Static Ads Vs. Dynamic Ads

Blog | 03 min read

Written By: Chelsea Brown

Static ads vs. dynamic ads

Everyone knows that quality content is vital in today’s online world. Further, quality content must be a priority for all businesses and needs to be continually refreshed to suit the changing desires of users. Companies that provide valuable content to their users receive much more engagement and dialogue compared to those that let their content go stale.

 So how can advertisers make a greater impact with their ads, and which of the two, static or dynamic ads, work best?

What Are Static Ads?

Static ads are ads that don’t change. Plain and simple.. Advertisers choose static ads when they want to create awareness around their brand and reach a large audience. Static ads can be misinterpreted as dynamic ads when a particular static ad showcases a banner or video. These ads are still static, as they do not change over time and sometimes are misinterpreted through their dynamic visual aspects. 

A few benefits of implementing static ads into advertising campaigns is that they are generally accepted by all advertising networks, and they are easy to produce as they do not require much technical or creative expertise. Although static ads are unable to adapt and change according to user behaviour, they can be updated and refreshed as needed by the advertiser.

Pros

1.

Low time-commitment as one ad is built and distributed across many channels.

2.

Useful for generic promos (ie. 20% off through Black Friday).

Cons

1.

Lacks personalization and creative aspects for specific users.

2.

One-way communication between ad and user.

What Are Dynamic Ads?

Dynamic ads display differently based on the available data. These ads are generated based on user behaviour on the web and therefore they can target very specific users. The dynamic elements of an ad that can be noticed include price, product displayed and discount price, among others. These ads are typically used in retargeting campaigns, and they require an upload of inventory/product feeds. The key characteristic that differentiates a static ad from a dynamic ad is that dynamic will always serve the most relevant ads to a given user.

Pros

1.

Dynamic ads generally result in higher conversion rates due to their personalized nature.

2.

Personalized ads typically produce greater brand loyalty as users appreciate fresh and relevant content.

Cons

1.

Requires change; the need to understand changing consumer tastes.

2.

Expensive, and requires creative expertise.

There is no right or wrong answer when it comes to deciding which type of ad works best for your business. But, depending on the industry you are in, dynamic ads that require constant change and flexibility may be more suitable. Typical industries that use dynamic ads are e-commerce businesses with large inventory feeds. Whereas B2B businesses whose product portfolio may be much smaller would likely use statics ads.