Why Static Ads Are Outperforming Video in 2024

In a world where video has been king for years, you might be surprised to hear that static ads are outperforming video in 2024. But after running countless campaigns, I've seen a consistent trend: simple, well-designed static ads are driving more conversions and delivering higher ROI than their video counterparts.

Why Is This Happening?

There are a few key reasons why static ads are making a comeback, and e-commerce brands should take note:

1. Attention Span Fatigue: While video can be captivating, it also requires more attention from the viewer. In 2024, with attention spans shrinking and people becoming more selective with their time, static ads offer a quick, digestible format that gets the message across in seconds.

2. Mobile Friendliness: Most people are scrolling on mobile, and static ads load faster and are easier to process on smaller screens. This makes them more effective at grabbing attention in a feed full of distractions.

3. Simplicity Converts: Static ads, by nature, are simple. They focus on one key message and often have fewer moving parts than video. This makes the call-to-action clearer, reducing friction and leading to more conversions.

4. Lower Production Costs: Videos require significant time and resources to create. Static ads, on the other hand, can be produced quickly with a strong design team (or even using tools like Canva). This means brands can test and iterate faster, allowing them to optimize ads without a huge upfront investment.

How to Make Static Ads Work for You:

If you’re thinking of switching gears to static ads, here are a few tips to ensure they perform well:

• Keep It Focused: Choose one clear message or offer. Avoid trying to do too much in a single ad.

• Use Eye-Catching Visuals: Strong imagery is key. Whether it’s a product shot or a bold graphic, it needs to stand out in a busy feed. Keep it contextual to the target audience.

• Highlight Social Proof: Including customer reviews, ratings, or testimonials in static ads can increase trust and drive conversions.

• Test, Test, Test: Just like with video, you need to test different variations of your static ads to see what resonates best with your audience.

Case Study: Static Ads Outperformed Video by 92% in Revenue

One of my clients recently tested static ads against video ads, and the results were clear: static ads generated 92% more revenue than video ads.

We ran both types of ads in the same campaign structure with the exact same offer and landing page. Here's the breakdown:

• Static Ads:

  • Spend: $14,000

  • Revenue Generated: $50,000

  • ROAS: 3.42

• Video Ads:

  • Spend: $8,500

  • Revenue Generated: $26,000

  • ROAS: 3.10

Despite the lower spend on video ads, static ads produced significantly better results with a 3.42 ROAS, compared to 3.10 for video ads.

Why Static Ads Won:

• Simplicity: A clear, focused message allowed the audience to process the ad quickly and take action.

• Mobile-Friendly: Static ads loaded faster and were easier to engage with on mobile devices.

• Quick Engagement: Static ads deliver the message in a glance, while videos require more time to consume.

This dramatic difference in performance shows that static ads, with their simplicity and clarity, are outperforming video ads in 2024. If you're not testing static ads yet, now is the time.

Static ads may seem old school, but the numbers don’t lie. In 2024, simple is winning, and if you haven’t tested static ads recently, now is the time to give them another look.

Want help creating high-converting static ads? Book a free strategy call at Huntora.com to discuss how we can boost your ad performance.