We thought our 70th anniversary was a great excuse to create a new video series in honor of our founder Fred Riger. Introducing: FREDTalks!

We hope they provide you with helpful tips about how to navigate different elements of today’s marketing communications world.

Today’s topic: static vs. dynamic digital display ads.

Let’s start with some definitions.

When I say digital display ads, I’m talking about the targeted, network-based ads that show up next to the content you’re reading online – whether you’re on your computer, your iPad, or your phone.

Static means the ad that doesn’t move. It’s usually a .jpg or .png format.
Dynamic means it’s animated – either a .gif or HTML5 format.

Sometimes our clients wonder when to use static ads and when to use dynamic. I say use a dynamic ad when you have copy long enough that it doesn’t fit within one frame. That’s the nice thing about dynamic ads – they basically give you a few pages to tell your story instead of just one. For instance, maybe that gives you enough space to ask a question and also answer it.

But don’t get too wordy! Think of it as a billboard – 7 words or less.

And remember, if you’re using a dynamic ad with a changing headline or photo, still always keep your call-to-action button visible.

Whether it’s a static or dynamic ad, make sure your website or landing page is ready for company and that it matches the ad’s design, messaging, and tone. There’s nothing more frustrating than clicking on an ad, just to end up in some confusing place you didn’t expect.

Happy designing, and stay tuned for more FREDTalk videos in the coming months!

Jamie Jacobs, Partner at Riger Marketing Communications