38 NEBRASKA CATTLEMAN September 2025 PEERS A family owned and operated Commercial Feedlot located in the heart of Nebraska’s Corn Production. OUR ATTENTION TO DETAIL MAXIMIZES YOUR PROFIT POTENTIAL! DFI also offers: Risk Management • Partnership Feeding Multiple Marketing Options Retained Ownership • Feeder Financing Private Consulting Nutritionist Private Consulting Veterinarian Location Close to All Major Packers Permanent Shades in Pens Two Locations: Columbus & Palmer • 13,500 head capacity Mike Drinnin, Owner/Manager • miked@drinninfeedlots.com Office: (402) 564-7409 • sharib@drinninfeedlots.com drinninfeedlots.com Jarad Drinnin - Columbus Cell: (402) 910-6508 Sam Drinnin - Palmer Cell: (402) 910-0233 STREAMING, SEARCHING, CLICKING NEBRASKA BEEF COUNCIL REACHES TODAY’S CONSUMER ADAM WEGNER | DIRECTOR OF MARKETING, NEBRASKA BEEF COUNCIL Igrew up in the ʻ80s and ʻ90s when television advertising was at its peak. There were just a few major networks and with limited media options available, most of our information came from broadcast television, radio or print. You had to plan your day around your favorite TV programs and wait patiently for the grocery ads to arrive in your weekend newspaper. Fast forward to 2025 and things have changed in a big way. Now, folks are watching their favorite shows on demand via internet streaming services, learning how to cook from YouTube and Googling “what to make for dinner” while standing in the grocery store aisle. That’s why the Nebraska Beef Council has leaned into digital media as a major part of how we promote beef to consumers. Over the past several months, we’ve implemented a digital marketing campaign across Nebraska using platforms like YouTube, Connected TV (streaming shows on Smart TVs), Google Search and web display ads. The detailed results show just how effective digital advertising can be. For example, our YouTube campaign has reached more than 1.4 million completed video views so far – people actually watching our beef ads start to finish. And, we’re getting those views for just a penny and a half each. That’s incredibly efficient. The industry standard is around $0.04 per view, so we’re getting double the reach for our investment. That means more eyes, more beef messages and better use of your Beef Checkoff dollars. We also ran ads on streaming TV through popular channels like ESPN, HGTV and Food Network. We even targeted consumers during major sporting events like the college football bowl games, where Nebraska played in the Pinstripe Bowl last December. Our holiday beef messages ran alongside that game and others, targeting thousands of Nebraska football fans. Knowing that consumers are going online for their information, we’ve utilized Google Search ads to place beef recipes and meal ideas right at the top of search results when people enter phrases such as “how to cook a roast” or “easy ground beef recipes.” So far, those efforts have led to more than 2,200 people clicking to get beef recipes from Beef Checkoff websites – all at a cost of just $0.27 per click. We also used display ads – those eye-catching banners you see on sites such as ESPN, CNN, Fox News and Weather.com – to reach consumers while they’re reading the latest headlines. These ads featured Nebraska ranchers and beef recipes, and they’ve brought more than 20,000 people to our websites to learn more about beef. One of the biggest advantages of digital advertising is that it allows us to target densely populated areas of the state. So, while these ads may not be delivered to you out in ranch country, CONTINUED ON PAGE 42
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