How does Household IP Targeting Work?
Unlike most forms of digital advertising, our patented IP Targeting works without cookies and unlike cookies, IP addresses cannot be deleted or blocked. You can stay connected to the household every time someone goes online and visit websites that display ads. You can target one-to-one down to a specific household or business. It works by using a technology of matching IP addresses to a list of names and street addresses and then displaying your digital ad only to those people on websites they visit across the internet. Your ads reach the exact target household so you have zero wasted impressions or budget.
So who can you target?
You can target any demographic using any data list you have or any data list you purchase. With IP targeting you can purchase highly specialized lists to hit the exact target audience who is a good fit for your products and services. You can also target conventions, trade shows, university buildings and dorms…the list goes on and on.
How do I know if I need Household IP targeting?
Are you doing any direct mail? Direct mail is expensive to create and easy to miss. Especially if the person in the household the message was intended for does not actually bring the mail into the house. Is your target audience super niche? With IP targeting you can define your list by age, income, gender, location and more. You can narrow your audience based on large sets of criteria which allows you to target anyone from new homeowners to renters. New parents, high-income households, and countless other demographics.
How is this different from Geo-Targeting:
Geo-targeting uses groups of IP addresses to target an entire area. But Household IP Targeting uses individual IP addresses to target specific households. Think of it as sniper-like advertising reaching an exact target rather than advertising that blankets an area.
What are some examples and who is using it?
Colleges and universities consistently see success using IP Targeting to attract new students. Schools can target homes where college-aged students are living with their parents and target those IP addresses. Parents typically help the students decide what school to attend, and now colleges and universities can reach both the potential students and their parents all at once, dramatically increasing results.
Political candidates can reach specific households through their IP address and deliver their message to voters known to have voted in past elections.
Credit Unions and banks could target a list of people who have equity in their homes or existing customers who have bank accounts but not credit cards through their institution.
Automotive dealers can use their existing customer lists to entice previous customers to return to their dealership and take advantage of their most recent lease programs or perhaps target a list of people that have been to their service department but have not purchased a car from them.
How are results measured?
Monthly reports will measure clicks, impressions, click through rate, conversions, view throughs, top performing creative and in addition, we can do a “match back” report to show you exactly which customers came from your Household IP Targeting campaign.