A Complete Rural Solution

Transcription

1 A Complete Rural Solution

2 Rural Media Habits Survey March 2018 by Perceptive 51 % of rural consumers have changed their media consuming habits in the last 3 years. Use internet more Reduced/cancelled newspapers More internet than print Use my mobile device more Research/learn online more 15% 7% 6% 5% 48% 32 % 49 % of rural consumers consider internet the MOST INFLUENTAL media for purchasing decisions. of rural consumers prefer using smartphones when accessing internet

3 Rural Media Habits Survey March 2018 by Perceptive Main source of media for rural consumers 48% 14% 10% 10% 9% 8% 0% Internet Mainstream Newspaper TV Rural Magazines Radio Rural Newspapers Mainstream Magazines How often are rural consumers exposed to different media? Main use of internet for rural consumers Once a day or more Less than once a day 56% Internet 86% 14% Social media 11% TV 80% 20% Weather 8% Radio 76% 24% Pay bills 7% Mainstream Newspaper 38% 62% Research 7% Rural Newspaper Rural Magazine 12% 19% 88% 81% Local News National/ Global News 4% 3% Mainstream Magazine 8% 92% Other 4%

4 Programmatic Targeting Options Whitelist Geographic Semantics KPEX Data Segments Native Contextual Social

5 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

6 Semantics 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

7 Data Segments 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. LOTAME BLUEKAI EYOTA 35,734,216 Business > B2B > B2B Industry - Agriculture 6,264,419 News & Politics > Farming and Agriculture 5,809,020 B2B > Industries & Occupations > Agriculture & Natural Resources 4,471,713 Branded Data > AddThis > Premium > B2B > Agriculture Professional 3,865,232 Demographic > Employment Industry > Agriculture, Nature and Animal 2,949,830 Global Bombora > B2B Demo > Industry > Agriculture 2,361,807 Australia > Farming and Agriculture 2,953,420 B2B > Industries & Occupations > Agriculture & Natural Resources > Farming 2,634,827 Global Bombora > B2B Demo > Industry > Agriculture > Animals and Livestock

8 Contextual 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

9 Geographic 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.

10 KPEX Farming Audience 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 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 Recency/Frequency: Min. 2 actions in past 10 days Data Sources: KPEX Partners

11 Native Advertising 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

12 Social Advertising SOCIAL MEDIA TARGETING Filters: New Zealand Age: 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 Users Industry: Dairy, Fishery, Farming or Ranching 6000 Users Interest: Agriculture Users: 510,000 CPC: $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: 590,000 CPC: $3.50

13 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

14 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.

15 Google Trends New Zealand Search Terms OVER 12 MONTHS Farming Agriculture May 2017 Sept 2017 Jan 2018

16 Google Trends Search Term: Farming 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

17 Google Trends Search Term: Agriculture 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

18 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 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 Anthony Ord Nick Paschalis