Case Studies
IP Targeting: Newspaper Provider
THE BACKGROUND
An Ohio-based digital newspaper provider wanted to aggressively grow its online subscriber base.
THE CHALLENGE
The client was seeking to increase their yearly subscription rates by targeting two audiences: current users whose subscription was about to expire and past users who had not renewed their subscription. They also wanted to serve personalized ads every month based on a user‘s subscription status.
THE EL TORO SOLUTION
Using El Toro’s patented IP Targeting technology and the client’s CRM lists, we were able to match the physical addresses of current and past subscribers to the IP addresses. This allowed us to serve digital banner ads monthly to all household devices of both audiences. The client was thrilled with the increase in subscriptions during the first initiative and has launched two more successful initiatives with El Toro.
THE RESULT
+53.8% Increase in Likelihood to Convert By Including IP Targeting
2.2% Conversion Rate
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