Advertising Growers Associations
January 6, 2009 by Benjamin Christie · Leave a Comment
Growers associations provide a great way for growers of produce like nuts, corn, grapes or sugar to come together and pool resources to attract new consumers for their products. There’s growers associations for nearly everything that’s grown, for example; corn growers, apple growers, sugar growers, wheat growers, strawberry growers, potato growers, blueberry growers and cranberry growers associations to name just a few.
Unfortunately, even with an association, money is a limited resource and must be spent wisely. Advertising online is ideal for growers associations because it allows the advertiser to reach a highly targeted audience with their message which means their advertising dollar goes further.
Television ads are expensive and may not necessarily reach the desired audience, but online advertising can be tailored to reach the consumers most likely to purchase your product. Advertising for your growers association online with Gourmet Ads allow you to target foodies and those looking for recipes online. These are the consumers who really love food and are always looking for new experiences and tastes when it comes to food. Foodies enjoy researching and preparing new recipes that they find online and your advertising can be placed conveniently next to these recipes to entice them with your offerings.
A growers association’s budget is always a little tight, but in these tough economic times it can be squeezed even tighter. Advertising is a necessity to keep your product in the forefront of the consumers mind when they reach the grocery store, but you don’t want to spend more than is necessary to accomplish this goal. It could be the difference between consumers buying frozen products or fresh produce.
Online advertising with Gourmet Ads is probably the most cost effective way to advertise for growers associations. Online advertising directly to your target audience with recipe ads allows you to reach as many consumers as is possible at a far more reasonable cost than most other forms of advertising. As your growers association searches for ways to spend less while reaching more consumers with your advertising message, you will definitely want to consider advertising with Gourmet Ads.
Request a copy of the Gourmet Ads Media Kit.
Your New Year’s Resolution
January 3, 2009 by Benjamin Christie · Leave a Comment
If you’re a marketer, advertiser or media buyer at an agency, then your new year’s resolution for 2009 needs to be about spending your advertising budget where you can measure the return on investment and advertise cost effectively. So what does this mean?
Well unlike all other advertising mediums, online advertising is the only medium which can provide clear metrics on the performance of your campaign. This means that you can quickly and accurately measure the return on investment, and increase or decrease the advertising budget as required to ensure performance.
For TV, Radio, Newspapers, Magazine Outdoor Advertisers
If you don’t advertise online, then now is the time to start dipping your toe into some sort of online advertising. Online not only allows you to measure the return on investment, but compared to other mediums is not only cheaper, but much more cost effective to run your campaigns.
Online also allows you to target your user in ways that other mediums just can’t do. For example Gourmet Ads can target by Vertical, Geography (Geo Targeting), Time and day targeting, Bandwidth, Browser & Operating Systems, Language or even Frequency capping; allowing you to reach your target audience and completely control the conversation with your consumers.
New Year’s Resolution – Dip your toes into online advertising instead of spending it on advertising you can’t measure.
For Online Advertisers
If you are advertising online, where are you buying your advertising? Are you buying advertising in a vertical network which is related to your products or services? I.e. if you are selling gourmet foods or premium wines are you advertising on quality food sites or wine review sites? Or are you advertising on large portals which don’t really allow you target your audience?
New Year’s Resolution – begin advertising in vertical advertising networks online instead of large portals
So, no matter if you’re an existing online advertiser or new to online advertising, Gourmet Ads can help deliver your message online and on budget. Contact us for a digital media kit and we work with you to deliver your New Year’s Resolution in 2009.
Advertising Trends for 2009
December 24, 2008 by Benjamin Christie · Leave a Comment
Recently I sat down with Mark Pollard and during the discussion he pointed me to guest blog he did over at Talking Digital Blog called 9 trends to look out for in 2009. This is one of a few industry players who’ve written their opinions of 2009 and the trends. Make sure you check out them here.
Inspired by Mark and the team at Talking Digital Blog, I’ve written my Advertising Trends for 2009. Mine aren’t as wide reaching as the ones on Talking Digital. I’ve tried to keep them related to the space that Gourmet Ads works in (food, wine and beer advertising) as well as reducing the focus on the downturn in economy. So here are my 9 Advertising Trends for 2009;
1. TV Budgets going to Online
Advertising budgets allocated for TV & Print will finally begin to be allocated to online. Ok, so everyone says this from year to year, but 2009 will be the year. This will be mainly driven by company management who will be required to show a return on investment in advertising during the economic downturn. Stupid and willy nilly advertising spends that can’t be measured will be the first thrown out the window.
