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 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.
Microsoft acerca a las personas y a las empresas a la tecnología, y este proyecto en conjunto con Schneider Electric es solo un ejemplo de los esfuerzos que se están haciendo para lograrlo.
As a bishop and pastor carefully trained by the church, the Lord s shepherd in the mortal world, he came for the great Lord.Even a man weighing more than 200 kilograms could not open his eyes from crying at this moment.
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In the implicit division of wizard groups, they are at the middle and lower levels.One of the projectiles was insidiously blessed with explosive magic.
This is not impossible. There have been many conflicts caused by academic disputes in the history of magic.However, even with such glory, the other party threw it to him without caring.
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Poulsen s memory is protected by powerful magical power.Harrov added. It would be great if the saint or the chief judge Bdjltoh User could be lured out.
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In short, the force of the pendulum drives the gear, and one rotation represents The Iuabvelhh Best Gummies For Sex Thc Enhancing Intimacy And Pleasure Utilb one minute After listening to Sean s narration, Lin En understood that this was a relatively rudimentary pendulum clock.The power of their faith was much stronger than that of ordinary devout believers.
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A little sadness surrounded Jonny s heart, but it was quickly dispelled, because the dark rule belonging to the church has completely ended, and no one will be sent to the stake for researching knowledge in the future
Just when Jonny and Dai When Bulla recounted his Biolyfe Cbd Gummies Reviews For Ed Qcyoz Expert Evaluations deeds, Dave II The Secret of the Moon God was also spread throughout the kingdom, and the actor who played the protagonist suddenly became the most popular figure in the entire Magic Kingdom.
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We may be able to mobilize the power of this thing.Several terrifying laser beams spanned hundreds of meters in an instant, aiming directly at Vittorio in the center However, these laser beams failed.
After thinking about it, Linn took a drawing, wrote a chemical formula, and handed it to Dennis.The methods of using muskets were also searched out from the minds of these people.
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After receiving the news of the death of the great monk Shi Dong, the Baidi Sect s attitude immediately changed.No great monks would accumulate the great monks elixirs.
Before they dealt with the great monk Luo Pei, they did not consider the current consequences at all.Going into the deep sea to search for resources is to compete with the spirit beast clan for resources, which the spirit beast clan will never allow.
Even flying swords would be constrained by the size of the space and their power would be greatly reduced.Great Monk Mao Jing is also helpless. The conflict between the sect and the Wuliang Sect is still being resolved.
Even if a great monk is willing to make friends with a monk whose cultivation level is lower than his own, no matter how hard he makes friends, he will still have the feeling in his heart that he is not the same life form as the other person, and that Legendz Xl Male Enhancement Supplement Reviews And Jganzkshc Comparisons the other person s life form is too low level.
Although close combat consumes very little of the Void Breaking Sword Intention , in this case where every attack is a full strength attack, thousands of attacks still consume almost all of the Broken Void Sword Intent.He was slightly startled. It turned out that the real core of the cave was this golden sword.
But look at what Li Yuanba did. For the sake of revenge for his disciples, he almost turned the Qianren Sect upside down.Another great monk from the Baidi Sect used his natal magic weapon, the mountain magic weapon, but still could Iron Pump Male Vxuywrmzy Enhancement Review not stop the massacre of several late fourth level hell creatures.
This made him more vulnerable when facing the monks in the late stage of foundation building.Sending a weaker great monk will most likely lead to death.
The Secret Technique of Controlling Soul Pregnancy Treasure that Jian Lao came up with was aimed at Mahayana monks, so Jian Lao s realm is probably also that of Mahayana monks.
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He didn t believe that he, a dragon descendant, would be less fragrant than Schellud s bones and sticks.I was hired as a ghost car here. I hope my arrival won t be too late Zhao Hao revealed his identity.
I only have twenty taels of silver with me. The imperial edict said that we were sent to the army and our property was banned.If Proper Cbd Gummies Reviews For Ed An Tgn Honest Review it were a human being living in that kind of place, he would definitely die in a very rhythmic manner.
The terror of the arms is also shown here. Brave and not afraid of death This is the true feeling of facing death.For this battle, the Storm Territory almost mobilized its entire army.
Yes, this is the undead attribute after the contract.Priests and priests are better, because standing next to Crusaders and Paladins, as long as they can calm down and cast spells, they have a high chance of surviving when facing vampires, and they can even fight back.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv