Why Attention Matters More Than Response for Advertisers - Farm Journal

Get the free State of the Beef Industry report. Download Now.

Talk to an expert

May 27, 2026

Why Attention Matters More Than Response for Advertisers

For many years, click-through rate was the primary metric used to judge digital performance in agriculture. Today, it no longer tells the full story.

For many years, click-through rate was the primary metric used to judge digital performance in agriculture. Today, it no longer tells the full story.

Share to your audience

Additional Resources

Digital Impact: Creating and Proving Bigger Results in a Changing Agriculture Market

Ag marketers are being asked tougher questions than they were just a few years ago. Budgets are tighter, finance teams want proof of impact, AI is accelerating campaign execution and the data infrastructure many marketers relied on is becoming less reliable. The result is a new reality: digital performance can no longer be judged by reach, clicks and impressions alone. Success increasingly depends on the quality of the signals behind every marketing decision.

Simple, Targeted Marketing Approach for Big Impact

When Mark Munger joined IPR Fresh as vice president of marketing and business development, the 23-year-old company had been engaged in marketing tactics but had never developed a formal marketing plan.

Holistic, Innovative Marketing Part of the Culture for CMI Orchards

The retail shelf is highly competitive, not just within one category, but throughout the whole produce department. As innovation explodes, consumers are seeing new varieties of grapes, berries and citrus, apples and more. And the innovation breeds highly competitive shelf space. But for companies like CMI Orchards, innovation isn’t just a way to protect shelf space; it’s simply part of their culture.