Finally! Programmatic advertising for everyone

2024-10-07

Key Highlights

Revolutionizing advertising: Programmatic advertising has become easy, flexible and affordable
Goodbye, Mad Men: Gone are the days of manual ad buying. This automated process makes media buying faster, more transparent, and affordable.
Future proof: We do not gather data about the user, but you can. Expect to see a bigger focus on responsible data use and transparency.
Don't forget the creative: The best tech won't help if your ads aren't engaging! People love funny ads.

How programmatic advertising became easy

Programmatic advertising has traditionally been for large advertisers, but we are disrupting this, making it available for everyone.

In short, programmatic advertising is digital advertising in online newspapers and magazines. The trade happens in an ad exchange.

With expensive and complex services large advertisers have been able to run campaigns on the most prestigious websites, but it has been less accessible to SMEs.

There is now a new way of doing things where all advertisers are welcome - no matter how small. This technology helps businesses, big and small, to move away from old media buying methods. Now, they can use Lyll to run their ads better and lure new buyers into the sales funnel and improve return on ad spend.

It is easier than any social media platform you have tried.

Democratizing Programmatic Advertising

Programmatic ads are ads bought and sold digitally. You have the advertiser bidding and the publishers accepting the bid. It works like a highly efficient stock exchange for ad space. Instead of calling people and negotiating deals, advertisers use software to bid on ad spots from publishers. The highest bidder gets their ad shown to the target audience.

However, it isn't just about automation. It is more about getting in front of the right audience. Readers of online newspapers and magazines are highly educated and with an income above average. They are the most attractive buyers and by making programmatic easy, everyone can reach this audience.

The Evolution of Digital Ad Buying

Businesses that work with agencies to place ads in digital magazines and newspapers, can now do it themselves. Paying others to do the publishing takes time since you have to instruct them where, when and how much, and you usually have to wait for them to get the job done.

Earlier publishers and advertisers talked to each other directly. This made it hard to scale and work efficiently. The last decades we have gotten used to publishing campagnes ourselves in social media, and there is no turning back to manual buying.

Programmatic advertising has changed everything. This automated process uses smart algorithms and real-time data. It helps match the right ads with the right audience in the huge digital space. The result is broader sales funnel, measurable results, and an easier experience for advertisers.

Key Benefits for Advertisers and Publishers

One of the biggest benefits of programmatic advertising is how efficient it is. Advertisers can manage many campaigns. They can track the traffic with an UTM in Google Analytics or other analyzing tool. With Lyll they can make adjustments to the campagne by stopping an ad that is not performing or duplicate and boost the ones driving sales.

This saves time and helps them to be more flexible in their marketing.

For publishers, programmatic advertising helps them sell ad space better. By connecting to ad exchanges, they can reach more potential buyers and automate the sale of their ad inventory.

Programmatic also gives both advertisers and publishers useful data. Advertisers can look closely at how their campaigns are doing to improve their targeting. Publishers can learn about audience behavior and preferences to make their content and advertising strategies better.

A very technical word, but Lyll is programmatic made easy

At the center of programmatic advertising is real-time bidding (RTB). It may seem hard to understand, but think of it like a fast auction that takes place every time a webpage is loaded. Ad servers are very important here. They act as go-betweens for advertisers and publishers.

When someone visits a website, the publisher's ad server makes the ad space open. Advertisers then put in their bids through demand-side platforms (DSPs). They compete for the chance to show their ads. The highest bidder wins and their ad is shown right away.

The Role of AI and Machine Learning

Artificial intelligence and machine learning are changing the way we do programmatic marketing. AI algorithms look at large amounts of data to find patterns and guess future behavior. This helps marketers target audiences more effectively.

Machine learning goes even further. It learns and gets better over time. As it gets more data, it improves at spotting the best places for ads and making changes to campaigns in real time.

So, programmatic advertising is not just about automation. It's smart automation. This technology keeps getting better at sending the right message to the right person at the right time.

Preparing for Your First Programmatic Campaign

Before you start in programmatic advertising, it's important to set clear goals for your campaign. What do you want to achieve? Do you want to boost brand awareness? Get more website traffic? Increase sales? Your goals will shape your strategy and help you check how well your ad spend is working.

After you define your goals, think about how to allocate your budget, choose the right websites, and select the best platforms and ad formats to connect with your ideal customer. Creativity is always important, and we love ads that humour and entertain us.

Setting Up Your Objectives and Budget

Setting clear goals is very important for successful marketing. This is true for programmatic campaigns too. Your goals will guide your bidding plans, advertisements, and the ways you measure success.

It’s also crucial to make a realistic advertising budget. First, decide how much you want to spend and how that fits into your overall marketing goals. Keep in mind that programmatic advertising is flexible. You can change your budgets, and even stop campaigns whenever you need to.

Next, find out who your target audience is. Who do you want to reach? Knowing about your ideal customers’ age, interests, and online habits will help you create very focused campaigns.

Step-by-Step Guide to Launching a Programmatic Campaign

Launching successful programmatic campaigns needs a good plan. After you set your goals, decide your budget, and find your target audience, you can start taking steps.

