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Wait, what's an adlob?
Short for “ad-like object.” It’s a placement–agnostic ad, for presentation purposes.
The limit is a good thing. A pure, flat concept forces the ad to actually work, so it cannot hide behind executional gimmicks. This is why portfolio books used to be judged on how good the print ads were. If the idea had legs, it would still work in print. An adlob is kinda like that.
It’s like a movie poster for the campaign or idea.
Can be helpful but not always. Like anything else, it’s a judgement call as to what will work best.