This document discusses trends in agricultural media for 2015. It finds that while some producers' use of digital channels has increased, traditional channels like print, television, and radio remain important. Producers initially research new products across multiple channels but rely most on dealers and retailers for choosing and purchasing. The document also outlines trends in digital advertising formats, programmatic buying, and the need to address ad fraud. It stresses that campaigns need measurable goals and aligned analytics to demonstrate value beyond basic click metrics.

1. Ag Media
for
2015
Paulsen | 605-336-1745 | paulsen.ag

2. Sara Steever
President
sara.steever@paulsen.ag
Kristi Moss
Senior Media Strategist
kristi.moss@paulsen.ag
Paulsen | 605-336-1745 | paulsen.ag

3. THANK YOU
CAMA

4. Ag Media in 2015
• How producers are consuming media
• Traditional media in the marketing mix
• Trends in digital media

5. HOW PRODUCERS
CONSUME MEDIA

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. EXECUTIVE SUMMARY
This is the third survey
(2014, 2012, 2010)
in which the same questions have been asked.

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. EXECUTIVE SUMMARY
Use of some digital channels has changed
– however –
traditional channels have not been sacrificed.

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. 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. Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved

13. THE STUDY

14. WEEKLY USAGE BY CHANNEL
90
80
70
60
50
40
30
20
10
0

15. MONTHLY USAGE BY CHANNEL
120
100
80
60
40
20
0

16. WEEKLY USAGE BY CHANNEL (PART 1)
2014, 2012, 2010

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. WEEKLY USAGE BY CHANNEL COMBINED
2014, 2012, 2010
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2014
2012
2010

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. TRADITIONAL
MEDIA IN THE
MARKETING MIX

21. PRINT

22. Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved

23. BROADCAST

24. Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved

25. DIRECT

26. Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved

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. TRENDS IN
DIGITAL MEDIA

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. DIGITAL AD FORMATS
Native Ads – advertising that simply belongs.
• In-feed Units

31. DIGITAL AD FORMATS
Native Ads – advertising that simply belongs.
• Recommendation Widgets

34. DIGITAL AD FORMATS
Native Ads – advertising that simply belongs.
• Promoted Listings

35. 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…”

38. DIGITAL AD FORMATS
Native Ads – advertising that simply belongs.
• Custom “Can’t be Contained”
• When brands, marketers and publishers
work together

40. 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

41. Display Rising Stars: Billboard
Full width with closeability

42. Display Rising Stars: Pushdown
970x66 to 970x418

43. Display Rising Stars: Filmstrip
300x3000 viewable through 300x600

44. Display Rising Stars: Portrait
300x1050 in 3 segments, supports rich media

45. Display Rising Stars: Sidekick
300x600 (or 250) to 700x600 or 850x700

46. Display Rising Stars: Slider
Overlay at bottom of page acts as page swipe
Dimensions vary

47. DIGITAL AD FORMATS
IAB Mobile Rising Stars

48. Mobile Rising Stars: Filmstrip

49. Mobile Rising Stars: Mobile Pull

50. Mobile Rising Stars: Adhesion Banner

51. Mobile Rising Stars: Full Page Flex

52. DIGITAL AD FORMATS
IAB Video Rising Stars

53. Video Rising Stars: Ad Control Bar

54. Video Rising Stars: Time Sync

55. Video Rising Stars: Extender

56. Video Rising Stars: Full Screen

57. 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.

58. 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.

59. Remarketing / Retargeting / Look-alikes

60. Post Impression Tracking

61. Post Impression Tracking

62. Post Impression Tracking

63. 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.”

64. FRAUD AND
ANALYTICS
Not all impressions are created equal.

65. 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”

66. 3. AD FRAUD
Legitimate Traffic
Fraudulent Traffic

67. 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.

68. 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.

70. 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.

72. 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.

73. KEY TAKEAWAYS
Consider partnering with one of these ad verification companies.

74. 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.

75. Branding Ads vs. Call to Action Ads

76. Inconsistencies in Publisher Reporting

77. 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

78. 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

79. 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

80. 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

81. 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.

82. 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.

83. 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.

84. THANK YOU
Paulsen | 605-336-1745 | paulsen.ag ©2014 All Rights Reserved