Static ads keep things simple, showing the same message to everyone, while dynamic ads switch things up based on who’s looking. One’s all about consistency, the other about personalization. 

The right choice comes down to your goals, budget, and how much control you want over your campaigns. Let’s dive into what sets them apart and when each one makes the most sense.

In this article, we’ll cover: 

• A quick comparison between static and dynamic ads
• What each type is (and their common ad formats)
• Pros and cons of each
• Which one should you use?
• Best practices to get high-converting ads
• FAQs

Let’s start by looking at a side-by-side comparison of both ad types.

Static ads vs. dynamic ads: a quick comparison

There’s a right time and place for using static and dynamic ads, and the best way to figure that out is to look at them side by side. Here’s a quick comparison to help you decide:

What are static ads?

Static ads are simple, no-frills advertisements that stay the same for everyone who sees them. They don’t move, change, or adapt based on the viewer — they’re just a single image with a clear message.

Because static ads don’t have any moving elements, they can be less attention-grabbing than dynamic ads. But that doesn’t mean they’re not good — static ads are great for when you need to convey a simple call to action (CTA) or create campaigns where your ads need to be visually consistent.

Static ads are also a great choice when you want to advertise without being too disruptive or overstimulating to the viewer.

Common static ad formats

Static ads come in all shapes and sizes. In fact, they’ve been around for a very long time as print advertisements in newspapers, magazines, and flyers or as billboards and signage.

Nowadays, you’ll commonly see static ads around the internet as display banner ads that show up across the web on platforms like Google Display Network, Facebook, and Instagram. Static ads are also ubiquitous in social media, where you’ll see many single-image ads with captions and CTAs.

Industries that benefit most from static ads

Static ads are a great fit for businesses that need a clear, simple message without the complexity or cost of animation or dynamic targeting. Let’s look at some examples of industries where static ads are ideal:

• Retail and e-commerce: For straightforward promotions and brand awareness campaigns.
  ‍
• Real estate: For showcasing properties with high-quality images and clear details.
  ‍
• Healthcare and medical services: For brand identity campaigns and raising general health awareness.
  ‍
• Food and beverage: To promote specials, new menu items, or discounts.
  ‍
• Education and online courses: For promoting enrollment deadlines, courses, and certifications.
  ‍
• Professional services: To highlight expertise and invite viewers to book a consultation.
  ‍
• Events and entertainment: To build awareness and drive ticket sales.

Static ad examples

We see static ads everywhere, every day. Here are a few examples of ads you’ve probably seen a variation of:

• Facebook banner ad: A simple promo image with text, like “50% Off Summer Collection – Shop Now!”
  ‍
• Magazine ad: A full-page spread featuring a sleek watch and the tagline “Experience Time Redefined.”
  ‍
• Billboard ad: A bright, refreshing image of a cold energy drink with the words “Cool Down. Stay Energized.”
  ‍
• Instagram post ad: A bold fitness ad that says “Get Fit Anytime, Anywhere.” and a discount for a gym membership.

Pros of static ads

Although they aren’t as flexible as dynamic ads, static ads still have many advantages that make them a great choice for your campaigns. Here are some benefits of static ads:

• Consistent branding: Since static ads don’t change, they can help reinforce your brand’s identity with a uniform look and message across platforms.
  ‍
• Easier to design and implement: Because they don’t require complex coding or data integration, it’s easier and more affordable to make them.
  ‍
• Lower cost: With no need for animations, video production, or personalized elements, static ads are often more budget-friendly and are great for businesses with limited resources.
  ‍
• Works across all platforms: Unlike some dynamic or interactive formats, static ads are more likely to correctly display on any device or ad network, so you can avoid the headache of compatibility issues.
  ‍
• Less risk of technical issues: With static ads, there’s less risk of broken scripts, slow-loading content, or glitches that can sometimes happen with dynamic ads.
  ‍
• Not as overstimulating: Ads with a lot of movement or interactivity can be too distracting or overstimulating for some viewers and may put them off your brand.

