Video, Music Streaming and Website Advertising Campaign Generates Nearly 1.1 Million Engagements with Arizona Consumers

Lauren Maehling, executive director | October 1, 2021

A three-month summer grilling advertising campaign promoting beef’s great nutrition and sustainability generated 1,077,304 video views, website clicks and audio listens among Arizona consumers. Via three platforms: YouTube video, Spotify music streaming, and popular news and health websites, beef messages reached Arizonans 2,563,317* times as they searched for information about beef and how cattle are raised.

The checkoff-funded campaign was conducted by the Arizona Beef Council (ABC) through funds provided by the Iowa Beef Industry Council.

The campaign was divided into two flights: sustainability and nutrition. The sustainability component showcased how beef is sustainably produced, bringing Arizona consumers closer to the beef farmers and ranchers who raise beef. The nutrition focus promoted beef’s great nutrition and provided consumers with delicious and healthy beef recipes.

The first platform, YouTube, utilized nationally-developed Beef Checkoff sustainability and nutrition-focused videos (see below for links to watch), to serve Arizona consumers beef messages 1,907,142 times, and 951,714 of those views were counted as watching the entire video to completion or at least :30 seconds. That shows that the content intrigued consumers and they were far less likely than the national average to leave the video early. The Cost Per View (CPV) was $0.02 which is half of the nationwide industry average ($0.04), allowing the Beef Checkoff to reach more consumers compared to other brands.

Secondly, as Arizonans listened to their online music streaming via Spotify, they heard beef audio ads 120,845 times at the cost of about a penny ($0.017) per listen. A bonus to this streaming service, that we didn’t pay for, was 491 click-throughs to BeefItsWhatsforDinner.com to learn more.

The third platform on which beef ads were served was through “native ads” on websites searched in Arizona. Popular sites like US News & World Report, Arizona Sports, and Taste of Home (plus nearly 600 more) showed beef sustainability and nutrition ads similar to news stories on their homepage. These ads were seen 524,421 times and clicked on 4,745 times. Impressively, those who clicked through to learn more about the content stayed on the beef page for an average of 1 minute and 12 seconds – that’s 12 seconds more than the national benchmark. These highly engaged visitors are in the category of consumers who want to learn more about beef’s impact on the environment, how cattle are raised, and about beef’s nutrition.

“The cost effectiveness and reach of this campaign is impressive,” said Tim Cooley, ABC chairman, “and we are grateful to the Iowa Beef Industry Council for seeing the importance of reaching Arizona’s large population. This campaign ensured beef messages were regularly touching Arizona consumers during grilling season, especially at a time when families have continued to spend time cooking at home and are also bombarded with information about the sustainability of the food supply.”

“This campaign demonstrates that using modern advertising avenues like YouTube, Spotify and popular websites to reach consumers makes sense,” shared Kent Pruismann Iowa Beef Industry Council Chairman. “We appreciate the chance to work with the Arizona Beef Council to deliver beef messages to a large number of consumers in a high population area.”

*The difference between engagements and impressions is that engagements are full video views to completion or at least 30 seconds of longer videos on YouTube, click-throughs to website content on Google, and full audio listens on Spotify. Impressions include those who saw the content and clicked out of a video before completion or saw the ad but did not click to learn more.

Video Content

Examples of some of the highest performing beef content shared through this digital advertising campaign include:

Sustainability

Nutrition

To see more content from these Beef. It’s What’s For Dinner. campaigns, visit BeefItsWhatsForDinner.com or the Beef. It’s What’s For Dinner. YouTube channel.


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About the Beef Checkoff Program   

The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA Approval.     

About the Arizona Beef Council  

The Arizona Beef Council is a non-profit organization served by a nine-member board of directors representing cattle growers, cattle feeders, and dairy farmers, and are appointed by the Governor of Arizona. These volunteers oversee Arizona’s beef checkoff and checkoff-funded programs.