We deployed Smartly to automate Nokian Tyres’ ad assets, creating hyper-relevant campaigns based on real-time weather conditions across 12 cities in the United States. By showing ads only when local weather actually demanded them, the campaign drove more relevant traffic while cutting the cost per landing page view by more than half — ultimately guiding more customers towards their nearest dealer.
Running personalised creative ads triggered by weather conditions drove as much as a 149% increase in landing page views.
Spending budget only when local conditions matched the product cut the cost per landing page view by 54.9%.
Focusing on local relevance turned passive scrolling into active purchase intent, driving a 34.8% increase in dealer-locator searches.
For manufacturers and brands where consumer demand fluctuates with real-world conditions, purchase intent is rarely static. It is heavily influenced by external, real-time variables — for a premium tyre manufacturer like Nokian Tyres, none more decisive than local weather.
In a market as climatically diverse as the US, the need for winter tyres can shift overnight. Relying on scheduled, “one-size-fits-all” campaigns meant showing snow-tyre ads to consumers enjoying 60°F sunshine, while missing the critical window during a sudden local blizzard. A generic message lacks real-time urgency and fails to resonate with consumers’ immediate needs.
Yet achieving this level of contextual precision presents an immense operational challenge. Manually monitoring local variables while simultaneously adjusting creative assets across regions is a logistical hurdle that demands disproportionate human effort. To ensure high brand relevance and efficiently capture immediate demand, Nokian Tyres needed a way to automate ad assets and delivery, matching its messaging to the exact moment a consumer’s local weather shifted.
To address this operational bottleneck, we replaced the manual campaign setup with an automated, data-driven strategy. The objective was to demonstrate that locally optimised creatives, triggered by real-time data, could actively scale advertising relevance without adding manual workload.
We connected a live weather API with a centralised data feed to create an automated trigger system that constantly monitored local conditions across the 12 target cities. We then fed this live weather data into Smartly, using it as automated input for Meta’s ad platform. When predefined variables were met — such as a sudden drop in temperature or forecast snow — Smartly automatically activated highly relevant image and video templates. These dynamic assets inserted the user’s exact city name and current local data directly into the ad copy.
The North American climate is diverse, making it challenging to hit our target audience with the right message at the right time. Using Smartly made it possible to tailor ad creative and messaging at scale, improving local ad relevance to boost seasonal campaign performance.
– Nick Swiney, Digital Marketing Manager at Nokian Tyres
By deploying this combination of real-time data and Smartly’s creative automation, Nokian Tyres delivered local, contextually relevant ads across multiple regions simultaneously. This automated setup completely removed the friction of manual design, localisation and campaign management, allowing the system to run effectively on its own.
Smartly is a leading digital marketing platform that enables brands to launch campaigns faster across channels, localise at scale, and continuously optimise based on real-time data.
Rather than allowing manual processes to limit real-time responsiveness, we turned live weather data into an automated advantage. The dynamic assets drove as much as 149% increase in landing page views as local conditions intensified. Because the system ensured that ads were shown only when the context was highly relevant, the automated approach proved remarkably efficient, reducing the cost per landing page view by 54.9%.
Beyond top-of-funnel visibility, the campaign improved the quality of user engagement. Meeting the consumer at their exact moment of need drove a 34.8% increase in dealer-locator searches, demonstrating a direct commercial impact on the offline purchase journey.
Nokian Tyres is a Finnish tyre manufacturer with more than 125 years of history. Headquartered in Nokia, Finland, the company operates globally. Nokian Tyres sells through an extensive dealer network and is known for its focus on safety, sustainability and performance in demanding environments.
- Nick Swiney
Digital Marketing Manager at Nokian Tyres
“s360 transformed a massive logistical hurdle into an automated advantage. Their technical setup allows us to deploy local messaging across the US without draining our manual resources.”
“By ensuring we only spend budget when local conditions actually match our products, they have fundamentally improved our cost efficiency.”
“Understanding the variables that impact purchasing decisions is crucial for us. s360 deployed a technical solution that bridges the gap between our strategic needs and real-time consumer realities.”
Search audience can be considered as split into two webs: one navigated by humans, and the other by agents. Both demand data they can trust. This session explores what data integrity means in modern Search – from entity relationships and schema to emerging standards like ACP, UCP and more – and why the structural quality of your data now determines visibility across both. Whether you’re optimising for a person or an agent making decisions on their behalf, this session will explore what to consider for both.
About Alex:
Alex is an expert-level SEO consultant, WordPress developer, and marketing strategist with over 20 years of experience helping brands grow their online presence, conversion, and customer loyalty. He specialises in technical and structural SEO, product development, and strategy, and has worked with thousands of websites across sectors.
He is Principal SEO at Yoast, the world’s leading SEO plugin for WordPress with over 13.5 million installs, where he focuses on product innovation and brand authority. He is a co-presenter of The SEO Update by Yoast video podcast, as well as being a guest on numerous other industry podcasts. Alex also co-founded the organic marketing and WordPress development agency FireCask, and is a long-standing conference speaker and trainer on topics including technical SEO, AI Search, and WordPress SEO.
In my session, I’ll share Google’s vision for a fundamental shift in digital behavior: where search evolves from retrieving information to executing intent. We’ll explore how the transition from “searching” to “delegating” is reshaping Search advertising.
About Anders:
As the Search and Performance Lead for Google Northern Europe, Anders is responsible for helping the region’s largest advertisers bridge the gap between core business objectives and Google’s advanced performance suite. He leads cross-functional initiatives focused on maximizing ROI through AI-driven solutions and deep consumer insights.
As a regional lead for Agentic Commerce and the Future of Search, Anders works closely with Google’s global product teams to ensure Northern European retailers are well positioned and prepared for the next era of Search advertising.
Marketing in 2026 demands more than speed. It demands autonomy. This session breaks down how to architect agent-powered workflows that automate research, content creation, and optimization end-to-end.
You’ll learn when to reach for static prompts vs. dynamic agents vs. full AI workflows, and see real examples of small teams scaling output with simple tools like Apps Script + Claude Code, replacing entire workflows, not just individual tasks.
The talk will also challenge the “AI hallucination” narrative head-on, showing why a well-designed AI system is measurably more accurate than manual human processes.
About Tom:
Engineer by craft, marketer by obsession. Tom founded SEOwind to build AI systems that scale content. Today, SEOwind produces 2,300+ articles monthly for 500+ clients, primarily through agency partnerships. He speaks at SEO and marketing conferences on AI-driven SEO and growth.
Search is no longer a single ecosystem. SERPs and LLMs often surface and cite completely different sources, which means the links that influence rankings aren’t always the same signals that influence AI visibility.
Based on large-scale research and real client data, this session explores why different systems reward different signals and shows how to design link strategies that perform across them.
About Tamara:
Tamara Novitović is Head of SEO at Bazoom, where she builds and tests modern authority strategies across competitive niches and international markets.
She focuses on redefining link value, user-first placements, and hybrid tactics built for both SERP visibility and AI citations.
She is also a regular speaker at international conferences and contributes to industry conversations on search, content, AI, and link strategy.
Search is undergoing a massive transformation. With Google AI Mode and UCP live in the US we are now entering a new phase in both paid and organic search.
Mathias will give you an overview of what we know will happen as well as a checklist of things you can work on that will benefit you both short and long term. Gain a grounded perspective on the structural changes hitting the industry and how to prepare for 2027 and beyond.
About Mathias:
Mathias Hillerup is the co-founder of s360, having started the agency in 2011. Over the last decade, he has helped scale the company into a leading digital consultancy by bridging the gap between marketing, technology, and data.
He works at the intersection of technical infrastructure and commercial growth, helping international brands adapt to a rapidly maturing digital landscape.
Mathias is known for a pragmatic, business-first approach to technology, focusing on the structural shifts that actually drive long-term performance.
Paid Search has evolved through several major shifts: Google Shopping, Smart Bidding, and the disruption of the pandemic years. Today, a new phase is emerging driven by AI.
As AI takes over more of the decision-making, the old playbook of granular account structures and manual control is becoming less relevant. Success increasingly comes from simplifying setups and feeding the systems with the right data.
In this session, Frederik Hyldig explores how the fundamentals of Paid Search are changing and what that means in practice. He will outline how advertisers should rethink account structure, how to work with automation instead of against it, and why data and feeds are becoming central to staying competitive.
About Frederik:
Frederik Hyldig has over a decade of experience in Paid Search and has advised some of Europe’s largest brands on media strategy and technology.
His focus has always been on the practical application of technology in search. Today, he helps brands move past manual management to build structures that actually work in an automated environment.
Frederik is a frequent speaker and is known for his straightforward approach to SEM and digital strategy.
To stay visible in LLMs, you must master Generative Engine Optimization (GEO). This keynote is a practitioner’s guide to becoming the primary source for AI-driven answers like Gemini and Perplexity.
Moving past theory, I will share concrete technical and content-led tactics to improve LLM visibility and transform your brand into a definitive authority for AI.
Leave with a 2026 checklist to turn AI search shakeup into a measurable, competitive advantage.
About Nikolaj:
Nikolaj Mogensen is the VP and Group Lead of SEO at s360. Over the last 15 years, he has worked hands-on with some of the largest websites in the Nordics, helping them navigate the constant shifts in search. His current work centers on AI and GEO, finding real-world ways to maintain organic visibility as search evolves.
A regular speaker at events like brightonSEO and SMX, Nikolaj focuses on turning technical complexity into practical steps that work for businesses.
SEO is shifting from optimizing pages to building search-driven products. In this talk, Björn Darko shares how large marketplaces turn SEO insights into scalable product features. He’ll also explore how AI search, LLMs and changing user behavior are forcing SEO teams to rethink how they measure visibility, traffic and growth & how to inform your board about it.
About Björn:
Björn Darko is Group Head of SEO & AI Search at Swiss Marketplace Group, overseeing organic growth across Switzerland’s leading marketplaces in real estate, automotive, finance and classifieds. With more than a decade in SEO and product leadership at companies like AVIV Group, Searchmetrics, Ringier etc., he focuses on bridging the gap between SEO, data and product development. Björn also hosts the SEOPRESSO podcast and regularly speaks about Product-Led SEO and the future of search.
A common pattern shows up account after account: over-segmentation, premature automation, and budgets spread too thin to generate meaningful learning. Small budgets rarely fail because of poor tactics. They fail because strategies designed for higher spend environments are applied without adjustment, and what works at scale, collapses when resources are limited. In this session, Ramial covers the mindset shifts and structural principles required to make PPC sustainable in constrained environments.
About Ramial:
Ramial Aqeel is a PPC freelancer who works primarily with SMEs, running paid media on lean budgets. He focuses on clear, practical approaches that help advertisers make limited spend work harder. His work centres on simplifying PPC and supporting smaller businesses in getting the most from every pound they invest.
Oliver will run through the latest AI-enabled features of Screaming Frog’s SEO Spider, as well as some lesser-known classic features that you might have missed along the way. This talk is for anyone looking to take their day-to-day SEO to the next level, though there’s lots to be gained if you’re not too familiar with auditing websites too. No frogs were harmed during its production.
About Oliver:
Oliver has a decade of experience at Screaming Frog, having conquered SEO consultancy and management, he now oversees the agency’s wider strategy. He’s spoken at SEO conferences in 6 countries, so he unironically considers himself an international SEO rockstar now.
In this session, we’ll walk through the mechanisms of AI search systems discussion things like personalisation, query expansion, memory, and response generation. We’ll go over how this is different than traditional search, and what carries over. Attendees will leave with a framework for winning in both traditional and AI search, without compromising visibility in any domain, but instead strengthening the content message in an omnichannel world.
About Lazarina:
Lazarina Stoy is a marketing consultant and the founder of MLforSEO, a learning platform, academy, and community for marketers and organic search professionals. She designs hands-on training for in-house and agency teams, and the forward-thinking individuals within them, integrate AI and ML solutions into their workflows to drive productivity and organic growth – regardless of the platform their audience is searching on. A strong advocate for responsible automation, Lazarina speaks at conferences and webinars and creates practical resources for marketers starting their AI/ML journey.
