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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.
Citation preview
Ag Media
for
2015
Paulsen | 605-336-1745 | paulsen.ag
Sara Steever
President
Kristi Moss
Senior Media Strategist
Paulsen | 605-336-1745 | paulsen.ag
THANK YOU
CAMA
Ag Media in 2015
• How producers are consuming media
• Traditional media in the marketing mix
• Trends in digital media
HOW PRODUCERS
CONSUME MEDIA
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.
EXECUTIVE SUMMARY
This is the third survey
(2014, 2012, 2010)
in which the same questions have been asked.
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
EXECUTIVE SUMMARY
Use of some digital channels has changed
– however –
traditional channels have not been sacrificed.
Even when results are analyzed based on age,
the use of traditional channels such as
print, television and radio are as important as ever.
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.
EXECUTIVE SUMMARY
Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved
THE STUDY
WEEKLY USAGE BY CHANNEL
0
10
20
30
40
50
60
70
80
90
MONTHLY USAGE BY CHANNEL
0
20
40
60
80
100
120
WEEKLY USAGE BY CHANNEL (PART 1)
2014, 2012, 2010
WEEKLY USAGE BY CHANNEL (PART 2)
2014, 2012, 2010
0%
5%
10%
15%
20%
25%
Ag manufctr orsupplier pubs
Ag websites onmobile
Ag textmessages
Agdealers/retailers
Ag apps onmobile
Ag social media
2014
2012
2010
WEEKLY USAGE BY CHANNEL COMBINED
2014, 2012, 2010
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2014
2012
2010
TOP SOURCES FOR NEW PRODUCTS
2014, 2012, 2010
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
ag magazines ornewspapers
ag dealers/retailers farm shows ag websites ag manufacturer orsupplier
publications
2014
2012
2010
TRADITIONAL
MEDIA IN THE
MARKETING MIX
Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved
BROADCAST
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DIRECT
Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved
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.
TRENDS IN
DIGITAL MEDIA
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
DIGITAL AD FORMATS
Native Ads – advertising that simply belongs.
• In-feed Units
DIGITAL AD FORMATS
Native Ads – advertising that simply belongs.
• Recommendation Widgets
DIGITAL AD FORMATS
Native Ads – advertising that simply belongs.
• Promoted Listings
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…”
DIGITAL AD FORMATS
Native Ads – advertising that simply belongs.
• Custom “Can’t be Contained”
• When brands, marketers and publishers
work together
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
Display Rising Stars: BillboardFull width with closeability
Display Rising Stars: Pushdown970x66 to 970x418
Display Rising Stars: Filmstrip300x3000 viewable through 300x600
Display Rising Stars: Portrait 300x1050 in 3 segments, supports rich media
Display Rising Stars: Sidekick300x600 (or 250) to 700x600 or 850x700
Display Rising Stars: SliderOverlay at bottom of page acts as page swipe
Dimensions vary
DIGITAL AD FORMATS
IAB Mobile Rising Stars
Mobile Rising Stars: Filmstrip
Mobile Rising Stars: Mobile Pull
Mobile Rising Stars: Adhesion Banner
Mobile Rising Stars: Full Page Flex
DIGITAL AD FORMATS
IAB Video Rising Stars
Video Rising Stars: Ad Control Bar
Video Rising Stars: Time Sync
Video Rising Stars: Extender
Video Rising Stars: Full Screen
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.
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.
Remarketing / Retargeting / Look-alikes
Post Impression Tracking
Post Impression Tracking
Post Impression Tracking
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.”
FRAUD AND
ANALYTICSNot all impressions are created equal.
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”
3. AD FRAUD
Legitimate Traffic
Fraudulent Traffic
Bots: White Hat, Black Hat
• Bots that mimic human behavior to
generate traffic and clicks.
• Advertisers pay for impressions never
seen by humans.
• Search engine bot
Bots or Robots: Any non-human or automated user-
agents that produce HTTP web traffic
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.
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.
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.
Consider partnering with one of these ad verification companies.
KEY TAKEAWAYS
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.
Branding Ads vs. Call to Action Ads
Inconsistencies in Publisher Reporting
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
Analytics, Viewable Impressions, Attribution
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
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
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
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.
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.
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.
THANK YOU
Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved
