Google has reported that over the last two years, mobile “open now near me” searches have increased 200%, and searches containing “buy” terms have increased over 500%.  Additionally, 82% of smartphone shoppers conduct ‘near me’ searches and 76% of local mobile searches result in a store visit within 24 hours. 

It is clear that current and potential customers are on the go, on their phone and looking for specific locations.

Local SEO is different from SEO or paid search as it is based on a unique algorithm and set of conditions. Even with a robust SEO and SEM program, there can still be gaps in the search engine results when it comes to local search.

For local information and results, Google relies primarily on information through the Google My Business platform. Apple Maps is powered by primary data partners and other third-party sites, Siri uses Google as a data source and Amazon’s Alexa gets a good portion of location data from Yelp. Additionally, each of these platforms check and verify the location information with other platforms.

The foundation of local search centers on basic information: name, address, phone number and website URL. This information powers what appears in the listings, however, the NAP (name, address, phone) is only the foundation of local SEO.  Additional strategies such as location information syndication across the local ecosystem, content-rich individual location pages on the website, sponsorship and links to local organizations, location-based social media and review management are all key components to the local ranking algorithm.

A local search program is no longer an option for retailers; brands that are not present online for most consumers is equal to not existing.

For more information on utilizing Local SEO in your campaigns, contact us here.

Google continues to evolve with its local campaign options, which in turn continues to improve the value for advertisers. Earlier in the year Google added call clicks and driving directions as additional conversion options to original store visits. Additionally, they introduced the option of audience targeting or exclusion — a change that offered additional controls for advertisers. Most recently Google has been testing auto-suggest results within Google Maps.

On October 15, Thibault Adda tweeted that as he typed a search for “seafood restaurant” in the search bar, an ad for the seafood restaurant chain Red Lobster appeared in the auto-suggest results before his search query was even complete (see photo example).

Tests such as this are nothing new to Google, but it does seem to signal that local campaigns are now a permanent part of the Google suite of Paid Search campaign types. This is good news, as several True Media clients have already seen incredible results with local campaigns.

When examining results for Q3 year over year, one Farm and Home client saw a 1,250% increase in impressions, as well as a 86% increase in-store visits with 98% of all impressions coming from the local campaign.  Another client in the same industry saw similar results with a 2,623% increase in impressions.  Additionally, a Regional Banking client testing local campaigns saw similar results with September 2020 impressions showing a 236% increase over the previous year.

While advertisers do still need to be ‘whitelisted’ for Google local campaigns, retailers with physical locations who want to drive store contact via visits or calls, local campaigns can provide an unparalleled opportunity for brand reach and exposure.

For more information on implementing Local Search Campaigns in your media strategy, contact us.

June 2020- No big parties, no celebrity photo ops, no late nights, no trip to New York, less hype about new shows, few(er) clients making commitments to linear TV a year out (with no media plan), no rushed buying with “revised rate cards” going up every week (with audiences going the other way).

Has the antiquated and overhyped TV Upfront, which saw 60-70% of annual TV dollars invested in a 4 week period, finally gasped it’s last breath?

If so, what is the new buying and selling process? How are “traditional” broadcasters evolving and what are the key takeaways from the Non-Upfront.

TV and Video Futures

We evolved the discussion from TV buying to Video buying 10 years ago to better reflect the reality of consumer behavior. While “linear” TV remains the cornerstone of driving reach quickly and coverage for any video buy, each year as linear TV audiences decline, audiences must be repatriated via an increased spend allocation to VOD, ad-supported streaming services that don’t require a cable subscription (eg CTV Throwback, Hayyu, GEM), YouTube, Facebook video and others.

TV is projected to see a 15.6% decline in advertising investment in 2020 (eMarketer).

Most of the spend decline has happened in the months April through July; no sports playoffs, no Olympics, and many categories /clients are cutting, reducing or shifting TV spend to the fall or to digital. However, with sports (NHL, NBA, MLS playoffs, Golf and tennis Majors) returning in August/September and the easing of COVID-19 related brakes on ad spending, the fall YOY investment levels with TV broadcasters will be similar to fall 2019 (-1 to -3%).

In fact, the same eMarketer forecast has TV rebounding 9% in 2021 vs 2020, a net loss of 6% vs 2019.

What Innovation did the Non–TV Upfront Bring?

First, it is important to note that 70% of Canadian households still have a Pay TV subscription (i.e. cable or satellite) and 30% of those services are now delivered via IPTV Next generation Platforms (like Rogers Ignite). Although penetration has been declining 2-3% annually, Pay TV HH’s are still dominant and provide the basis for any video buy (note: Gen –Z target or budget limitations may drive a non-linear TV strategy). Long-form video (i.e. Netflix, Amazon Prime, Disney +, Crave) has grown quickly to 20% of Video viewing, however, most aren’t ad-supported, so it has actually increased demand, and costs, for the audiences to Linear TV /AVOD.

Major English Broadcasters Agree on Audience Segments

In a truly Canadian collaboration, Bell, Rogers and Corus have all agreed to sell inventory based on the same 19 Environics audience segments, with the first collaboration anywhere in the world. This will allow media buyers to buy near-live inventory via a self-serve platform (Cynch for Corus and Rogers, SAM for Bell) against a much richer profile that incorporates behavioural data with traditional demographics for a more robust picture of the viewing audience. 

Bell is also offering the ability to buy digital and outdoor against the same in-depth segments, as well as a first in market TV Attribution service which will report TV impact on website visitors.

VOD, in App and Streaming Options

All major broadcasters continue to provide options to buy their programming delivered via an app/online (you must authenticate that you have a Pay TV subscription). There are now more opportunities to reach cord-cutters via services like CTV Throwback, Corus shows on YouTube or STACKTV and connected TV (Samsung).

VOD viewing continues to rise and Bell, Corus, and Rogers have more hours, more shows and more geo coverage allowing them to extend unique reach by up to 17% over a Linear only buy in an on-demand, non-skippable, reduced commercial load environment.

CBC’s Gem offers Canadians various levels of programming. All Canadians can access, without any paid subscription, the same level of programs offered through conventional television. A free authenticated subscription (ad-supported) unlocks on-demand current and past seasons, live streams of CBC TV (including local channels). Further paid premium subscriptions allow for early access to exclusive content. During Covid-19, Gem’s average weekly video views soared by 84% (mostly on the strength of news content).

How Do We Envision a Better “Non-Upfront” Market?

Our True Media approach is more about partnerships and is driven by client needs and client focused buying.

Clients have an increased need for agility which means we will pursue more flexibility in buying commitments, cancellation clauses, shifts in timing and platforms.

Every discussion should start with sharing business KPI’s and then a collaboration on measurement strategies, and on innovation. Agencies should share the creative strategy (and ideally the concepts/execution) to better amplify the message in the right content.

Negotiations happen once a quarter, with a monthly optimization, across Linear and Digital, AVOD and OTT, seamlessly and simultaneously with, soon we hope, one standard measurement.

For more information on how True Media can help you reach your audience and meet your goals, contact us.

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As president at True Media Canada, Bruce Neve is setting a new standard for how media is approached and purchased, and his commitment to advertising is changing the way the growth of Canadian-first companies is addressed. He brings with him more than thirty years of experience leading major media agencies; driving strategy, planning and buying across all platforms for both English and French Canada.

All banking customers want to know their financial institutions are strong, stable and reliable, even more so during times of crisis. This includes both retail customers and commercial clients who trust their local banking institutions to provide sound and helpful advice. 

There is no doubt the economic impact of COVID-19 is huge, and the finance industry has not been excluded in that. Banks are feeling the impact as lending needs are increasing. As soon as congress enacted the Paycheck Protection Program, banks quickly responded by distributing funds. With record unemployment, banks are working with customers to provide relief from loan repayments and fees. Unemployment and lower interest rates will cause savings to slow. Lower interest rates will also lead to an increase in mortgage loans and refinance needs. Banks also continue to compete with financial tech companies that attract consumers who do not feel the need to have a traditional bank. Many of these are currently promoting their services during COVID-19. 

So what can traditional banks do for advertising during hard economic hardships?

First, keep creating content. Next, remember that messaging is key during this time. And finally, make sure you are reaching your target audience even when many of their habits have changed with shelter in place.

Continuing to create content for your consumers during this time is more important than ever before because it illustrates your ability to be there for them no matter how hard a time. A desire for financial education and advice will increase among all ages. Try creating ongoing educational programs to hold online or whitepapers for download. These can be easily promoted on social media channels which have also seen increased usage and engagement.

When it comes to messaging, the message should be more about its customers and how it supports the community on a regular basis (not just during hard times) and less about gaining new customers. Many local stations are running encouraging “We are in This Together” messages and including local advertisers in the ads. Try securing opportunities like this as added value and have bank employees included in the messaging. Beyond that, consumers are looking for financial solutions and safety.  Now is a good time to promote products or tools that help manage finances or promote online banking tools that limit the need for in-branch transactions. Keep in mind that while most consumers have adopted online banking there is still an older population that does not embrace technology and online banking.

The average consumer’s daily lifestyle, including the use of media, has drastically changed during this time. Utilizing data is crucial in order to ensure you are incorporating the right tactics and the best strategy in order to reach consumers. TV is experiencing its highest ratings in years, and CTV and OTT advertising during this time grew exponentially, although it is now beginning to level out. In analyzing a client in the local banking industry, RADaR Analytics was able to find that Programmatic Display ads, that are typically responsible for driving most of the website traffic, displayed an average CTR 36% lower in 2020 in comparison to 2019, and a higher cost (CPC 117% and CPM 33%) even with a budget similar to 2019. Additionally, Social platforms, specifically Facebook, increased website traffic by more than 142% in the month of March. These are some key points to keep in mind when figuring out how to make sure your message is reaching your audience.

The next few months will be interesting as to how businesses will change and adapt and the economy begins to reopen. However, no matter the circumstance, local banking will continue to have an important role in helping communities and local businesses grow.

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Kim Odom joined True Media in 2005. She serves as Associate Media Director overseeing strategy and account management on a variety of accounts. Kim has over 25 years’ experience ranging from traditional media buying to account planning. 

How are you doing? I hear this on every call, every meeting lately, more than I ever have before: “how are you doing?”  It’s the acknowledgement of the times, and the very human moment in all of us as we take a moment to consider how our partners — our teams — are doing.  And, I feel that brands who will come out shining through this are the ones asking these key questions to their customers: “How are you doing? How can we help?”  As people focused on how to communicate with our client’s customers, now is a great time for us to be providing guidance on this; being the voice of the audience’s needs and how best to deliver messages during this time.   

The advice that we give should apply just as much to our B2Bs as it does to our B2Cs.  And so, my recent focus has been on my favorite B2B category: Agriculture. We reach a lot of Farmers on behalf of our Ag industry clients, and I have been keeping tabs on how things are unfolding in this industry, to get to the heart of how Farmers are doing.  

Small businesses across North America are shuttering doors, deemed non-essential in the face of social distancing. Farming operations are very much small businesses, but they do in fact supply a very essential service, one necessary for sustaining life.  Long story short, the show must go on. Acres must be planted, animals must be fed, and food must be produced and supplied in order to keep grocery store shelves full. Of course, there is disruption, and of course, there are concerns and uncertainty, farming is a volatile enough business in normal times. So, farmers, how are you doing?  

According to a recent survey conducted by Farm Journal Media on AgWeb.com, Farmers’ & Ranchers’ top concerns are commodity prices, financial outlook, and the health of their family & labor force.  On a recent Farm Country Update, also produced by Farm Journal Media, a panel of farmers and producers from all over the U.S., including this year’s Top Producer from southeastern Saskatchewan, supported this claim.

• Commodity Prices – farmers are always concerned about this, but they are very much watching how COVID-19 affects them.  Prices haven’t been that great, but seem to be, in some cases, ticking back up.  

• Financial Outlook – net farm income has been trending back upward, but 50% of farms are not earning positive returns from farming activities, and some are well above acceptable debt-to-credit ratios (USDA).  Silver linings: low-interest rates (will allow for lower financing and refinancing costs), increasing land values (more collateral) and low fuel costs (decreases inputs).

• Health of Family & Labor Force – Labor is a key issue in many different dimensions.  They need a healthy labor force that shows up to work and they need to manage the stress and anxiety of those that show up to work. They need staff to increase responsibilities, providing extra sanitation precautions.  And, they need labor to not be an issue at the processing level so that they have a place to send the food they produce.

So, how can we help?

Although in rural communities, Farmers still feel the effects of social distancing.  They can’t go to their favorite coffee shops. Their face-to-face contact with trusted Ag advisors, which is valued very much, is limited.  They are relying a lot on digital communications and teleconferencing, as one Texas farmer noted “We’ve been using a lot of Zoom lately.” Digital and mobile channels win the day, but in using those, brevity with a personal, human element is very much needed.

Farmers still need support and education.  This also relies heavily on digital channels at present.  Webinars, tutorials, and training videos are great resources to leverage right now.  If they exist, promote them. If you can, build them.  

Farmers need game plans, emphasis on the plural.  They need ideas on how to plan, how to pivot, how to protect themselves and how to recognize opportunities in this crisis.  Some members of the Farmer Panel stated that at this time because of “cheap money,” they may be considering investing some capital into their operations to improve efficiency.  Messaging with distinct proof points on ROI could appeal to this mindset.

Farmers are employers, they rely on laborers and staff to run the operations.  Many farmers on the panel stated concern about managing the stress and anxiety of their staff.  Guidance in this area would help them help their workers. Included in that is appreciation. The panelists mentioned having lunch brought in for their staff, buying gift cards, were ways that they care for and appreciate their staff.

So Farmers are still doing what they do best, and they love what they do.  It’s funny that in such an industry where control is a fallacy, that these men and women seem to be eternal optimists. Brands that can recognize how Farmers are feeling, reinforce recognition of what they do to the masses, and find ways to help them through this, will be the ones remembered.  And you might ask, what do Farmers miss the most? One Pennsylvania Hog Producer stated “having my breakfast at a local restaurant every morning, it’s a big part of my daily routine.”  It seems that we all just want to go out and get a cup of coffee.

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Lesley Landry heads up the True Media Ag Vertical. She is a dedicated media professional with two decades of experience crafting media strategies, as well as stewarding efficient placement of paid media schedules. Lesley possesses a wealth of media knowledge that is supported by general marketing experience and understands how to reach target audiences effectively across channels. Focused on measurable success, she is always seeking to improve upon previous successes. Much of her career has been focused in the Ag industry.  She has worked with a variety of accounts in the seed, crop protection, finance, equipment and animal health categories in North America.

There has been a considerable shift in consumer behavior over the last four weeks driven by the current realities of work, play, freedom of movement, health and wealth. 

The key question that is on everyone’s mind is once we start to return to “normal”, which habits will persist, what changes were only temporary and will revert to pre-pandemic, and which trends that were already emerging will be accelerated. 

There are few people who doubt that daytime TV and news audiences will return to pre-pandemic levels as we return to work, school and play. As we start to make up for lost time, OOH will see a surge and radio consumption will shift back to in-vehicle listening. However, there are key shifts/increases in consumption we have seen over the last few weeks that we believe will stick, or have an impact on the landscape moving forward. 

While it’s still speculative and early in the curve, we will make some media consumption predictions with focus this week on Millennials. This group is tech-savvy and has the greatest financial power to allow them to engage with a wider range of technology (i.e. smart TV streaming devices, games consoles, smart speakers, smartwatches, tablets). 

Within the current pandemic state, Millennials have substantially increased their consumption of video content to pass time and keep up to date on news. There have been gains across linear TV, online streaming and VOD. While there have been gains in linear TV viewing, we don’t expect this to stick. These audiences are tech adapters and expect to watch what they want, when they want on the devices they choose.

While new programming may have been discovered through linear TV, we anticipate they will track down any shows of interest and revert back to their primary consumption sources: VOD and online streaming. We anticipate continued accelerated growth in consumption for the two. This has created a bigger, and now national, opportunity for advertisers. 

The video landscape continues to change with emerging platforms such as Quibi, which recently launched on April 6th. It is a mobile app platform with episodes of 10 minutes or less featuring big celebrities and content creators. It was built for the millennial audience who are already comfortable with short-form “quick bites” storytelling and streaming from their mobile. With 1.7MM downloads so far in North America, we expect this platform to see continued growth and contribute to increased consuption of video among the millennial audience – especially if they are planning to stock up on original programming and allow option to watch on TV screens (less limiting when watching for longer periods of time). We anticipate Quibi to make waves in Canada with Canadian-specific content and representation from Bell Media.

Video conferencing is now the new normal. Houseparty significantly outpaced the others in the first week of March with its growth in global downloads. This app launched in 2016, but didn’t gain mass popularity across North America until the pandemic. It has been a key platform, especially for Millennials, to socialize with friends while staying at home. This app may have solved a basic human need for the interim, but we expect a drop off in usage as it is replaced by in-person socialization. 

Besides Online Video, another impact of social distancing is finding new ways to communicate and engage with friends and family. This has had a large impact on consumption and usage of social media, with increases across the board. For instance, 41% of TikTok’s user base was GenZ across 2019 (GlobalWebIndex), but there has been a surge in downloads (+18% in downloads March 16th to 22nd) and uptake in usage with the millennial audience. Though we expect TikTok to stay as part of their “social tool belt,” time spent and login frequency will likely decrease post pandemic. Nonetheless, it definitely remains one to watch moving forward.

Another key space benefitting from Millennials is eComm. This group leads the pack across all categories, especially for essentials. Food/grocery products, household essentials and personal care products are at the top of that list. We predict that eComm will be preferred over brick-and-mortar even post-pandemic due to safety and convenience, and that purchases will more likely be thoroughly researched and planned out in advance. Discretionary purchasing will be deprioritized. 

Final Thoughts

While it is hard to deny that things have changed dramatically, we believe that many behaviours will fairly quickly revert back to pre-pandemic times. Brand discovery and new habits may happen, but how “sticky” they are post-pandemic will be based on that relationship during this crisis. There are opportunities to pivot and capitalize on enduring and accelerated changes in consumer behavior, media consumption and pricing. 

Video is becoming an increasingly popular and important channel within the media mix, which are supported with the strong gains in the past month. With our anticipation of this holding strong, explore how you can use video from both an organic and paid perspective. Investigate those platforms that are seeing acceleration across adaptation and determine if they are something worth investing in, and potentially being first to market.

The COVID-19 pandemic continues to impact consumer behaviour and thus, the media landscape. Many categories that are directly restricted by COVID-19, such as airlines, tourism and retail, are shifting or halting their advertising. Other categories continue to advertise while making changes to their messaging, ensuring it is both relevant and sensitive to the current environment (e.g. QSR focus on pick up, contactless delivery and retailers pivot to e-commerce ordering). 

Media owners have been responding in a very positive and flexible manner, despite taking a substantial hit on short term revenue. This is especially true for sports broadcasters, cinema, outdoor and transit media partners. 

We have also seen a number of gestures across the media industry that bring some positivity to this challenging time. We want to provide a “shout-out” to some of the Canadian media suppliers that have some fantastic initiatives: 

•  Corus is providing free-view for all Canadians across their full stable of specialty channels 
• Outfront Media launches the “We Get You Kids At Home” initiative, giving kids at home the chance to design their very own billboard; an uplifting move to provide an outlet for their art and positive emotional messages.

Television Viewing Already Showing Exponential Increases 

As expected, upon wide adoption of social-distancing measures, preliminary analysis shows that TV audiences have increased:

•  Total TV viewing levels are up 13%-15% vs. the 6 weeks prior. Average Minute Audiences are up 5% over the week of March 9 and 6% over March 2nd; no small feat, as there have been virtually no live sports since March 11.
•  Not surprisingly, news viewership is increasing: 
  • Audiences for Global National News are up 58% vs. 6 weeks prior, and Global News Hour/News @ 6 is up 53% vs. 6 weeks prior. 
  • CP24 had its most-watched day on March 16th, since at least a decade ago in 2010. 
  • Local News has also seen increases across the board as Canadians seek to understand the impact of COVID-19 in their communities. 
  • Given the economic implications, BNN Bloomberg has seen a surge in viewership by upwards of 80% overall. 
  • Viewing to Specialty News Networks has seen substantial increases, with viewing up over 100%. 
• Kid/Family channels are also seeing a substantial increase since kids have remained at home. Week over week, YTV was up 138%, Treehouse +26%, Family +80%, Teletoon +35%, Cartoon +17%. 
• People are looking for an escape. Nat Geo, Nat Geo Wild, and Love Nature are up 30%, 30%, and 276% respectively since the previous week. FX and FXX have increased 41% and 64% respectively, which includes a lot of comedies (Brooklyn Nine Nine, Sunny in Philadelphia, movies)
• According to connected TV providers (note: data is US-based), streaming viewing time is up +46%, and time spent viewing overall is up +17% compared to Super Bowl weekend 

We believe that once news fatigue sets in, viewership will likely rise across multiple programs. 

