no shortage of spiritual stones and medicinal herbs.Ye Ling muttered to himself I can come to the back mountain of Moyun Village thanks to Miss Qurou.
The three of them had reached a consensus and quietly approached the first smoke formation.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv