Static Ad creatives vs Dynamic Ad creatives when to use which?

Static Ad creatives vs Dynamic Ad creatives when to use which?

Ad creatives are the visual content that goes along with the ad itself such as the banner, image, or video to convey a message to the target audience. They are a fundamental component to any marketing strategy and they typically fall into one of two buckets: static and dynamic.

It’s important to understand which type of ad creative is the best vehicle to carry your message as we strive to resonate with wider audiences or target a specific group more effectively. It’s an important decision and defining factor for client acquisition through ads.

Much like most marketing concepts, there’s a time and place for each depending on your marketing goals, so in this article we’ll be looking into what both static and dynamic ad creatives are and when to use each.

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What are static ad creatives?

The wording static and dynamic imply that one is fixed while the other is subject to action or change.

To put it simply, Static ad creatives are ads that don’t change, meaning everyone will see the same ad regardless of their location or device. This doesn’t mean it’s image only, it can be moving creative like video. The part that’s unchanging is the inability for systems or software to change or adapt the ad based on the viewer’s data.

Relevancy can be harder to guarantee with static ad creatives so we’re not necessarily looking at conversion as the main KPI. Instead, the benefits are more so in line with building awareness by reaching large audiences who are still getting acquainted with your business. The ability to manually customise static ad creatives yourself means you’ll have full control of how your business or brand is first perceived.

Ideally you would use static ad creatives to build top of funnel awareness around your business to a large audience where limited personalisation isn’t a hindrance. It follows a one size fits all approach so is much simpler to make and with that comes lower production costs. This makes it sensible if you have budget constraints or limited user data.

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What are dynamic ad creatives?

Dynamic ads change based on the viewer which lets you create different ads for different audiences to resonate with diverse demographics and personas more effectively and autonomously. The sole purpose of targeting a specific set of audiences and delivering a relevant and more personalised message to increase the likelihood of conversion.

Dynamic ads include text, images, video and other visuals that change when ‘tracking pixels’ determine an internet user’s behaviour, demographics and psychographics. Facebook for example use these pixels to determine what ads a user sees when they open the app or log into their account and look through their newsfeed.

The key difference between dynamic creative ads (DCA) and static creative ads (SCA) is the level of automation. With DCA, the ad platform automatically tests different combinations of your ad components (like images, headlines, descriptions) to find the most effective mix for your audience. It's like having a built in A/B testing tool.

For example, someone in London might see an ad with the CTA “book a hotel in London” overlayed on an image of Big Ben, while someone in Paris might see the same ad from the same travel company but with the text “book a hotel in Paris” with an image of the Eiffel Tower.

Dynamic ad creatives are typically used by businesses that have multiple offerings and need personalisation to target their diverse audiences more effectively based on interests, demographics, and behaviour patterns. That’s why dynamic ad creatives are usually communicating directly with low funnel viewers who are more likely to convert and become customers.

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The Emergence of AI in Ad Creatives

Whether we like it or not, AI has already pushed its way into the creative industry. In fact, over 80% of creatives incorporate AI into their day to day work and 88% of marketers believe they must use it to stay competitive.

Today, 50% of marketers even leverage AI’s predictive capabilities for ad targeting to reach the right audience at the right time accurately. But the real question is: Should you use AI in your ad creative?

Let’s first look at the limitations so we can get a balanced view.

The obvious one is the lack of human intuition where AI might struggle with nuanced humour, cultural references, or emotional appeals that human professionals are better at. There are also certain ethical considerations behind the risk of reinforcing any biases present in training data which can be discriminating and would need constant human oversight.

If you want to maintain a consistent brand style, relying solely on AI might also lead to unwanted variance, again because many tools are still new and evolving. This is why fusing human creativity and AI is the optimal approach.

The reasons for using AI with your ad creatives however are perfectly clear. Today’s capabilities with AI give you the ability to run literally thousands of ad variations to micro-segmented audiences at scale for maximum resonance (and ultimately conversion).

Human capacity and ad professionals are not equipped to match this potential. We simply don’t have the bandwidth or mental resources to match anywhere near that volume of creative and variation on the fly to test in real-time, or analyse anywhere near the same quantity of data and forecast predictive insights from it for effective optimisation.

