PR agencies are at a crossroads where earned media and paid media are increasingly merging. The traditional focus on earned media, such as press articles and social buzz, remains important, but the boundaries between PR, marketing, and advertising are becoming increasingly blurred. Programmatic marketing offers PR agencies a strategic opportunity to expand their service offering and generate more impact for their clients. In this article, we explain why programmatic marketing is so relevant to PR agencies and how they can benefit from it.
PR campaigns often revolve around earned media, such as press articles and social buzz. However, the reach of such content is often unpredictable and limited. With programmatic advertising, PR agencies can:
PR agencies often work with brands aiming to reach specific audiences, such as stakeholders, influencers, or professionals within a certain sector. Programmatic marketing provides unique benefits in this context:
In crisis communication, speed and control over the narrative are essential. Programmatic marketing provides PR agencies with tools to:
Traditional PR campaigns are often difficult to measure, relying on metrics such as the number of press articles or share of voice. Programmatic marketing allows agencies to:
PR agencies are increasingly focusing on influencer marketing, but organic impact is challenging to scale. Through programmatic marketing, PR agencies can:
Programmads Trading specializes in providing managed programmatic campaign services tailored specifically for agencies, including PR agencies looking to enhance their capabilities. With our expertise and advanced tools, we can help PR agencies:
At Programmads Trading, we act as a trusted partner for PR agencies, helping them bridge the gap between traditional PR practices and the opportunities offered by programmatic marketing.
PR is evolving fast—and those still relying on traditional distribution alone are falling behind. Programmatic advertising doesn’t replace earned media, it amplifies it. From real-time control to measurable impact, the benefits of programmatic advertising are clear.
Curious how to reach your target audience more efficiently and intelligently? Let’s talk.