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.
Si se garantizara la seguridad de los ciclistas y se construyeran nuevas vías especiales para ellos, 71% de los entrevistados reconocieron que utilizarían la bicicleta como medio de transporte.
La necesidad de proteger la información es cada vez más importante, por ello es siempre necesario hacer una reflexión para tomar conciencia de los posibles riesgos a los que nos enfrentaremos.
Con los elementos de productividad aumentada, los datos de activos inteligentes y los robots, los minoristas están adoptando soluciones tecnológicas para mejorar dicha experiencia de compra.
El crowdsourcing está redefiniendo la forma en que las empresas manejan las devoluciones, ofreciendo una solución que no solo facilita el proceso para los clientes, sino que también mejora la eficiencia y reduce costos. Al adoptar estas innovaciones, su empresa puede transformar las devoluciones en una ventaja competitiva, incrementando la satisfacción del cliente y fortaleciendo la lealtad a la marca.
Occasionally, you can encounter some, such as the unique Hades in the Huangquan Valley, and corpses can also be used.Moreover, they were not in the mood to compete with the One horned Ghost King and others for things at this nonscalevictory trending weightloss motivation shorts [TnjWjiAg5BP]
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Ghost King.When Qingyang recognized Master Guihe, Master Guihe also recognized Qingyang.
This time he had to see who this woman was and why he had that kind of feeling.Then he tilted his head and looked at Qingyang for a long time.
x Although with Qingyang s current level of cultivation, he can still control the wind controlling gourd around the clock even without the iron armed monkey.Therefore, although their Nascent Soul is barely formed, the five elements are incomplete, which means that the Nascent Soul they generated has five internal organs, five bodies, The facial features, five wills, and five treasures are also incomplete and can only be made up for through other methods.
The child sank. Master Yuan Zhu s appearance was a bit abnormal.He wanted to run away, but he couldn t move at all.
However, the result was not very satisfactory. Master Lingxue borrowed external forces to break through in a hurry, but he could never be regarded as a true Yuanying monk.On one side is a CX-EMF Manual cbd oil pods filling machinemanualfillingmachine [28gNkk-xEm9]
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Maybe he will achieve a breakthrough by chance. It is unlikely that anyone will see a truly powerful and powerful dragon that can transform into gods, but it is impossible for everyone to see it.Please leave here, otherwise don t blame us. Zhao Fu frowned, this is the place of inheritance.
There are still many vital points on the body. If it is hit by this sword array, even the Black Armor Demon King will lose half of his life.Secondly, almost no monks had come to this dense forest, so it was time to start harvesting more.
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Kings Palace has been severely damaged, and what he wants is to dominate the Netherworld.
The situation of Young Master Lingxu is even worse.The only way is to delay time until your strength recovers.
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Only by retreating in time can we minimize the losses.The attack seemed to have lost its effect and was easily penetrated.
On the one hand, they do not want to embarrass the academy.Disciple, I am ashamed. I hope that the master will forgive me.
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in his body was running wildly, and he shot an arrow at the big hand.Tian Yan glanced at the Yin Yang Sect members indifferently, then turned and left.
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Qianxiu was domineering and wanted to scold and insult her, but in an instant, I felt that a lot of spiritual consciousness swept over me.Boy, you are lucky that Wei Guangde didn t kill you last time.
Bold, who are you At this moment, Jiang Ying and Yin Sanniang rushed out with the strong men.After all, he was new here and he didn t want to cause trouble.
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is already a container to hold the energy in the body When it responds to the outside world, it will become more powerful, unlike the heaven realm, which can only rely on external forces.The seventy two pavilions are shrouded in clouds and mist, scattered in an orderly manner, with undulating mist, accompanied by various colors of rays of light, just like the colorful clouds torn from the sky.
The South Territory borders the north and is home to thousands of sects.Ye Fei s shadow hesitated. Finally took a step forward.
Anyway, someone arrived at the scene of the incident.Ye Fei shook his head gently. Hey, you can t say that.
Suddenly, more than a dozen souls Small balls of force appeared, with no numbers on them, floating in the air.Very good gone Nansha nodded slightly and said two words lightly.
Since Qingyi Xinglan and the others moved into Beihai, Jianmei s bodyguard job can be said to be unnecessary.The spiritual power of heaven and earth is what operates the skills and enhances combat power.
If your skills are inferior to others, who can blame you I ll give you a chance and go back.It s amazing. He is worthy of being the fifth prince of the Dali Dynasty.
After all, this is an alchemist assessment. It is impossible to say that everyone is not nervous.He will come out in a month. Okay, I will wait for a month.
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all extremely powerful and terrifying. Countless magic weapons were used to attack Jiutian Dang Demon.
She always wore green robes and was graceful. However, no one knew that she was a dignified master at the top of the earth level.Jiang Ying, please stop saying a few words. You all have big plans in mind.
