When it comes to offer walls on Facebook there is a lot of uncertainty these days. Facebook Credits will become the mandatory currency starting the first of July and it is still not clear how offer wall providers will deal with the new situation. Two weeks ago Facebook announced who will be partnering with TrialPay’s Dealspot platform to receive Credits for watching videos. The initial partners will be Sharethrough, EpicSocial and SupersonicAds. There has been no update from Facebook yet as to what will happen with the remaining offer wall providers. For over a year now Facebook has been working with Trialpay directly and there is reason to believe that this constellation will not change. Other offer wall providers will probably arrange agreements with TrialPay to be integrated into the TrialPay platform. There has been no statement as to whether TrialPay will charge for its services on a revenue share basis. It is also possible that Trialpay will be free to decide upon the the number of offers from external providers that will be displayed.
With all eyes on offers these days, and given the number of pending deals and an approaching deadline, one would expect offer wall providers to be very cautious about how they are perceived by their users and customers. In the case of offer wall providers, the way they are perceived heavily depends on the product they offer. In Europe this primarily depends on one aspect: localization. This aspect is crucial for European companies and is frequently neglected by US and Asian companies. We had a closer look at the localization levels of offer wall providers. We picked Ninja Saga on Facebook to compare the offer providers because Ninja Saga integrated ten different providers, namely SupersonicAds, OfferPal (Tapjoy),TokenAds, SuperRewards, SponsorPay, gWallet (RadiumOne), Revsnapp, TrialPay, Matomy and Peanutlabs. The product tested is the offer wall which is displayed as an iframe within the game. Therefore, factors we looked into are menu titles, offer titles, offer descriptions, offer details and instructions.
We start in the order in which the offer walls appear in Ninja Saga’s “Earn Saga Tokens” section, click on the thumbnails to view full size screenshots:
SupersonicAds: Everything is localized well and comprehensible. Just the Box “Verdienen Sie” (Earn) is slightly confusing as it is not stated in that particular box what can be earned. Conclusion: Well localized, except for the slightly confusing box there is no need for any changes:
OfferPal (Tapjoy): The Cityville Ad that pops up when you click on OfferPal is poorly translated, yet understandable. All instructions in the pop up are displayed in English. Within the offer wall itself the instructions are in German, but again in very poor German. Some offers are not localized at all and are fully displayed in English. Conclusion: Poor localization, mostly understandable but annoying for users:
TokenAds: The TokenAds offer wall is well localized. Minor things that need improvement: one instruction in the offer wall is still in English and the way the user is addressed is inconsistent(the informal “Du” vs. the formal“Sie”). Conclusion: Well done, just minor corrections necessary:
SuperRewards: The offers in the SuperRewards wall are fully localized and comprehensible. SuperRewards is the only offer provider who displays video ads on the starting page. In the video the title is German but the instructions are displayed in English. Conclusion:Well done, just the video needs to get fixed:
SponsorPay: Menu titles, offer titles, offer descriptions, offer details and instructions are completely and clearly localized. Conclusion: Well done, no changes required:
gWallet (RadiumOne) – Menu titles and user instructions are not localized at all, the offer titles and descriptions on the other hand are displayed in proper German. The offer rewards in the descriptions are displayed in US dollars or without currency, which is most confusing for the user. Most offer descriptions are well localized and some are displayed in English. Conclusion: Poor localization, inconsistent overall picture, confusing for users:
Revsnapp: Probably the worst localization possible. All information is displayed in English, except for the first offer which is displayed in Indonesian. Three offers are displayed in total. Conclusion: Horrific localization. When a user clicks on Revsnapp he is heavily incentivized to leave the page immediately:
TrialPay: Just a few weeks ago TrialPay’s level of localization was poor, at least in German. TrialPay seems to have tackled this problem and now boasts a perfect offer wall. Conclusion: Well done, no need for further changes:
Matomy – Matomy has a different offer wall structure in which single offers are displayed with a picture. When the cursor is hovered over the picture the offer description text becomes visible. This way more offers are displayed on the first page. At first glance everything looks smooth, as there are hardly any texts. The ones we do see are well localized. But when hovering over the single offers we find room for improvement: some descriptions are in Dutch, others in French, sometimes currencies are displayed in British Pounds. Offer descriptions in the wrong language make some offers useless. Conclusion: Decent localization with some problems:
Peanutlabs: The Peanutlabs offer wall is also structured in a slightly different way than most other walls. The offers are displayed in just one line with no picture, fitting more offers on the first page. Although the offer description is just one line, some offers give the impression of having been pasted in from an online translator. Some descriptions have two major typos in a five word title. Only a few offers are clearly understandable. To be fair, some titles are understandable and not confusing if they consist of a maximum of two words. When the cursor moves over the offer title a partly understandable description is displayed. However, it seems questionable whether users will keep the cursor on the offer title long enough to find out about the descriptions. Conclusion: Horrific localization, confusing and hardly understandably for users. The iframe does make a spammy impression because of the wording and the incredible typos:
Overall verdict: Out of ten offer walls just four are localized properly, two are acceptable and four offer walls are almost hostile to a German audience. It seems as if some offer wall providers do not care about the European market and express this by not even spell checking their offers. In the context of the current developments, our test results leave the impression that just a few offer wall providers are here to stay.