Google hands Smartly creative automation brief to promote hardware range

"Google is in the process of contracting with Smartly to test the ad tech company's creative automation platform, according to people familiar with the matter, with the initiative expected to include a series of proof-of-concept pilots beginning in the fourth quarter. Digiday understands the tests will explore how Smartly's tools can help Google scale creative asset generation using AI, an increasingly common request from marketers, particularly around campaigns for its hardware, such as the Pixel and Chromebook ranges."

"Google's communications team was unable to respond to Digiday's request for clarification by press time. The proof-of-concept pilots are designed to gauge whether Smartly's technology can deliver greater efficiency and flexibility, particularly in accelerating creative workflows through a process known as "asset automation," compared to those currently employed by Google. For Google, the pilots reflect a growing recognition of the need to streamline how its campaigns come together, particularly for high-profile consumer launches."

"Smartly, a company founded in Finland in 2013, and has since expanded through the purchase of Viralspace and AdLib in 2021 and 2022, respectively, pitches itself as a way for advertisers to automate asset production while still leaving room for human direction. In particular, Smartly claims its wares can help reduce the time and cost of producing thousands of ad variants across social, display and video formats through its partnerships with platforms such as Amazon, Google-owned properties such as YouTube, Meta, Snap and TikTok."

Google is contracting with Smartly to test a creative automation platform through proof-of-concept pilots starting in the fourth quarter. The tests will explore Smartly's ability to scale creative asset generation using AI for hardware campaigns like Pixel and Chromebook. Google expects the collaboration to introduce more "intelligent creative" and could expand it if pilots succeed. The pilots will measure efficiency and flexibility gains, focusing on accelerating workflows via "asset automation" compared with current processes. Smartly, founded in Finland in 2013 with acquisitions Viralspace and AdLib, offers tools that automate asset production while preserving human direction. Smartly claims the platform reduces time and cost to produce thousands of ad variants across social, display, and video through major platform partnerships.

Read at Digiday