Smartly.io: All-in-one Platform for Creative and Ad Operations
Kristo Ovaska, CEO & Founder
Back in 2013, Tuomo Riekki and Kristo Ovaska observed that advertisers were facing similar challenges with creating ad campaigns on Facebook and delivering relevant and up-to-date content to their consumers. The duo co-founded Smartly.io, a solution that automated and optimized campaigns in an efficient manner. Fast-forward five years, and Smartly.io has become an all-in-one platform for creative and ad operations that helps advertisers to scale their Facebook and Instagram advertising and makes their work easy, effective, and enjoyable.
Scaling through Automation and Optimization
Smartly.io was built with the most demanding advertisers in mind and today, it is the go-to platform for some of the largest advertisers in the world. Smartly.io has always had a customer-oriented approach—they are not only quick to incorporate Facebook’s new features, but also proactive in building new features on top of those that Facebook and Instagram have to offer. Smartly.io’s features such as the predictive budget allocation (PBA) and automated ads enable customers to scale their advertising efforts without ramping up their budget or headcount. The artificial intelligence powered tool PBA, automatically re-allocates the budget between ad sets or campaigns to maximize their performance. The automation and optimization saves teams from tedious manual works, decreases the risk of human errors, and thus, allows team members to focus on more strategic decisions.
A key aspect of the Smartly.io offering is also the wide flexibility it offers in terms of data integrations.
Indeed, whether it is for use in the reporting or for the optimization that can be created, (including PBA) not only facebook metrics are available for selection. In other words, Smartly.io makes it possible to use complex customer metrics such as lifetime value, computed externally, and offline conversion metrics and/or even external data from the weather to sports results to automate optimization decisions.
Scaling with Creatives
Smartly.io believes that creative plays an important role in how campaigns perform and recognized a need for re-inventing the creative production. Thus, the company started developing dynamic image templates that enable online retailers and e-commerce platforms to generate creatives at scale. Based on product images coming from an automated feed, Smartly.io image templates enable designers to automate the production of ads without losing brand-integrity. Thanks to the automation, the creatives have a consistent design and up-to-date information (price etc). As video consumption has been increasing exponentially, advertisers have struggled with producing high volumes of quality video content: “We realized that our customers want the same scalable options and automation for video advertising that we have given them with the image templates. Therefore, we have developed our bespoke video templates feature to meet their expectations,” says Ovaska. With video templates, teams do not need to outsource different parts of the video production, which in turn, reduces delayed deadlines, information getting lost in cyberspace, and ultimately budgets.
Culture of Making Partners, Not Customers
The culture and values at Smartly.io have guided every Smartlie’s daily work since day one. Today, Smartly.io’s customer base consists of +650 brands worldwide and each customer relationship is considered a partnership. Smartly.io offers four different service models, from self-managed SaaS to a completely Managed service, depending on each customers’ needs. Every customer has, however, its own designated Account Manager who helps with Facebook and/or Instagram advertising strategies and a 24/5 customer support chat. The support chat is completely powered by Smartlies, and every Smartlie, including the leadership, spends time answering customers’ questions.
With strong customer focus and undying faith in its employees, the company is all set to make great strides in the digital marketing space. As per their mission statement of making advertising easy, effective and enjoyable, Smartly.io looks forward to working with more social media platforms to continues to look ahead and explore opportunities in the areas of creative automation and digital advertising through social media platforms.