Smartly unveils media planning offering

By combining planning tools with causal inference models, the offering provides insights into media contribution and helps marketers assess where additional spending could generate business growth.

AI-powered advertising technology company Smartly has launched Intelligence Pro, a premium offering designed to help marketers plan media investments, measure incremental impact and identify opportunities to improve advertising returns.

Intelligence Pro aims to help marketing teams make investment decisions using increasingly complex data.

Smartly combines four capabilities in Intelligence Pro

The offering integrates four capabilities within Smartly's platform:

Reach Planner: Enables marketers to compare media scenarios and forecast cross-channel reach and frequency before campaigns launch.
Headroom Analysis: Helps identify opportunities for additional investment and assess where returns may begin to diminish.
Benchmarks: Provides campaign performance comparisons across industries, regions, platforms and objectives using aggregated and anonymised data.
INCRMNTAL Connect: Adds an incrementality-based perspective on media contribution alongside platform-reported performance, informing applicable Smartly workflows.

Together, the tools connect media planning and optimisation insights, allowing marketers to evaluate investment opportunities and make decisions within their existing campaign workflows.

Smartly focuses on data-driven media investment decisions

Maxwell Tang, Chief Product Officer, Smartly: "Marketing teams are inundated with data, but the challenge is identifying what signals are useful and turning them into a decision they can act on. Intelligence Pro brings forecasting, market context and state-of-the-art incrementality signals together to help marketers assess where to invest and what their media is contributing. As AI accelerates campaign execution, the quality of each decision matters more."

The platform also aims to reduce the manual work involved in gathering and analysing data from multiple advertising platforms.

Hearst Newspapers highlights Headroom Analysis benefits

Sierra Smith, Senior Marketing Manager – Paid Social, Hearst Newspapers: "We used to spend a lot of time pulling data from different platforms and manually analyzing where to invest. With Headroom, we can evaluate budget opportunities using historical performance and make more informed decisions without all the manual work. It’s been a game changer for how we approach planning."

Intelligence Pro forms part of Smartly's broader strategy to bring creative, media and intelligence capabilities together. The company aims to help marketers translate performance insights into actionable decisions throughout the campaign lifecycle.

www.smartly.io

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