If you\u2019re already using programmatic advertising, think about your last few campaigns. Have you used the same strategy to reach your agriculture audience? Or have you changed your approach and tactics to keep things fresh? Between busy schedules and pressure to get results, we all can grow overly reliant on what\u2019s worked in the past.<\/p>\n
At Farm Journal, we see some ag companies continue to use overly similar campaigns, such as running display ads every couple of months with the same creative and objectives. While copy-and-paste initiatives can be valuable, they also can lead to missed opportunities for growth and insight. To freshen up your programmatic ad strategy, consider some of these ideas.<\/p>\n
Change Your Target<\/strong><\/p>\n You know you want to reach a certain type of farmer, but why not try tightening your target? If you\u2019ve been reaching row crop growers, for example, think about ways to make the data more precise.\u00a0Here\u2019s an approach: exclude CRM data so that you only reach new customers. Or you could intersect first-party data with behavioral data to target specific interests in certain topics, such as fungicides or equipment interest. Changing your target can be a good way to take full advantage of data-targeting opportunities, from first-party data to behavioral affinities to custom data onboarding.<\/p>\n Trade Places<\/strong><\/p>\n In programmatic campaigns, you can be very precise with geographic targeting. Consider focusing on specific states, counties, zip codes or even within radii around smaller places like events and store locations. This approach ensures your ad is going only where it makes sense for your campaign. You\u2019re not spending money sending messages to areas where people are less likely to care.<\/p>\n Switch Tactics<\/strong><\/p>\n Look back at your most recent campaigns. What tactics did you use? We see a lot of companies relying only on display ads even though, in programmatic advertising, they have many more options. To freshen up your message, consider trying native ads, video or CTV. Audio, social media or event geofencing could also work.<\/p>\n For an integrated marketing approach, think about trying different combinations of tactics. You could use one tactic \u2014 say, audio \u2014 and retarget your audience with a different tactic, like maybe a display ad. These combinations can boost your response. For example, at Farm Journal we\u2019ve found that if you run a CTV campaign and retarget with a display ad, click through rates can increase by two or even two-and-a-half times.<\/p>\n