Flash Vs. Static: Which Gives More Clicks? - The Great American Small Business Challenge | The Great American Small Business Challenge

This article was written by Ted Dhanik

Rich media ads refer to display advertising that uses motion and animation to draw the user’s attention. Flash and gif ads have moving parts that a user can click on, sometimes even expanding an ad to fit more space. Not all ads are static, but will those flash ads actually impact your bottom line? There is reason to test, but the answer will depend on your goals.

Using Flash

You should still adhere to the standards set forth by the Interactive Advertising Bureau. You should also optimize the graphics that you use in the banner, helping to cut down the file size by using simple colors and images. Try to aim for a file size of 12k or smaller if you can, and gifs can be used as well. Remember that Flash doesn’t reliably render on mobile devices, so it’s best if you try and design with the knowledge that mobile users are prevalent around the Web.

Using Static

Static banner design will always render, no matter which browser the user is utilizing, under normal circumstances. Static banners don’t move, so messaging and design are far more important. You also cannot take advantage of extra screen real estate with windows that expand as a user hovers over them.

Final Thoughts

Both ad formats can have a strong impact on your campaign. Flash ads do carry the risk of off-topic clicks because users want to fiddle with the banner and don’t mean to click, but static clicks can be just as irrelevant. It’s helpful to start with static banners because they are easier to test, but a flash banner can be a nice upgrade for a campaign you are trying to scale.

Bio: Ted Dhanik has been working with businesses in direct marketing for over fifteen years. Ted Dhanik has worked with some of the biggest brands in the online space, learning what makes their marketing efforts tick. To find out how engage:BDR can grow your business, contact Ted Dhanik.