Ad Tech & Ad Ops

Static vs Dynamic Ads: Which is the Best Ad Strategy?

Publishers and marketers strive to reach far and wide audiences or target a specific group of audience via ads strategy and they want to do it effectively.

For that, they pay attention to minute details, various ad formats, and choosing what’s best for the brand. We understand that high-quality ads get more impressions, clicks, and if targeted accurately, they prompt conversions. 

One of the most important decisions we require to make is what sort of ads we shall display. Static vs dynamic ads get the most pondering because these ads become the defining factors for client acquisition.

Effective static ads, when displayed accurately, can solve almost any purpose. However, most businesses rely on dynamic ads to target a specific group of audiences and re-target the lead. Let us read further to know more about static vs dynamic ads. 

What are Static Ads?

Static ads are often misunderstood as dynamic ads; the video or banner ads with moving text and images. However, static ads are still static, video or still. Static ads are the best way for the publishers to create an awareness about their brand among a large audience.

These ads are not focused on any specific group of people. The best part about these ads is that static ads don’t require a lot of creativity and can be supported by almost all the advertising networks.

Pros

  1. Easy Adaptabilty:

Most ad networks accept static ads for their hassle-free display on both desktop and mobile screens. Any type of business within any industry can make use of static ads effectively. 

  1. Highly Convenient: 

Static ads are convenient because they don’t require technical or creative expertise or a lot of time to create. It also doesn’t require any maintenance or regular updation because these ads are merely there to tell people about your brand. 

  1. Easily Controlled:

You can easily control and manage static ads because of little to no maintenance and change required. Their content doesn’t need to be changed on a regular basis so static ads are easily controlled and managed. 

  1. Best for Small Scale Publishers:

Static ads are perfect for the publishers who have a fixed or static purpose of showing the ad that involves no regular updation or any change in the ad format, content, or retargeting the audience. 

Cons 

  1. The first and the foremost drawback of a static ad is that it is only there to reach a wide audience and basically not target them and prompt them into converting. It lacks interaction because users cannot respond to an ad that is fixed on the site/ app. 

  1. Static ads also lack creativity because they don’t need any. It limits any scope for personalisation or customisation as per the user’s interests. 

How to use static ads?

Mostly appearing in the form of animation, image, video, text, or banner ad, static ads, if done accurately, can bring in a lot of people on your landing page or app. Static ads are most suitable for generic offers like- Festival Discounts or Gifts. One can use static ads as: 

Static vs Dynamic Ads
Source: Google Images 
  1. Socia Media Profiles
  2. eBooks 
  3. Banners or PPC ads
  4. Landing pages on a website 
  5. One-way webinars

What are Dynamic Ads?

We call these ads dynamic because their content varies depending upon the user-behaviour and other available data. Dynamic ads are created with a sole purpose of targeting a specific set of audience and delivering the relevant message. These ads are responsive and require changes as per the viewer’s demand. 

In other words, dynamic ads are here to retarget a lead to prompt them to convert. 

Pros

  1. Interactive and Personalised: 

Dynamic ads vary depending upon the user-behaviour. The changes are based on data retated to users’ interests, demands, next step after seeing the ad, etc. The basic elements in dynamic ads are products, different styles, prices, and/or discounts. 

  1. Brand Loyalty: 

These ads bring in brand loyalty as the user gets to see relevant message or content on these ads. For example, if your shopping cart has an item and you haven’t yet purchased it, the brand will show you ad related to discounts on the same item to prompt you to complete the purchase. The user is most likely to visit you again. 

  1. Higher Visibility: 

Not only the users but the search engines too appreciate and positively respond to the dynamic ads. Users share/ subscribe to the content of these ads which in turn reaches far and wide. Hence, higher visibility of these ads. 

Cons 

  1. Highly Expensive: 

Dynamic ads are expensive to bring in relevant ad units and make changes regularly as per the users’ taste and demands.

  1. Demands Efforts: 

Dynamic ads need technical, creative, and innovative expertise and regular changes in the content. It also requires exceptional time and effort to always bring in the relevant content to the users. 

Static vs Dynamic Ads: How to Choose?

Static Ads Dynamic Ads 
1. Don’t change; remain static.Need changes as per the user’s tastes
2. Easily controlled and managed.Higher Visibility and promotes brand loyalty
3. Limited interaction Highly personalised; directly depends upon the user’s interests. 
4. Mostly to create brand awarenessMostly used for retargeting 
5.Comparatively less conversion rates but high impressions.Prompts conversions
6.Most suitable for generic offers like festival discounts Suitable for specific ad campaigns
Static vs Dynamic Ads

There’s no right/ wrong or one-word answer to choosing- static vs dynamic ads. Small scale publishers may find it most convenient and easy to go for the static ads whereas the publishers offering a variety of services or goods can opt for dynamic ads. 

It depends upon the nature and the scale of your business. However, the above table showing static vs dynamic ads can lead you in the right direction. 

To Summarise

Static vs dynamic ads- it is an important choice to make as it directly impacts the business. What type of ads you are displaying on your site or app affects the leads converting. It means, that it’s the business’s needs, nature, and demands that help a publisher go for a certain ad format. 

FAQs on Static vs Dynamic ads:

1.  What are static vs dynamic banner ads?

Static banner ads are the ads that change over time and are there to create brand awareness amongst a vast audience. Dynamic banner ads are the ads that change as per the user’s behaviour. These include the content on product, prices, discounts. Static ads are usually suitable for generic offers while dynamic ads are suitable for specific ad campaigns. 

2.  What is dynamic display advertisement?

A feature within Google AdWords, dynamic display ads are the ads shown dynamically to users depending upon the products they have browsed or the content they consume on the websites

3. What are static banner ads?

Static banner ads the ads with content that doesn’t need to be changed over time. Once assembled, these ads are easily maintained and controlled, and with relatively low time and effort commitment. 


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