Video VS. Traditional Static Display Ads: Pros and Cons
Should you go for video ads? Or maybe static display ads work better?
Display ads play an important role in any online marketing strategy.
They can be used to tell a story or promote a product more creatively than traditional text-based ads.
On the other hand, static ads are easier to create and can be more affordable.
And while they may lack the creativity of video ads, they can be more targeted and may be a better option for businesses with limited budgets.
So.. which type of ad is right for your business?
It depends on your budget and goals.
Today, we’re going to break down the pros and cons of each ad style so you can make the best decision on what’s right for your company.
Let’s get started!
Why Do Businesses Buy Ads?
Because they work.
Advertising is a multi-billion dollar industry.
According to Statista, total ad spending in the US totaled just over $170 billion.
Businesses of all sizes purchase ads to promote their products or services.
But why do businesses invest so much money in advertising?
There are several reasons.
For one, ads can be an effective way to reach a large audience. Traditional media such as television, radio, and newspapers have a broad reach.
Even though the advent of the internet has created new challenges for advertisers, it has also opened up new opportunities.
Businesses can now target specific demographics and track how many people see or click on their ads.
Advertising can create top-of-mind awareness, which is when consumers think of a particular product or service first when they need it.
And finally, advertising can help build brand equity, which is the value that consumers attach to a brand.
All of these factors make advertising an essential part of any business’s marketing mix.
Bringing all of this together, here is a screenshot from the popular finance website The Money Ninja.
This site uses display ads tastefully as its main objective is to earn through affiliate income. There is one ad at the top of the content and then some more along the sidebar.
Video Ads VS. Static Ads: What’s the Difference?
Now that you know a few of the reasons businesses buy ads, let’s take a closer look at the different types of available ads.
There are two main types of ads: static and video.
Static ads are the more traditional type of ad, and they can include text, images, or a combination of both.
Hungry yet? If you are, then this ad did its job.
Video ads are newer and tend to be more engaging, as they can consist of sound, motion, and even interactive elements.
Read More: 7 Actionable Tips to Optimize Your AdWords Video Campaign
Static Ads — Pros and Cons
Static ads are a type of advertising that consists of a still image, usually with a text overlay.
They have plenty of pros and cons, which we will go over in detail.
Many marketers use both static and video ads in tandem and perform various A/B testing to help them decide what’s best for their audience.
At the end of the day, reaching the right customer at the right time is what advertising is all about.
5 Advantages of Static Ads
Here are some reasons why you may invest in static ads
#1. Static Ads Are More Cost-Effective
Static ads are more affordable to produce than video ads, making them a more cost-effective option for businesses with limited budgets.
They may not be as interactive or entertaining as video ads, but they can be more targeted and effective at reaching a large audience.
#2. They Can Be Used on a Large Variety of Platforms
Static ads are used on many platforms, including websites, social media, and even email.
This makes them a versatile option for businesses that want to reach their audience on multiple channels.
#3. Less Likely to Be Ignored
Video ads are more likely to be ignored than static ads, as people are used to seeing them, and your audience can be easy to scroll past them.
On the other hand, static ads tend to capture attention easily, making them more effective at getting people to stop and notice.
#4. Easily Customized
Static ads can be easily customized to fit the specific needs of your business.
You can choose the size, shape, and colors you want, and you can even include a call-to-action (CTA) to try and encourage people to take the next step.
This type of ad can be combined with other elements, such as video, to create a more engaging and effective ad.
Using multiple components in your ad can be a great way to receive the right attention and get your message across.
#5. Easy to Create
Static ads are relatively easy to create, making them a good option for businesses that don’t have the time or resources to produce a video ad.
All you need is a picture and some text, and you’re good to go.
Because these ads are so simple to produce, you don’t need any professional skills to make something that works, which is always a plus.
5 Disadvantages of Static Ads
However, those advantages come with pitfalls…
Can Be Overlooked
While static ads can be more effective at getting people’s attention than video ads, they can still be easy to overlook.
This is especially true if they’re placed in an area with a lot of other content, such as a website sidebar.
Possibly Less Engaging
While static ads can be more eye-catching than text-based ads, they may not be as engaging as video ads.
A lack of engagement can be a problem, especially if you’re trying to hook a younger audience like teenagers or people in their 20s.
If you aren’t engaging your audience, you need to go back to the drawing board to find something that will.
Can Be Perceived as Less Trustworthy
Some people may perceive static ads as less trustworthy than video ads.
This mindset occurs because static ads can be easy to fake or manipulate, which can make people skeptical about their content.
Scammers are everywhere and the general public has become hyper-aware of it.
Limitations in Terms of Creativity
There are only so many things you can do with a static ad, which can limit your creativity.
This is why businesses use video ads, as they offer a lot more room for creativity and innovation.
