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Dec. 2, 2014 Source: Paulsen news release Paulsen team members were keynote speakers discussing trends in ag media at a recent chapter meeting for Alberta Canadian Agri Marketing Association (CAMA). Kristi Moss, senior media director, and Sara Steever, president, presented "Ag Media in 2015" which revealed research on the optimal marketing mix to reach producers, new digital ad formats, analytics and click fraud. Moss and Steever spoke to a group of about 50 Canadian agri-marketers. The CAMA group met directly following the opening day of the Agri-Trade farm show in Red Deer, Alberta, which draws about 70,000 people over a four-day period. "This is the second time Kristi and I have had the privilege of speaking to Alberta CAMA," said Steever. "While there are certainly unique demands between farming in Canada and the U.S., there are also challenges we share. Transportation, consolidation and anti-ag activism are borderless." During the presentation Moss presented highlights from the American Business Media, Agri Media Council 2014 Media Channel study. "We've seen the intake of information by producers in North America grow steadily over the last several years," Moss said. "Producers aren't giving up any of their traditional media like magazines or radio, but they are adding the consumption of digital information, especially on mobile devices, into their daily routine. This is a great opportunity for marketers, but all mediums have their place in the sales cycle." The presentation also covered new digital ad formats that the Internet Advertising Bureau (IAB) organization is standardizing for desktop, video and mobile. Also covered was the topic of click fraud, a concern in the industry that has exploded over the last month. "When large consumer brands like Kraft are rejecting 75 percent to 85 percent of banner impressions for reasons of click fraud and view-ability, all marketers should pay attention. Digital advances like programmatic buying are coming to ag media and we all need to be vigilant," Steever said. Alberta CAMA donated $250 to Alberta 4-H on behalf of Steever and Moss for sharing their expertise at the event. The presentation is available on the Paulsen Slideshare. Learn more about Paulsen online here. Tweet |
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