IP Targeting is the process of sending digital ads to a specific IP address. That IP address will translate to a specific router inside a home or office. Any device connected to that router by a Ethernet cable or WiFi will be served targeted ads. Usually the IP address is used because of wanting to target a home or business at a specific street address. That’s the technology, but does it work?
The simple answer to IP targeting working is, yes, sometimes, maybe. Here’s why.
It’s a Tool
In it’s simplest form, IP targeting does work. You can find the IP address of a router and send digital ads to any device connected to it. However, how the tool is used, the data supplier, and advertising campaign setup will directly affect the quality and performance of the program.
Data Value Means Something
IP targeting, like most digital advertising, is sold based on impressions. Usually you preload a campaign with a set budget that will then translate into the number of ads served. That said, it is important to consider why there may be a large swing in pricing. With IP targeting, it may be the integrity of the data. At a residential level, and even businesses, IP addresses can change every few weeks to every few months based on the service provider. This becomes important when you are matching street addresses to IP numbers. If the data is outdated you have no idea who is getting your advertising. You have lost all control.
Quality Matters
The quality of the ad plays a direct role in the successfulness of the campaign. Artwork needs to be eye-catching and stand out from the area it appears in. The graphics and call to action need to engage your audience. If the campaign does not capture the attention of the target, it doesn’t work. The problem isn’t with the technology, its with the creative. High quality graphic design is key to building trust. If your ad does not convey quality and image to your customer, they will not engage.
Don’t Forget the Craftsman
Just like any tool, the real value is in the craftsman. A sports car is just a car, but it performs best when driven by a professional. Likewise, your advertising campaign will perform best when you rely on the experts. From the start, your campaign needs to be planned out to find your target audience and use both demographic and geographic tools to find the correct addresses. Then, the listing of targets needs to be checked to see if they are valid for using targeting. Once confirmed, the campaign needs to be planned. This includes messaging, artwork, offer or purpose, landing page and fulfillment. Finally, all the pieces have to come together correctly to ensure a successful result.
As you can see, my initial answer of “yes, sometimes, maybe” makes sense. When used correctly, IP targeting is an effective and targeted way of getting your message in front of the right audience. On the other hand, when used incorrectly you can end up with an advertising spend that does not perform as you were hoping.
At Element 502 we have seen IP targeting work time and again. Our staff of strategists and designers know how to use the right message to the right people. What about you? Use the comments below to share your stories, both good and bad, so we can learn together.
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