There are generally two options available to ag advertisers: endemic (or direct-placement) and programmatic (automated and data-targeted). This post will walk through each of them to help you determine the best option for your agribusiness. 

How does endemic video advertising work? 

Endemic advertising refers to ad placement that is driven by a particular market or niche. In ag, an example of endemic advertising would be placing an equipment ad on a farm equipment publisher’s website. 

This approach works well if you have a solid relationship and track record of success with a particular ag publisher. It also can be an effective brand-building tactic. 

But the problem with endemic advertising is that you can’t control who sees the ad and when. You can make an educated guess by selecting a specific publication, but neither you nor the publisher actually gets to control who actually sees the ad once it’s online. 

You shouldn’t have to settle for this limitation. There are more effective media tactics out there that can help you be more targeted and precise. 

How does programmatic pre-roll video work? 

Have you ever watched a news clip on CNN and saw the ad that played before you got to your clip? Those ads are programmatically targeted.

Programmatic advertising is the process of purchasing digital ad space in real-time, with the assistance of dedicated software and algorithms that automate the process. With data driven programmatic buying, segmented audience data helps you target the exact farmers that you want to reach (e.g. row crop vs. specialty growers, large vs. small farms, Corn Belt vs. Sun Belt, etc.).

When you can target the right farmer with a highly contextual and attention-grabbing video, you can start to realize the benefits that we listed earlier. This is how you truly 10X your digital ad effectiveness. 

Which media tactic is better?

There’s no question that endemic advertising has longevity and popularity within the ag industry. It’s been around for long enough that many advertisers trust it. 

But there are significant downsides to endemic video advertising, especially considering that it’s not the only option any more: 

• Targeting. With an endemic ad, the best you can do in terms of targeting is to pick a publisher who’s in your specific industry. With programmatic, and data-driven programmatic specifically, you can target specific crop growers and livestock producers based on specific demographics.
• Segmentation. Most endemic ads don’t allow for segmentation down to the individual user. Programmatic ads, on the other hand, allow you to personalize your creative based on geography (state & county), crops, acreage, irrigation type, farm income, consumer demographics (e.g. age, gender, educational level) and much more. 
• Distribution. When you purchase an endemic video ad, that ad will only display on one website. However, with programmatic ads, your ad will display across hundreds of sites (e.g. news, sports, weather, etc.). 
• Cost. Endemic advertising is expensive. And while investing in marketing is essential to growing your agribusiness, spending money without knowing exactly who you’re targeting can be wasteful. 

Obviously, it’s up to you which media tactic you want to invest in. But we think we’ve made a pretty darn good case for the benefits and ROI of data-driven programmatic video.  

Breakthrough marketing and sales start with deep understanding. Learn how our Intelligence and Influence Solutions can drive smarter strategies: https://www.farmjournal.com/solutions/#Intelligence

The post 10X Your Digital Ad Effectiveness with Programmatic Pre-Roll Video appeared first on Farm Journal.

1. Precise targeting of valuable audiences using first party data
2. Full screen ads
3. No skipping with 95% plus completion rates
4. CTV is in prime position with the demise of 3^rd party cookies
5. Measurable results by device, network, day of week, and more
6. Accessible and affordable to advertisers of all sizes
7. Less waste compared to traditional (linear) television
8. Ideal for integration with Display, Social and Search campaigns
9. Premium inventory partners including major networks around the world
10. Precise frequency as you control how often your ads are shown to the target audience

Television is unmatched when it comes to delivering top-of-the-funnel branding. Closed loop digital measurement and optimization against business outcomes are table stakes for performance marketers. CTV delivers both.

With the continued growth in streaming apps, mobile devices, and smart TVs, the momentum behind Connected TV isn’t slowing down any time soon.

Breakthrough marketing and sales start with deep understanding. Learn how our Intelligence and Influence Solutions can drive smarter strategies: https://www.farmjournal.com/solutions/#Intelligence

The post Connected Television Advertising – 10 Reasons Why You Should Consider CTV appeared first on Farm Journal.

Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears  

(Source: Native Advertising Institute)

Unlike a traditional banner ad, these are not meant to stand out too much and are made to blend with their surroundings. This is to make the user’s experience more seamless, while still getting the message across.

What is Programmatic Native Advertising?

Programmatic native advertising is an automated ad buying technique designed to incorporate the marketers’ messages and assets in a publisher’s feed.

