Household IP Targeting

What Are Top Digital Advertising Industries for 2019?

As 2019 approaches, it’s imperative that we understand what’s working and continue to add fuel to the fire. Following up to our last blog about preparing for next year, we wanted to share with you some of the top industries spending money in Digital Marketing.

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Breweries. Breweries are popping up all over the country. Their individual spin on some classic bar food and their craft beer make them a winner when choosing where to dine or go for happy hour. But, how do they continue to grow? Some of it comes down to how they market.

A couple of products that we have seen work well for breweries are Behavioral, Keyword, and Native (Keyword) Ads. Some of the behaviors used are bars, restaurants, nightlife, and food. Finding people that are showing these behaviors online can be great potential brewery patrons. Some of the keywords used are beer lovers, beer, craft beer and many others related to the industry. Having the ability to show their ads on websites where their keywords appear, whether the ads are display ads or Native Ads, gives them the ability to have their name in front of someone interested in beer, or craft beer, for example. 

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Another hot industry that continues to see the benefits of Digital Marketing are Colleges and Universities. These schools, in most cases, have large budgets set aside for digital specific strategies. One of the top products used by this type of advertiser is our Mobile Conquesting product. With soon- to-be-college students, a great way to target them is on their mobile device. Almost everyone has a smart phone these days so being able to serve ads on websites and apps that they use while on their smart phone, is brilliant. Also, with the ability to geo-fence high schools, job fairs, other schools’ admissions offices and more, they can zero in on their target market while they are looking for more information about extending their education.

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Banks and Credit Unions. While they hold onto our money for us, they also spend theirs on Digital Marketing. Facebook and Instagram are very successful strategies for this industry. One of their best plays within Facebook and Instagram is utilizing the Custom Audience Targeting. Through this method, banks and credit unions are able to take their current client/member lists (emails, phone numbers, or even names and zip codes) and find their members on Social Media. Once we do that, we can target those members with specific messaging about other services that they offer. Living in a world where a lot of people do online banking, this strategy lets them inform their current clients about additional services like mortgages, personal loans, auto loans, and more. This is a great way to focus on increasing the value to your current customers before they go out and get new customers.

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HVAC Companies. These companies are continuing to increase their spend on digital. One of the methods used by this industry is Household IP Targeting. What several of them are doing is using their own database of previous customers. Since it’s a service that they offer, they have the names and addresses of their previous customers. We take that list, and through proprietary software, match that list of names and street addresses to their IP (internet protocol) address (or internet address). Then, we can show the HVAC company ads to only their previous customers in hopes of getting them to become customers once again. This is a great tool they have been able to utilize and fill open appointments for quotes and service calls.

Truth of the matter is that there are many industries spending a lot of money in Digital Advertising. Here are just a few more:
– Automotive
– Concerts and Events
– Law Firms
– Marijuana Dispensaries
– Medical (doctors, dentists, etc)
– Political (think local races)
– Recruitment (HR departments have budgets too)

How does Geo-Framing technology work?

Geo-Framing technology allow us to go back in time to previous events where we have captured people’s mobile Unique Device ID’s, map those Unique Device ID’s to their homes, and show those people ads now, across all devices.  It combines the best of aspects of Geo-Fencing and Household IP Targeting.

How does it work?

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If the event you are interested in targeting has already happened, but you still want to target those people, Geo-Framing comes to the rescue! As long as it is an event where Unique Device ID’s have been captured, it can be an event that happened up to 6 months ago! All you have to do is tell us the address where the event took place and the dates. We then let you know how many matches we have, and you can begin targeting those people.

How might a business use this type of technology? Maybe you want to target people who attended a home show, a sporting event, a fair, a concert, a convention – all of which took place months ago – no problem! Or maybe you want to target people who went to a shopping center on Black Friday and show them your ad – no problem!

How can we go back in time to target people from an event that already happened? We go through a four-step process to do Geo-Framing:

Who = Capturing unique device IDs. 

Where = Geographical coordinates (latitude & longitude) of that device.

When = A time stamp of when that device ID was captured.

Verify = Once verified and mapped to the household, your ad is shown on all devices – not just the mobile phone!

This is different from the other “geo” products so let’s review:

Geo-Fencing: Drawing a virtual fence around an area or location and showing your ad, to people inside that “fence.”

Geo-Retargeting:  Following people AFTER they leave the geo-fenced location and continuing to show them your ads.

Geo-Retargeting Lookalike:  Following people AFTER they leave the geo-fenced location and continuing to show them your ads as well as showing their neighbors your ads.

Geo-Framing:  To go back in time to previous events where we have captured people’s mobile Unique Device ID’s, map those Unique Device ID’s to their homes, and show those people ads now through the Household IP technology on all devices.

How often do IP addresses change?

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Household IP targeting is the perfect product to use when you need to target one-on-one to specific households and reach a very niche audience. This product works through a patented technology of matching IP addresses to a database of names and physical street addresses and displaying your display or video ads only to those households (or businesses). It works without cookies and cannot be deleted or blocked. We are able to stay connected to every household, every time they go online with extraordinarily relevant online ads.

One of the more common questions we get about Household IP targeting is “How often do IP addresses change?”

Research has found that many households that have dynamic IP addresses (meaning the IP address is randomly assigned and can change) actually have held the same IP address for multiple years.  We have found that the average household targeted by one of our IP Targeting campaigns has had the same IP address for nine months.

Even though an IP address is “dynamic” misinformed folks tend to take that as meaning your Internet Service Provider (ISP) is constantly issuing a new IP address to your house every time you go on line. This was the case when we were on dial up systems in the mid 90s that required a unique connection between the ISP and modem, and where an IP address from their available pool was provisioned as needed then removed upon disconnecting from the internet.