AI now provides the pros of both static and dynamic ad creatives at scale by allowing flexibility, ease of adapting, and control in the creative whilst maintaining personalisation which was previously only a choice between the two. That’s the real value prop behind AI’s involvement in the process. Instead, we would traditionally launch a handful of campaigns with basic optimisation and they would usually underperform.

But the thing is, you don’t need to know AI inside and out to use it in your advertising - you just need to know the right tools to leverage it’s capabilities. And right now, there’s huge potential behind leveraging tools like Argil to create video creative for your ads at scale with AI.

Video has the highest engagement and conversion rates for ads, if you want to capitalise on this opportunity, skip the waitlist and join us here to create video content at scale for your ads.

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Why Video Ads are the Future

Effective ads require attention, and right now everyone’s attention is naturally on social media.

Video has become the language of choice for audiences across these platforms, in fact, 72% of consumers now prefer video to text content, and that is a reflection of how ad strategies need to mirror more native consumption through short videos on these apps.

Combining that with how engagement rates for video are 5 times higher than text, we can understand that video is the best creative to deliver your ads.

Despite the clear trend and consumer demand, there are still significant blockers when it comes to generating video content for your ads:

• Time. Producing high quality videos regularly is too time consuming
• Technical competence. Not everyone knows how to film, edit and post produce content
• Costs associated with outsourcing any of the production to freelancers or teams

At Argil, we’re building the first deepfake generator that provides an end to end solution for creating video content at scale without the need for cameras, multi-hour shoots or technical know-how.

It only takes 2 minutes to train your personal avatar for unlimited videos for your ads, join us here and try for yourself.

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Introducing Argil as the Ultimate Solution

The AI technology now lets us reach customers across every digital platform, target them based on thousands of data points, and even test ads in real-time to see which performs and gets responded to best. Unfortunately, video production still comes with its share of pains and bottlenecks as deepfake technology itself only addresses the creation.

At Argil, we facilitate content at scale with our deepfake maker. We emphasise being the number one choice for video production because it’s intentionally built with accessibility and ease of use in getting started.

Using Argil to create content at scale is a simple, streamlined process:

1. Upload a 2-minute video of yourself speaking directly to the camera. This footage will be used to train your personalized AI avatar.
2. Open Argil's script editor and write out the dialogue you want your AI avatar to deliver. You can create scripts from scratch or have Argil's AI assist you.
3. With a button click, Argil will generate a fully edited 9:16 video of your AI avatar speaking your script. It's that easy!
4. From there, you can further personalize your custom videos by adding styled captions, AI-generated b-roll footage, transitions, and more.
5. If you wish, you can translate your videos to any language to expand your reach and target new markets.

We aim to create the centralised platform of choice for leveraging the highest performing media format and overcome the biggest growth blocker for your business - content at scale. Here’s why using Argil can finally let you create more videos in a day than most can in a month, so you can focus on creativity and not production:

• Time: Save hours on video production, allowing you to focus on what matters most.
• Ease of Use: Create professional-looking videos without extensive technical knowledge or equipment.
• Cost: Reduce production costs by 80% compared to traditional video creation methods.
• Scalability: Produce more content quickly and effortlessly without sacrificing quality.

Anecdotally, popular YouTubers like Kwebbelkop have already started to capitalise on our technology and has grown another channel to well over a million subscribers. You can read more about that in our previous article here.

We’re quickly approaching a world where you no longer have to spend a huge amount of time, money, and energy creating content that can capture an audience’s attention with high quality. It now sits behind Argil’s centralised app for videos at scale.

To start creating a videos for your ads at scale (a month’s worth of video ads in a day), sign up here and skip our waitlist.

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Static VS Dynamic: Which to use?

Understanding the difference between static and dynamic ads can make a huge difference in the success you have getting the consumer all the way through the buyer’s journey. This is because companies need to know when to spend money and offer something more personal and when to advertise to the masses.

There’s no right or wrong answer to choosing between static vs dynamic ads, but if one thing is clear it’s that video creative with its natural engagement is a must have in your overall ad strategy to maximise conversion.

AI solutions like our deepfake maker at Argil now gives you the possibility to do this at scale.

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