Whether the KPI is marketable contacts, sales leads or building awareness, DPR&Co, led by Media Director, Sarah Ponte, is front-and-centre with media strategies, plans and tactics that deliver.
Our media campaigns for bauma
- An important, high-profile event such as bauma required a dynamic approach to media. To meet KPIs, DPR&Co needed to rapidly optimise and shift budgets. Tight collaboration between media and creative teams meant we could make same-day pivots on creative. We also made updates to the media plan in real time. It’s all essential when every day of the campaign counts.
- Daily reporting was crucial to stay on top of changes in media performance. This enabled us to capitalise on underperforming strategies and funnel those funds into higher performing areas. The ultimate objective, of course, was to drive positive ROI. For global events on the other side of the globe, Australia is up before everyone else! This meant that we could make real-time optimisations before each event day at bauma. We could also deliver timely reporting that enabled faster decision-making on the ground.
Key considerations for every media brief
- We tailor our lead generation efforts with localised tactics. These include specific messaging and formats to reflect market maturity and media landscape.
- Cost Per Lead (CPL) – why does it vary? We’ve found that the key factors are seasonality, cost of media by country, the strength of the offer in market, and the competitor landscape.
- Channel selection – don’t forget search. META is our strongest lead driver for high volume lead generation campaigns. Search is also a growing channel, delivering the most efficient CPLs for some campaigns.
- AI-driven audience intelligence within META is enabling us to target precise interest and propensity for users to convert and engage – ultimately leading to more effective and efficient campaigns.
- Performance Max uses AI to optimise performance across all Google inventory. This increases efficiency and likelihood of conversion as it combines real-time intent with interest-based signals to reach potential users at just the right moment.
- Generative Engine Optimisation (GEO) is encroaching on the organic search space and it’s something we’re keeping a close eye. More and more, we know our audience is looking no further than the AI overview at the top of the Google search results page, so web content needs to be optimised for AI understanding.
DPR&Co is an enterprise-approved global media supplier. If you’d like to more about how we work with Caterpillar teams to deliver media services in your region, please get in touch.