In an era where consumers expect personalized experiences, the traditional spray-and-pray approach in digital advertising no longer cuts it. Enter IP+ Targeting—a cutting-edge strategy that pinpoints and engages specific households, offices, or campuses using their IP addresses, layered with additional data to refine targeting even further.
What Is IP+ Targeting?
IP+ Targeting uses a combination of IP address recognition and enhanced data layers (demographic, behavioral, geographic) to deliver ads directly to internet-connected devices within defined locations—without the need for cookies.
Unlike geo-fencing or GPS-based advertising, IP+ Targeting leverages verified offline data like home addresses and matches them to IP addresses through a proprietary reverse append process. This allows for extremely precise ad delivery to households or buildings.
Learn more via El Toro’s explanation: https://www.eltoro.com/ip-targeting
Why It Matters: Key Benefits
- Privacy-Safe Precision: No cookies, no tracking scripts—IP+ Targeting is GDPR and CCPA compliant.
- Hyper-Local Accuracy: Reach an apartment complex, business park, or even a single home.
- Offline-to-Online Match: Perfect for direct mail follow-up campaigns or political canvassing.
Stat: According to a report by El Toro, IP+ Targeting campaigns see an average lift of 30-60% in conversion rates compared to traditional display ads.
College Enrollment Campaign
A Midwestern university aimed to increase fall semester enrollment. They partnered with an agency utilizing IP+ Targeting to serve program-specific banner ads to households identified from a purchased list of likely college-bound students.
- Audience: High school seniors within 250 miles
- Tactic: Served ads to IP-mapped home addresses of students on their list
- Result: 23% increase in campus visits and 16% rise in applications within 60 days
Case Study
Where It Shines:
- Political Campaigns: Serve messages to specific voter addresses.
- Maintenance and Repair: Target households with specific homeowner demographics.
- Healthcare Providers: Target households with contextual health-related messaging.
- Auto Dealerships: Promote to homes likely due for a vehicle upgrade based on data.
- Real Estate: Reach people in specific neighborhoods with listings.
Read more case studies at El Toro
Key Takeaways
IP+ Targeting is the answer for marketers seeking compliance, control, and conversion—all while reducing waste. For advertising agencies, it’s a premium solution that delivers measurable ROI and a unique selling proposition to clients looking for next-gen ad strategies.
Want to explore how IP+ Targeting could elevate your next campaign? Let’s talk strategy and how we can get started.