App marketers today are under pressure to launch faster, scale further, and personalize deeper than ever. But scaling across channels and markets often comes with trade-offs. Either speed suffers, or brand consistency does. Smartly x Google App Campaigns solve this challenge by unifying creative automation, media execution, and performance insights in one place.

The Challenge App Marketers Face

Launching app campaigns across Google’s largest properties, Search, YouTube, Google Play, Discover, and Display, means tackling massive creative scale, localization, and optimization. For many teams, this often results in stale creatives, manual set-up, and bottlenecks that slow campaigns down.

Multiple creative variations are no longer optional. They’re a requirement for App campaigns. But advertisers often struggle to keep pace, especially when launching across multiple markets at once.

That’s where Smartly comes in. By pairing Google’s reach with Smartly’s automation, app marketers get the full creative firepower they need to scale without compromise:

• Build high-performing creatives at scale
• Launch multiple variations across markets without added manual lift
• Optimize installs and engagement with rich insights
• Cut launch times with automated workflows

Zalando’s Story: Creative Personalization at Scale

Zalando, Europe’s leading online platform for fashion and lifestyle, faced exactly this challenge. With campaigns spanning 24 markets, their lean team needed to launch personalized, localized creatives at speed, without sacrificing brand consistency.

With Smartly:

• 8,400+ assets scaled across 24 markets
• +73% faster time to market
• Campaigns went live in 3 hours instead of 11

By combining product images with UGC and outfit content through Smartly templates, Zalando scaled creative effortlessly. Automated workflows and feed setups allowed them to run App and Demand Gen campaigns simultaneously, cutting hours of manual work and unlocking consistency at scale.

"Launching localized campaigns across 24 markets used to be a huge lift for our small team. With Smartly’s automation and templates, we were able to scale creative effortlessly and cut launch times from 11 hours to just 3—without compromising quality or impact.” – Karin Herbsthofer, Performance Marketing Lead, Zalando

Why It Matters for App Marketers

Smartly x Google Apps is more than efficiency—it’s about giving teams control before launch, so they can scale growth without the chaos. The Zalando case proves what’s possible: leaner teams can compete at enterprise scale, with faster launches and creatives that stay true to the brand.

Whether you’re managing installs or engagement, Smartly x Google Apps makes it possible to launch with confidence, speed, and creative scale across every Google touchpoint.

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