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.
Un estudio mundial calcula que la demanda por profesionales en el área es superior a la oferta en una proporción de 6:1. Otros predicen que la relación podría ser más drástica: de 9:1.
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
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Zhao Ruyue came late, and when she came, she saw such a lively and laughing scene, and the hands in her sleeves were fisted.Now that this happened, the marriage might be difficult.
She took some money out from time to time to supplement the household.Dong Yufang is actually a princess, but not a royal princess, but the daughter of a king with a different surname.
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There are systems and rules.You can no longer use violence to control violence like before.Brother, recently I We made more money, today we will burn more ingot incense candles for mother, so that Gummies Cbd The Relaxation Review Go On Chill 77 mother can have a better life underground.
Of course, this dead girl is not worth a hundred taels when sold to a kiln, and the madam only pays twenty taels, but selling it to be a kiln sister is different from giving it to a current person.Chu Han Zhuang s family , a grass roots man, pays his respects to the emperor, the eighth prince.
Of course, it s also possible that he had other adventures in other places.Putting this matter aside for now, Shao Nan went to Yangmaiguo first, which is the most important thing.
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I m in Shaonan, come to visit friends.Shaonan didn t put on airs, after all, he was still a true cultivator of foundation building more than 20 years ago.The three returning to the void are not ambiguous, forming a triangle formation and enclosing Lan Yin in the middle, then the three of them recited Benefits Their Truth The Vibe Reviews Potential Cbd Gummies Green Uncovering 74 And an obscure incantation, and saw a blue light with the three people as the outer edge, slowly encircling the center, and finally the blue light Hikari becomes the size of a person.
Fire control geniuses dare to test, and those who pay attention to testing are worried.Brother, is Lan Yin from the Sacred Fire Glazed Tile School that powerful Can I go and try her A young man in his thirties said.
Well, it should be this mountain.It s strange that there is such a dangerous situation inside such an ordinary mountain.The three returned Mgrjl Full 14 Mg And Benefits Of The Spectrum Cbd Effects Gummies to the void were also unambiguous, and they took out top level pills and threw them into their mouths.
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It seems that the two sects were able to stand up in the past, not only because the Dao Natural School did not have the idea of expansion, but also partly because the two schools themselves were not weak.You know, there are constant disputes in the Colorful Continent, especially between monks.
It was Fu Xiaoxia who knew Shao Nan best and helped Shao Nan out of the siege.Unexpectedly, once the flying sword reaches the ninth level, it can exert such a powerful force without the master deliberately urging it Strength.
Because the magma rain that had just weakened suddenly strengthened, appearing in a more violent posture.However, Shao Nan is well informed now, and ordinary things are not in Shao Nan s eyes.
Shao Nan didn t know whether to tell Xiaocao er or to himself.Can t tell whether it s joy or sorrow.Half a year later, in Wugu Town, Shenmeng Restaurant.
The number of low level monks who came to explore from other states has shrunk significantly.I have to pass the news back.Even if he is not valued by the clan, Alan still thinks about the Bibo Huanyue clan.
I guess I can only last for an hour in the magma sea.After briefly communicating with several elders, Shao Nan left the meeting hall.
With a cool wave of Fan Tianyou s hand, a flame formed in the air.Even so, after one year, nearly one third of the nine hundred and ninety nine fire control geniuses have been eaten away by the little fire spirit dragon, and the Xuanlei Yuan fire formation has become precarious.
After only Friday Starting Groupon 344 Deals Gummies Early Black Cbd an hour, he arrived outside the capital of Bainiang Kingdom.Otherwise, the strength of the Holy Fire Immortal would become stronger, and it would be difficult for other Immortals to deal with it.
However, none of these could affect Shao Nan, because Shao Nan s fire sword had already struck the test stone.Although Lan Yin knew Shao Nan While studying the refining tool, he didn t expect that Shao Nan would really study the refining tool.
Not only that, more than 10,000 Polygonatum bamboo slips were divided into seven colors red, orange, yellow, green, blue, blue and purple.Originally, I wanted to wait until I had collected all the materials you needed, and then I would take Lan Yuanzhou and the others out to practice with you.
Listen, even if it is more powerful, it just feels uncomfortable, which means Gummies Sleep Restful Melatonin With Kgtva 42908 Vitafusion Sleep Free Achieving that basically there will be no problem with your life in the fire.Rather, Shao Nan was quite surprised.This place is already very close to the central area of the Sacred Fire Glazed Tile Sect.
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But at this time, in the lobby of the inn, it was still the same place, but now it was replaced by a young woman in red.Not only the Sacred Fire Glazed Tile Sect, but anyone who came to the sect would not think that there were too many masters of refining equipment and alchemy in their sect.
Heroes, although we paid a heavy price, and although there were some accidents in the middle, we succeeded.Chai Jingming lost confidence again.Shao Nan didn t open his mouth any more, he had already said what he could do and say.
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Even if there are clues, they won t be locked on me so quickly.A beautiful woman.The woman looked terrified, while the young man was relatively calm.
Even if she was a woman, she was also jealous.Everyone is happy to be able to suppress her in the field she is best at.He thought, why not make a simple version of chicken essence directly, the consumption of Guiyuelou is still a bit expensive.
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As the organizer, he has the right to give certain rewards, and the rewards come from the watchman s yamen.They will seize this bargaining chip, Kill Zhou Shilang.
Rough.Xu Nian retorted, and continued, As long as we leave, afterward, I believe the academy will not publicize it and will keep it secret for us.The leaders of the forbidden army knew clearly that the real reason for this change was Maybe it has something to do with the accident at the ancestor worship ceremony the day before yesterday.
Please inform me to step up patrols in the inner city and reduce trade in the inner city.The capital city is full of flowers, and there are breakfast stalls everywhere on the street.
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Silver gongs don t go out to patrol when they are free.
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The eldest sister did not pay attention to this, but picked up her piece of paper with a little excitement, and read the unfinished text to Du Heng just now, and read it again here.Only Du Heng continued to scratch his chin twice and said, Officer Wu, I have a gracious request.
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One word to describe it, it s so cool. Director Shi didn t know that Du Heng was thinking.he can also control his emotions. Although he is still angry now, he can still be happy and angry without showing it.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv