Everyone in adtech wants a spot on a stage. Whether it’s a panel at Cannes, a podcast guest spot, or a conference booth, being visible matters. But not all exposure is worth it. You need to pick the right formats for your message and budget.
Start with events. Big conferences can be great for networking and visibility. But they’re expensive and competitive. If you’re going to invest, have a clear goal. Are you trying to meet partners? Close deals? Build brand awareness? Don’t just show up. Show up with purpose.
Podcasts are a lower-cost option and great for storytelling. Look for shows that target your buyer. If you’re selling to publishers, find podcasts they already listen to. Keep your message focused on problems and solutions, not product features.
Panels are useful if you can stand out. Avoid being the fourth person repeating the same thing. Bring a fresh take. Challenge a common belief. Share real data or a customer example. That’s what people remember.
Smaller events and invite-only dinners can be even more effective. You get better access, more personal conversations, and follow-ups that lead somewhere.
Whatever you choose, make sure your story is ready. Know how to explain what you do in 30 seconds. Make your message clear, specific, and relevant to the audience in the room or on the mic.
Getting exposure is not about doing everything. It’s about picking the right stages, showing up prepared, and making your time count.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech