Connected Television (CTV) advertising continues to grow rapidly in the US. According to eMarketer, CTV ad spending will top $10.8 billion by 2021, up from $7 billion in 2019. Their research predicts over 204 million users of CTV in 2022.
Farmers and ranchers are no different. More and more, they too are streaming video via YouTube, Hulu, Roku, Apple TV, Amazon Prime and many other outlets as evidenced in our dashboard reports where all ad campaigns are delivered to qualified farmer records matched to their mobile, desktop, tablet or smart television devices.
In the past 16 months, our Precision Reach operations team has successfully delivered (“scaled”) a total of 22 CTV campaigns powered by Farm Market ID data to reach growers of select crops and acreage size.
Half of these 22 campaigns included a Display Banner campaign deployed to the same audience.
One of our CTV advertisers requested a breakout of click through rates (CTR) between the growers served CTV + Display campaigns versus those growers only getting the banner ads. We analyzed the 11 campaigns served both media tactics. Over 5.2 million total ad impressions were served.
Comparing Display Banner CTR – With and Without Connected Television Campaign
CTV Farmer Campaigns* Run by Precision Reach | March 2019 – July 2020
|Flight Months||Ag Brand Category||FMiD Grower Demo||Display CTR w/ CTV||Display CTR w/o CTV||Difference|
|5||Aug-Dec||Soy Seed||250+ Corn/Soy||0.175%||0.088%||99.009%|
|6||Mar-Apr||Irrigation North||1000+ Row Crops||0.391%||0.215%||81.882%|
|7||Feb-Mar||Irrigation South||1000+ Row Crops||0.415%||0.264%||57.464%|
|8||Oct-Dec||Seed Treatment||250+ Corn/Soy||0.038%||0.056%||-32.503%|
|9||Nov-Feb||Seed||100+ dairy, 50+ corn||0.163%||0.165%||0.000%|
|11||Sep-Dec||Rewards Program||250+ planted acres||0.161%||0.096%||66.745%|
*serving 15 to 30 second commercials; average video completion rate of 97%
- 8 of the 11 CTV campaigns resulted in higher Display Banner click rates
- In the 8 campaigns where the CTR was higher for the CTV audience the range of difference was: 44% - 144% with a median value of 85%.
- In the 2 campaigns where the CTR was higher for the non-CTV audience the range of difference was: 9% - 32%
What's the Takeaway?
Overall, those farmers that were served a CTV ad impression and then served a display impression, were 63% more likely to click the display ad verse farmers in the same FMID audience segment that had not be served the CTV impression.
The benefits of an integrated marketing campaign, namely consistency and clarity of message, building trust with the audience, and being top of mind is evidenced by these results.
Run a CTV campaign along with a sibling display campaign to enjoy the benefits of an integrated marketing approach to best connect with farmers.
For more information on CTV and other video campaigns at Precision Reach, contact Bob Schenck at firstname.lastname@example.org or call/text 847-778-1886
What is Over the Top (OTT) vs. Connected TV (CTV)?