A Complete Rural Solution · livestock feed cattle for sale dairy cattle beef cattle feed dairy...
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A Complete Rural Solution
Transcript of A Complete Rural Solution · livestock feed cattle for sale dairy cattle beef cattle feed dairy...
A Complete Rural Solution
32%
Rural Media Habits Survey
51%
49%
of rural consumers consider internet the MOST INFLUENTAL media for purchasing decisions.
of rural consumers have changed their media consuming habits in the last 3 years.
of rural consumers prefer using smartphones when accessing internet
Use internet more
Reduced/cancelled newspapers
More internet than print
Use my mobile device more
Research/learn online more
48%
15%
7%
6%
5%
March 2018 by Perceptive
Rural Media Habits SurveyMarch 2018 by Perceptive
14%
How often are rural consumers exposed to different media?
Internet
TV
Radio
Mainstream Newspaper
Rural Newspaper
Rural Magazine
Mainstream Magazine
86%
80%
76%
38%
19%
12%
8%
20%
24%
62%
81%
88%
92%
Once a day or more Less than once a day
Main use of internet for rural consumers
Social media
Weather
Pay bills
Research
Local News
Other
National/ Global News
56%
11%
8%
7%
7%
4%
4%
3%
Main source of media for rural consumers
Internet Mainstream Newspaper
TV Rural Magazines
Radio Rural Newspapers
Mainstream Magazines
48%
14% 10% 10% 9% 8% 0%
Programmatic Targeting Options
Whitelist
Semantics
Data Segments
Contextual
Geographic
KPEX
Native
Social
Whitelists
Whitelist targeting involves showing ads on a specific set of sites. Acquire Online can target thousands of Farming/Agriculture related websites.
A few examples of the types of sites that can be targeted programmatically.
AGRICULTURAL EQUIPMENT
farming-videos.com
equipmenttraderonline.com
tractorspecs.com
tractordata.com
agriaffaires.co.uk
heavyequipmentforums.com
tractorbynet.com
LIVESTOCK
cattle.com
cattletoday.com
backyardchickens.com
keeping-chickens.me.uk
equinenow.com
horseyard.com.au
horseclicks.com
HORTICULTURE
helpfulgardener.com
gardenseeker.com
gardeningknowhow.com
thegardenglove.com
finegardening.com
plantcaretoday.com
gardenate.com
Semantic targeting is used to show ads on pages with content related to the targeted keyword.
Custom keywords are generated for the particular product to be advertised, and can have a high level of granularity.
AGRICULTURAL EQUIPMENT
John Deere
Tractor
Farm trader
Tractors for sale
Agtrader
Kubota nz
Sparex nz
Massey Ferguson
Norwood farm machinery
LIVESTOCK
Cattle farming
Farming livestock
livestock cows
livestock feed
cattle for sale
dairy cattle
beef cattle feed
dairy cattle farming
beef farming
HORTICULTURE
Horticulture
organic gardening supplies
garden landscaping supplies
Gardening plants
crop production in agriculture
plant vegetable garden
greenhouse planting organic
agriculture
hydroponics gardening supplies
Semantics
Third-party data segments are lists of cookies matching the targeting requirements of an advertiser, sourced from a third-party provider.
Google provides free data segments called Bid Manager Audiences, and more specific audiences can be purchased from other providers for an added cost to the CPM.
EYOTA
3,865,232 Demographic > Employment Industry > Agriculture, Nature and Animal
2,949,830 Global Bombora > B2B Demo > Industry > Agriculture
2,634,827 Global Bombora > B2B Demo > Industry > Agriculture > Animals and Livestock
LOTAME
35,734,216 Business > B2B > B2B Industry - Agriculture
6,264,419 News & Politics > Farming and Agriculture
2,361,807 Australia > Farming and Agriculture
BLUEKAI
5,809,020 B2B > Industries & Occupations > Agriculture & Natural Resources
4,471,713 Branded Data > AddThis > Premium > B2B > Agriculture Professional
2,953,420 B2B > Industries & Occupations > Agriculture & Natural Resources > Farming
Data Segments
Contextual advertising is advertising on a website that is targeted to be relevant to the page’s content.
Classification is performed on a domain/sub-domain level, as opposed to semantic targeting, which is classified based on a page’s content.
CATEGORIES
/Business & Industrial/Agriculture & Forestry
/Business & Industrial/Agriculture & Forestry/Agricultural Equipment
/Business & Industrial/Agriculture & Forestry/Aquaculture
/Business & Industrial/Agriculture & Forestry/Crops & Seed
/Business & Industrial/Agriculture & Forestry/Farms & Ranches
/Business & Industrial/Agriculture & Forestry/Food Production
/Business & Industrial/Agriculture & Forestry/Forestry
/Business & Industrial/Agriculture & Forestry/Horticulture
/Business & Industrial/Agriculture & Forestry/Livestock
/Travel/Specialty Travel/Agritourism
Contextual
Geographic Targeting involves targeting IP addresses in a certain geographical region. Accomplished via:
• Postcode Targeting
• Radius Targeting
• Regional Targeting (Country/Region/City)
Statistical Data can be used to identify regions with rural/agricultural activity. These regions can then be targeted with ads to reach a more relevant audience.
