"CCgroup are the thinking brand's PR agency."
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Since the birth of the web and mobile web, marketing technology and advertising technology has developed at a mind-boggling pace. We first got involved in martech PR and adtech PR – starting with mobile advertising – in the mid-2000s, launching the GSMA’s ground-breaking Mobile Media Metrics programme and helping establish M:Metrics in Europe. We then worked with comScore and Nielsen to help brands and publishers better understand the emerging audience landscape, as well as NeoMedia (2D bar codes) and Poynt (local search app). Latterly, we’ve helped Opera and Syniverse to evolve the conversation around sophisticated approaches to brand engagement. The only constant in that time? Change.
Successful martech PR and adtech PR programmes demand compelling messaging and positioning (influencers and audiences need to know what a company does and where it ‘fits’ – so many firms assume this is obvious, it isn’t). They educate a diverse audience of brands, agencies and influencers struggling to stay abreast of the latest innovations, delivering relevant insight. But most importantly, from an earned media perspective, they demonstrate the relevance and traction these innovations are gaining with real brands in the real world. Sorry, but sooner or later in martech and adtech PR you need a brand case study: it’s table stakes. We have excellent experience of making the most of these case studies.
We’ve been fortunate enough to work with several companies at the vanguard of martech and adtech. M:Metrics, for example, was the most quoted source on the mobile market during our tenure, frequently cited by the world’s largest and most influential publications, including the Wall Street Journal, New York Times, The Economist, Time, The Financial Times and others. This helped position the company for a strong exit. But now, the influence ecosystem is growing – events, analysts, non-traditional influencers, social platforms, consultants and networks all have a role to play in adtech PR. Our track record, our relationships and our ability to grasp emerging concepts makes CCgroup an attractive partner to martech and adtech firms globally.
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There are a few things I learnt at IBC: stroopwaffels are great, the Dutch know how to throw a cheese party, and Artificial intelligence (AI) is increasingly a big deal in broadcast.
It's increasingly challenging for traditional broadcast providers to compete with the online and tech giants. While everyone is fighting to own the viewer, content and experiences are key. It’s up to MediaTech vendors to offer solutions to help broadcasters, telcos and OTTs reach their audiences.
A quick snapshot of a major trend in MediaTech, that of telco companies, large and small buying up or partnering with broadcasters.
CCgroup investigates some of the main issues facing the MediaTech industry this year, including cloud technology, the emergence of internet players, multiscreen video and data.
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CCgroup's latest MediaTech research report investigates the impact of IP on the broadcast industry and how vendors may be able to use it to their advantage.
Chloe discusses the opportunities for vendors at IBC and how to ensure they are heard above the noise.