Crop-Specific Agriculture Marketing
Agricultural Marketing Audience Crop-Specific Case Study
KORTX refined audience targeting strategies for a national agriculture brand to reach farmers with crop-specific messaging.
A national agriculture brand was utilizing Third-Party audiences to reach farmers broadly, but they were unsure if they were delivering specific product messaging to the right niche audiences.
For example, was their corn messaging reaching corn farmers and wheat messaging reaching wheat farmers, or were they targeting corn farmers with wheat messaging?
The brand looked to KORTX and media agency Rhea + Kaiser to help refine their targeting and efficiently reach potential customers with the right product messaging.
KORTX’s Audience Manager was utilized to extract agricultural audience insights and track the behavior of users from endemic agriculture-based publishers and industry journals to better understand how visitors were engaging with content across the brand’s website.
This ultimately helped the advertiser move away from utilizing Third-Party data sets, and pivot to using viewed URLs as a proxy for the farming and crop category, thus ensuring the target audience was aligned with the proper crop-related creative messaging (e.g. users that visited wheat URLs were segmented and served wheat-product creative). This approach also allowed the advertiser to analyze each product separately and KORTX to maximize optimization results throughout the campaign.
KORTX’s media operations experts were able to balance CTR performance and Viewability by applying a combination of human and algorithmic optimization, ensuring both metrics achieved the client’s goals.
Increase in Original CTR Goal
Increase in Original Viewability Goal
CTR Performance Over Industry Average