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.
Ambulante abre la convocatoria para inscribir documentales a la próxima edición de la Gira. Se aceptarán películas de no ficción terminadas entre 2017 y 2018, con una duración mínima de 50 minutos.
El ámbito cloud, en la actualidad, es el hogar de las soluciones más poderosas; muchas de ellas indispensables para poner en marcha una transformación digital.
Un factor que cambiará la dinámica de las compras por internet será la alta penetración de usuarios de smartphones, tanto en los mercados desarrollados como en los emergentes.
Proporcionar una experiencia sin fisuras es clave para las aerolíneas: 94% calificó la racionalización de los servicios en una sola aplicación como una prioridad, con 58% calificando esto de alta prioridad.
Just like that, no need to think about it, their whole family should know what happened yesterday, and they really all agree.Duan s doctor actually went to the province for a consultation.
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I think you re just trying to cause trouble. The female doctor didn t give in, so she immediately shouted back.Let him go home and sleep under a quilt for two days without going out.
Du Heng glanced at Yu Haiting and Xiao Li and others behind him speechlessly.Seeing Du Heng, whom he hadn t seen for two months, Gu Ping was very excited and said, Teacher Du, when did you come Why didn t you give me a call Du Heng was a little embarrassed by Gu Ping Where Can I Buy Bio 2wl4ls7 Heal Cbd Gummies Rikq s excitement, and saw all the nurses and patients around him going.
Every change he saw made Lan Changhua feel incredible and magical.The fibula was fractured and dislocated. Du Heng narrowed his eyes.
After saying this, Du Heng Understanding Bioheal Cbd Gummies Side 7cx3r4 Effects 3oj7 looked at the girl s changing expression and was already prepared to be rejected.Zhou next to him. From Du Heng s words, he could tell that Du Heng was invited by his daughter in law to see a doctor for him.
When Zhu Fan was re examined the next W9ghex3c Life Boost Cbd Gummies Cost Mqae morning, his swelling and pain had completely subsided and he was able to get up and go to the toilet on his own without the help of others.So now, he really didn t dare to say anything to the old man.
Just keep an eye on the two new girls and don t let anything go wrong.1 Digestive Medicine Department of the Province. The external deputy director of the department will regularly participate in the treatment work of these two departments.
But this separation did not bring any happy expression to Du Heng.Fortunately, a piece of skin fell off and there was still a little bit of meat, but it was nothing serious.
If They are parents who care more. If they know the gender of the fetus, if something happens that they don t want to see, and they tell it out loudly, or others find out and report it, Xiao Liu s job will be over.It s bullshit to take a step back and enjoy the world, whether it s you or me.
No, I plan to use this recipe. Strong medicine is used for serious illnesses.Wu Shengnan s mother burst into tears and asked Du Heng in a trembling tone, Is there no possibility of saving it I can only say that I will try my best, but I can t guarantee how many toes I can save in the end.
As long as their arms or legs hurt, they call our orthopedics department.I thought I might have heatstroke, so I drank a bottle of Huoxiang Zhengqi water.
It s too cold in this room. The old lady said it was cold, but she didn t move for a long time.Maren Runchang Pills and Rhubarb Laxative Tablets both have the effect of moistening the intestines and laxative, and can treat gastrointestinal accumulation, so they should be OK.
They pointed at Du Heng and slowed down again, passing them slowly.But in the past, the health center was rarely used once a year, so it didn t matter whether there were doctors from the imaging department or not.
As for the house door and the yard door, they were just wide open.Now he is really proud. Xiao Heng, I heard that Du Yihai came to invite you Yes, I was at work the day before yesterday, and he came right in.
No, I want them all. I ve said it all. Are Cbd Bm1ejih Gummies Safe For Seniors Mz7n Maybe Mi Wu was nearby, or maybe the position was wrong.Wang Shuqiu was also unambiguous. She picked up the cup, clinked it, and drank the red wine in her cup in one gulp.
After Du Heng packed up, she finally got a sweet kiss.Of course, after working together for two or three years, we have heard some rumors.
Hello, teacher, do you have a question for me Doctor Du is really young and promising.What he was most worried about had happened. Intracranial hemorrhage Brother Fei, check the blood pressure.
Just when he heard Lu Zhongjiang coming back from next door, Du Heng got up and went to discuss with him.After sitting for a while, a group of people came down from upstairs and walked to the backyard with their lunch boxes.
