Eltoro IP Targeting :: Increase Conversions :: Target Houses 1:1 :: Banner Ads/ Video Ads

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Your Exact Online Target Lives Right Here

description

El Toro has proprietary, patent-pending, advanced IP address matching technology that can surgically deliver online display ads and preroll video to a specific home address. In short: It's direct mail - delivered online. No Cookies. Zero Waste. You give us home address to target and we serve ads on every website that person visits. We've taken the direct marketing concept of targeting a home with paper mailers and moved it online targeting these same households with banner ads and video ads.

Transcript of Eltoro IP Targeting :: Increase Conversions :: Target Houses 1:1 :: Banner Ads/ Video Ads

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Your Exact Online Target Lives Right Here

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Reach Your True Target Audience

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Digital Advertising Market

• $116B Market CY2013 and growing 19% Y/Y

• Market is undergoing great change

• Digital is growing, everything else is flat or down

2012 2013 2014 2015

33.7

40.2

48.2

57.6

11 11.5 12 12.6

40.2

46.9

53.6

61.4

Total Display Classified Paid Search

Internet Adspend by Type 2012-2015 (US$bn)

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• Most internet ads don’t work very well.

• Google, Yahoo and Facebook reach is limited to only their audiences

• Cookies are losing efficacy, becoming irrelevant

Problem

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• Advertisers simply don’t know who is seeing their message.

• Ad fraud is increasing rapidly.

• Poor tractability and accountability.

Problem (continued)

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38.5%Human Traffic

61.5%Non-Human Traffic

31%Search engines + Other good bots

5%Scrapers

4.5%Hacking tools

0.5%Spammers

20.5%Other impersonators

2012

2013 38.5% Human

49% Human 51% Bots

61.5% Bots

21%

Non-Human Traffic is Huge

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• Retargeting – Based on a past site visit.

• Behavioral Targeting - Based on something web users have done online.

• Audience Segmentation – Based on demography of the sites people visit.

• Geo-Targeting – Based on zip code demography.

• PPC – Based on search terms.

Other Forms of Targeting

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What is IP Targeting?

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• Patented technology to target ads at a household level based on IP address

• More accurate targeting = less waste and higher ROI

Solution

• Have access to 30-50 billion ad impressions per day from > 1MM sites

• Enhanced privacy for web users over contemporary solutions

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+

Geospatial

DNS

Mapping Data

WWW

Network Topology

Network Point

Connection Speed

Public Records

IP Address

Home Address

How it Works

Our patent-pending process combines more than 30 public data elements to hyper-accurately map an IP address to a home address with >95% accuracy.

=Web Traffic

Better Targeting

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• 50-100X more targeted than television

• 6-60X more effective then other online ads

• CTR is 3.2X Industry Average

• Highly accurate (and unique) ROI analysis using match-back

* Note statistics are based on campaigns that provide a topical targeting list and advertisements with a strong CTA.

How Do We Stack Up?

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Sites We Place Ads On

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Banner Ad

Sample Ads

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Sample Ads

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Match-Back w/ Other Ad Campaigns

Match-Back w/ Direct Mail

Sample Reports

Campaign Mail Qty Banner Ad Mail Qty

Resp Qty

Banner Ad Resp Qty

(exact matches)

Banner Ad Resp Qty

(soft matches)

Total Banner Ad Resp Qty

(exact +soft

matches)

Non-Banner Ad Mail

Qty

Non-Banner Ad Resp

Qty

Banner Ad Resp %

 (exact + soft

matches)

Non-Banner Resp %

Overall Resp %

Total Lift In

Response Rate 

(based on

hard+soft)

# of Impressions Served to

each Record

1 130,390 35,954 57 18 1 19 94,436 39 0.0528% 0.0413%0.0437

%27.96% 10

2 81,787 23,871 28 7 5 12 57,916 21 0.0503% 0.0363%0.0342

%38.64% 10

3 73,386 21,776 59 18 4 22 51,610 41 0.1010% 0.0794%0.0804

%27.17% 5

Total 285,563 81,601 144 43 10 53 203,962 101 0.0650% 0.0495%0.0504

%31.16%  

Control Group Targets Total

7206 3083 10289

Percent 70.04% 29.96% 100.00%

Sales 6 4 10

Match Rate 0.083260% 0.12974% 0.0972%Improvement 55.82%

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Simple 4-Step Match Process

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Keys to a Successful Campaign

1. Use the best list possible.

Current / Past Customers

1. Pre-Qualified Prospects

2. Look-a-Like Modeled.

2. Have ads that resonate with the audience.

3. Special offer / strong call-to-action to get their attention.

4. Test different ad messages to determine which one will get the best response rate.

5. Simple conversion process to sales / sign-up’s.

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Case Study Regional Bank

Response increased by 79% with only a 6% increase in budget when IP Targeting was used in conjunction with a direct mail campaign.