Cons of static ads

Even though static ads have some great benefits, that doesn’t make them appropriate for every situation. There are still some negatives to using static ads, including:

• No personalization: Every viewer sees the same ad, so there’s no customization based on user behavior or preferences.
  ‍
• Not suitable for retargeting: Since static ads don’t adapt, they aren’t ideal for reminding viewers of past visits or interactions. You also can’t tailor ad content to specific audiences.
  ‍
• Easier to overlook: Without movement or interactivity, static ads can blend in, making them less engaging. You would have to make conscious design decisions to prevent people from scrolling past without looking.
  ‍
• Less flexibility: If a campaign needs frequent updates, you’ll need to design and upload new ads manually instead of having content update automatically.

What are dynamic ads?

Have you ever seen an ad somewhere and thought to yourself, “wow, that’s creepy! It read my mind.”

There’s a very good chance that was a dynamic ad.

Dynamic ads change based on who’s seeing them. Instead of showing the same message to everyone, these ads adjust in real-time based on a user’s behavior, making them especially useful for retargeting. 

They can update elements like products, prices, and discounts to match what a user has previously searched for, viewed, or added to their cart.

How dynamic ads work

Dynamic ads might sound complex, and rightly so — their underlying technology includes real-time data tracking and algorithmic personalization.

Here’s the simple answer though: Let’s say a user visits an online store and looks at a product. From there, the ad system tracks their behavior. For example, they may have viewed a pair of shoes and added it to their wishlist or cart.

Later, they may see a dynamic ad featuring that exact pair of shoes (or similar products, bestsellers, or recommendations) on platforms like Facebook, Google, or Instagram.

Common dynamic ad formats

Dynamic ads come in different forms, each serving its own purpose. Let’s take a look at them below:

• Retargeting ads: These remind users of what they recently viewed with the goal of encouraging them to return and make a purchase.
  ‍
• Personalized product ads: Ads display different products to different users based on their previous shopping behavior.
  ‍
• Dynamic carousel ads: Lets users swipe through multiple personalized product recommendations.
  ‍
• Location-based dynamic ads: Tailors content based on the viewer’s location, making them useful for local businesses and events.

What industries benefit most from dynamic ads?

Because dynamic ads change to target and accommodate users’ specific needs and interests, they really shine in certain industries. These include:

• E-commerce: Online stores can retarget shoppers with the exact products they viewed, which may lead to increased sales.
  ‍
• Travel and hospitality: Airlines, hotels, and travel sites use dynamic ads to remind users about trips they might have been planning.
  ‍
• Real estate: Dynamic ads can show property listings that match a user’s search history.
  ‍
• Automotive: Car dealerships can retarget users with specific models they researched (or with other models in the same style or price range).
  ‍
• Streaming services: Platforms like Netflix and Spotify can recommend shows, movies, or music based on what users watch and listen to.

Dynamic ad examples

Dynamic ads come in all shapes and sizes. One thing they might all have in common is the uncanny ability to know just what you need (or want) at a given time.

For example, you may see a Facebook ad displaying the exact product you added to your cart somewhere but didn’t check out.

Another great example is a Google ad showing flight or hotel deals based on your previous searches about a holiday destination.

Pros of dynamic ads

There are quite a few benefits to using ads that change to target users’ interests. These include:

• Higher engagement and conversions: When ads are personalized, people are more likely to click and potentially make a purchase.
  ‍
• Great for e-commerce: Because dynamic ads update automatically to show relevant products, there’s no need to manually create new ones for each campaign.
  ‍
• Smarter optimization: AI and real-time data help improve ad performance by informing your team how to adjust content based on what’s working best.
  ‍
• Better use of ad spend: Since dynamic ads target users who have already shown interest in the past, they often lead to a higher return on ad spend (ROAS) compared to broad, untargeted ads.
  ‍
• Great for large product catalogs: If a business sells hundreds or thousands of products, dynamic ads can promote the most relevant ones without extra manual work.

