Ad Tech’s Implications for PR and IR

1101110321_400Los Angeles is an epicenter for all things trendy, so it should come as no surprise that the City of Angels is also a hotbed for “Ad Tech” or advertising technology companies. Ad Tech has surfaced as a formidable force in the marketing world, enabling advertisers to slice and dice data to prognosticate trigger points for consumers.

Indeed, advertising and technology have long been consummate bedfellows, but does the rise of the ad tech industry have implications for PR and, perhaps even, IR worlds?

The metrics used in ad tech seem relatively objective, while the variables that factor into the success of PR and IR are often subjective. And yet, PR and IR firms are consistently asked to measure success. It is a conundrum that will likely continue to thwart PR and IR firms with greater frequency, as metrics from contiguous industries, such as ad tech, dominate the collective consciousness of the marketing world.

There are certain variables that PR and IR folks use to gauge success, including media coverage, the number of new analysts covering a company, and attracting new followers on Twitter and LinkedIn. But again, in the ad tech world there is usually a direct correlation between a successful advertising campaign and sales. This isn’t necessarily true for PR and IR.

What is true is that setting realistic expectations apply to all industries, and if you can present a program with achievable goals, it shouldn’t matter what the data say, as long as they support the expectations set forth at the beginning of an engagement.

–  Evan Pondel, epondel@pondel.com

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