4 min read Driving Growth with Programmatic: Scale Smarter with Data

Unlocking Success with Programmatic Advertising

Programmatic advertising has transformed the way brands connect with their audiences. In 2024, global programmatic ad spend reached an estimated 595 billion U.S. dollars, with spending set to approach 800 billion by 2028. This rapid growth highlights how businesses are leveraging programmatic to target the right people at the right time—seamlessly and efficiently. Whether you’re looking to build awareness, drive conversions, or scale your reach, programmatic advertising offers the tools to make it happen.

Programmatic advertising isn’t just about running ads—it’s about delivering precise, high-performing campaigns that can adapt in real time. It simplifies complex campaigns, delivering personalised messages that truly resonate with your audience.

What is Programmatic Advertising?

Programmatic advertising automates the buying and selling of online ad space, using algorithms and data to optimise every aspect of a campaign. Instead of manually negotiating placements, programmatic platforms use real-time bidding (RTB) to ensure your ads appear where they’ll make the most impact.

Key features include:

• Automation: Reducing time spent on manual processes.
• Real-Time Insights: Adjusting campaigns on the fly based on performance.
• Targeting Precision: Reaching audiences with pinpoint accuracy using data like demographics, interests, and behaviours.

This makes programmatic ideal for businesses that want to scale their marketing efforts while maintaining control and efficiency.

The Rise of Programmatic in Marketing

From Manual to Automated

Gone are the days of laborious ad-buying negotiations. Programmatic has revolutionised marketing campaigns, automating time-consuming processes while delivering unmatched accuracy and speed. For businesses entering the UK market, this automation means faster time-to-market and the ability to scale campaigns efficiently without sacrificing quality.

Integration Across Channels

Programmatic extends beyond traditional display ads. Businesses now utilise it across:

• Social Media
• Connected TV (CTV)
• Video
• Digital Out-of-Home (DOOH)

This omnichannel approach ensures audiences encounter your message wherever they are, creating a seamless brand experience.

Data-Driven Creativity

Dynamic Creative Optimisation (DCO) tailors ads in real-time, adapting visuals, copy, and offers to individual preferences. This approach enables brands to deliver highly relevant, engaging content to diverse audiences.

Why Programmatic is Essential

Programmatic advertising offers unmatched precision, scalability, and efficiency, making it a cornerstone of any successful marketing strategy. With advanced targeting, businesses can run hyper-local campaigns, targeting specific locations like Tube stations or Digital Out-of-Home (DOOH) screens leading to stores, ensuring messages reach commuters or shoppers at the right time. This ability to engage users across multiple channels maximises impact and relevance.

Programmatic also delivers personalised messages at scale through tools like Dynamic Creative Optimisation (DCO), adjusting content based on individual preferences. Real-time bidding and performance metrics allow businesses to optimise campaigns continuously, improving ROI while minimising waste.

With AI and machine learning integration, programmatic adapts to evolving trends and seamlessly integrates with other marketing efforts. Additionally, its transparency and control offer valuable insights, keeping campaigns cost-effective and aligned with business goals.

Considerations for Brands Entering the UK Market with Programmatic Advertising

For international businesses looking to enter the UK market, programmatic advertising offers a valuable way to reach a broad, engaged audience. However, success isn’t just about using the latest tools—it’s about adapting your strategy to the unique characteristics of the UK market and ensuring your message connects with local consumers.

Cultural relevance is essential. Ads need to feel familiar to the UK audience, tapping into local humour, values, and interests. While programmatic advertising allows for precise audience targeting, aligning your messaging with the UK’s preferences will make your campaigns more effective.

The UK is a diverse market, and understanding the different regional and demographic segments is key. Programmatic advertising gives you the ability to reach specific groups—whether it’s urban professionals or university students—ensuring your content is relevant to the right people.

Finally, working with a local agency like Onelink is crucial. With our expertise in the UK market, we can help you fine-tune your approach, ensuring your campaigns are tailored to local tastes and maximising their impact.