Even if he can finally defeat this tenth level demonic dragon, it will only be a victory.Seeing that there was no problem anymore, The coffin carrying ghost king finally breathed a sigh of relief.
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valuable treasures.In their minds, with Master, a Nascent Soul cultivator present, it would be easy to deal with Qingyang, but Zhenjun Chiye Jun is not so optimistic.
Yes, but he is considered very fat among ordinary people.There are some helpers here, and the Divine Pregnancy Fruit is not something that I should be worried about at all.
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s tome first, and three days later mobilize all hands to launch a general attack on the Blood Demon Sect s headquarters located inside the Qingfeng Palace.
In the subsequent battle, only one golden elixir ghost cultivator was slightly injured while evading.After listening to Qingyang s words, Baimei Ghost King rolled his eyes at him and said You are just a golden elixir monk, what kind of gift can you give me How can I, one of the ten ghost kings of the Ten Kings Palace, care about your reward You probably know what I need, but you don t Just tell me, I CBD oil helps crohns [KKz4-k89fKN]
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Now, Master Guihe is already a Nascent Soul monk, which means that he is a Nascent Soul monk.By this time, normal monks would have already been preparing for the formation of the Ying Dan.
In this situation, the Yang family has no room for resistance.Because of some things, I have been traveling outside.
The Qingling Demon King is not an ordinary person. He is the only demon king in Hengyun Mountain who has advanced in the past hundred years.The next step was to practice and improve his cultivation level as soon as possible.
Before, the long browed ghost king was still fighting side by side with the giant ghost king.All of this was because he had successfully advanced to Yuanying.
How can a false news be hidden from everyone Indeed, the ghost kings present have all practiced for at least six or seven hundred years.The swamp was full of yellow spring water, and this person was a ghost cultivator and had lost the ability to resist.
The Blood Demon Gu used by Master Lingxue in Yinfeng Gorge was obtained by Master Lingxu from Luanmo Valley at the risk of his life.The reason why I just used it is He succeeded easily.
What interests Qingyang is the content recorded later.
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situation on the other side of the space time gate, but we can imagine that the Moon God Diana cannot exist alone, there must be a reason for her to come here Harrov said with a solemn expression.The more powerful the soul body is, the more terrifying its consumption is
No, it s not that simple. Vittorio shook his head, as if thinking about how to describe it, and finally said after careful consideration.
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people s work.Only strength and knowledge are the most important things for a wizard.
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feet up and looking up at the situation inside.Lin En also laughed. While talking, the solid steel city gate behind was blasted open by the sound of gunfire.
Within the empire, common natural disasters can be roughly divided into earthquakes, thunderstorms, hurricanes, droughts, floods, and meteorite falls
Obviously none of the previous ones corresponded to each other.An ordinary water mist condensation method was actually used by Lin En to make magic
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Unlike the neutron cluster that is projected out and has a larger mass, a beam of electrons contains very little mass, which also means that its speed can be increased to an even more terrifying level sub light speed It only takes 0.This battle cannot be seen or touched, but it is equally dangerous and can even determine the life and death of all living beings in this plane.
It is not a problem to imitate other parts of this kind of weapon, but this kind of steel pipe is very special.Only then did Lidya stop without knowing what she wanted to say.
Probably because the first person to step in was Raphael, the Sand Worm did not have the ability to kill him, so he remained patient until he noticed the slight vibration caused by Yolande s detection magic.Boring, after listening to Ivina s information, he didn t pay much attention.
Apparently they were all fooled Wait a minute, if all those wizards evacuated, what kind of magic power would I feel Lucia paused and suddenly thought of this.No matter how much he doesn t want to believe it, he has to admit it.
Even if the electromagnetic gun penetrates dozens of centimeters of special iron shields and armor, it is not enough to cause fatal damage, unless it is Focus the fire or hit the vital point.In comparison, the crude elemental model they built was not even on the table
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wizards present.
In recent months, they have not stopped training for a day.Speaker Harrov has now entered the territory of the empire and should be in the process of capturing it.
If it can run, it will not fly. If it can fly, it will drown immediately.Now that they have waited for the opponent to dispatch elite troops, they can relax a little bit
Let these skeletons have a taste of the wizard s highest masterpiece Harrov said without hesitation.
At the same time, the railway tracks were also repaired section by section, like a large criss crossing network, covering every major city in the eastern region, and will expand to the entire empire in the future, which also facilitated the holding of this academic seminar
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rumbling sounds, and the carriages were shaking faintly, but this sense of novelty was enough to make people ignore these slight discomforts.
It is indescribable to feel a planet that is tens of trillions of times larger than oneself rushing towards oneself
The three bodies of Harrov, Aurora and Vittorio are the undead, an indescribable feeling.Let the herbalist treat her injuries. Remember to tell me when she wakes up
Linn gave instructions. He saw some interesting information in Ivina s memory and needed to confirm it.
It seems that your driving skills need more training.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv