DYNAMIC VS. STATIC – what’s the difference?

We would like to clarify the true meaning of the commonly mistaken term of dynamic ads – also called dynamic creatives or dynamic banners. Wikipedia, per usual gives the correct definition of the notion of dynamic banners: Banner ad which is created dynamically (or whose content is created dynamically) at the time of display, instead of being pre-programmed with fixed content.

As accurate as it is, the definiton may be a little enigmatic.  So let us illustrate it with a simple example.


On above animated GIF, on the left side you can see schematic “static banners”. They simply rotate, nothing inside of it changes.

On the right side of the GIF you can se changing dynamic banners. The content inside of it depends on who the banner is displayed to. So each user gets completely different price, discount or set of other  recommended products. The main template remains the same, while the content inside is adapter to each user.


Imagine you have prepared 4 different banners for one campaign and a set of conditions for each version of a banner (left side of the above illustration). You know who should see each version of your banner and you have the technology to analyze users’ online behavior. If the user who is about to see a banner matches certain criteria they will see the pre-selected version of a banner. Dynamic? Not at all. When you think of this kind of banners they are 100% static. The only element you have control over is the condition that triggers the display function. The banner is already there waiting to be displayed.


is much more than that. For dynamic banners it is the content itself that changes and instead of 4 versions you get a multiplied number (really difficult even estimate) of different banner versions. Every user shall get a slightly different dynamic creation based on his/her previous activities on the web. A true dynamic banner is a set of the following elements:

  • static elements: logo, intro message, call to action button,
  • dynamic elements: product selected for the user, product info, price, rebate (which can be different for certain customers) – all this is based on user’s activity, preferences and coming from your online shop’s product feed directly.

Truly dynamic banners and technology that powers them may give you truly unlimited possibilities and allow to adjust your display ads to the preferences of each and every of your users. Not only may every user see a slightly different ad, but also the same user may be displayed a different ad depending on his/her latest activities. And what is the most important about the dynamic ads – the adapt to suit users needs. And the users do appreciate it –  dynamic ads are from x2 to x4 times more effective, than static


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About the author

Gabriela Kunert

Chief Marketing Officer in QuarticON. Experienced Internet practitioner, 10 years in a large media company. Now in charge of marketing, PR and social media.

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