The AI media tools that DPR&Co employs enable us to target your audience more precisely every day. Likewise, the media platforms themselves are rapidly adopting AI, transforming their offerings.
1. Discovering audiences with AI
Until recently, we were only able to get a sense of a user’s interest at the retargeting phase (once they’ve clicked on one of our ads). With the AI tools we now use, we have much more information, earlier.
We can now observe the behaviours of people throughout their online journey. We can then serve them, for instance, a display ad based on their online behaviours. With these tools, we can uncover audiences much earlier in the funnel, based on various online behaviours, such as:
- people researching Cat excavators
- users comparing finance options
- operators showing early signals of fleet upgrades
2. Improving the quality of leads with AI
The platforms (Google, Meta, LinkedIn) now use machine learning to evaluate the propensity of users to convert, and their potential to be high-quality leads.
We can also place the Cat brand in front of users who have shown ‘lookalike’ qualities; in other words, they behave in similar ways to other users who have engaged with us and/or converted.
The progress of AI in the media space is incredible. Every week, we’re improving our ability to target the people who are ready to act.
Stay tuned for the next Shoutout update!