How to Lyll

How to Lyll

Good to Know

Advertising in online newspapers made easy

Lyll is incredibly simple to use. With over 600 customers, we dare say that “everyone” can create and publish ads in online newspapers, magazines, or industry websites using our platform. This is the best way to publish ads in digital news media. You can choose from local, national, and international websites. Everything gathered in one place.

5 Simple Steps to Become a Happy Lyll User

  • 1. Go to lyll.io and click "Register / Sign Up".
  • 2. Once registered, select date, budget, and publication.
  • 3. Upload your ads or create one using our ad builder.
  • 4. Enter your credit card and publish.
  • 5. Track results live in the dashboard.

Tips for a Better Campaign

Maximize Your Ad Impressions

Lyll optimizes your campaign to get the most views for your budget. If you select multiple online newspapers, your ad will appear most often where the traffic is highest.

Example:

Financial Times has fewer visitors than Mail Online (dailymail.co.uk), so the traffic is cheaper on Mail Online. With a budget of £1,000, as much as £800 may be spent on Mail Online. That gives you lots of impressions, but maybe you want a more balanced distribution. If both online newspapers are important, we recommend setting up two campaigns—one for each—and splitting the budget, for example £500 each.

Multi-Channel Campaigns Work Best

Choose the channels that are most relevant to your brand. Research shows that using 3 to 4 digital channels delivers the best results. If you go too narrow, it may limit your growth. If your local online newspaper is small with few visitors, you might want to avoid geo-targeting. Their readers are usually highly interested in local news no matter where they live. Another option is to add a national online newspaper, like the Independent, and set geo-targeting for the relevant area. Combining several news sites improves the reach of the campaign.

The Reader Is Valuable

Digital newspaper and trade publication readers are often highly educated and have above-average income. 7 out of 10 people aged 15–24 read newspapers daily, and many prefer local news. Over 80% read newspapers every day. Business leaders actively follow news online, which makes digital newspapers and industry sites vital for B2B marketing.

How Long Should an Ad Run?

Online newspapers and magazines are perfect for busy marketers. On social media, you constantly need fresh content. In online newspapers, you can run the same ad over a long period. A brand-building campaign with a strong message should run for at least six months, ideally up to two years to really take hold.

Recognition Matters

To build memory and trust, your audience needs to see your ad many times. Often between 9 and 12 exposures. Creative ads that grab attention are the most effective. Be consistent in your visual identity. Use the same colors, layout, and logo. After a few months, people will recognize your ads instantly, and your brand will stick in their minds. 👉 Read why Zalo is a success

Use Multiple Ad Formats

We recommend using at least three different formats. These will cover mobile, tablet, and desktop devices. Most people read news on their phones, but by using several formats, you increase reach and connect with users in different situations—for example, at work on a PC or on the couch at night via mobile.

Choosing the Right Format

The format influences how your campaign is perceived. You can use it to reinforce your message, for instance, a tall format to emphasize height, or wide to highlight breadth.

The Three Most Common Formats

  • 320x250 – Also known as “Medium Rectangle” or “Board”. Flexible and works well on both mobile and desktop.
  • 728x90 – “Leaderboard”. Typically placed at the top of web pages, this horizontal banner is highly visible and ideal for brand awareness campaigns.
  • 160x600 – “Wide Skyscraper”. Positioned along the side of pages, this vertical ad format offers extended visibility as users scroll through content.
  • Larger formats are especially effective for brand awareness and high-impact messages.

Is Banner Blindness a Myth?

Some claim people don’t see ads in online newspapers, but that’s not true. When we’re interested in something, we notice it. If you're thinking about buying a bike, you’ll immediately spot bike ads. Relevance is processed in a fraction of a second.

Other Formats Worth Trying

  • Halfpage: 300x600
  • Narrow Skyscraper: 120x600
  • Mobile Leaderboard: 320x50
  • Different formats suit different goals. Small formats are great for direct response. Larger ones build brand awareness. The effect depends on proper placement and combining the right formats.

Test, Learn, and Adjust

With Lyll, you can start or stop ads with a single click. This makes it easy to test different formats and websites and improve performance over time.

Frequently asked questions

What is Lyll?

Lyll is a platform that allows small and medium-sized businesses to purchase ad space in online newspapers across Europe. It’s fast and easy to get started, no matter your budget.

Who can use Lyll?

Any business can create a free account. All you need is an email, company name, (and organization number). If you don’t have ready-made ads, you can create them with our admaker on the platform using just a logo and an image.

Which websites are available in Lyll?

Lyll gives you access to over 6,000 websites in Norway, Sweden, Denmark, Germany, France, the UK, Spain, and Portugal. This includes local and national newspapers, trade publications and digital magazines.

Do I have to pay by credit card?

We’re working on offering invoicing. In the meantime, we’re happy to help. Just email camilla@lyll.io and we’ll sort it out.

Top-Rated Performance

Lyll uses a DSP (Adform) to publish your ads. According to research from PWC London, Adform delivers the most impressions per dollar spent.

How do I track traffic?

Use UTM parameters in your ad URL. You can analyze traffic in Google Analytics or the tool you prefer.

A Free Press Matters

An independent press is essential for democracy. When you advertise in online newspapers, you help fund journalism. If sustainability is important to you, consider allocating some of your ad budget to the media houses.

We Respect Your Privacy

Lyll does not collect data about your customers or readers. We only store billing information and never share or sell data to third parties.