The case for dynamic advertising in an uncertain world

When the pandemic hit and lockdown brought the UK to a grinding halt, many advertisers slammed on the brakes, pausing campaigns in flight or delaying them until later in the year. Tightening spending was not the only reason, although that certainly played a part. Brands also questioned whether their existing campaigns would be inappropriate, their creative ineffective against the backdrop of a global crisis. That’s where dynamic, personalised advertising comes in.