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Insights19th Aug 2025

Supercharge Your Social Ads: How Smartly.io Drives ROI and Saves Time

WPP Media Nordic

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While WPP Media’s partnership with Smartly is established, the latest news is that Sweden is the first market in the Nordics to achieve Smartly-certified Agency Partner status. This certification recognizes our commitment to training, education, and driving new client growth in social media. We are committed to innovation and continuous improvement, ensuring our clients remain ahead of the curve with future integrations and capabilities. 

We are rapidly onboarding new clients to implement Smartly’s core features to their social strategy. The recent integration of Google marketing platforms will also open opportunities to break down silos and enable us to create more integrated and effective cross-media campaigns for relevant clients. 

We anticipate that the other Nordic markets will soon follow in achieving the Smartly-certified Agency Partner status. 

So, What Is Smartly Anyway? 

Smartly allows us to manage and scale social media advertising effortlessly. We can control all your campaigns across different platforms from one central hub, dynamically generate creative variations, and optimize for maximum reach and engagement. 

Not only is Smartly very smart, but it also has some groundbreaking elements:  

  1. Automatic feeds: Simplifies repetitive and time-consuming tasks like campaign setup at scale. Maintain the feed and Smartly will automatically update campaigns, like targeting, budget, or creatives. 

  2. Template builder, AI Studio: Advanced tools for dynamic ad creation at scale. Generate thousands of ad variations tailored to specific audiences, minimizing the effort put into manual creation and updating. 

  3. PBA and xPBA: Advanced AI feature that allocates budget optimally across campaigns or channels to drive overall best results.  

  4. Cross-channel reporting: Analyze and visualize performance data, generate insights, and manage campaigns in one interface.   

  5. Real Time Reach and Frequency: Analytic tool to understand deduplicated reach and frequency across channels, while the campaign is still running and you can still make adjustments.  

  6. PBA optimized towards Incremental Daily Reach [Alpha]: Takes estimated channel audience overlap into account to eliminate the risk of driving high frequency and over-saturating audiences. It maximizes cross-platform unique reach. 

WPP Media Way of Working and Cases 

Daniel Wellington, an e-commerce client running Automated Workflow Optimization (AWO) across multiple markets with frequent ad updates, reduced campaign management time by 30% by transitioning from manual setup to automated feeds. 

Several clients are leveraging cross-platform Budget Allocation (xPBA). Comviq employed xPBA for lower-funnel sales activation, resulting in a 7% increase in conversions and a 6.5% decrease in cost per acquisition (CPA) compared to business as usual. This also allowed them to target the right audiences with the right message, continuously optimizing the campaign based on real-time data. 

During Black Week, one of the busiest and most demanding periods, Comviq streamlined campaign management across platforms using Smartly. By reducing manual optimization and implementing a consolidated cross-platform reporting template, campaign management efficiency increased fourfold compared to the previous year's Black Week. 

Ikano employs a full-funnel, always-on strategy and has integrated Smartly's Dynamic Creative Optimization (DCO) as a core component. By allowing the system to generate ads from a range of copy and creative variations, the client has increased the number of ads per activation from 6 to over 50, resulting in a 40% reduction in cost per landing page view and a 26% decrease in CPM. 

Amfi, a shopping center that has 35 locations, all with their separate target audience, runs campaigns on Meta and Snapchat. Campaign management was previously time-consuming, but with Smartly’s automatic feed solution the team reduced time spent on setting up campaigns by 50%. 

In addition to these successes, Circle K saw a significant brand lift and drove increased foot traffic to their stores using Smartly. Ingo also experienced a significant increase in reach while reducing ad fatigue by optimizing frequency across platforms. 

WPP Media’s in-house Addressable Content/DCO team assists clients in creating creatives at scale by developing content feeds. These feeds leverage insights into platforms, target audiences, and contexts to deliver highly relevant content throughout the customer journey. These packages are exclusively available to clients using Smartly. 

Things to Consider 

  • Learning Curve: Mastering all of Smartly's features may take some time. 

  • Cost: Ensure the subscription aligns with your budget. 

  • Platform Compatibility: Verify that Smartly supports the social channels you use. 

  • Human Oversight: While automation is powerful, campaigns still require monitoring. 

The Upsides: Why You'll Love Smartly 

  • Efficiency Boost: Automate the boring stuff and free up your team for strategic work. 

  • Better Performance: AI-powered optimization means better results and higher ROI. 

  • Cost Savings: Optimize your budget and bidding to avoid wasting ad spending. 

  • Scalability: Easily expand your campaigns across multiple platforms and audiences. 

  • Data-Driven Insights: Get a deeper understanding of your campaign performance with comprehensive reporting. 

Who Should Be Using Smartly? 

Whether you're focused on brand awareness, driving store visits, or generating leads, Smartly's full-funnel capabilities and advanced audience targeting can help you achieve your goals. 

  • E-commerce Businesses: Dynamically generate product ads at scale and track performance in one dashboard. 

  • Large Enterprises: Manage complex, multi-platform campaigns with ease. 

  • Agencies: Streamline client management, automated reporting, and scale your services. 

Are you ready to take your social strategy to the next level? Contact your local specialist to learn more: