Smartly: The Future Of Martech Is Automated

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.

Automated ad buying platform, Smartly.io was at the centre of the tech innovation stage at the Online Retailer conference 2018.

Smartly.io head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives.

bonzani

“If an ad is not performing as well as planned, you probably have some sort of threshold in your mind, at which point you decide to stop it. Well, that’s something that can be automated!”

“We constantly get more and more efficient at producing, automating and constantly optimising the way we do things, it’s only natural that humans always become the first ones to be obsolete, right?”

“9 per cent of US jobs will disappear this year due to AI enabled automation.

“Technology replacing humans is something that has been happening at an exponential rate, we’re still here…”

A marketer’s job is not just running campaigns it’s running them at scale maximising ROI, marketers do repetitive tasks to optimise their campaigns – therefore automation is becoming so relevant.

Facebook is a great example of a business still growing despite this ‘Automation revolution’.

Bonzanini moved into the automation of the creative process by using two AI-generated paintings (purportedly the right should easily be identified as the AI image due to the lack of detail)

face

“Creative does have a big impact on performance, and if you can automate that, you can drive big improvements in your campaigns’ performance.”

A creative AI process could be a way to keep campaigns fresh and help fight ad fatigue with no manual work.

This process doesn’t take away any personalization aspects and according to Forrester’s this same effect would create more jobs in an automation sector than it destroys.

“No matter the number of products you advertise, it is possible to always be on brand!”




Please login with linkedin to comment

automation Martech Smartly

Latest News

Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
  • Advertising

Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common

In this latest instalment of the Fast 10 series, Greg ‘Sparrow’ Graham chats with Tim Bullock, director and founder of production house Scoundrel. You know Bullock’s work, even if you don’t know his name, having directed huge spots for the likes of VB and Toyota, working with creative agencies such as The Monkeys and Saatchi […]

Outbrain Snatches Chris Oxley From Foxtel Media
  • Advertising

Outbrain Snatches Chris Oxley From Foxtel Media

Outbrain has appointed Chris Oxley as the country manager for Australia, New Zealand, and Singapore. Bringing over 18 years of experience in digital media, Oxley will lead the charge in driving the expansion of Outbrain’s advertising business across ANZ and Singapore. In his role, Oxley will oversee the development and implementation of Outbrain’s commercial strategy […]

oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
  • Campaigns

oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign

To mark oOh!media’s community partnership with Greening Australia, creative and innovation hub, POLY has developed a two-phase campaign that leverages weather triggers and dynamic digital executions to drive brand awareness and donations. Greening Australia is a national not-for-profit organisation with over 40 years of experience restoring Australia’s diverse landscapes and protecting biodiversity. oOh! announced its […]

Are Media Cares For The Carers In Its Latest Social Change Campaign
  • Campaigns

Are Media Cares For The Carers In Its Latest Social Change Campaign

Are Media together with Carers Australia and a coalition of carer support and advocacy groups, are joining forces to call on both the Federal Government and the Opposition to add superannuation to the fortnightly Carers Payment. Last month, The Inquiry into Unpaid Carers recommended the Australian Government consider options to incentivise and recognise the impact […]

In A Fragmented World, Engagement Is King
  • Partner Content

In A Fragmented World, Engagement Is King

Media executives from Australia’s top agencies sat down with B&T TV to discuss how media fragmentation is impacting advertising spend. Few will deny that measurement is key when it comes to deciding where to allocate ad dollars. With media more fragmented than ever, which metrics to use is less clear. As Nik Doble, Mindshare’s national […]

Partner Content

by B&T Magazine

B&T Magazine
Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]