Handy Secrets Of What Does Media Buying Mean For 2017
Rather than investing in programmatic, other PR agencies partner to integrate it into their media plans. Spark has a network of local media buyers that it uses for campaigns worth more than six-figures. And Hunter and sister PR agency Allison + Partners tap into Varick, MDC’s programmatic media group, to augment their plans. “PR agencies want to provide integrated owned, earned and paid services,” said Paul Dolan, CEO at Varick. “These agencies will bring in Varick to talk about paid amplification, insights and optimization and the implementation of our research across paid, owned and earned.” Varick has seen an uptick in requests from PR firms during the past year, Dolan said, with many assignments for CPG clients looking to build direct relationships with consumers. “What’s interesting is they’re not looking at programmatic as a bucket,” he said. “They have content they’ve extended into the earned space and they want to explore the paid space. The use case for why programmatic makes sense is quite different from other work we do.” As PR firms buy more programmatic media, it’s changing their relationship with media agencies. PR firms have been picking up media assignments as clients get burned on transparency by their media agencies, Dolan said. And PR firms are more aligned with the objective of coordinating paid, owned and earned spend than media agencies, which want to push more budget to paid.
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