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State Beef Councils Expand Digital Ad Campaign
USAgNet - 06/03/2020

State beef councils around the country are joining forces to invest state-controlled Beef Checkoff dollars in Beef. It's What's For Dinner. digital advertising campaigns. These efforts will significantly expand beef promotion in their own states as well as in consumer-abundant U.S. regions.

The councils are working with the staff at the National Cattlemen's Beef Association, a Beef Checkoff contractor, to provide reach to about 70 million consumers, creating more than 733,000 visits to the Beef. It's What's For Dinner. website through Google advertising, generating an estimated 56 million national and state video views on YouTube and producing more than 2.3 million radio listens through Spotify.

Seventeen state councils have instituted "state footprint" media campaigns to feature Beef. It's What's For Dinner. advertising within their own states. Four multi-state collaborative media campaigns have also been created, with states focusing on four regions - Southeast, Western United States, Top 5 States and the Midwest - with campaigns targeting beef consumers.

Avenues selected for the advertising include Google Search Advertising, YouTube Video Advertising and Spotify Audio Streaming Advertising. Google Search Ads deliver hundreds of thousands of consumers to the Beef. It's What's For Dinner. website, the Beef Checkoff's one-stop resource for all things beef.

YouTube ads showcase beef through the power of video advertising, inspiring consumers with crave-worthy beauty shots of beef. YouTube is the "new TV," with the world watching 1 billion hours of YouTube videos daily. Spotify is the world's largest and fastest growing radio streaming platform, and radio ads on that platform bring to life the sizzling sounds of beef, backed by beef's signature Copeland Rodeo music.

States have spent more than $1.1 million in state-controlled checkoff dollars toward the campaigns so far in 2020. Because the NCBA staff has expertise in advertising and marketing, the campaign can efficiently focus more directly on checkoff-funded Beef. It's What's For Dinner. digital media related to beef cooking, nutrition and production, helping optimize the campaign. Beef content is also extended and Beef Checkoff funds leveraged, promoting a consistent beef message and strengthening the national and state elements of the Beef Checkoff.

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