2. Testing (or smarter media buying)
This is something that’s we’ve seen as a company during the 4th Quarter in 2008. Savvy media buyers are not just buying huge media buys upfront for their clients. Media buyers have been buying small campaigns of say $5000 with a series of different creative to see what best performs on a network. Once they know what creative works with a given audience, they’ll do another media buy which they know will perform as they require. I think given the economic situation we’ll see more testing campaigns during 2009, especially for companies that are advertising online during 2009 for the first time.
3. FMCG & CPG will embrace online
FMCG & CPG companies have for a long time resisted moving their advertising online. This is because they’ve felt it’s been difficult to reach consumers. Research has shown that in economic downturns consumers tend to buy “no name” or “private label” products to save money. Companies like Kellogg’s who’ve been through a number of recessions actually increase their advertising to ensure that their brands are top of mind when consumers are in the supermarket or grocery aisles. With this in mind I think we’ll see companies companies in the food space like cereals, pastas, tinned foods etc as well as dishwasher and cleaning goods start to advertise online in 2009.
4. Companies Buying Direct
In an effort to save money, medium sized businesses will start buying their advertising directly and avoid advertising and media buying agencies. Even though the majority of Gourmet Ads advertising campaigns come from advertising agencies and will continue to be, I think during 2009 (particularly though the 3rd Quarter) we’ll begin to deal with more companies direct.
5. Advertising doing Discounts & Coupons
No brand wants to be known as a “discounter” but given the state of the economy brand advertisers will begin running advertising with discounts, offers and deals. Companies that need to track ROI will also begin using or offering online coupons for consumers to print for redemption in supermarkets and grocery stores. This wont be something that is restricted to CPG or FMCG products, we’ll see it across a range of industries.
6. Less creative more straight to the point advertising
There is a lot to be said for actually saying what the deal is with the online advertising twisting, rotating, spinning or rolling. Related to my 2nd point above about testing, I think you’ll see more advertising that just gets to the point and says the message.
7. More companies hiring Online Marketing Managers
As companies finally decided to embrace online they’ll begin to need internal experience to either work independently of agencies or work in tandem. We’ve already seen a number of out clients in the 4th Qtr hiring Online Marketing Managers or Interactive Managers to take the pressure off the marketing manger. Not only will Online Marketing Managers be responsible for media buying and planning, but they’ll be responsible for strategising and ensuring that their product is translated to online to drive brand awareness and sales.
8. More Vertical Ad Networks
Throughout the US there are Vertical Ad Networks covering nearly ever niche. During 2009 I believe there’ll be a number of Vertical Ad Networks just like the Gourmet Ads network pop up all over the world providing advertisers a smarter avenue to reach their target markets. We’ve already seen in Australia, AdTorque which is another Adify powered automotive network. I predict that travel, finance, business, IT and other niche areas of will become a focus. With this increase in Vertical Ad Networks, we’ll also see advertising agencies understand the difference between Vertical Advertising Networks and Horizontal Advertising Networks, something that some agencies battle to understand.
9. Google will begin to acquire vertical advertising networks
I don’t think I need to add any more comments here…
10. Gourmet Ads launches new verticals networks
As mentioned in our 2009 media kit, we’ll be launching three new verticals during 2009. These will in BBQ, Restaurants and Coffee.
In Market Advertising
December 17, 2008 by Benjamin Christie · Leave a Comment
Although Gourmet Ads specifically services advertisers and publishers in America and Australia, we are very much these days a global vertical advertising network. In the past few days we’ve had enquires from Singapore, Vancouver, Auckland, London and San Paolo in Brazil.
One of the advantages of Gourmet Ads for advertisers is the ability to buy advertising in a foreign country where you export to. For example we recently developed an advertising media plan for an Australian winery which exports to over twelve countries. We were able to provide them advertising in every country they export to, allowing them to create brand awareness in multiple markets. The Gourmet Ads system offers the ability to run advertising concurrently with different languages, yet the same branding, messaging and CPM pricing.
So no matter if your in are one market or multiple markets, Gourmet Ads can cost effectively reach your target audience no matter where they are around the globe. If you’d like to receive a digital media plan reaching all the counties you export to, then contact us for more information.
Adtech Sydney 2009
December 16, 2008 by Benjamin Christie · Leave a Comment
This week, I was invited to participate in a AdNetworks panel at the upcoming Ad:Tech Sydney 2009 in March next year. The event will be held at the Sydney Convention Centre from the 10th – 11th March and is essential for all those in the advertising industry online.
The panel I’ll be involved in is called “AdNetworks: Taking Advantage of Horizontal & Vertical Networks” and I’m sure the discussion will be around why Vertical Networks have seen such rapid growth over the past twelve months and why they’ll continue to grow during 2009 and beyond.
Joining me on the Ad Networks panel will be Russell Fradin, President of Adify (my advertising partner) as well as others yet to be confirmed.
Here is the panel details;
AdNetworks: Taking Advantage of Horizontal & Vertical Networks
Session Date: Tuesday - 10 March 2009
Session Time: 1:30pm – 2:20pm
For more details and tickets visit the Ad:Tech Sydney website.
Click Through Rate
November 27, 2008 by Benjamin Christie · Leave a Comment
One of the most common questions our sales team are asked is what sort of click through rate should I expect when running a display campaign with Gourmet Ads?
Well there are a number of factors in answering this question. Typically our clients see click through rates (CTR) of anywhere between .19% and 3.8% (yes you read that correct). This because we try to only to run relevant advertising campaigns with in each vertical. Our aim is that food goes with food and wine goes with wine. On occasions we do have clients who actually want to reach a wine audience.
In our experience, some of the factors that contribute to high click through rates include;
- clear messaging|
- engaging creative
- strong branding (brand or product)
- video or flash animation
- proposition or call to action
Finally, the click through rate isn’t always an accurate measurement for the success of an advertising campaign. Recent industry research indicates that branding is just as effective in creating brand recognition as in actually clicking on an ad. We’ve previously written a blog on this topic called Its not always about the click which is well worth the read.
FMCG Advertising Online
November 11, 2008 by Benjamin Christie · Leave a Comment
For many years FMCG advertising online was virtually non-existent because these products could rely on a combination of print and media ads coupled with in-store promotions to create brand awareness and maintain their market share. But, with so many supermarkets selling their own private labels (house brands like Woolworths Select ) that compete with the top name brands, they are less likely to give fair advertising space in-store for these products. These days, FMCG advertising online helps products like toothpaste, breakfast cereal and dishwasher detergent find alternative ways of branding their products. Highly targeted ads that appear next to recipes are a great way to get a message out to the person who does the majority of the grocery shopping in a home.
FMCG Advertising Online Targets Your Specific Audience
With FMCG advertising online the ads can really focus in on the people most likely to buy particular products. For instance, turkey cooking bags can appear next to recipes for roasting the perfect turkey. A toothpaste that fights tooth stains might do well next to a recipe for blueberry pie or cranberry sauce. And since everything that is cooked means dishes to do, dishwasher detergent can be placed next to just about any recipe with great results.
The reality in this day and age is that if a product isn’t online it almost doesn’t exist in the minds of most consumers. Smart placement of FMCG advertising online where people in the target market are most likely to see it, can have a strong influence on the brand a customer chooses when they walk into a store and are faced with the choice of a brand name or the house brand.
For more information on advertising your FMCG products online or to request a digital media plan for your FMCG campaign, contact us
Advertising Next to Recipes
November 10, 2008 by Benjamin Christie · Leave a Comment
Wine Selectors Island Ad (300 x 250 ) next to a Red Wine Shallot Sauce on Best Recipes website
How much more targeted can an ad get than to be a food ingredient placed directly next to a recipe that calls for that ingredient? Branding is everything when it comes to marketing food products and the most effective way to brand your product is to use the most targeted advertising possible. Think about how many people choose a brand because they are making a specific recipe. I’d be willing to bet that Campbell’s sells more Cream of Mushroom soup during the holidays than any other brand. Why? Because for years they have placed the recipe for “Green Bean Casserole” right on the package. People decide to make green bean casserole for Thanksgiving dinner and they immediately think, “Campbell’s”.
This same branding phenomenon can work for any food product at any time of year. The goal is to make your brand synonymous with the recipes your product can be used in. The great thing for today’s online advertisers is that more and more people are turning to online recipes for their cooking needs. In fact, according to a recent report by Nielsen’s Net Ratings, at least 60% of people who shop online also use online recipes. This means that the audience for your ingredients is not only extremely targeted, it is also huge! Many people have a computer in or near the kitchen and it is extremely convenient for them to just hop online and search for a recipe, much easier than remembering which cookbook it is in!