Programmatic buying allows advertisers to make native ads even more relevant. Delivering native ads programmatically means you get many of the benefits of programmatic display: automated media buying, precise targeting and audience insights for further optimization

By leveraging machine learning and contextual signals, programmatic native ads can be tailored to both the user and the placement at scale, resulting in better performance for advertisers.

Two types of Programmatic Native advertising:

1. Native Display – this is the traditional form of Native advertising with an Image, Headline and Body Text. Often it is experienced in-feed or as Recommended Content.
2. Native Video – is typically placed in-feed between paragraphs or sections of an article or webpage. In-feed video may be accompanied by a headline and body text.

Why Are Native Ads More Effective Than Banner Ads?

• The presence of Native ads does not interfere
• Format flexibility
• Relay more information about your brand
• Relevance makes advertising more effective
• The language used adjusts the placement
• Able to create brand credibility and advocacy
• Power of programmatic ad delivery is most compatible with native ad format

3 best practices for building out a successful programmatic native advertising campaign:

1. Provide multiple assets, such as images or headlines, for the same element to enable greater variability. This will ensure there are options to show for all different inventory styles and formats.   Allow the programmatic platform to optimize towards the higher performing headlines.
2. Combine native ads with contextual targeting to show ads that are relevant to the page’s content. For example, an ad for a farm tractor could appear on a website or app about repairing farm equipment.
3. Measure native ad performance alongside other ads to optimize programmatic campaigns holistically. It’s especially important to manage reach and frequency across campaigns to ensure that native fits seamlessly into your broader strategy.

Breakthrough marketing and sales start with deep understanding. Learn how our Intelligence and Influence Solutions can drive smarter strategies: https://www.farmjournal.com/solutions/#Intelligence

The post What is Programmatic Native Advertising? appeared first on Farm Journal.

There are various types of audio ads, but they share one thing in common: They are characterized by a voiceover which delivers your message to your target audience. In this blog, we’re focusing on linear audio ads, which are what you can distribute through your DSP.

Linear audio ads are commercial ads that can be placed pre-roll, mid-roll or post-roll. There are 2 types of units: pre-produced and native. Pre-produced are exactly that, they are produced in advance by the advertiser and then distributed. When turning on a Spotify playlist, you might hear a pre-produced commercial audio ad before the music begins playing. Or, you might hear an audio ad while listening to internet radio.

Native audio ads are typically found in podcasts, and they are scripted ads that are read by the show’s hosts. Because there are fewer components to creating a native ad, in this blog we’ll focus on creating pre-produced commercial ads. Let’s dig in.

How to Create an Audio Ad 

An audio ad is made up of several components. All of them revolve around the most important aspect of your audio ad: its message. From the script itself to the voice actor used for the voiceover and background sound, every detail of an audio ad contributes to communicating a message to the listener. To help you get started with putting an audio ad together, here are 3 basic steps for creating an audio ad.

1. Write Your Script

The script should be simple, with a clear message that includes a value proposition and one defined call to action (CTA). Audio ads are usually either 15 or 30 seconds long. For a 15 second ad, aim for a script length of 40 words. For 30 second ads, aim for 55-75 words. It’s also good to keep in mind that your brand name should be repeated 2-3 times throughout the ad. When writing an ad script, remember that the best audio ads tell a story that keeps the listener engaged and makes the ad memorable.

2. Cast for Voice Over

Once your script is finalized, it’s time to find your voice actor. You’ll want to find a voice that is on brand and relatable (or appealing) to your target audience. For audio ads, a friendly, conversational tone is key. You’re not looking for the theatrical types of voices often heard in radio ads—that’s because with programmatic audio you’re reaching people when they’re already actively listening. So you don’t need to be flashy to get their attention. Not sure where to find a voice actor? There are resources available! Example? Voices.com, where you can find and hire professional, qualified voice actors.

3. Record and Mix

You have your script and your voice actor, and so it’s time to record. The script delivery should be slow-paced, with a consistent tone and tempo. Don’t rush it—but make sure you stay within the ad length of 15 or 30 seconds. When mixing the final edit, consider the transitions in and out of the ad—you don’t want them to feel jarring to the listener. Use minimal background music, so it doesn’t distract, and add subtle effects and environmental sounds to create imagery in the listener’s mind. When your ad is mixed, export it in the format OGG, MP3, MP4, WAV, FLAC, or AAC, and make sure the file is 500MB or smaller (the smaller the better!).

Looking for resources to help you create your audio ads? Here are a couple useful tools to check out:

• Read these sample scripts to guide drafting your ad’s voiceover script
• Head to voices.com to find and hire the right voice actor for your ad
• You can find stock music through Adobe to include in your ad

Add Audio Programmatic to Your Digital Strategy

Now that you’ve created a great ad, it’s time to run your digital audio campaign through your programmatic provider. With programmatic audio you can buy targeted ads from all the major audio publishers using one system—along with a number of other benefits.

With Farm Journal, whether you are targeting farmers or ag retailers, you are able to use the same audience targeting parameters from your native, display, video and CTV campaigns, making it simple to integrate audio into a holistic plan alongside your other channels. And with audio content gaining a growing audience, there’s no better time than now to introduce it to your digital strategy.

Breakthrough marketing and sales start with deep understanding. Learn how our Intelligence and Influence Solutions can drive smarter strategies: https://www.farmjournal.com/solutions/#Intelligence

The post How to Create Programmatic Audio Ads appeared first on Farm Journal.

Are You Reaching Your Target?   

To determine the value of the other 99.5% of impressions, ask yourself some questions. Does your data vendor have access to first-party agriculture data solely containing your target audience? Is the campaign only reaching that audience? If the answers to those questions are “yes,” then every impression is valuable because even if viewers don’t click, they’re seeing your message. You’re generating awareness within the audience that is most likely to be interested in that message — and, ultimately, to buy your product or service.

Of course, if your vendor is just relying on look-alike models and intersecting third-party data, then you’re not gaining this vital awareness within the audience you’re seeking. With Farm Journal’s data-driven programmatic offering, for example, we optimize for audience first, followed by your desired campaign metric, such as clicks, viewability, video completion rate or conversions. Because we’re using first-party data, we’ve already identified the audience, so every click has value. Every impression is served to an agriculture audience that you would consider a prequalified lead.

Metrics Beyond CTR

Rather than limiting your measurement to CTR, ask how many members of your ag audience segment did your ad reach. How many farmers saw it? And do you know who they are? Can your vendor break down the impressions by month, day and geography? Looked at in this way, the key to your campaign becomes more about knowing your audience and reaching it than about simply focusing on the number of clicks you manage to generate.

Another option is to work with a programmatic vendor to set up conversion tracking on your campaign.  This approach allows you to see view-through conversions. You will know how many viewers saw your ad and later converted. After all, your goal is a conversion, and it doesn’t require a click.

Your data vendor needs to use audience segment-driven strategies and must be able to target your audience precisely. Let’s say you want to target wheat growers farming more than a thousand acres in Minnesota and the Dakotas with a message announcing a new biological product. Is your data vendor capable of targeting, reaching and measuring that audience? Or is your money simply being spent to generate a certain number of anonymous clicks from rural areas in those states? It’s safe to say that clicks by viewers outside your target ag segment aren’t going to lead to conversions.

When you rely on accurate, first-party data to precisely determine who you’re reaching, the other 99.5% of impressions becomes a very important part of your campaign and a valuable way of measuring your success.

Breakthrough marketing and sales start with deep understanding. Learn how our Intelligence and Influence Solutions can drive smarter strategies: https://www.farmjournal.com/solutions/#Intelligence

The post Measuring Campaign Success Beyond CTR appeared first on Farm Journal.

The companies that rely on this vendor learn a valuable, frustrating and expensive lesson: in the world of ag marketing, guesswork doesn’t work. It leads to waste and disappointment. Let’s take a minute to look at why. Through our platforms at Farm Journal, we can access 100 million third-party, B2B ag-industry records that these other companies may use, but the 2023 USDA farm survey lists only 1.98 million farms in the US. Do the math. There are quite a few irrelevant third-party data segments. Do you want to pay to reach them?

Or do you want to boost the bang for your buck by trimming the waste? Here are a couple of ideas on how to boost the efficiency and effectiveness of your next campaign.

Use domain/app inclusion lists

Your data vendor can find ad space for you on all types of websites, including those where you don’t want to be seen. Vendors can provide exclusion lists to minimize this risk, but those lists don’t eliminate the possibility of appearing on unwanted sites. It’s more prudent to create a list of domains and apps where you only want to appear—where you know the audience you want to reach is more likely to see your ad. When assessing your next data partner, find out if this type of list is offered.

