GingerMay blog

Getting public relations right in New York’s thriving ad tech scene

New York has been the beating heart of the advertising technology industry since the likes of DoubleClick and Razorfish made it their home in the mid-nineties, and a presence in Manhattan’s Silicon Alley is now essential for any budding ad tech firm.

Equity funding for venture capital backed tech companies in New York reached a five-year high in the first quarter of 2016, and the city has capacity for mature developed technology companies and young innovative start-up businesses to work collaboratively alongside one another.

In a melting pot where digital media giants, ecommerce firms, and cutting-edge ad agencies are all part of the mix, emerging industries such as financial tech and health tech are also thriving, and The Partnership Fund for New York City runs two successful accelerator programs – the FinTech Innovation Lab and the NY Digital Health Accelerator – to help foster the growth of these new sectors.

But while opportunities abound in the Big Apple, cutting through the noise to establish a tech company as a leader in its field can be more challenging, which is precisely where a specialist technology PR agency such as GingerMay comes into its own. With its unique brand of thought leadership PR, GingerMay specialises in disruptive communications that stimulate and motivate its clients’ target audiences and ensures their message is heard.

Here are three tips for tech companies looking to ace public relations in New York City:

Use specialist technology PR

Selecting a PR agency that understands the ever evolving technology market – from ad tech to fintech – is a significant enabler for start-up businesses and established tech companies alike. GingerMay already works with some of the biggest ad tech firms in New York including MediaMath, Integral Ad Science, and Mediaocean, and uses strategic consultation to identify unique goals for each client, building flexible, bespoke PR programmes that can adapt and evolve in line with industry developments.       

Take a holistic view of public relations

Public relations encompasses a wide spectrum of services so tech companies should look for a PR agency that takes a holistic approach. GingerMay combines a range of specialisms including social media, digital strategy, media relations, and thought leadership to drive fast, impactful results for its clients.

Choose a global PR agency

While New York is central to the ad tech industry, tech businesses can benefit greatly from a global PR agency with a wide network of both local and international influencers across the entire industry. With offices in London and Berlin, GingerMay can help New York-based business take their place on the global stage with local in-market support.
The tech scene in NYC is as exciting as it has ever been, with start-up businesses rubbing shoulders with established ad tech giants and emerging sectors such as fintech keeping the industry on its toes. To survive and thrive in such a vibrant marketplace, businesses need a disruptive public relations strategy to cut through the noise and get their message heard.