New Research by Clinch Unveils the Crucial Role of Dynamic Creative Optimisation (DCO)

Clinch, the leader in dynamic ad serving and personalisation and creator of Flight Control, the omnichannel campaign activation platform present their latest collaborative report: "The State of Dynamic Advertising." 

This comprehensive study engaged over 120 agency correspondents, revealing a compelling dichotomy between the aspiration for dynamic creative optimisation (DCO) and the challenges in its implementation.

Key findings from the report highlight the critical need for DCO in executing successful personalised, omnichannel campaigns, while simultaneously exposing the hurdles that agencies face in scaling up their specialised teams:

• A staggering 99% of respondents emphasised the significant role of DCO in their daily work, underscoring its importance in modern advertising strategies.
• Personalisation at scale and real-time adaptability emerged as the most valued attributes of DCO, reflecting the growing demand for tailored and responsive advertising content.
• Despite acknowledging the importance of DCO, a surprising 82% of respondents revealed their current reliance on the manual creation of unique ads, illustrating the challenge in leveraging automation for dynamic ad generation.

"We're at a crucial juncture where agencies recognise the power of DCO yet struggle with its seamless integration into their workflows," said Katie Arena, VP of marketing at Clinch. "Our report delves deep into the evolving architecture of agency teams, examining their methods for integrating new strategies that support DCO adoption, and measuring success in 2024."

To gain comprehensive insights into the shifting dynamics within agency teams and their benchmarks for DCO success, the complete report is available for download [here].