Time on site for IP Targeting visitors was 40% higher and bounce rate was 3.5% lower than the site average. The direct mail side of the campaign generated a response rate of .61% while the IP Targeting campaign generated a 1.09% response rate. An increase overall budget by 5.83% for IP Targeting helped generate a 79% lift in overall campaign effectiveness.

We build a one month IP Targeting Campaign in the South Mississippi, North Mississippi, and Alabama areas targeted to a segment of the bank’s direct mail list. The campaign was centered around new checking or business account acquisitions with a vanity URL created for the campaign and installed with Google Analytics for tracking purposes.

After completing a discovery process with the client, we decided to launch an IP Targeting campaign that would complement a targeted direct mail program.

To position this regional bank as the premier regional banking choice for personal checking options in the Southeast and support efforts in growing the number of new checking accounts.

Free Gift for New Accounts

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Case Study Regional Home Furnishing

Produced 320% ROI and over $30,000 in incremental revenue in 30 days.

Upon completion of the ad serving, El Toro worked with the customer to preform a differential match-back. This process compares the households that we targeted with household that we did not target, allowing us to determine the effectiveness of El Toro’s advertising when other ad campaigns are present. El Toro targeted customers were 14% more likely to purchase and on average spent 4% more on their purchases.

We built a one month IP Targeting Campaign in the to target past customers at one of their retail locations, these customers home addresses were provided from their CRM system. The campaign was centered around providing a time-limited discount (via a printable coupon). El Toro’s Analytics and Google Analytics were used to track campaign performance.

After completing a discovery process with the client, we decided to launch an IP Targeting campaign that would complement other ongoing advertising efforts.

Our client, a regional provider of home furnishings had an extensive list of past purchasers, but lacked a cost effective way to market to them.

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• Used different ads to appeal to Republican primary voters.

• 100K ad impressions delivered over 7 day period.

• Increased name ID 9% based on aggregate results of polling vs control group.

Case Study – State Senate Primary

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Example – Tradeshow Targeting

• Targeted attendees in their hotel rooms and educational sessions

• Targeted 30 hotels with 30,000 impressions over 3 days

• Digital increased sales at the booth 10%, providing a 20X ROI

NADA

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• Used our system to over-target 2 high value areas for 4 campaigns.

• Improved the results of our candidates 17% in the over-targeted areas.

Case Study – Jefferson County Judicial

RD32 2194 1644 1073 747 5658 RD32 1743 1703 1638 762 5846 RD32 919 3705 1045 5669 RD32 1981 1158 2413 5552Percent 0.38777 0.290562 0.189643 0.132025 0.298153 0.29131 0.280192 0.130346 0.16210972 0.653554 0.184336 0.356808 0.208573 0.434618Delta to Control Group -0.07618 0.055117 0.019452 0.001612 -0.10036 0.050945 0.04525 0.004163 0.02058614 -0.03051 0.009924 0.123703 -0.20555 0.081849Percentage Increase -0.19646 0.189691 0.10257 0.012211 -0.3366 0.174882 0.161497 0.031936 0.12698891 -0.04668 0.053837 0.346692 -0.98551 0.188325

MC9 1903 1248 850 622 4623 MC9 1529 1373 1372 477 4751 MC9 729 3451 566 4746 MC9 671 1334 2610 4615Percent 0.411637 0.269955 0.183863 0.134545 0.321827 0.288992 0.288781 0.1004 0.15360303 0.727139 0.119258 0.145395 0.289057 0.565547Delta to Control Group -0.05231 0.03451 0.013672 0.004131 -0.07668 0.048626 0.05384 -0.02578 0.01207945 0.043074 -0.05515 -0.08771 -0.12507 0.212778Percentage Increase -0.12709 0.127835 0.07436 0.030706 -0.23827 0.168262 0.186438 -0.2568 0.0786407 0.059238 -0.46247 -0.60325 -0.43267 0.376234

Countywide Results 39446 20018 14470 11088 85022 34238 20651 20185 10841 85915 11795 57012 14536 83343 19262 34220 29150 826320.463951 0.235445 0.170191 0.130413 0.39851 0.240365 0.234942 0.126183 0.14152358 0.684065 0.174412 0.233106 0.414125 0.352769

Average Improvement 0.178857

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Sample Campaigns

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Sample Political Ads