Cons of dynamic ads

Dynamic ads aren’t a perfect fit for everyone — they also have some negatives that might be worth considering. These include:

• More setup required: To make dynamic ads work, you’ll need things like tracking pixels, product feeds, and automation (and the technical knowledge and skill to use them).
  ‍
• Requires ongoing management: Since dynamic ads pull from real-time data, you’ll need to monitor their performance more closely and adjust settings as needed.
  ‍
• Can be more expensive: AI-driven optimization like what Bestever offers can increase costs, but may improve results.
  ‍
• Risk of ad fatigue: Seeing the same product repeatedly across platforms can annoy users, especially if they’ve already made a decision.

Should I use static ads or dynamic ads? 

If you’re focused on simplicity, static ads are the better option. They’re great for brand awareness, outdoor placements, print, promoting a single product or service, or working with a smaller budget. Since they don’t require tracking or automation, they’re also more affordable and easier to manage.

On the other hand, dynamic ads are ideal when personalization is key. If you’re running a retargeting campaign, want to serve customized product recommendations, or plan to use AI and real-time data to optimize performance, dynamic ads are the way to go. 

Can I use both static and dynamic ads?

Absolutely! Many businesses use a mix of both since a balanced approach can help you reach new customers while keeping your brand in front of those who have already shown interest.

Best practices for running high-converting ads

No matter which type of ad you choose, there are a few things you can do to improve performance. These include:

• Use AI-powered ad platforms: Tools like Bestever perform frame-by-frame analysis of creatives to figure out what drives engagement and using historical data to generate helpful suggestions.
  ‍
• Focusing on visual appeal: Use eye-catching images and clear messaging to grab attention.
  ‍
• A/B testing your ads: Run different versions to see what resonates best with your audience.
  ‍
• Optimize for mobile: Make sure your ads look great and load fast on all devices.
  ‍
• Personalize where possible: Even static ads can be tailored to specific audiences with conscious design choices.

Frequently asked questions 

Do static ads cost less than dynamic ads?

Yes, static ads are more affordable since they don’t require automation, tracking, or AI-driven optimization. However, dynamic ads can work better and lead to a higher ROI, due to their personalized nature and improved targeting, which can offset the higher initial investment. 

How can I improve static ad engagement?

Use bold visuals, clear messaging, and strong calls to action. A/B testing and choosing the right platforms for your target audience also help.

What tool helps automate dynamic ads?

Platforms like Bestever use AI to analyze creatives, look at past performance data, and give you helpful insights that allow you to make changes and optimize your ads.

Optimize static and dynamic ads with Bestever

After choosing what kind of ad to use in your campaign, it’s time to make sure it performs well. That’s where Bestever comes in.

Bestever uses computer vision, predictive analytics and data mining to analyze your creatives, then gives you helpful and actionable suggestions so you can improve them.

Here’s how:

• Analyze your ads, fast: Bestever’s Ad Analysis tool offers real-time feedback on your ads, giving you insights on Conversion Potential, Engagement, Creative Impact, and Budget Efficiency. We give you a clear breakdown of what’s preventing it from performing at its best.
  ‍
• Improve targeting: Bestever can automatically generate audience personas to help you narrow down your targeting, making it easier for you to create effective static (and dynamic) ads.
  ‍
• Rapid asset generation: Creating static ads is easier with Bestever. Our Creative Studio helps you fetch AI-generated images, video clips, and even audio ads that fit your brand voice. Use them as inspiration or send them to your team for improvement.
  ‍
• Instant feedback loop: Bestever tells you why an ad variant is underperforming immediately, so you can pivot before you waste your ad budget.

Ready to create winning static AND dynamic ad campaigns? Let our team show you how to use Bestever to optimize your ads today.

 Schedule a free demo now.