IP Targeting: Political
A group of 19 different politicians, in a single state primary election, had never been exposed to IP targeting, but wanted to have better segmentation and targeting capabilities than those offered by TV and radio.
With so many options available, they agreed that the digital platform they chose needed to be accurate, provide measurable results, and “break through the clutter.” Everyone knew they needed to do something disruptive to their competition in order to win.
THE EL TORO SOLUTION
El Toro mapped voters’ home addresses to their IP addresses, enabling the candidates’ messaging to reach the voters with banner and video advertisements on the websites they were visiting leading up to the election. El Toro also segmented imaging and messaging of ads to better resonate with the different audiences. This approach led to overwhelming positive results.
17 of the 19 RACES RESULTED IN WINS, EQUATING TO AN 89% SUCCESS RATE
49.6% INDIVIDUAL VOTER TURNOUT AMONG THOSE WHO WERE TARGETED
+37.2% HIGHER RATE OF TURNOUT THAN THOSE NOT TARGETED
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