Geographic
NZ’s economy is built on the farm – and KPEX’s Farming audience allows you to reach this ‘hard to find online’ audience at scale. Built using a combination of Rural location information and relevant content consumption, this audience has money to spend when they’re not in the field. This audience has very high HHI, skews 25-54 and is very highly educated.
Avg. Monthly Uniques: 186.9K
Avg. Monthly Page Views: 10.3M
The average Farming Audience generates 18 unique page views of Farming-related content in a 10 day period
Ad Units
Display 300x250/728x90, 300x600, 970x250
Video – 15sec
KPEX Farming Audience
Recency/Frequency:
Min. 2 actions in past 10 days
Data Sources:
KPEX Partners
• Native advertising refers to advertising that mimics the form and function of the page it appears on.
• Acquire Online can use the following Native Platforms to deliver ads to users.
- Outbrain (Content Discovery)
- Taboola (Content Discovery)
- StackAdapt
- Yahoo Gemini
- Google Native
• Native platforms allow contextual targeting. When combined with geo-targeting, this can be a powerful tool to reach the right audience in a non-intrusive manner
• Content Discovery, with the right ad copy can be leveraged to direct users to relevant agricultral content on the page
Native Advertising
Social Advertising
SOCIAL MEDIA TARGETING
Filters: New Zealand | Age: 25-55+
Field of Study: Agriculture, Agriculture Operations, and Related Sciences, Agricultural Economics, Agricultural Engineering, International Agriculture, Agriculture, General, Agroecology and Sustainable Agriculture, Agricultural Business and Management, Agricultural Communication/Journalism, Agribusiness/Agricultural Business Operations or Agricultural Mechanization
8000+ Users
Industry: Dairy, Fishery, Farming or Ranching
6000 Users
Interest: Agriculture
Users: 510,000CPC: $3.50
Interest: Agriculture, agriculture, Tractor, Horticulture, Irrigation, dairy farming, agribusiness, Agribusiness, Poultry, poultry, Organic food, farms, Aquaculture, livestock, Livestock, Animal husbandry, Agronomy, agricultural, Organic farming, organic farming, crops, organic gardening, farm equipment, Precision agriculture, Fish farming, Poultry farming, Sustainable agriculture, sustainable farming, sustainable food, Intensive farming, urban farming, Urban agriculture, Agricultural machinery, Food and Agriculture Organization, Australian Agricultural Company, Common Agricultural Policy, Agricultural Research Service, Subsistence agriculture
Users: 590,000CPC: $3.50
Additional Recommendations
PMPs and Direct Buys
• Acquire Online can reach out to publishers directly relevant to agricultural audiences to negotiate fixed buys
• Leverage a vast variety of Private Marketplace Deals to buy ads programmatically on highly desired inventory
Grapeshot
• Acquire Online works directly with Grapeshot to provide a custom audience targeting solution that allows you to reach users who are interested in content related to your keywords
Adwords
• Use Search Ads to reach users when they need your solution the most.
• Acquire Online specializes in Search Remarketing Lists that allow you to retarget visitors to your website using Google Search ads
YouTube
• Placement Targeting (specific videos)
• Channel Targeting
• Contextual Targeting
Google Trends – A Briefing Tool
• Access all of Google’s search data to understand
• The size of your target market
• Search data statistics over time
• Relevant search terms
• Keyword Popularity
• Rising stars among keywords
Grapeshot How It Works
Grapeshot Keyword Context ensures your messages will be displayed next to the most relevant content, reaching consumers that are interested in similar or complementary subject matter.
Grapeshot Keyword Audience enables you to target your advertising messages to custom audience segments based on previous consumption of keyword content.
Google Trends
May 2017 Sept 2017 Jan 2018
Farming AgricultureNew Zealand Search TermsOVER 12 MONTHS
Southland 100
Gisborne 78
Taranaki 73
West Coast 65
Northland 64
Manawatu-Wanganui 62
Waikato 59
Canterbury 56
Hawke's Bay 54
Marlborough 50
Bay Of Plenty 45
Otago 45
Tasman 43
Nelson 40
Search Term: Farming
Google Trends
Southland 100
Canterbury 98
Nelson 95
Manawatu-Wanganui 91
Hawke's Bay 87
Otago 79
Taranaki 76
Wellington 61
Waikato 59
Bay Of Plenty 58
Auckland 48
Northland 38
Search Term: Agriculture
Google Trends
With this knowledge, rural consumers are no longer out of reach. Acquire Online has been running rural campaigns with key forward-thinking brands in this market since 2015. The results have kept them coming back for more.
As rural consumers make greater use of the internet for purchase decisions, their online footprint grows. Acquire Online has the tools and know-how to help you access this key sector, now so ripe for the picking.
Chris Schultz +64 21 994 335
Anthony Ord +64 27 649 9198
Nick Paschalis +64 21 798 890