This includes creating exciting ad content, choosing the right platforms, setting up your campaigns, and keeping an eye on how they perform to make them better.

Step 1: Identifying Your Target Audience

Before you create an ad or choose the online newspaper and magazine where you find your target audience. Who do you want to reach with your message?

Use the power of data. User data and customer data give you important information about demographics, interests, online behavior, and purchase history. This helps you make specific audience groups and customize your messages for better results.

Keep in mind that the better you define your target audience, the more successful your programmatic campaigns will be. Reaching the right people with the right message at the right time is crucial for getting the best return on your investment.

Step 2: Choosing the Right Platforms and Formats

Programmatic advertising gives you many options to reach your audience. Think about your campaign goals and what your target audience likes when you choose your ads. **Display ads **are the banner ads you see everywhere on the internet. They come in different sizes and are placed on the frontpage or in between articles or content.

Try out different platforms and ad types, play with the formats. This will help you learn what works best for your business.

Step 3: Creating Engaging Ad Content

It's not just about showing your ads to the right people. The content must also be interesting to grab their attention and make them act.

When you make banner ads, social media posts, or videos, think about your target audience. What do they like? What problems do they have? How can your product or service help them and make their lives better?

Remember, engaging content is key to standing out in a busy digital world. Use eye-catching visuals, strong words, and a clear call to action to capture their attention. Adapt the message to different marketing channels.

Step 5: Measuring Success and Adjusting Strategies

Measuring success is crucial for any marketing strategy. Use an UTM to track results from your ads in online newspapers and magazines. Data can provide valuable insights into your ad campaigns' performance.

Identify your key performance indicators (KPIs). The specific metrics you track will depend on your campaign goals, but common KPIs include:

Impressions : The number of times your ad is displayed.
Click-through rate (CTR) : The percentage of people who click on your ad after seeing it.
Conversion rate : The percentage of people who complete a desired action, such as making a purchase or filling out a form, after clicking on your ad.
Cost per acquisition (CPA) : The average cost of acquiring a customer through your ad campaign.

Regularly analyze your campaign data to gain a deeper understanding of what's working and what's not. Are your ads reaching the right audience? Are they driving the desired actions? Based on your analysis, adjust your strategies, optimize your campaigns, and refine your targeting.

Overcoming Common Challenges in Programmatic Advertising

A challenge with programmatic advertising is transparency. The programmatic system can sometimes seem confusing. To tackle these issues, we have added an calculator showing you approximately how many ad views you receive for your budget (CPM ). You also get a clear report showing views and click in the dashboard.

Ensuring Transparency and Security

Transparency is a must for your programmatic campaigns. You need to know exactly where your ads are placed and how your money is being used. With Lyll you can be sure your campaign is only run on the online newspapers you have chosen. Brand safety is secured and you do not need to worry about your ad being shown on shady webpages.

Data privacy is also very important. We do not gather data about the users, but all companies need to follow rules like GDPR and CCPA, it is not only the right thing to do; it's necessary for gaining trust from your audience. By focusing on transparency and safety, you can build a better and more ethical programmatic advertising plan.

The Future of Programmatic Advertising in the UK

Programmatic advertising in the UK will get smarter and play a bigger part in digital marketing. New technologies like artificial intelligence, machine learning, and connected TV (CTV) will change the programmatic scene.

You can expect more ads that feel personal, a stronger emphasis on data privacy and openness, and a move towards outcome-based advertising. Now, the success of ads will be looked at through real business results, not just numbers that look good.

Trends Shaping the Programmatic Landscape

As programmatic ad spend keeps growing, some trends are changing the future of the industry. The growth of CTV and OTT platforms offers a great chance for advertisers. They can now reach very engaged audiences in their homes.

Digital display advertising is still important with a +13% growth in Europe according to IAB. In addition to display, there will be more focus on formats that respect privacy, like native advertising.

Conclusion

Programmatic advertising is changing the digital marketing world. It brings great benefits for both advertisers and publishers. Thanks to AI and machine learning, real-time bidding, and better targeting, running programmatic campaigns is easier than before. By clearly setting goals, budgets, and engaging ad content, you can make your campaigns more successful. It's important to overcome challenges and stay transparent in this changing field. As programmatic advertising grows in the UK, keeping up with trends and rules is very important. Use the strength of programmatic campaigns to boost your digital marketing efforts and see strong results.

Frequently Asked Questions

How can Lyll make programmatic advertising accessible to everyone?

Programmatic advertising is now easier to use because we have built a user interface everyone understands. Small businesses can take advantage of lower ad spend requirements and advertise without help from a marketing agency. This gives them better control over the cost and gets them more ad views for the budget since they save agency cost. Time is still money ;-)

How does programmatic advertising support a free press?

Programmatic ads help publishers make money from their digital space. This type of advertising supports a free press. It also provides a better way to earn money than traditional media models.

Can small businesses benefit from programmatic advertising?

Programmatic advertising is a great way for small businesses to use money wisely. It helps them run focused digital advertising campaigns next to other large brands. This