The Benefits of Static vs Dynamic Ads

Depending on your business type, you will want to consider the type of ads you run online. There are two different types of display ads, and this includes static and dynamic ads. Static ads are ads that don’t change, which means all viewers online will see the same ad. Whereas, dynamic ads are ads that change specific to the viewer online. There are benefits to both types of formats, and one format may be better depending on your marketing objective and business type. Below, we will go over why you would use one ad type over the other, and how both dynamic and static ads are extremely effective in the online world of advertising.

Static ads can be used by anyone, and are generally the simplest form of display advertising. This ad format is best for advertisers looking to build awareness around their business, and want to show their ads to a broader audience.

To get started with static display advertising, all you need are a few assets to build your ads. You will need a background image (that represents your business/branding), a call-to-action (how you would like people to take action on your ad), and a headline (describes what your business is/what it does).

Static ads are beneficial to advertisers in many ways. They are low time-commitment, as it only requires the building of one ad. As well, these ads can be built by anyone – from beginner advertisers to expert advertisers. They also have the ability to reach a much larger audience, as these ads tend to be generic and suited for all types of viewers online.

Dynamic ads are a more specific type of ad you can run, and require a data feed – which provides information about the products or services you are selling. Dynamic ads are typically used by retail advertisers or advertisers that have multiple offerings. These ads are targeted towards very specific viewers based on website activity, viewers location and demographic data.

To get started with dynamic display advertising, the first step will be to obtain a data feed that includes information about your products or services (for example, product title, product price, product URL etc.) To learn more about what a data feed is, check out Adacado’s support doc here.

Dynamic ads are beneficial to advertisers looking to convert past website visitors. If a user visited a specific product page on a website, an advertiser for that website could show the user the exact product they were looking at with dynamic advertising. Dynamic advertising is for advertisers looking to communicate directly with low funnel viewers online (people that are likely to become customers). With dynamic advertising, ads are shown to a much more targeted audience, as these ads directly correlate to behavior of people across the internet.

Coast Hotels implemented dynamic display advertising into their marketing strategy as they wanted to reach in-market guests online. They wanted to better understand user preferences and intent as they browsed the internet. Further, Coast Hotels wanted to test the difference between static and dynamic advertising performance, with an ROAS (Return on Ad Spend) goal of 4:1. The dynamic elements in their ads included pricing, images, and properties to tailor to their different locations across Northwestern US and Canada.

Coast Hotels quickly learned how successful they were in running dynamic display ads – their dynamic advertising campaign alone yielded an ROAS of 12:1. This impressive ROAS just about doubled their static advertising campaign, which ran in the same period.

https://www.sojern.com/case-studies/coast-hotels/