3 Steps to Activate Fluid Budgets with Predictive Budget Allocation

In the ever-evolving advertising planning landscape, savvy organizations are turning to a Fluid Planning approach to strategically navigate the whole planning process. This turnkey approach takes teams from “on-the-fly adjustments” to an intentional and refined focus on agile strategy for the entire media workflow, throughout the funnel and across media mix. 

By expanding the application of real-time data and AI-driven insights beyond mid-campaign tweaks – and into fundamentally shaped onset planning — brands and media agencies are empowered to anticipate market changes, consumer behavior shifts, and platform dynamics in real-time

Don’t Just React; Stay Ahead

Fluid budgets is an approach to media management that brings together strategy, planning, and buying, integrating advanced simulation, continuous optimization, and enhanced analysis across all advertising channels and stages.

Up the Ante on Traditional Budgeting: 3 Steps to Fluid Budgeting

Smartly’s Cross Channel Predictive Budget Allocation (PBA) — a game-changing tool that enables advertisers to get double digit growth across their metrics driving outcomes. Users can manage budgets fluidly, both within and across channels. With PBA, you can rethink the traditional approach to budgeting. Instead of manually reallocating funds between channels, PBA optimizes your entire budget based on live performance data. It pulls the levers that matter most to your business goals, driving incremental performance and saving time. The tool optimizes against the consumer, not just each individual platform.

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1. Learn: Define Your Goals and Let PBA Adapt to Your Business

Set custom KPIs tailored to your business objectives—whether it's increasing reach, lowering CPA, or maximizing ROAS. When you first implement PBA, it dives deep into your data to understand performance drivers unique to your brand, including campaign data, MMM, etc. This learning phase allows PBA to align its algorithms with your specific goals, ensuring that future optimizations are grounded in insights directly relevant to you.

2. Accelerate: Activate Intelligent Optimization

After learning from your data, PBA switches to acceleration mode. It continuously analyzes real-time performance metrics and market conditions to reallocate your budget dynamically across channels and campaigns. By doing so, PBA ensures your advertising spend is always directed where it can achieve the greatest impact, propelling your campaigns toward your defined KPIs.

3. Win: Drive Consistently Performant Creative

Experience superior campaign performance without the constant manual adjustments. With PBA's intelligent learning and acceleration phases, your ads are perpetually optimized for maximum impact, allowing you to achieve consistent success across all your advertising channels.

Fluid Planning unlocks significant value by enhancing campaign effectiveness, reducing wasted spend, and quickly capitalizing on new opportunities. It avoids the pitfalls of over-reliance on past data or prolonged commitment to underperforming strategies. This approach ensures marketing efforts are more responsive to market dynamics, consumer behavior changes, and technological advancements.

‍Learn how Smartly Predictive Budget Allocation is helping enhance the ad and media planning processes for high performing brands.