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Adtech PR – how to fuel business development

Written by Simpatico PR

Posted on 2021-12-08

Change is constant in advertising technology. Businesses that don’t keep pace with key innovations fizzle out and the battle for share of voice in the trade media is constant.

If you do not have an active adtech PR programme that gives your particular proposition visibility and positions your team as leading thinkers, your forward momentum could slow.

Because many trade media will not cover news issued by adtech vendors, unless it has market significance (such as M&A activity), adtech PR tends to revolve around B2B thought-leadership.

There is a constant demand for commentary on live adtech news and for in-depth perspectives too, but there is also a long queue of industry figures ready to supply their points of view. And for good reason as adtech PR is a vital ingredient in the B2B marketing mix that can drive business development.

Here’s a fast guide to organising your adtech PR efforts to drive business growth:

• Think through your business objectives and how PR can support them. Take advice and seek out honest points of view on what realistic success looks like.

• Map the subject territories where your business can have a credible voice – your b2b PR agency will help you do this.

• Select a small group within your company who can produce strong opinions about the future direction of the industry and specific live issues.

• Identify some specific subjects where you can produce original insights or stake a leadership position with original research or must-read white papers or reports. Don’t over-reach. A typical forward adtech PR plan might include one or two of these per year. It depends on your marketing resource and B2B PR agency capability.

• Create a realistic content and B2B PR plan that maps the ideas you can take to market, and how this aligns with business development out-reach. Consider the format (article, blog, post) and channel. For example, proactively placed thought leadership articles, LinkedIn posts and blogs as well as live events and webinars. The best content is useable across all channels.

• Make sure you have strong copy-writing capability on board either in-house or on your PR agency team.

• Be consistent and commit to your B2B marketing plan. Think long-term. Adtech PR is not a short-term game.

Adtech PR case study

Adtech PR in action – Simpatico PR developed a multi-channel thought-leadership and business development project for Kepler.

Based around international research asking CMOs about their future media investment needs, our role included designing the study, commissioning the research agency, writing the report, presenting the findings at the launch event and executing PR and content across APAC, UK and US media.

Kepler’s study talked to 150 senior marketers in the US, UK and APAC at companies with $1bn plus revenues (the majority oversaw media investment at companies with $5bn and $25bn in revenues).

The results created a compelling picture of what’s going on in digital media from a brand point of view. For example, the research found that 65% of marketer believe media agency talent and operating models are not evolving fast enough to deliver the support and service their organisation requires.

The event drew an audience of marketers from brands such as HSBC, PepsiCo, Jaguar Land Rover, HP and Virgin Media and media covering the report included The Drum, Campaign Asia, Decision Marketing, Performance Marketing, WARC, Marketing Interactive, Marketing Week, AdWeek and Mediatel.

Do you have a project you would like to talk over with us?

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