Valassis Digital sees 10% improvement with Adlingo over Facebook Newsfeed Units
Continuing on the recent developments for AdLingo, Valassis Digital claims they are seeing 10x improvements in efficiency with AdLingo conversational ad experiences over Facebook News feed.
Unfortunately, the improvement data is not very transparent, but it is not that much of a surprise to me that these units are showing better efficiency. However, I doubt it is due to the power of the conversational ad unit experience.
Facebook ads have a genuine challenge in that most consumers never actually see the ads for a period of time long enough to create an impact. Facebook would dispute that quoting research about how within a few nanoseconds, the human brain is capable of recognizing a brand, However, when brand recognition of the Coca-Cola logo is not the goal, common sense would say that the ads are not viewed long enough to impact or influence most consumers.
For the savvy Facebook buyer paying attention to the more advanced stats in Facebook Ads Manager, they notice that most of their ads are never viewable. Of the ones that are, most of them are barely in view longer than 3 or 4 seconds.
Contrast that with the AdLino unit, which on the surface functions like a rich media ad unit. Only in AdLingo’s case, the ad unit is a chatbot application. These higher impact units running in legitimate Google programatic inventory will generate impressions that are dramatically longer than Facebook’s.
Notice none of this conversation has to do with the functionality in the AdLingo unit itself. Instead, this is about well executed display buys versus Facebook news feed units.
Do I believe that better display creatives on the open web can outperform Facebook News Feed? Absolutely. Every day of the week.
Do I believe that the conversational nature of these ad units are the reason why they perform better than Facebook Newsfeed? Nah. Not so much.
I don’t mean to hate on the concept. However, I remain skeptical until some facts are published.