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Ag Media for 2015

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Ag Media for 2015

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Paulsen presentation to Alberta CAMA, Ag Media in 2015. The presentation shares highlights from the American Business Media, Agri Media Council 2014 Media Channel study. As the intake of information by producers in North America grows steadily, the ag media mix must evolve to reach them. Producers aren't giving up any of their traditional medias like magazines or radio, but they are adding the consumption of digital information, especially on mobile devices, into their daily routine. If agri-marketing professionals understand that mix, there is a great opportunity to reach these farmers. Importantly, all mediums, including traditional and digital, have their place in the sales cycle.

The presentation also covers new digital ad formats that the Internet Advertising Bureau (IAB) organization is standardizing for desktop, video and mobile. Standardization of formats allows agencies to focus on aligning creative strategy and spend less time on technical execution.

Finally, the topic of click fraud is covered – a concern in the industry that has exploded over the last month. When a large consumer brand like Kraft is rejecting 75 percent to 85 percent of banner impressions for reasons of click fraud and viewability, all marketers should pay attention. Digital advances like programmatic buying are coming to ag media, and all players need to be vigilant to fight click fraud in all forms.

Paulsen presentation to Alberta CAMA, Ag Media in 2015. The presentation shares highlights from the American Business Media, Agri Media Council 2014 Media Channel study. As the intake of information by producers in North America grows steadily, the ag media mix must evolve to reach them. Producers aren't giving up any of their traditional medias like magazines or radio, but they are adding the consumption of digital information, especially on mobile devices, into their daily routine. If agri-marketing professionals understand that mix, there is a great opportunity to reach these farmers. Importantly, all mediums, including traditional and digital, have their place in the sales cycle.

The presentation also covers new digital ad formats that the Internet Advertising Bureau (IAB) organization is standardizing for desktop, video and mobile. Standardization of formats allows agencies to focus on aligning creative strategy and spend less time on technical execution.

Finally, the topic of click fraud is covered – a concern in the industry that has exploded over the last month. When a large consumer brand like Kraft is rejecting 75 percent to 85 percent of banner impressions for reasons of click fraud and viewability, all marketers should pay attention. Digital advances like programmatic buying are coming to ag media, and all players need to be vigilant to fight click fraud in all forms.

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Ag Media for 2015

  1. 1. Ag Media for 2015 Paulsen | 605-336-1745 | paulsen.ag
  2. 2. Sara Steever President sara.steever@paulsen.ag Kristi Moss Senior Media Strategist kristi.moss@paulsen.ag Paulsen | 605-336-1745 | paulsen.ag
  3. 3. THANK YOU CAMA
  4. 4. Ag Media in 2015 • How producers are consuming media • Traditional media in the marketing mix • Trends in digital media
  5. 5. HOW PRODUCERS CONSUME MEDIA
  6. 6. HOW PRODUCERS CONSUME MEDIA Agri Media Council of American Business Media 2014 Media Channel Study Survey Method • Total sample of 3,700 covering a broad range of farm / ranch commodities. • Respondents selected to meet minimum acreage/head requirements (e.g., 250 acres corn, 100+ head cow/calf, etc.). • Mailed November 4 to December 16, 2013. • Received 1,029 total responses (28%). • Results include the 1,029 who indicated they are owners, operators, and/or managers of farms or ranches.
  7. 7. EXECUTIVE SUMMARY This is the third survey (2014, 2012, 2010) in which the same questions have been asked.
  8. 8. MEDIA CHANNELS STUDIED • Agricultural magazines or newspapers • Agricultural newsletters (printed) • Agricultural e-newsletters • Farm shows • Agricultural dealers / retailers • Agricultural conferences or seminars • Agricultural radio programs • Agricultural TV programs • General daily newspapers • Agricultural websites • Agricultural-related social media (blogs, social networks, etc.) • Agricultural manufacturer or supplier publications • Agricultural-related text / SMS messages • Agricultural-related websites on a mobile device • Agricultural-related apps on a mobile device
  9. 9. EXECUTIVE SUMMARY Use of some digital channels has changed – however – traditional channels have not been sacrificed.
  10. 10. EXECUTIVE SUMMARY Even when results are analyzed based on age, the use of traditional channels such as print, television and radio are as important as ever.
  11. 11. EXECUTIVE SUMMARY Initial stages of the purchasing process in agriculture involve use of multiple channels to research and filter data. As the process moves to critical stages such as narrowing choices and making a decision, the dealer / retailer is an instrumental part of the process.
  12. 12. Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved
  13. 13. THE STUDY
  14. 14. WEEKLY USAGE BY CHANNEL 90 80 70 60 50 40 30 20 10 0
  15. 15. MONTHLY USAGE BY CHANNEL 120 100 80 60 40 20 0
  16. 16. WEEKLY USAGE BY CHANNEL (PART 1) 2014, 2012, 2010
  17. 17. WEEKLY USAGE BY CHANNEL (PART 2) 2014, 2012, 2010 25% 20% 15% 10% 5% 0% Ag manufctr or supplier pubs Ag websites on mobile Ag text messages Ag dealers/retailers Ag apps on mobile Ag social media 2014 2012 2010
  18. 18. WEEKLY USAGE BY CHANNEL COMBINED 2014, 2012, 2010 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2014 2012 2010
  19. 19. TOP SOURCES FOR NEW PRODUCTS 2014, 2012, 2010 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% ag magazines or newspapers ag dealers/retailers farm shows ag websites ag manufacturer or supplier publications 2014 2012 2010
  20. 20. TRADITIONAL MEDIA IN THE MARKETING MIX
  21. 21. PRINT
  22. 22. Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved
  23. 23. BROADCAST
  24. 24. Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved
  25. 25. DIRECT
  26. 26. Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved
  27. 27. KEY TAKEAWAYS Traditional Media: Multi-media campaign is essential for broad reach and awareness. Websites have 50% of print’s reach. Using several media tactics together is best way to build frequency after establishing the best possible reach. Monthly reporting is quite different than weekly, but print remains on top.
  28. 28. TRENDS IN DIGITAL MEDIA
  29. 29. DIGITAL AD FORMATS Mobile and Banners • By 2017: 87% of connected devices are tablets and smartphones world-wide • Flash is not supported on iOS • Creative assets need to shift to video and HTML5
  30. 30. DIGITAL AD FORMATS Native Ads – advertising that simply belongs. • In-feed Units
  31. 31. DIGITAL AD FORMATS Native Ads – advertising that simply belongs. • Recommendation Widgets
  32. 32. DIGITAL AD FORMATS Native Ads – advertising that simply belongs. • Promoted Listings
  33. 33. DIGITAL AD FORMATS Native Ads – advertising that simply belongs. • IAB Standard Ad with Native Elements • “An ad in a standard IAB container that is placed outside of the editorial well, contains contextually relevant content within the ad, links to an offsite page, has been sold with a guaranteed placement so the agency knows exactly what content will surround it, and is measured on brand metrics such as interaction…”
  34. 34. DIGITAL AD FORMATS Native Ads – advertising that simply belongs. • Custom “Can’t be Contained” • When brands, marketers and publishers work together
  35. 35. DIGITAL AD FORMATS Internet Advertising Bureau (IAB) embraces standards so production can shift from technical implementation and focus on creative efforts IAB Rising Stars – banners that engage. • High-impact banners • Better CTR than smaller, typical banners
  36. 36. Display Rising Stars: Billboard Full width with closeability
  37. 37. Display Rising Stars: Pushdown 970x66 to 970x418
  38. 38. Display Rising Stars: Filmstrip 300x3000 viewable through 300x600
  39. 39. Display Rising Stars: Portrait 300x1050 in 3 segments, supports rich media
  40. 40. Display Rising Stars: Sidekick 300x600 (or 250) to 700x600 or 850x700
  41. 41. Display Rising Stars: Slider Overlay at bottom of page acts as page swipe Dimensions vary
  42. 42. DIGITAL AD FORMATS IAB Mobile Rising Stars
  43. 43. Mobile Rising Stars: Filmstrip
  44. 44. Mobile Rising Stars: Mobile Pull
  45. 45. Mobile Rising Stars: Adhesion Banner
  46. 46. Mobile Rising Stars: Full Page Flex
  47. 47. DIGITAL AD FORMATS IAB Video Rising Stars
  48. 48. Video Rising Stars: Ad Control Bar
  49. 49. Video Rising Stars: Time Sync
  50. 50. Video Rising Stars: Extender
  51. 51. Video Rising Stars: Full Screen
  52. 52. KEY TAKEAWAYS Alternate Digital Ad Formats: Format options with proven performance provide a better chance of aligning creative with media strategy. That equals engagement! Standardization of formats allows teams to focus on creative instead of technical troubleshooting.
