Smartly brings AI creative tools to LinkedIn Ads

Marketers can use the platform to personalise creative, produce and adapt video assets, and use performance insights to inform subsequent campaigns.

Smartly has integrated LinkedIn Ads into its advertising platform, giving marketers access to LinkedIn campaigns alongside the company's creative automation and performance intelligence capabilities. The integration is aimed at B2B marketers managing audiences across complex buying journeys.

The integration combines LinkedIn's professional audience data with Smartly's creative and campaign capabilities.

Smartly expands B2B advertising capabilities

Laura Desmond, CEO, Smartly: "Our collaboration with LinkedIn extends Smartly’s creative and intelligence capabilities to one of the most important environments for B2B marketers. When you’re engaging a complex buying group, one message or one piece of creative isn’t enough. Smartly makes it possible to turn audience intelligence into relevant creative at scale, learn from performance, and continuously make the next ad better. Smartly’s integration with LinkedIn brings that advantage to B2B marketers."

B2B purchasing decisions can involve multiple stakeholders with different priorities, requiring marketers to tailor messaging to different audiences, buying stages and markets. Smartly says the integration is designed to help marketers apply audience insights to creative development and campaign optimisation.

AI supports LinkedIn video production

Smartly's AI-powered creative capabilities allow marketers to produce, version and iterate video assets for LinkedIn. The company says teams can adapt existing creative into additional video assets more quickly through automated production workflows.

The integration is also designed to connect campaign and creative performance data, enabling marketers to identify what is working and use those insights to inform subsequent creative and campaign decisions.

Smartly links creative and campaign intelligence

The platform combines three areas of functionality for LinkedIn advertisers: audience-informed creative development, automated video production and performance analysis.

Smartly says this creates a continuous process in which campaign signals can inform creative optimisation, helping B2B marketing teams adjust advertising as they gather more performance data.

www.smartly.io

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