Impact on Digital Audiences 

With nation-wide social distancing, we expect to see increased usage on digital platforms that allow us to connect with others (social media, messenger/video apps), gather information (news sites, searches), pass the time (gaming, music streaming, online shopping, online video consumption) and get the essentials (major retail sites). 

Various digital suppliers have taken action: 

• News sites such as Globe & Mail have removed paywall barriers to access content (live video, articles) related to COVID. 
• Social platforms are making efforts (and working closely together) to combat fraudulent information and act as a reliable resource by elevating authoritative COVID-19 content and updates. Many offer a COVID-19 specific section to their tool. 

What we’ve seen in Digital so far: 

• Recent comScore data (US-based, but relevant) illustrates substantial increases to news and government website visitation. This trend also extended into retail and e-commerce, with the top retailers (Walmart, Amazon) having experienced the highest week of unique visitors in 2020 on March 9-15.
• Music streaming consumption in the home (desktop/TVs/smart speakers) has begun to grow, while in-car consumption has seen a decline. When it comes to podcasts, users are focusing on self improvement (wellness, meditation) and entertainment content (comedy). 
• The pause on live sports has opened the door to unconventional forms of programming. Globally, the audience at Twitch, which lets viewers see gamers compete via livestreams, has increased 10% in the past few days. Youtube Gaming is also up by 15%. 
• With COVID-19 greatly impacting work and the economy, LinkedIn’s audience is posting more often which is leading to increased feed sessions. “Remote working” searches on LinkedIn Learning have tripled since January as employees and managers look for advice.

Impact on Out-of-Home 

Concrete audience data on out-of-home media exposure is not yet available. However, with the vast majority of Canadians practicing social distancing, which includes working from home and drastically reduced time spent outside of the home, the exposure to outdoor and transit advertising is a fraction of what it would be under normal circumstances. 

We will continue to monitor and report on the changing media landscape, consumer behaviour and sentiment to help us navigate successfully and with empathy and purpose through these unprecedented times.

The importance of Black Friday and Cyber Monday isn’t new information to any retailers. But the question is — how does your company stand out in the crowd during the craziest shopping days all year? 

Offering free shipping is a crucial tactic to turn your audience from viewers to consumers. The percentage of US eCommerce transactions that included free shipping on November 25 rose from 72% in 2015 to 87% in 2018. Consumers love convenience, even more so when it is cost-effective. Most consumers have come to expect free shipping when shopping on Black Friday or Cyber Monda and when it isn’t available will quickly abandon their cart and turn to a competitor that does offer free shipping. 

Etsy has recently joined the growing number of retailers offering free shipping during high traffic periods. Etsy is the go-to online store for personalized gifts, and their policy change really emphasizes the fact that not meeting the consumer’s standard of free shipping means a lot of lost sales. Along with the new policy, Etsy launched its first-ever TV campaign for Black Friday and Cyber Monday to promote the unique items they offer along with their new policy for free shipping. 

Unfortunately, some companies do not have the ability to offer free shipping. For these retailers, the best way to combat potential lost sales is to offer their customers Buy Online, Pick-Up in Store (BOPIS). This method provides a win-win for both consumers and retailers as the customer doesn’t have to pay for shipping and the retailer doesn’t have to eat the cost of shipping a product for free. 

Let us know in the comments: Is your company planning to offer free shipping this Black Friday or Cyber Monday?

Recently, I was fortunate enough to spend the morning in Washington DC at an event discussing the upcoming Farm Bill. The headlining speakers for this discussion were Agriculture Committee Chairman Mike Conaway (R-TX) and Senator Joni Ernst (R-IA).  In addition, House Agricultural Committee Members Rodney Davis (R-IL), Vicky Hartzler (R-MO), and Ted Yoho (R-FL) participated in a panel discussion on the proposed legislation’s issues and policies. 

All of the speakers expected this legislation to go to vote sometime after the spring break, so in April start watching for trending policy discussions around Supplemental Nutrition Program (SNAP), crop insurance, conservation, effects of trade and tariffs on commodities, agriculture research and rural broadband expansion.  For those wondering the scope of a Farm Bill, below is a projection chart for how the 2014 Farm Act was apportioned.

Agriculture is one of True Media’s strongest industries. It is our commitment to our agriculture partners and clients to be an active contributor in the progress of advertising in this segment. With agriculture partners reaching both local and global markets, True Media continues to invest in the growth of our team leaders with activism at events like this one at Beyond the Beltway on Capitol Hill.