Use first-party data

To further eliminate waste, choose a data vendor that can provide you with a true agriculture-specific data source for your campaigns. Many vendors simply don’t have this capability. We use Farm Journal’s first-party data to construct ideal audience segments for our client’s campaigns—more than four million records representing every segment of agriculture that marketers can target. Our programmatic proprietary technology enables us to segment by commodity, size of operation and location. We can drill as deep as you need to go to find the influencer who can buy your product or service.

Whether or not your data vendor can provide your campaign with first-party data, you can start with your own. Pull data from your customer CRM file as well as from your prospect, subscriber and event-signup lists. You want to target all of your pre-qualified leads. Ask your programmatic vendor to onboard your custom lists for your campaign.

Increased ROI

By eliminating waste through more precisely targeted advertising, you boost the return on your investment, making the money you spend work harder and deliver better results. We can provide our unique algorithms and the industry-leading Farm Journal data base to deliver your message at a detailed and granular level.

Use the right data to reach the right audience and you can build a successful campaign, just like taking time to use the right ingredients will help make a special meal truly delicious.

Breakthrough marketing and sales start with deep understanding. Learn how our Intelligence and Influence Solutions can drive smarter strategies: https://www.farmjournal.com/solutions/#Intelligence

The post Target Your Ag Audience with Precision to Boost ROI appeared first on Farm Journal.

To ensure that you find a vendor that can deliver the ROI you want from your ads, be sure you ask the following questions:

What kind of experience do you have in ag marketing and advertising?

As you know, the agriculture industry is unique, with its own systems and cycles, its own highly individual audiences. Not all programmatic vendors have worked on an ag campaign. You want a vendor that specializes in ag, one that can guide your campaign with hyper-focused ag expertise.

How will you help me reach my ag audience?

You’re paying the vendor to enable you to target the ag producers and retailers who are most likely to respond to your ads. That vendor needs to have the right data to deliver the ad impressions to the right audience. If you’re trying to reach Farmer Jones, you don’t want to pay to also reach his neighbor or his mail carrier or every person in the vicinity who has googled ‘organic fertilizer’ for her backyard garden.

The key to precise targeting is first-party data, which companies collect—with the user’s consent—from their own sources, such as their website, eNewsletter sign-ups, magazine subscriptions, commodity market price updates, social media, surveys and CRM. Most first-party data comes from sources that capture detailed information about the user, everything from their location and the size of their operation to their role within the operation and their product interests.

Farm Journal’s industry-leading data base, which includes proprietary first-party data along with cleansed USDA data and is fed daily by the ag industry’s most robust behavioral insights engine. Having audience segment data enables Agri-marketers to have confidence and certainty about who you are reaching!   Reaching the right ag audience with certainty gives value to every impression.

How broad and deep is your data?

If the vendor you’re talking to says they provide first-party data, remember that not all first-party data is created equal. You need to find out the source of the data. Where did it originate? You also need to know how many unique recipients they can target and how deeply they’re able to target them. In other words, how much do they know about the person receiving the message. For a successful campaign, you want data that’s as granular as possible.

Of course, you also need to know if they’re able to reach the audience segment you want. Simply targeting “farmers” can lead to a lot of waste if you need to reach 1,000+ acre Midwest corn growers. Segment coverage is essential.

How will you service my campaign?

Ask vendors if they will use an in-house team or will your campaign be managed by a third-party provider. An in-house team is always preferred. Communication with them is much easier and faster, and they have a firmer grasp on your goals. To reach those goals, they can use customized data recipes rather than rely on a generic, one-size-fits all approach. They’ll treat you as a long-term ag customer—prioritizing your goals and needs.

Can you provide timely reporting?

Not all vendors are able to provide reporting quickly enough to allow you to adjust your campaign on the fly. If a vendor can only provide performance reports when the campaign ends, you can’t optimize based on what you learn while the campaign is running. You want to be able to get updates so that if, for example, the messaging is not working, you have time to adjust it.

Can you customize your reports?

Building on the previous question about reporting, will the vendor customize reports to measure a specific aspect of your campaign’s performance? Again, you want to learn as much from every campaign as possible. Generic, off-the-rack reporting may not tell you what you need to know.

You also need to know how open the vendor will be in sharing information. Can you get answers to questions about the domains, reach and frequency of your campaign? Transparency is critical to fully understanding your campaign’s performance.

How do you ensure brand safety?

