anyway, the main theory of better ad performance from generated ads isn't about, being weird or whatever. it's that few ads on social media are matching with intent to buy, i.e., they are the opposite of google search ads. so there's a much higher diversity of creatives. like, "saturation", like you see the ad so much, you are psychologically going to choose whatever product it is hawking when it finally comes time for you to buy a thing in the category it belongs to. generative ads are merely delivering ad creative development work that SMBs (40% of Meta's revenue) are too unsophisticated to use.
Honestly? They might. A game I play (Torn.com) started using AI and over dramatic ads, and they outperformed (higher signups, and higher retention) the more traditional and even player created ads.
The owner expressed surprise and frustration over it, because it kinda sucks that's what works.
Yeah, as someone who spends a lot of money every month buying Meta ads, I had that thought looking at some of the article's examples.
But in its current form, I think that may happen mostly for very direct-response ads, while creating branding problems that would be expensive for many companies in the long run.
Also, some of the AI-generated creatives and copy that Meta has suggested to me actually misleads or flat-out lies about what is being advertised. Which makes me wonder if the American FTC will go after some companies for running misleading ads at some point, if they are not careful about what suggestions they accept (the ad manager UI currently makes it extremely easy to accidentally approve something you shouldn't).
doctorpangloss|2 months ago
anyway, the main theory of better ad performance from generated ads isn't about, being weird or whatever. it's that few ads on social media are matching with intent to buy, i.e., they are the opposite of google search ads. so there's a much higher diversity of creatives. like, "saturation", like you see the ad so much, you are psychologically going to choose whatever product it is hawking when it finally comes time for you to buy a thing in the category it belongs to. generative ads are merely delivering ad creative development work that SMBs (40% of Meta's revenue) are too unsophisticated to use.
atrus|2 months ago
The owner expressed surprise and frustration over it, because it kinda sucks that's what works.
lawlessone|2 months ago
https://en.wikipedia.org/wiki/Supernormal_stimulus
redsymbol|2 months ago
But in its current form, I think that may happen mostly for very direct-response ads, while creating branding problems that would be expensive for many companies in the long run.
Also, some of the AI-generated creatives and copy that Meta has suggested to me actually misleads or flat-out lies about what is being advertised. Which makes me wonder if the American FTC will go after some companies for running misleading ads at some point, if they are not careful about what suggestions they accept (the ad manager UI currently makes it extremely easy to accidentally approve something you shouldn't).
smallmancontrov|2 months ago