This Technology will Revolutionize Digital Marketing
Online advertising is growing, and it doesn’t show any signs of slowing down. According to a report from eMarketer, online ad spending topped $100 billion for the first time in 2012 and growth will remain high through 2015. What is perhaps more interesting are the changes in the ways ads reach us.
IP audience targeting is an advertising practice that uses a computer’s IP address to deliver targeted ads to users of that network. Your IP address is tied to your physical address so they can help advertisers send you targeted advertisements based on the publicly-available data available for your physical address.
In a nutshell, if you provide us a list of addresses, we can place internet advertisements on the computers at those physical addresses based solely on a mailing address.
IP audience targeting basics
IP audience targeting starts by segmenting every IP address in the U.S. into its basic user type: home, business, government, education, or wireless. There are more than 1.5 million identifiable home zones and approximately 5 million business zones in the U.S. Each home zone is approximately 77 times more precise than a zip code, with an average of 145 people in each zone.
Using publically available offline data and genetic-modeling technology to map IP address ranges to real-world addresses makes it possible to segment any IP audience zone into geo-demographic clusters, which can be appended with more than 750 distinct variables for each household. These publically available data variables include affluence, social status, life stage, political affiliation, interests, auto and home ownership, as well as propensities to acquire hundreds of products and services.
Business zones can be targeted by variables including business type, revenue, number of employees, location, and SIC and NAISC codes, so that the B2B marketer can target by industry. Appropriate IP audience zones can then be isolated online as IP ranges and then targeted as part of a standard online display campaign.
Robust predictive models that run analogous to offline direct mail strategies can now be a regular part of online campaign planning and execution.
The idea falls under the greater concept of geo targeting. In essence, geo targeting is just what it sounds like, targeting someone or something based on geographic location. IP audience targeting is not a new concept, but it was typically used to target a region, or a cluster of homes in an area. Mosaic’s ability to target down to such granular level is novel in that is gives advertisers the ability to target specific familial and socio-economic demographics.
The is the latest internet technology to help you grow your business. Call us today, you will be glad you did: 203-483-4598 ext 306 ask for David