What Are Static Ads? [Definition, Examples & Comparison to Dynamic Ads]

Static ads... they sound a tad bit boring and perhaps underwhelming. 

So, if you’re one of the people questioning their relevance with all interactive and personalized advertising options today, we get it.

Today’s article will put these doubts to rest. 

We get into the definition of static ads, when to use them, and how they compare to dynamic ads.

What are static ads?

Static ads are fixed-content, image-based advertisements that remain unchanged once created. 

While some sources broaden the definition to include slightly animated media, our definition will focus on image-based ads that remain unchanged throughout the entire viewing duration.

With static ads, every user sees the same ad version regardless of browsing behavior or preferences. 

Unfortunately, static ads typically generate lower engagement compared to dynamic alternatives because they lack personalization for individual viewers. 

Despite this limitation, static ads are a good option for direct-response campaigns where simplicity and clear messaging are priorities.

Just because they’re ‘static’ doesn’t mean they have to be generic. 

You can still personalize them by targeting your audience’s interests, demographics, and psychographics.

Standard static ad sizes:

• 320x50
• 728x90
• 300x250
• 300x600
• 160x600 

You’ll find static ads in various online spaces, such as:

• Websites, where they appear as fixed images like banners or pop-ups
• Search engines where they appear as either promoted listings or regular search results
• Social media, where they take the form of sponsored content on platforms like Facebook, Instagram, Snapchat, or X

Pros and cons of static ads

Static ads examples

Check out these static ad examples. They fit all the characteristics of a classic static ad. 

• They feature a single, unchanging image with fixed text and visuals.
• There’s no personalization based on the viewer’s behavior or interests.
• The content is the same for every viewer, regardless of who sees it or where it appears.
• No interactive elements or dynamically generated product content.

Facebook static ad

Static display ad

When to use static ads

These are the 5 situations ideal for static ads:

• For well-established products and brands. When people already know what you’re selling, sometimes simple works best.
• When simplicity is your strength. Some industries thrive on clean, direct messaging without all the bells and whistles. A good example is the SPERONI water pump ad featured just above.
• For new companies testing programmatic advertising. If you’re just getting your feet wet with digital ads, static formats offer a more manageable starting point.
• When you have a limited product catalog. Personalized dynamic ads might be overkill if you’re selling just a few products.
• For top-of-funnel campaigns. Static ads give you more control over first impressions and brand positioning when introducing yourself to new potential customers.

Although static ads are not as flashy as dynamic ads, they are still a valuable tools in the right marketing situations. 

Static ads vs. dynamic ads

While static ads maintain the same content for every viewer, dynamic ads adapt to each user based on their past behavior and preferences. 

Behavior, in this case, can mean adding items to cart and then abandoning it or browsing your eCommerce website. 

Below is a more in-depth breakdown of their differences:

On platforms like Facebook, dynamic ads automatically pull information from your product catalog and use browsing data (collected via Meta Pixel or Conversions API) to show the most relevant items to each viewer. For example, if you’re a lifestyle and fashion brand, this is how dynamic ads would play out for viewers:

• A user who viewed red shoes on your website might see an ad featuring those exact shoes
• Someone who browsed several camping products might see an ad displaying your best-selling camping gear
• A customer who abandoned their cart might see an ad with those specific items 

The magic of dynamic ads happens in how the content adapts to each viewer’s interests and previous interactions with your brand.

💡 Tip: Facebook dynamic ad campaigns become much more manageable when you pair them with Cropink’s dynamic ad templates. Our catalog ad templates automatically pull in product details, pricing, and imagery while maintaining your brand style across hundreds of variations.

When to use dynamic ads

• Retargeting campaigns. They excel at bringing back users who’ve already shown interest in specific products.
• Large product catalogs. When you have hundreds or thousands of products, dynamic ads ensure each user sees what’s most relevant to them.
• E-commerce businesses. Particularly effective for fashion, electronics, and other product-based companies with a diverse inventory.
• Bottom-of-funnel marketing. Dynamic ads are most effective for audiences who have already interacted with your brand.

Below’s a good example of a dynamic ad that appeared on my Facebook feed. 

It’s part of a retargeting campaign since I’ve interacted and shown interest in this brand before. 

The brand already has an idea of the type of courses I would be most interested in based on my previous interactions with them. 

Example of a Facebook dynamic ad.

FAQs

Wrapping up: should you consider static ads for your next campaign?

Yes, you should. 

The best marketers know that advertising isn’t a matter of sticking to just one ad format. You’ll need a mix of formats tailored to different campaign goals. 

If you’re focusing on your TOFU audience, static ads are an excellent way to introduce your brand.

As your audience moves deeper into the funnel, dynamic ads offer more relevant, personalized experiences, especially for brands with large product catalogs. 

If managing that sounds complex, Cropink can help simplify the process by turning your product feed into ready-to-run dynamic ads. 

Sources

1. Cropink. How to Create Dynamic Ads
2. Nielsen Norman Group. Banner Blindness: Old and New Findings
3. Cropink. Design Ads