Property Taxes: IP Targeting & OTT

The Background

One of the largest counties by population in the state of Michigan was facing a serious problem with foreclosed houses and unpaid property taxes. The county had rolled out a property tax payment program, but residents were not utilizing it.

The Challenge

The county brought in El Toro to assist in spreading their message. The county needed a way to reach the exact households which had unpaid taxes or were facing foreclosure. The county had an existing list of addresses, but no way of reaching them digitally. That is were El Toro and our IP Targeting stepped in.

The El Toro Solution

Leveraging our IP Targeting technology, the county was able to reach the exact households they needed and El Toro was able to map over 11,000 homes to IP addresses for targeting. With a combination of banner and OTT advertisements over the course of 90 days, the county was able to recoup over $4.5M in unpaid property taxes from 3700 converted households.

The Result

$14 Cost Per Acquisition

35% Conversion Rate

$4.7M Generated Revenue