IP Targeting – Setting the Right Expectations
May 18, 2016   Karen Bartram

IP Targeting – Setting the Right Expectations

We love IP targeting.  It is a unique marketing channel with a unique reach – plus it is just cool.  But, we think it is important to make IP targeting part of a larger campaign and know how to measure and recognize its contribution. As a concept, IP targeting is pretty simple – we match the postal addresses on a mailing list with the IP addresses of individual homes.  On B2C we usually get about a 50% match rate.  Armed with those IP addresses, we can serve up web display ads.  As your prospects surf common web sites, they start to see your ads.  How cool is that? Just be aware that web display ads are a lot different than direct marketing channels like direct mail or email.  If you measure just the click through rates on your web ads, you are likely to be disappointed.  Web ads are a great place to present your brand and even your offer and plant the seed, as it were, but they are not a very good response channel.  The real measure of how effective your IP targeting campaign is, is how well your other coordinated channels did.  The 50% IP address match rate makes for a natural A/B test – how did your direct mail and/or email without IP matching do versus those that had it? IP targeting is really made for multi-channel direct marketing – you just need to know how – and what – to measure.

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