Before choosing your vendor, be sure that your brand will be protected. You don’t want your ad showing up surrounded by inappropriate content. Most programmatic vendors have brand safety rails in place on keywords and domains but verify that your vendor has set up specific brand safety rails for agriculture.

How do you make sure my ads are being served on quality inventory?

Not only is it important to serve your ads in a brand safe environment, but you also need to consider the quality of the ad inventory. Think about ad inventory as a reflection of your brand identity. Don’t let your ads show up on sites that could poorly portray your brand or product. Instead, ask your programmatic vendor about inventory options to ensure you can have access to quality inventory that positivity communicates your brand identify.

A Trusted Partner

Choosing the right data partner can make or break your next marketing campaign. By asking the right questions, you can make an informed decision before you open your wallet.

Breakthrough marketing and sales start with deep understanding. Learn how our Intelligence and Influence Solutions can drive smarter strategies: https://www.farmjournal.com/solutions/#Intelligence

The post Your Programmatic Vendor Must Know Ag appeared first on Farm Journal.

Programmatic advertising, on the other hand, is the automatic buying and selling of ad space in real-time on tens of thousands of websites and apps. Programmatic campaigns driven by first-party data don’t wait for your audience to visit a specific endemic property. Instead, it places an ad instantaneously as soon as your audience visits a site, whether or not it’s contextually related to your message. In other words, rather than hoping your target viewers see your ad, programmatic advertising finds the viewers where they are.

A Matter of Value

An endemic approach lets you choose sites that are relevant to your ag audience, perhaps one they subscribe to or visit regularly offering content about farming or ranching. Your ad for an ag-related product or service makes sense within the context of these sites. The audience expects to see them there.

This approach has obvious value, but what about the farmers who don’t visit the endemic site? How are you reaching them? How many of them are you missing?

Flexibility First

Farm Journal executed programmatic ads reach a first-party audience wherever they go online. Your ad isn’t just waiting for them to visit the ag-related site you’ve chosen. Instead, it’s meeting them wherever they visit online, which is especially important when trying to maximize reach a niche audience.

Using programmatic advertising also opens up significantly more ad space options. You’re not restricting your campaign to just the endemic sites that seem to be most relevant to your audience. You can, however, define the range of sites you want to include. At Farm Journal, we run programmatic ads to brand-safe online properties that includes news, weather, sports and business websites and apps. Our programmatic ads can reach more than 90% of farmers in your target audience segment. While endemic properties are, without question, very valuable to agri-marketers, none offer an opportunity this comprehensive in terms of reach and frequency.

Find the Right Mix

So, you can see that endemic and programmatic advertising are able to work together to reach your target audience, each offering certain capabilities. It’s not a question of one or the other but, instead, how best to allocate your budget to get the results you want. While agri-marketers are probably more accustomed to endemic advertising, they should also consider increasing the percentage of programmatic ads they buy to increase their ROI.

Why? At Farm Journal, we surveyed 38 agri-marketing professionals and found that, on average, they allocate only 25.4% for programmatic advertising. Meanwhile, a recent survey of 100 farmers conducted by Farm Journal revealed that they spend 63% of their online time on non-ag platforms. Programmatic ads enable agri-marketers to deliver their message where farmers and ranchers spend 2/3 of their time digitally.

As agri-marketers, we have an opportunity to get that bigger bang for our buck by allocating an appropriate amount of our budget to programmatic advertising. By finding the right balance, we’ll be more successful in optimizing return on ad spend.

Breakthrough marketing and sales start with deep understanding. Learn how our Intelligence and Influence Solutions can drive smarter strategies: https://www.farmjournal.com/solutions/#Intelligence

The post Programmatic vs. Endemic Advertising: Which Is More Effective? appeared first on Farm Journal.

The advantages of using this tactic are easy to see. Based on the focus of the show, you have a clear idea of who is attending. The MILK Business Expo, for example, draws commercial dairy farmers. Farmers only raising beef or growing wheat probably won’t be there. Because you know who’s attending the event, you can be hyper relevant and timely with your ad messages.

Through a programmatic geofencing tactic, you can speak directly to the needs of those business-savvy dairy farmers attending the expo. Some marketers do wonder, however, how they can prevent reaching non-prospects in the greater geofence area with ads that could seem annoyingly irrelevant.

Reach ONLY the Right People

Given the nature of geofencing campaigns, you won’t ever be able to avoid serving some ads to the wrong folks, but there are benefits to accepting this risk. You can reach people you’d never predict would attend.