Secondly, we see those who drink medicinal wine among the people.It s a two hour drive into town from them. Although Zhang Jinlian was shocked by what happened to Old Song, she was concerned about who the dean was, Old Song, who are you talking about, Dean Du Old Song grinned.
After that, Taoist Master Xuancheng, who was too forgetful, turned and left without looking at his disciples.From The yin and yang value of 30 The evil god was so angry that he was dying, but the facts were the same as Meng Jingzhe said.
What do you think Jing and Sword Master asked calmly.It was daytime when the two arrived at the Sword Tomb, and at night, a full moon slowly rose above their heads.
Hearing what he said at this time, although her heart was still a little beating, Ah Jing had already believed it by 80.Huaiqing glanced at him.The emperor on earth was as cold as ice, hiding deep grief.
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The snowflakes hit the evil god s eyebrows straight.Immortal Qishan immediately realized that most of his intentions were seen through by Meng Jingzhe.
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Meng Jingzhe stayed in the Divine Palace in a parasitic manner for so long, except for listening to his lectures, and the last time, Meng Jingzhe almost never saw the Divine Master make a move.he desperately wants to know who he is.Why did you come here, and why did you have to face Cbd Gummy Mjpbf6em Nearby Qjn5 all this.
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Du Heng asked doubtfully, Do you always eat it You don t understand.And, most importantly, he may know that his mother has hereditary epilepsy.
Furthermore, the conditions of our surgery room are there, and there is no way she can do anything.Du Heng paused suddenly, recovered and asked quickly, What do you Earth Essence Me Cbd 6435 Gummies Review What Do You Need To Know D0zu mean Xue Yiwen , the tumor on the small curvature of his stomach disappeared.
Yu. The nameplate at the door has not been put up yet.After what happened just now, the two of them could be considered comrades in arms , and they started chatting with each other while writing.
The two sat down again. Du Heng first said sorry to Bao Mi and Bao Mi very apologetically.And such a voice made everyone Gummy 1xmvss Cbd Thc Gwwz who was still immersed in happiness all raised their heads in surprise.
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Wu Shengnan stood up and said, I ll send you two off.He really didn t know this clearly.
But Du Heng knew that this girl s medical insurance must be purchased based on their school.
And Because the school management responded too slowly, some students have already posted what happened online, and it has spread to a certain extent.No matter what, Zhao Xinyuan is a relative of Zhao Xinfang and Wang Shuqiu, and because of family trivial matters, she Joy Ipf5 Nutrition Cbd Sleep Gummies Zmie pays special attention to him.
To put it bluntly, in this weather, I just want to take off my pants.The daily outpatient volume of sixty or seventy is a number that he can only hope to achieve in the health center now.
They looked at Du Xueting with a gloomy face, who was actually a little happy.Du Heng hadn t spoken yet, but the girl who was filming panicked, You treated my mother badly.
Everyone picked up their mood and continued the work that was interrupted just now.It seemed to have no effect, and his personal condition was not good.
Liao Quansheng s sister and brother in law were busy packing the things they had brought to the capital.He first found the Dazhui point, and after wiping it with alcohol cotton, Du Heng began to prick lightly with the The Benefits And Effects Of Herbal Harmony Cbd Gummies 300 Mg For Overall Hw1 Wellness Mrukm Fpny tip of the needle, and whenever blood oozed out, he would wipe it off with a cotton swab.
As you know, they are different from us. Almost half of our land is abandoned now, but they are still planting.Du Heng thought for a moment and then prepared to state his thoughts directly, Director Xu, why don t you listen to my thoughts first Xu Pinglin gestured, Doctor Du, Cbd Gummies Detroit 35udixu F2vb please tell me.
This half of the clinic is entirely occupied by the Department of Traditional Chinese Medicine.He was the husband of the woman who had a difficult delivery last Monday.
My delivery was abnormal, but when I burned some paper, the paper flew into ashes.quality Looking at those cold machines and tubes in the photos, looking at those people who can t live or die, and can only wait for death in infinite fear, I m scared.
To achieve this effect, he only continued to take the medicine I prescribed for him for two months.The people behind him were all considered normal, and several of them were hemiplegic in a row.
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The feet are gone. He went to the living room to wash his feet, but he didn t see Wang Shuqiu, who lowered his head and started folding clothes again, with the corners of his mouth raised slightly.He has several free laborers under him every year. But he can t.
Du Heng said without any nonsense, Leader, Wangjiazui No.She probably never said this. Du Heng looked pleased, as a child can teach.
Por Eric Tourtel | Senior vice president, Latin America de Teads.tv