How adtech companies can market themselves in 2025
By Zoë Baptie, Associate Director - Head of Tech Practice, Bluestripe Group
As UK ad spend increased at the end of 2024, this year is shaping up to be prosperous, with a renewed sense of optimism. So as adtech companies look to stand out from their competitors, what are some of the threats and opportunities they may face in 2025, and how can they best market themselves?
The threats and opportunities for adtech companies in 2025
Without meaning to be controversial, I’m not sure curation is the shining light the industry is making out it is. While increased transparency in the supply chain is obviously welcome, if the SSPs are charging DSPs more for curated marketplaces, yet the publishers don’t see an uplift in revenue, surely there is a problem here? For too long, publishers have had the raw end of the deal, and as an industry, I feel there’s this mindset that it will be ok because publishers are so reliant on advertising. However, the latest AOP DPRI shows that quarter on quarter in 2024, publishers are increasingly looking to diversify their revenue streams.
Yet, there is still a lot to be optimistic about in 2025. At the end of last year, the IAB Europe State of the Nation report predicted that retail media would come into its own this year. This would be down to an increase in data fueling DOOH to make it more relevant and in the moment. A couple of weeks into 2025 and they were right – T-Mobile acquired Vista Media – and this is only just the start of things to come.
Sustainability and diversity are still crucial for a business's reputation
These issues need to be addressed separately but are still important in today’s landscape. Agencies still have to provide their sustainability credentials when responding to RFPs. Working with partners that can demonstrate they are addressing their sustainability credentials will only trickle down the supply chain. That’s not to say every business needs to become B-corp certified, but they must show they’re making meaningful changes to their practices and undertaking the necessary steps.
When it comes to diversity, it's worth remembering that diversity is a reality, but inclusion is a choice. Simply saying “we are a diverse company” doesn’t cut it. Businesses need to show, not tell. So, show how your business is being inclusive when recruiting to attract talent that may not have gone through the traditional university route into work. Show how your company supports working parents with proper flexible working. The term ‘flexible’ is thrown around too much when it comes to ‘flexible working’ as it is often dictated what days are spent working in the office vs working at home. We’ve already seen a petition by WPP employees requesting more flexibility after the company announced its employees must return to the office. If not, it will only alienate working parents who have to constantly juggle their careers and their families. I can now say from personal experience it is no easy task.
The importance of the reputation and personas of company executives
It can be dangerous to pin a company's personality on one person. Firstly, if that person were to do something controversial, it would reflect on the whole business, which likely doesn’t share the same view. Moving away from that kind of reputational damage can take years to bounce back from. Secondly, if that person were to leave the company, the company would lose its identity. Instead, it’s much better to put the right spokesperson forward for the right opportunity and show the diversity within a business.
Another way a business can build its reputation is by showcasing its fantastic work with its clients and partners via case studies. Reading how an ad tech company had helped another business not only with the challenge they were facing but ultimately exceeded expectations is far more interesting than hearing them talk about it themselves. Award entries can often be the persuader here. Saying to a client that I’d like to put our work forward for an award sounds much more enticing than asking if you would be willing to speak about your work with a journalist on the record.
How to stand out in a crowded industry
One of the most effective ways an ad tech company can stand out from its competitors is by being quick off the mark when talking about evolving news trends. There’s a fine line here, as you don’t want to just add to the noise for the sake of it. The topic in question either needs to relate to the business in some way, or the spokesperson has to have a very opinionated POV.
When it comes to PR and marketing, having a plan is a good backup plan. But don’t be afraid to move away from it. The plan should be nice to have. Successful PR is jumping to current trends and commenting on news cycles.
With budgets tightening, businesses need their PR to stretch further and work harder. Newsrooms are increasingly under pressure. So, while the standard press office of news announcements, thought leadership, and commentary are still vital comms tactics, there needs to be a continuation of messaging. So whether speaking on stage at an event or posting an article via a company blog or LinkedIn page, earned and owned media must work together. Bringing it all together with a strong social media strategy only makes sense. They say you need to tell someone something three times for the message to stick. Saying it in different ways across different channels is just good PR.