At Farm Journal, we make geofence campaigns more precise by adding a second layer: we target first-party farmer data at the show. With this approach, we execute a standard geofence campaign while also reaching known farmers within our data base in the area.

Using this data segment, you can target commodity groups likely to attend the event–dairy farmers at MILK Business Expo, for example–within your tightly circumscribed area. It could be within a small circle surrounding the event’s location. The first-party data layer limits the chance of reaching non-prospects who happen to be in the vicinity.

You can also use the layering approach to widen your circle. By targeting only the first-party audience segment based on your data, you can extend your radius to 15 miles, and even 30 miles, which allows you to reach the right prospects as they travel to and from the event’s location. You can catch them as they eat at a nearby restaurant or walk to their hotel.

In this way, first-party data layering maximizes your ability to reach the right people and increases the overall performance of your geofence campaign.

Real Results

We’re firm believers in first-party data layering at Farm Journal because we’ve seen it work in quite a few geofence campaigns for our ag industry clients. Here are some CTR percentage metrics from a few campaigns recent events to demonstrate the effectiveness of the approach. (The industry CTR benchmark for geofence display ads is around 0.5%)

Texas A&M Beef Cattle Short Course — 1.38%

National Cattlemen’s Beef Association Conference — 1.02%

World Dairy Expo — 1.23%

World Pork Expo — 0.72%

Commodity Classic — 0.78%

As you can see, the benchmark was surpassed for some campaigns at these events.  As you start planning for a new year of industry conventions and events, refine your geofence approach to ensure you’re reaching as many of the right people — and as few of the wrong ones — as possible.

Breakthrough marketing and sales start with deep understanding. Learn how our Intelligence and Influence Solutions can drive smarter strategies: https://www.farmjournal.com/solutions/#Intelligence

The post Use First-Party Ag Data to Boost Geofence Ad Engagement appeared first on Farm Journal.

Premium Price for Premium Results

It’s fair to ask that question when trying to allocate your marketing budget. But when you pay for premium marketing services, you’re not wasting money on a brand name. You’re not paying for status. And as you develop your campaign, you’re also not hoping to just achieve a short-term bump to get through next month. You’re trying to drive needle-moving impact and long-term, sustainable growth. Premium services increase your ability to achieve these goals.

Your company needs an integrated approach with highly targeted strategies that enable you to reach the right audience in the right place at the right time. And that approach takes time and resources to develop. True, this approach will cost more, but you’ll get the results you want. Go cheap and you end up going home empty-handed.

Get What You Pay For

That said, smart agri-marketers should assess what they’re getting from a provider’s premium services. Are the services more precise and solution-driven? Do they generate results? Are they rooted in ag industry expertise and a keen awareness of your audience? Do you have a variety of strategic and tactical options available to you? At Farm Journal, for example, we offer a range of programmatic options, such as:

• Quality first-party data
• Ad placement in a timely and relevant ad environment
• Brand safety and security
• Best-in-class programmatic platforms
• Custom execution
• Conversion tracking
• Campaign optimizations
• An in-house operations team

If your provider is charging you for premium services, you have a right expect these options, which provide a measurable return on investment.

The High Cost of Low Cost

Of course, you can take an economical approach to your campaign to lower your costs, but you also lower your odds of success, and you’re unlikely to receive the services listed above. Using look-alike modeling and third-party data might be priced at a lower CPM but will result in wasted impressions and not a good reach of your desired audience.  First-party data enables you to target your ideal customers.

On programmatic ad auctions, where you set a dollar amount for your bids in a demand-side platform (DSP), you can set a low bid price to save money. However, it’s much harder to win your customized ad space in the auction with a low bid. Therefore, you can’t target your audience as precisely. You surrender brand safety and a relevant ad environment. Your ad will be seen, instead, by a lot of viewers who don’t care much because it’s irrelevant to them. Meanwhile, you’re not reaching the people you want to reach.

To achieve your campaign objectives, you need a dedicated team of professionals who understand your goals — a team that provides you with custom reports and strategic guidance so you can reach those goals. You want a team committed to your success, not one offering a bargain-bin, transactional approach. The latter might be less expensive, but just know that your campaign — just like those cheap shoes after a few walks on rainy days — won’t make you happy.

The post Should You Pay for Premium Marketing Services? appeared first on Farm Journal.