Connected TV puts your AgriTech brand on the screens growers actually use – ag programming, streaming sports, and local broadcast apps – timed to the season and targeted to farm operations. Run right, it builds the brand awareness that makes every later search and demo convert.
The Problem
Search and social cannot reach growers who do not know your category exists
Performance channels capture demand that already exists – a grower searching for a yield-monitoring tool. But large parts of the AgriTech market do not yet know your category is an option, so they never search. You can only harvest demand you have first created, and text ads cannot explain why a farm should rethink how it scouts or records data. Connected TV reaches growers earlier, while they are forming opinions, so that when buying season comes your brand is already in the consideration set.
Generic CTV targeting wastes spend on viewers who will never buy a farm tool
Run a standard Connected TV campaign and the platform serves your ad to whoever is cheapest to reach, most of whom have nothing to do with agriculture. AgriTech buyers are a narrow audience – farm operators, agronomists, and ag business owners in specific regions and operation sizes. Without targeting built on agricultural data and the right inventory, you pay premium video CPMs to reach suburban households that will never put your product on an acre. The campaign looks active and accomplishes nothing.
Flat year-round flighting misses the seasonal windows that drive AgriTech buying
Agricultural purchasing concentrates in seasonal windows tied to planning, cash flow, and the crop calendar. A grower evaluates new tools in the off-season and during specific buying periods, not evenly across twelve months. Most CTV plans spend a steady monthly budget regardless of season, so impressions land when growers are heads-down in the field and ignoring screens, and run thin when they are planning next year's operation. The media calendar fights the farm calendar instead of riding it.
Impressions and completed views tell you nothing about whether it sold anything
CTV vendors report reach, frequency, and video completion rates – none of which connect to an AgriTech sale that closes months later through a dealer or a long evaluation. Without a measurement approach that ties CTV exposure to brand lift, site visits, and downstream pipeline, you cannot tell whether the campaign moved the business or just spent the budget. Founders end up defending a six-figure brand investment with completion-rate charts that no board takes seriously.
How We Help
We start by defining the actual viewable audience and the role CTV plays in your funnel. In the first 30 days, we map your buyer – operation type, crop, region, and the advisors who influence them – and decide where Connected TV fits relative to your search and social spend. For most AgriTech companies, CTV is a demand-creation and brand layer that makes performance channels convert better, so we set expectations and measurement around that role rather than treating it as a direct-response click machine.
Strategy development builds the targeting and inventory plan around agriculture. We combine agricultural audience data, geographic targeting down to farming regions, and the inventory growers actually watch – dedicated ag networks and programming, streaming sports and news, and local broadcast apps in rural markets – rather than buying broad household reach. We design the creative strategy to fit a screen growers watch with attention, focusing on category education and brand credibility, with messaging that survives the skepticism of an audience that has seen plenty of overpromising AgriTech.
Execution flights the media to the farm calendar and runs it as a marketing system, not a set-and-forget buy. We concentrate budget in the planning and buying windows when growers are evaluating tools and pull back when they are in the field, adjusting by region as the season moves across the country. We coordinate CTV with your search and social so a grower exposed to the brand on TV gets a coherent message when they later look you up. We manage frequency so the campaign builds recognition without burning the same households.
Measurement connects CTV exposure to outcomes that matter. We use brand-lift study designs, geo-based holdout tests, and exposed-versus-unexposed comparisons on site visits and branded search to show whether the campaign is creating demand. We track how CTV-exposed regions perform on pipeline relative to control regions over the season. Connected TV for AgriTech is worth running when it lifts the brand and downstream conversion in the markets you target – and we measure for that, not for completion rates.
What we deliver
- CTV audience and inventory plan built on agricultural data and the programming growers actually watch
- Seasonal media flighting aligned to planning and buying windows by region
- Brand-and-education creative strategy tuned for a skeptical grower audience
- Cross-channel coordination so CTV exposure reinforces search and social
- Brand-lift and geo-holdout measurement tying exposure to site visits and pipeline
For AgriTech, Connected TV is not a click machine – it is the channel that creates demand search later harvests. Measured against impressions it always looks expensive; measured against the pipeline lift in exposed regions, it earns the brand budget.
Our Methodology
Our AgriTech CTV build runs as a 90-day install with measurement designed in from the start, not bolted on after the spend. Phase one defines the real viewable audience and the role CTV plays relative to your performance channels, so the campaign is judged on demand creation and brand lift rather than direct clicks.
Phase two builds the targeting, inventory, and creative plan around agriculture. We use agricultural audience data and regional targeting to reach farm operations, buy the ag programming and rural inventory growers actually watch, and design creative for category education and brand credibility with an audience that distrusts hype.
Phase three runs the flighting and the measurement cadence. We concentrate spend in seasonal buying windows, coordinate CTV with search and social, and run geo-holdout and brand-lift tests that compare exposed regions to control regions on site visits and pipeline. Unlike media agencies that report reach and completion rates, we build a measured brand layer that proves its contribution to downstream conversion over the season.
How We Work
Initial engagements run 4 to 6 months because Connected TV is a brand and demand-creation channel whose effect shows up over a seasonal cycle, and a clean geo-holdout test needs time to accumulate signal. The first 30 days are audience definition, funnel role, and measurement design. Days 31 to 60 build the targeting, inventory, and creative and stand up the holdout structure. Days 61 to 120 run the flighted campaign through a buying window with active optimization and the first lift readout.
Our team includes a media strategist who owns the plan, a CTV buyer who manages inventory, targeting, and frequency, and an analyst who runs the brand-lift and geo-holdout measurement. From your side, we need clarity on your target operations and regions, coordination with whoever runs your search and social so the channels reinforce each other, and access to site and pipeline data so we can measure exposed-versus-control performance. Creative can be produced by us or adapted from existing assets.
Monthly reviews track delivery, frequency, and early lift signals by region. Quarterly business reviews tie CTV exposure to branded search, site traffic, and pipeline in exposed versus control markets. Most AgriTech companies see brand-awareness and branded-search lift within 60 to 90 days in targeted regions, with pipeline contribution measurable after a full seasonal buying window once the holdout has enough deals to compare.
- Brand awareness and branded-search lift in targeted farming regions
- Demand creation that improves search and social conversion downstream
- Efficient grower reach through agricultural inventory versus broad household buys
- Seasonal spend efficiency by concentrating budget in buying windows
If your agritech company needs connected tv advertising leadership, we should talk.
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Frequently asked questions
How much does Connected TV advertising cost for an AgriTech company?
Most AgriTech CTV engagements run between $10K and $20K per month in management plus your media budget, which typically starts around $20K to $40K per month to deliver enough reach and frequency in targeted farming regions to measure lift. CTV uses premium video CPMs, so it only makes sense once you can fund meaningful reach in your priority markets.
How long before we see results from a Connected TV campaign?
Brand awareness and branded-search lift in targeted regions usually appear within 60 to 90 days once the flighted campaign has delivered enough frequency. Because CTV creates demand that converts later through search, social, and dealer channels, pipeline contribution takes a full seasonal buying window to show up cleanly in a geo-holdout comparison.
How does the CTV team integrate with our existing marketing channels?
We coordinate CTV directly with your search and social so a grower exposed on TV gets a consistent message when they later look you up, which is where the demand-creation value actually converts. We share regional flighting plans with your performance team so spend reinforces rather than duplicates, and we feed exposed-region data into your measurement so the whole funnel reads together.
What makes Winston Francois different from a traditional CTV or media agency?
Most media agencies buy broad CTV reach and report impressions, completion rates, and frequency. We build targeting and inventory around the agricultural audience, flight the media to the farm calendar, and design measurement – brand lift and geo-holdouts – that ties exposure to downstream pipeline. We treat CTV as a measured brand layer inside your funnel rather than a standalone buy judged on completion rates that no board respects.
How do you measure ROI from a Connected TV engagement?
We use geo-holdout tests and brand-lift studies that compare exposed regions to control regions on branded search, site visits, and pipeline, so the spend is judged on demand it creates rather than impressions it serves. The headline metric is the pipeline and brand-awareness lift in exposed markets versus matched controls over the season. Most AgriTech companies see brand and search lift within a quarter and a measurable pipeline contribution after a full buying window.
What type of AgriTech company is the right fit for Connected TV advertising?
Companies that need to create category demand or build brand credibility with growers, have the budget to fund real reach in priority regions, and a buying audience concentrated enough to target by operation and geography. It fits best when search and social are already capturing existing demand and you need to grow the top of the funnel. The first step is a short assessment of your target regions, budget, and whether a brand layer is the right next investment for your funnel.
