Australian Avocados Marketing Update 26/10/18

Digital campaign

Supporting the recent Australian Avocados’ television activity, a range of digital activity during the months of August and September. The strategy consisted of Australian Avocados’ standard 15 and 30-second video ads across catch up television, YouTube six-second bumpers as well as a Spotify 15 second audio spot. All channels achieved above bench mark results during the campaign period.
The catch-up television strategy finished with an overall completion rate of 92% and a viewability rate of 80% while serving out more than 974,000 impressions. Spotify had an audio completion rate of 88% across more than 160,000 impressions, and impressively, YouTube served more than 2,290,000 impressions with a 92% completion rate.
This campaign has delivered well beyond its designated benchmarks through careful planning and strategic up-weighting of channels and strategies to current digital trends such as popular catch up television shows such as The Bachelor Australia, The Block and Australian Survivor, as well as live events such as NRL Final Series which was broadcast live and free on the 9Now app. A definition of some common digital terms are below.

  • Completion Rate – The percentage of all video ads that play through their entire duration to completion. Calculated as complete video plays divided by ads served.
  • Viewability – An online advertising metric that aims to track only impressions that can actually be seen by users. For example, if an ad is loaded at the bottom of a webpage but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable.
  • Impression – An impression is the display of an ad to a user while viewing a web page. If a single web page contains multiple advertisements from one advertiser, one impression is counted for each ad displayed.
About the marketing program

This is the latest marketing activity that’s helping Aussie consumers connect with (and eat!) Australian avocados. The industry’s marketing is managed by Hort Innovation and funded by the avocado marketing levy. Hort Innovation develops consumer-focused promotions using a variety of mediums including social media platforms such as Facebook, Twitter, Pinterest, Instagram and YouTube as well as targeted partnerships with consumer-related publications and platforms.

This update was provided by Hort Innovation for the 26 October 2018 edition of Guacamole.

Hort Innovation - Strategic Levy Investment (Avocado Fund)

Author: Hort Innovation
Date Published: 26/10/2018