Today we have more constant connectivity to the internet. Most users do not disconnect their modems when not home or not in use. This change in use over the years has led to ISPs needing to keep a more consistent and live connection with a household modem.

Every 14 days there is a DHCP lease renewal that takes place that acts kind of like a handshake between the ISP and a household modem. If the connection is still valid the ISP will move on and not disrupt service via provisioning a new IP address. There are multiple reasons they do not issue a new IP every time this lease renewal takes place:

  • The removal and re-provisioning of an IP disrupts service to the household.
  • There are hardware and bandwidth costs to execute these processes. Then there are support costs to deal with the lapses in service when this takes place.

The beauty of our Household IP targeting system is that it adapts to the changing IP landscape via the ingestion of first party data (it ingests over 1 million first party records a second). When we have enough evidence indicating an IP address does in fact represent a household address we can move that pairing into our confidence interval that is at least 95% accurate. When an IP to a household changes, we have records indicating this to be the case, we then remove the pairing from our confidence interval until we have enough instances indicating this new IP represents the household.

Another often asked question is “Why can’t we match every household on a list to an IP address?”

Most common reasons include:

  • Some people don’t have in-home internet.
  • Some houses don’t have enough traffic for us to be able to get good data.
  • Some people’s IP addresses have recently changed and we don’t have enough data on the new IP yet.

If you have any questions about Household IP Targeting, let us know!

Is IP Targeted Advertising right for my business?

Maybe…Maybe not.  How do you know?  First let’s start with what IP Targeting is.  Many digital providers say they do IP Targeting but are referring to targeting small groups of IP addresses.  (An IP address, or Internet Protocol Address, is the string of numbers your internet service provider assigns to your internet connection).  That form of IP Targeting is really geo-targeting – targeting an area – like a neighborhood or a street.  What we are talking about when we say IP Targeting is the ability to target specific households by matching the street address of a house (or business) to that house’s internet connection which is why we call it Household IP Targeting.

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So back to the question – how do you know if your business should be using Household IP Targeting?  The first thing to do is decide who is your ideal customer base that you want to target.  Let’s say it is people who own homes worth $150,000+.  For that type of target, you could use a product like Advanced Behavioral Targeting where we can choose behavioral categories based on income, home value, gender, or age.  

Maybe you want to target people who are searching for words related to what you sell.  If that is the case, you could use Keyword Targeting.  Or, perhaps you want to target people who own pets.  That can be done by using an Ad Network of websites targeted to pet owners.  All of those examples are ones where the type of person you want to target is a broad group – that is not when you use Household IP Targeting.

Household IP Targeting is when you need to reach very specific households or businesses.  For example, you want to reach previous or current customers to upsell them, and you have a database of their addresses.  That database can be put through a matching process where we identify the IP addresses of households on that list and then only show your ads to those people.

Another example of when you would use Household IP Targeting might be when you want to buy a list of very specific people to target.  If your business wanted to target people who own a second home and are frequent vacation travelers – well that is VERY specific and would be a list that you would purchase to have matched for Household IP Targeting!

Household IP Targeting: Digital Direct Mail for the Internet

Let’s be honest, how often to you get advertisements through direct mail and how often does that marketing piece end up in the recycling bin?  Here’s how direct mail stacks up:

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Just how much do consumers dislike direct mail?  51% of people have a negative/very negative reaction to receiving an advertising card or flier through direct mail. This is greater than the 44% of people who react negatively to receiving a bill.  People would rather receive a bill than an advertisement!

Instead of sending your marketing to the bin, there is a way to deliver relevant ads to potential consumers down to the household level, called IP Targeting.  IP Targeting uses sophisticated technology to focus internet advertising to households based on their IP addresses.   This will make sure that your ad will reach qualified prospects, as opposed to direct mail, which may never be seen by potential customers.

We can isolate individual households and show your display or video ads JUST to those particular households that you want to reach.  It’s direct mail for the internet!  You have all the benefits of direct mail without the cost of printing and postage. AND unlike direct mail, it’s not a one-time shot.  You can target your potential customer repeatedly and show them your ads.

What is Household IP Targeted Advertising?

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IP Targeting is the process of targeting internet advertising to specific households based on their Internet Protocol address (which is the string of numbers assigned to your internet connection by your Internet Service Provider).  It has the targeting ability of direct mail without the printing costs, mailing costs and negative impact (did you know people would rather get a bill than a direct mail piece?).  And, instead of reaching a household once with a direct mail piece you could target a household 20-50 times in a month!

IP Targeting enables you to target unique users at a specific household or business location.  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.

Our patented IP Targeting works without cookies and unlike cookies, IP addresses cannot be deleted or blocked.  You are able to stay connected to every target every time they go online and visit websites that display ads.  You can target one-to-one down to a specific household or business.  You can deliver extraordinarily relevant online ads only to your target.

Who can you target?
Anyone!   You can use any data list you have or any data list you purchase.  You can target conventions, trade shows, university buildings and dorms, hotels, airports…the list goes on and on.

How is this different than Geo-Targeting?
Geo-targeting uses groups of IP addresses to target an area.  But 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.

Who uses IP Targeting – who does it work for?
IP Targeting works for any business who desires to reach a very specific audience with a relevant message.   Here are a few examples:

Colleges and universities consistently see success using IP Targeting to attract new students.   Schools are able to target homes where college-aged students are living with their parents and target those IP addresses.   Parents typically help the students make a decision about 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 who reside there and are 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 IP Targeting campaign.

IP Targeting – it’s the next generation of direct mail!