  53. 53. AD SERVING Programmatic Buying: • Using machines to buy ads. • Allows advertisers to buy a demographic rather than a specific site or network of sites Remarketing/retargeting: tracking a visitor in order to serve relevant advertising. Post impression tracking: more accurate reporting than CTR alone.
  54. 54. Remarketing / Retargeting / Look-alikes
  55. 55. Post Impression Tracking
  56. 56. Post Impression Tracking
  57. 57. Post Impression Tracking
  58. 58. KEY TAKEAWAYS Ad Serving: New technologies offer great promise for targeting and improving ROI, but they do not replace the strategy that comes from the relationship between brands, agencies and publishers. “There must be smart minds behind the machines.”
  59. 59. FRAUD AND ANALYTICS Not all impressions are created equal.
  60. 60. Ad fraud can be: • Deliberate practice of attempting to serve ads that have no potential to be viewed by a credible human. • Includes • Videos that no one sees • Display ads aren’t viewed by humans • Hidden Ad Impressions – Ads hidden behind other ads or content, displayed in tiny iFrames or served in other ways that prevent them from being seen by consumers • Impressions or clicks generated by some “Bots”
  61. 61. 3. AD FRAUD Legitimate Traffic Fraudulent Traffic
  62. 62. Bots: White Hat, Black Hat Bots or Robots: Any non-human or automated user-agents that produce HTTP web traffic • Search engine bot • Bots that mimic human behavior to generate traffic and clicks. • Advertisers pay for impressions never seen by humans.
  63. 63. Suspicious Activity Suspicious online activity shot up 40 percent in the U.S. by the end of 2013, according to a quarterly survey by Solve Media. Nearly 61 percent of online activity in the fourth quarter was suspicious, as was 25 percent of mobile activity. With online ad spending estimated to top $18 billion this year, that means about $10 billion in spending could be wasted in the U.S. alone.
  64. 64. Six Negative Impacts of Traffic Fraud 1. Brands pay for impressions not viewed by humans. 2. Brands lose confidence in digital media. 3. Fraud complicates campaign performance analysis. 4. The supply of inventory is inflated artificially, reducing the value of legitimate publishers. 5. Funds criminal activity and supports organized crime. 6. Fraud undermines industry self-regulation efforts, invites negative press about the industry and intervention by government regulators.
  65. 65. KEY TAKEAWAYS Identify activities to mitigate fraud: • Compare impression volumes to audience sizes reported by third-party measurement services. • Set objectives that are difficult for fraudsters to falsify. • Practice safe sourcing. • Implement technology to detect and prevent fraud.
  66. 66. KEY TAKEAWAYS Consider partnering with one of these ad verification companies.
  67. 67. ANALYTICS, VIEWABILITY, ATTRIBUTION Impressions and clicks are not the only way to measure success. The ability to report metrics in a meaningful way is as important as the media buy.
  68. 68. Branding Ads vs. Call to Action Ads
  69. 69. Inconsistencies in Publisher Reporting
  70. 70. Analytics, Viewable Impressions, Attribution In addition to clicks, we can also look at: • Total exposure time • How long is the viewer exposed to your message • Very valuable for branding “Attention is the new currency.” • Post impression tracking • Viewability
  71. 71. Viewable Impression Standards Are Here • Publishers cannot compete for brand dollars on a level playing field if they cannot guarantee viewable impressions. • Without viewable impression standards, every time a publisher does a brand impact study, the online scores are lower than they would be if the denominator was viewable, not served impressions. “Something no one sees has no brand impact.” • IAB: Only 53% of all impressions are viewable. Some publications charge a premium to guarantee 60-70% viewability. Viewable Non-viewable
  72. 72. ROI and Analytics “The current model of using click-based metrics has resulted in the industry justifying the value of metrics, rather than the metrics proving the value of products.” Research conducted by trade organization Digital Content Next
  73. 73. Looking at Clicks Only is a Singular View Publisher #1 $10,000 investment 300 clicks $33.33 cost per click 50% ad viewability Average exposure time per banner: 10 seconds post impression conversions - not tracked Total conversions = 300 Publisher #2 $10,000 investment 250 clicks $40.00 cost per click 75% ad viewability Average exposure time per banner: 75 seconds post impression conversions - 75 Total conversions = 275 Publisher #3 $10,000 investment 200 clicks $50.00 cost per click 60% ad viewability Average exposure time per banner: 60 seconds post impression conversions - 100 Total conversions = 300
  74. 74. Attribution • Single Source Attribution – models assign all the credit to one event, such as the last click, the first click or the last channel to show an ad (post view). • Fractional Attribution: • Equal weight – same amount of credit to the entire media mix. • U-curve models – equal weight to first and last touch. • Customer credit – Past experience, guesswork or survey. • Algorithmic – proprietary algorithms to credit all touch points, (digital only). • Cross Channel – Hard as hell to measure.
  75. 75. KEY TAKEAWAYS Analytics: Not all impressions are created equal. Set measurement goals before the campaign begins. Match creative to goals. Match measurement to goals. Verify campaigns frequently, not just at the beginning and end.
  76. 76. FINAL TAKEAWAYS Multimedia campaign mix gives balance to the purchase cycle. Traditional media provides reach for awareness. New digital ad formats promise better engagement. Programmatic: Automation is promising, but human strategy is key. Reduce brand’s exposure to fraud with proactive approach. Align campaign elements with goals for analytics. Measurement is as important as the media buy.
  77. 77. THANK YOU Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved

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