In the digital marketing world, those who are not well-versed in digital display ads as a discipline often use dynamic and interactive interchangeably. Therefore, it would be helpful to clearly understand the differences between the four types of display ads, interactive, dynamic, animated and static ads. Although on the surface it may seem insignificant, unnecessary or in some cases self-explanatory, display ads have many ways they can be implemented and understanding what happens under the hood will help in distinguishing the differences.
Interactive Ads Explained
To understand interactive, we should look at the root word prefixes from the greek. Inter means to ‘reciprocate’ or ‘between’ and active means ‘back’ or ‘against’. So interactive means some sort of reciprocation or communication between two things. Words often evolve into new meanings when they are used often but this word has remained pretty consistent with its original use in relation to digital advertising display ads and websites.
In relation to website content, interactive elements are something that has user interaction, and with the users activity, the website will do something with that information. The simplest example is a contact form where the developer creates fields for submission and requests that the user input their information. After submitting the form with a button submission this information is usually placed in a database. But regardless of where the information is placed, interaction is required in order to have the sharing of information to see the change happen with the website and in the database.
For a display ad, similar to website content, interactive expects user interaction that causes some additional action on the display ad itself that would not have happened outside of the users input.
Dynamic Ads Explained
Dyna in the greek means robust or power, so if you put dynamic together, in the instance of digital ads a good way to think of it is to remember it as a robust process or a robust implementation. [Show the circular rotation image provided by Rob] Google Web Designer to Doubleclick Studio elements to Feed to Doubleclick Campaign Manager to Programmatic Tool or Advertising Channel].
For example, dynamic ads encapsulates some degree of feed management rotating the elements of an ad based on the targeting preferences. In the case of a hotel in Hawaii, if you are advertising to those on the island for a ‘staycation’, you might show a different set of ads vs someone coming from the mainland. Dynamic ads provide the opportunity to rotate the content of the ads themselves while keeping a templated structure or shell of the ad consistent across all ads. In this situation, the ad content dynamically changes based on the targeted method.
Animated Ads Explained
An animated ad is simply creating an ad that has movement or some creative change within the ad itself brought on by the designer in the ad production. Animated has not connection to interaction or dynamic elements in and of itself. But, you can incorporate interaction or dynamic elements into an ad that has movement.
Static Ads Explained
This is the most basic ad format, with no movement. It is unchanging. This is where you have a flat image that is typically implemented as a .jpg and created using Photoshop or some other basic design software. There is no dynamic or interactive element as the ad is simply a bitmap based image.
Hopefully, now you understand a little bit better how to communicate now when what happens under the hood of display ads and what the capabilities are in running digital display ads.