4 reasons traditional media remains vital for engaging the ag audience
The rapid advancement of technology has transformed the way consumers interact with audio content. Gone are the days of solely relying on traditional radio broadcasts. Instead, consumers now have access to a plethora of audio streaming platforms that cater to a diverse range of interests and preferences. This shift in consumption habits presents a golden opportunity for advertisers in the agriculture industry to leverage programmatic audio to connect with their target audience in more personalized and engaging ways.
We know first-hand. When we have advised our clients to add programmatic audio to their mix it has contributed to increased website traffic and completion rates. Let’s dive into programmatic audio and how it can elevate your farmer marketing strategy to drive brand awareness, build loyalty, and ultimately increase business growth.
Understanding Programmatic Audio
Programmatic audio, in simple terms, is a digital advertising format designed for placement in audio content like podcasts, digital radio and music-streaming services. Like other programmatic formats, it utilizes automated buying and selling of digital audio ad inventory. Through platforms, such as Pandora and Spotify, advertisers can target specific audiences based on various parameters such as demographics, interests, and behaviors to deliver personalized messages.
Digital audio is having a magic moment with more people tuning in. In fact, eMarketer found adults in the U.S. spend one-fifth of their daily digital media time with digital audio.
Digital audio spending is increasing as well. A Basis article cites two impressive stats:
- U.S. digital audio ad spend are projected to grow by nearly 44% between 2023 and 2027.
- U.S. podcast advertising surpassed $2 billion in 2023 and is forecast to reach nearly $4 billion in 2025.
What’s more, according to research by Statista, spending on programmatic audio advertising is projected to surpass $6.4 billion in 2024. Despite this impressive growth, the data from the Interactive Advertising Bureau (IAB) show this figure still represents less than 10% of overall advertising dollars. This indicates how much potential exists in the audio space for advertisers to capitalize and make the best use of their dollars.
Key Benefits and Results
Digital audio enables listeners to access the content they want, when they want it, and where they want it. That makes audio listeners highly engaged. For businesses targeting a niche audience such as ag, where professionals often spend long hours in the field or driving between locations, audio provides a unique opportunity to engage with audiences during their daily routines. Illinois farmer Grant Strom said he doesn’t have the time to read newsletters and articles. He prefers to get that information on the go. “I always have my earbuds in. I’m listening on my drive to the gym or wherever I go.”
With advancements in data analytics and targeting capabilities, advertisers can expect even greater precision and effectiveness in reaching their target consumers, like Grant, through audio channels.
Through sophisticated data analytics and machine learning algorithms, advertisers can analyze user behavior and preferences to tailor their audio ads accordingly. Whether that means targeting farmers interested in precision agriculture or agronomists seeking the latest crop management techniques, programmatic audio allows advertisers to deliver relevant and timely messages that resonate with their audience.
In addition to its targeting capabilities, programmatic audio offers advertisers unparalleled flexibility and scalability. Unlike traditional radio advertising, which requires substantial upfront investment and limited targeting options, programmatic audio allows advertisers to adjust their campaigns in real time based on performance metrics and audience feedback.
This agility enables advertisers to optimize their campaigns for maximum impact and efficiency, ensuring that every ad dollar is spent wisely. Moreover, the results speak for themselves. We've seen impressive completion rates and increased site visit rates when programmatic audio is included in the mix. By aligning brand messaging with the interests and preferences of our client’s audience, we can help them foster deeper connections and generate tangible business results.
Programmatic Audio as Part of a Multifaceted Strategy
While it’s important to include programmatic audio in your overall agriculture marketing strategy, it's essential to incorporate additional channels. Embracing a multifaceted marketing strategy is crucial for maximizing reach and engagement. Alongside programmatic audio, your strategy should deploy a holistic approach that encompasses various digital marketing channels. These include display advertising, video campaigns, native advertising, connected TV (CTV) placements, and leveraging platforms like YouTube.
This diversified approach allows agricultural marketers to connect with their target audience across different touchpoints and platforms. By utilizing a mix of audio, visual, and interactive mediums, they can effectively engage with farmers, agronomists, and other industry stakeholders.
Moreover, this strategy enables marketers to adapt to the evolving preferences and behaviors of their audience. As digital consumption habits continue to evolve, staying agile and leveraging a diverse set of marketing channels is essential for driving success in the agriculture sector.
The Future of Programmatic Audio in Agriculture Marketing
Looking ahead, the future is filled with promise and potential with programmatic audio as a tool in our arsenal, enabling us to engage our audiences in meaningful ways and drive measurable results for our business. By harnessing the latest advancements in technology and data analytics, advertisers can unlock new opportunities to connect with their audience in more personalized and impactful ways. As the industry continues to evolve, programmatic audio will remain a cornerstone of successful agriculture marketing strategies, driving results and delivering value for advertisers and brands alike.
At Rhea + Kaiser, we're committed to leveraging the latest digital marketing techniques to connect with our audience effectively and drive sustainable growth. As we look to the future, we're excited about the endless possibilities that programmatic audio and other emerging technologies hold for our industry.
To learn more about our expertise in agriculture advertising, take a look at this case study or drop us a note.