There are two main types of ads: static and dynamic. While both can be effective, they serve different purposes and cater to different marketing goals. Static ads remain the same for every viewer, regardless of location or device, while dynamic ads adjust based on the audience’s demographics and behaviors. Choosing the right approach for your business depends on your advertising strategy—learn more about the key differences below!
What is a static ad?
As just mentioned, static ads never change. So someone from Missouri will see the ad from a company as someone in Malaysia. That makes them great for targeting a large generalized audience because everyone sees exactly the same thing. Static ads might include words, images, videos, or animation. A common example of this ad type is a banner ad containing some text, visuals, and a call-to-action (CTA). Something like 'New sneakers for the sophisticated hiker' overlayed on an image of Yosemite National Park with a 'Buy now' CTA. Everyone will see the same words, image, and CTA, so there's a definite uniformity and universality about this ad type.
Examples of static ads
Static ads appear across various digital platforms in different formats. Here are some common examples:
- Web Page Ads – Banner ads and display ads on websites that remain the same for all visitors.
- Search Engine Ads – PPC (pay-per-click) ads with fixed headlines and descriptions that don’t change based on the viewer.
- Social Media Ads – Paid posts on platforms like Twitter, Facebook, and Instagram that show the same image and messaging to all users.
Pop-Up Ads – Static promotional messages that appear on websites without adapting to the user’s behavior or demographics.
What are dynamic ads?
So, what are dynamic ads then? Unlike static ads, dynamic ads change depending on the person viewing them. For example, someone in Missouri will see a different ad from the same company as someone in Malaysia. So dynamic ads are great for targeting specific audiences with shared behaviors, demographics, and psychographics (an audience's shared values, attitudes, and aspirations). The technology behind dynamic ads is complicated, and you don't really need to know about it other than it works!
Dynamic ads include text, images, and other visuals that change when tracking pixels determine an internet user's behavior, demographics, and psychographics. Pixels are tiny snippets of that pre-programmed code that accumulate information about people as they browse the internet. Facebook, for example, uses pixels to determine what ads a user sees when they log into their account and scroll through their newsfeed and other areas of the social network. Also, like static ads, dynamic ads might include videos, animation, and a CTA. However, the exact specifics of these formats change depending on the person. Someone in Missouri, for example, might see an ad with the CTA text "Book a hotel room in Kansas City" overlayed on an image of the famous Kansas City Zoo. While someone in Malaysia might see an ad from the same travel company with the text "Book a hotel in Kuala Lumpur" and an image of the Petronas Twin Towers.
Examples of dynamic ads
Dynamic ads adjust based on the viewer’s behavior, interests, and demographics. Here are some common examples:
- E-Commerce Retargeting Ads – Ads that display products a user previously viewed on an online store, encouraging them to complete their purchase.
Social Media Ads – Facebook, Instagram, and LinkedIn ads that change based on user data, such as location, interests, or browsing history. - Personalized Email Ads – Emails featuring product recommendations or special offers tailored to a recipient’s past interactions.
Native & Sponsored Ads – Dynamic content embedded within third-party websites or social media feeds, adjusting in real-time to match user preferences.
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Static vs Dynamic: Which ad type is best for my marketing strategy?
This might sound like a vague answer, but it all depends on your marketing goals and business model! That's because static vs dynamic ads both have pros and cons.
Pros of static ads
Static ads offer a straightforward and cost-effective way to reach a broad audience. Their simplicity makes them easy to set up and maintain while still delivering strong brand visibility and engagement. Here are some key benefits of using static ads:
Easy Setup, Simple, and Affordable
- Static ads are incredibly simple to set up since you only create one ad for the same audience.
- They are more cost-effective than dynamic ads, which require multiple versions for different audiences.
- Low maintenance yet highly effective.
Reach a Larger Audience
- Static ads help you reach a broad audience, including many potential customers.
- They boost brand recognition by displaying consistent messaging to a wide range of viewers.
- More exposure can drive increased traffic to your website and online properties.
Pros of dynamic ads
Dynamic ads offer several key advantages that make them a powerful tool for targeted marketing. By tailoring content to specific audiences, they help improve engagement, increase conversions, and create a more personalized ad experience. Here are some benefits of dynamic ads:
Easily Targetable
- Dynamic ads allow precise targeting based on location, interests, age, behaviors, demographics, and psychographics.
- This fine-tuned approach helps reach audiences more likely to convert instead of wasting resources on broader, less relevant groups.
More Eye-Catching and Memorable
- Since dynamic ads are tailored to specific audiences, they resonate more with viewers, making them more memorable.
- Custom visuals and messaging—such as local slang or cultural references—enhance engagement and relevance.
- By using targeted imagery, dynamic ads stand out and capture attention more effectively.
Final Word About Static vs Dynamic
Static and dynamic ads are two effective ad types with different purposes that achieve different end goals. Static ads never change, but that's not a bad thing because you can target larger audiences and save marketing spend. Dynamic ads change depending on who views them but are easily targetable and can be more eye-catching and memorable than static ones. Whatever type you choose, working with a full-service digital marketing agency like Symphonic Digital helps you achieve your marketing goals. If you’re interested in digital media services for your business, contact us today!
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