Not Well-Suited for Certain Products
While static ads can be used to market almost any product or service, they’re not always the best option.
For example, if you’re selling a physical product, it may be better to use a video ad that shows people how to use it or what it looks like in real life.
Now that we’ve gone over some of the pros and cons of static ads, let’s take a look at video ads.
Video Ads: Pros and Cons
Video ads are all the rage right now. In fact, 9 out of 10 people want to see more videos from brands.
The statistics don’t lie, and marketers are scrambling to produce more of what people want to see.
So let’s get into some of the advantages and disadvantages of this form of advertising.
4 Advantages of Video Ads
With more and more internet users attached to videos, here are some reasons why you should jump on the video ads bandwagon.
#1. More Engaging
As we mentioned before, people are more likely to engage with a video than they are with a static ad.
This is because videos are more interesting and can hold people’s attention for longer periods of time.
#2. You Can Tell a Story
A well-produced video ad can tell a story that static ads simply cannot match.
This is one of the main reasons why businesses are using video ads more and more.
If you can tell a story that resonates with your audience, you’re much more likely to get their attention and interest. Here’s a great example from TWIZZLERS:
#3. Can Be More Eye-Catching
Video ads can also be more eye-catching than static ads, which is crucial if you’re trying to grab people’s attention.
This is especially true if you use creative visuals and animation in your video ad.
#4. Perceived as More Trustworthy
While we mentioned that static ads could be perceived as less trustworthy, the opposite is true for video ads.
When people can see and hear the person in the video, it can make the content more believable.
5 Disadvantages of Video Ads
These are drawbacks of video ads you should know.
Can Be More Expensive to Produce
One of the most significant cons of video ads is that they can be more expensive to produce than static ads.
It’s possible you’ll need to hire a professional videographer or editor to create a high-quality video ad.
If you don’t have these kinds of costs worked out in your budget, it may be better in the short term to stick to static display ads.
More Planning and Effort
Another disadvantage of video ads is that they may require more planning and effort than static ads.
Text and a stock image are easy enough for a copywriter. However, a video ad requires something extra.
You’ll be required to develop a creative concept for your video ad and then execute it flawlessly. Every retake is going to cost your company more money.
It Doesn’t Work Well for Every Product
While teams can use video to market almost anything, some products are better suited for static ads.
For example, if you’re selling a physical product with possibly sensitive content, it may be better to use text or a harmless stock image.
It’s preferable not to offend people with your ad.
Using this kind of material in your strategy could result in ad networks pulling your ads or limiting the types of websites where they can be placed.
Ad Skipping
One of the most frustrating things about video ads is that people can skip them or use an ad blocker.
Skipping can drop your ROI substantially.
Focus on making your video ad attractive enough that people will want to watch it all the way through.
Bad Timing or Placement
Another disadvantage of video ads is that they can be poorly timed or placed.
For example, if your ad pops up in the middle of a video people are trying to watch, they’re likely to be annoyed and click away.
The same is true if your ad is placed at the beginning of a video but doesn’t start playing until after the video has started.
Ads for Affiliate Marketers
Affiliate marketers can use ads to reach a wider audience and earn more commission on sales.
They can accomplish this by placing ads on high-traffic websites in profitable niches.
Additionally, ads can target specific demographics, making it easier to reach potential customers who are more likely to be interested in what they have to offer.
Finally, effective ads can lead to higher conversion rates, meaning more sales and commissions for the affiliate marketer.
Affiliate marketers can use ads to increase their income and exposure by utilizing these strategies.
Ads for eCommerce and Shopify Store Owners
As an eCommerce or Shopify store owner, you know that advertising is essential for driving traffic to your site and generating sales.
However, with so many different ad platforms and strategies to choose from, it can be difficult to know where to start.
Facebook ads are an excellent option for eCommerce businesses, as they allow you to target potential customers based on their interests and demographics.
Many successful eCommerce entrepreneurs recommend and teach the value of video Facebook Ads in their courses. Here’s an example of someone building Facebook ads for their eCom store:
Facebook Ads Tutorial 2022 — How To Create Facebook Ads For Beginners (COMPLETE GUIDE)
Instagram ads are also a powerful tool, as they can reach a large audience and generate high levels of engagement.
If this social platform is part of your marketing strategy, it’s worth some testing to see how it suits your audience.
While there is no one-size-fits-all approach to advertising, eCommerce businesses should consider using both Facebook and Instagram ads to reach the broadest possible audience.
Wrapping It Up — Pros and Cons of Video VS. Traditional Static Display Ads
Overall, video ads offer more engagement and creative potential than traditional static display ads.
However, they can be more expensive to produce and may require more planning and effort.
Static ads are less expensive to produce and can be easier to create an effective ad campaign, but they are less engaging and have fewer creative options.
Ultimately, whether or not to use video or static ads depends on your business goals, budget, and the products or services you’re selling.
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