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Case study: Dynamic inventory banners vs. static promotional banners — comparative analysis

Posted
Kevin Collins | Wehaa

Case Study:  Evaluating the conversion performance of dynamic inventory banners vs. static promotional banners.

Overview:  The debate between dynamic inventory and static display ads has been ongoing. Advertisers and media publishers must choose between running dynamic inventory or static display ads when promoting local businesses. There are pros and cons for each medium, but the complex nature of dynamic inventory ads often leads to their underutilization.

Challenge:  This study seeks to ascertain the superior banner type through an A/B split test comparing dynamic inventory banner ads against static promotional ads. Focusing on an automotive dealership, the split test will be conducted at an equal distance from the dealership, targeting potential auto intenders. The primary objective of this study revolves around evaluating click-through rates, with additional key performance indicators (KPIs) including effective cost per click (eCPC).

Banner sizes:  970X250, 300X250, 300X600

  1. Static Promotional Ads – Branded with the auto dealer's identity, featuring the brand's tagline and a graphic showcasing a reader's choice award.

Call-to-Action Button: "View Offers!"

Click-Through: Directs users to the dealer's homepage on their website.
View Static Banners:  http://p50.us/Z8L


  1. Dynamic Inventory Ads – Maintaining a similar branding approach to the static ad, these ads exhibit live inventory that cycles through, incorporating vehicle images, prices, and corresponding make/models.

Call-to-Action Button: "Shop Now"

Click-Through: Redirects users to the specific vehicle detail page (VDP) on the dealer's website, corresponding to the clicked-on car.
View Dynamic Banners:  http://p50.us/Z8K

Results: The overall performance analysis indicated that dynamic ads outperformed static ads. Two noteworthy KPIs are as follows:

  1. Dynamic ads yielded a 50% higher click-through rate (CTR).
  2. Dynamic ads demonstrated a 33% reduction in effective cost per click (eCPC).

A further consideration is the significance of Direct Click-Through actions. All dynamic clicks were anchored to the dealer's website, leading directly to the vehicle detail page (VDP) associated with the featured car. This direct response mechanism has demonstrated enhanced conversion efficacy compared to directing users to a generic homepage. Moreover, the direct click-through approach offers valuable insights into buyer trends, thereby enabling estimations of sales attribution.

Wehaa makes it quick and simple to sell dynamic display banners, email and social media formats. With our proprietary feed-less integration, Direct Click-Through, fast turn-around times, beautiful reports and top-shelf customer support we take the risks and headaches out of selling dynamic digital campaigns.

Below are some other advantages to selling dynamic digital campaigns:

  • Click-Through Efficiency: Direct links from dynamic banners to specific product pages or landing pages lead to a more seamless user journey, reducing friction and boosting click-through rates.
  • Improved User Experience: The constantly changing content of dynamic banners keeps users engaged and interested, enhancing the overall user experience and reducing ad fatigue.
  • Real-Time Updates: Dynamic inventory banners provide regular updates of available products or services, ensuring that the displayed content is always current and relevant.
  • Higher Conversions: Due to their relevancy and personalized nature, dynamic inventory banners often lead to higher conversion rates compared to static ads.
  • Competitive Edge: Dynamic banners stand out in a crowded advertising landscape, capturing attention and differentiating brands from competitors.
  • Personalized Content: These banners allow for personalized content delivery based on user preferences, location, and browsing history, resulting in higher engagement and conversion rates.
  • Enhanced Relevance: By showcasing live inventory and tailored offerings, dynamic banners can address specific customer needs, leading to a more relevant advertising experience.
  • Urgency and Scarcity: Dynamic banners can highlight best sellers, limited-time offers, sales, or low-stock items, creating a sense of urgency and encouraging immediate action.
  • Adaptation to Trends: Dynamic banners can quickly adapt to changing trends, events, or market conditions, enabling advertisers to capitalize on timely opportunities.
  • Data-Driven Optimization: The ability to track and analyze real-time data allows for continuous optimization of dynamic banners, improving their performance over time. Wehaa provides comprehensive reporting metrics and beautiful advertiser reports that make great talking points with your prized advertisers.

Discover the simplicity of selling dynamic digital advertising to both local and national businesses with Wehaa. Our intuitive online Campaign Center serves as a centralized hub for all your company's dynamic ads. This dynamic portal empowers your team to effortlessly place creative orders, review and approve designs, retrieve ad tags, generate insightful reports, and even request revisions.

Connect with us today for further details and to schedule a personalized demo or request our latest case study. Let us showcase how Wehaa can seamlessly become your dynamic digital team, opening doors to a fresh stream of revenue.

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Thank you,

Kevin Collins
Wehaa VP of Sales
kevin@Wehaa.com