Many of your target group of consumers will not only search online for a recipe, they will also run straight to the store to get needed ingredients right after viewing the recipe and they will usually print the recipe to take with them. That means that if your product is advertised next to the recipe your brand will already be in their hands when they make a purchase decision. How much easier does it get than that?
If you want to find out more about advertising next to recipes or for a digital media plan, contact us.
Marketing Culinary Tourism
November 9, 2008 by Benjamin Christie · Leave a Comment
According to the International Culinary Tourism Association, culinary tourism is defined as “the pursuit of unique and memorable eating and drinking experiences”. What this means is there is a particular audience of people (learn about our food audience) who are willing to travel the world in order to sample and experience authentic international cuisines.
Then there is another audience of people who want to create authentic international recipes at home for a virtual culinary tourism experience. In either event, tourism organizations (including national, state and regional tourism boards) as well and culinary associations and tour operators can benefit from targeted vertical advertising on food related websites. Fine cuisine and travel go hand and hand and a targeted marketing campaign can help drive that point home to these potential gourmet travelers.
Culinary tourism is considered a subculture of cultural tourism and certainly food is a major component of any culture. This trend in culinary tourism can be used to encourage travelers to visit other states or even foreign countries on a quest for the best food experience in the world. If a person wants the best steak they may travel to Texas, the best barbeque in Louisiana and no visit to New York city would be complete without sampling a piece of New York style pizza. Overseas, a trip to Singapore wouldn’t be complete without sampling Singapore chilli crab, butter chicken in India, chicken stay in Malaysia, peking duck in China, sushi in Japan, quesadilla in Mexico, Maori cooked hangi in New Zealand and the best pasta would require a trip to Italy, of course. The list is endless when it comes to culinary tourism.
Targeted ads on food websites can help make the tastes and smells of international foods so real to viewers that they can hardly wait to get their flight booked and their bags packed. Culinary tourism brings to mind the taste of a freshly baked croissant served at a sidewalk café in France first thing in the morning with a cup of café au lait. Think of any trip you have ever taken and a food memory is sure to come to mind.
The Gourmet Ads network of food and wine sites offers national, state and regional tourism boards as well as tour operators the ability to target our audience of food and wine enthusiasts. We provide the ability to position your messaging which will encourage travelers to visit and experience your destination.
Contact us for a digital media plan to promote and marketing your destination.
Thanksgiving Advertising
November 5, 2008 by Benjamin Christie · Leave a Comment
Many food companies know that a large percentage of their annual profits are made during the Holiday Season. That is why your Thanksgiving advertising campaign is one of your most important campaigns of the year, especially if you are selling foods that are typically high sellers for Thanksgiving or Christmas dinners, like turkey, stuffing, green beans, cranberry sauce, cream of mushroom soup and pumpkin pie amongst others.
Taking advantage of targeted advertising next to online recipes for holiday favorites is a great way to get your brand at the top of every shopper’s grocery list this year. When a consumer goes online to look up recipes on how to roast their Thanksgiving turkey, will they be thinking Butterball, Norbest or Honeysuckle White? That all depends on whose ad is cleverly placed right beside the roast turkey recipe.
More and more consumers are turning to the internet for their recipe needs; especially their holiday recipe needs and smart advertisers are taking advantage of this trend with their Thanksgiving advertising in order to create brand awareness during the critical holiday sales rush. Ideally, companies should get their products placed four weeks before the big holiday as many shoppers have already begun to stock their pantries in preparation for the big event.
While these relatively new Thanksgiving advertising opportunities are great for the popular holiday food items featured in online recipes, they aren’t the only products that can benefit from these highly targeted ad campaigns. There are many other activities that correspond with holiday celebrations such as watching the “big game” on TV, beer companies can capitalize on this and even less glamorous, but necessary events such as washing the dishes. Your dishwashing liquid, scrubbing sponges or dishwasher detergent can make a play for the millions of dishes that need to be washed after each holiday meal.
And, of course, Thanksgiving advertising is also important in gearing shoppers up for their Christmas purchases as well. Foods and other items that will sell for Christmas meals will need to be well placed by Thanksgiving, but other products, such as holiday gifts or sale events can also make a strong impression when placed next to food ads over the holiday season.
So if you’re selling a product in the lead up to Thanksgiving, it’s essential to run your Thanksgiving advertising online, contact Gourmet Ads for a customised media plan which targets consumers.
