Digital New Movers®

Advertise to People As They Move

Every month, roughly 1.8 million Americans move to a new home, and in the 30 days around their move they spend on average $8,700 per household on move-related goods and services. Collectively that’s an over $200 billion annual market of “new movers” in the U.S., a lucrative audience for businesses if you can reach them at the right moment. Digital New Movers® by El Toro is a revolutionary advertising solution that makes this possible. It allows marketers to target individuals who are in the process of moving or have just moved with digital ads, precisely when their propensity to purchase new products and services is at its peak. In short, Digital New Movers lets you to target people through every stage of the moving lifecycle and put your brand in front of them when they’re primed to spend.

What Is Digital New Movers?

Digital New Movers is a unique, cookie-free IP targeting product that gives brands and agencies the power to advertise to people as they move, something that was nearly impossible with traditional digital marketing.

Reaching New Movers with Digital Precision

Until now, the only reliable ways to reach new movers were offline channels like direct mail, email, or phone. El Toro’s Digital New Movers is the first-of-its-kind tool enabling advertisers to target this audience online through programmatic ads. By pairing physical addresses with IP addresses (using El Toro’s patented one-to-one targeting technology), Digital New Movers opens up “a whole new advertising universe” for reaching consumers during a move. Best of all, it’s turn-key and fully programmatic, you don’t need to upload mailing lists or personal data for targeting, since all the mover data and IP matching is built-in and updated automatically.

Turn-Key, Cookie-Free Targeting for Movers

In essence, Digital New Movers identifies households that are moving and delivers your digital ads directly to those households’ devices. This happens without relying on cookies or third-party tracking, which means you can reach your intended audience with great precision even as cookies become less effective. El Toro’s method has an accuracy and quantifiability far beyond typical “spray and pray” digital ads, advertisers know exactly who they are targeting (e.g. a specific list of new mover households) and can later verify results through match-back analysis of which targeted homes became customers. It’s a game-changer for account-based marketing aimed at new residents, giving you confidence that your ads are hitting the right people and addresses, not just random cookies.

How Does Digital New Movers Work?

Digital New Movers tracks the entire moving lifecycle. El Toro continuously aggregates fresh data on individuals at three key stages of a move:

These stages represent ideal moments to reach consumers: for example, Pre-Movers may be preparing to buy new furnishings or services for a future home, while New Movers are immediately setting up utilities, shopping for household needs, and seeking local providers. Digital New Movers allows you to target any or all of these groups so you can engage consumers before, during, or immediately after their move, depending on what fits your campaign.

How El Toro Matches Movers to Their IP Address

Behind the scenes, El Toro partners with offline new-mover data sources (such as real estate listing services, change-of-address records, utility connects, etc.) to know instantly when a person or family becomes a “new mover”. For example, when a home is listed or sold or when a new address gets a utility hookup, that information feeds into El Toro’s system in near-real-time. El Toro then uses its proprietary IP mapping technology to match the physical home address to the household’s IP address (the unique identifier of their internet network). This patented one-to-one mapping is what makes the targeting so precise, it links the offline address to the online digital identity. Once the match is made, your ads are automatically delivered to that household. In practice, this means the designated new movers will start seeing your banner or video ads on the websites they visit as soon as they come online in their new home. You’ve effectively placed a digital ad “on their computer” at their new address, reaching them just like a piece of direct mail but via online ads.

Real-Time Advertising to New Movers

From an advertiser’s perspective, using Digital New Movers is straightforward. You choose the geography you want to target (specific ZIP codes, cities, and/or states) and select which mover stage(s) to include (Pre-movers, In-Escrow, and/or Post-Movers). You then set your campaign parameters (such as the number of ad impressions per month) and upload your creative assets. El Toro’s system immediately goes to work, updating its feeds twice a day and finding new movers in your target area within hours of their information becoming available. As soon as a qualified new mover appears, the platform will start serving your ads to that household within hours, rather than the weeks it might take with traditional methods. This real-time data access is a core advantage, you reach people at the moment of highest intent, beating competitors to the punch. The ad delivery is fully programmatic and continuous, so you can “set it and forget it,” knowing that new targets are added automatically and ads go out the second a new mover is detected.

Digital New Movers® overview video

Check out the short Digital New Movers® overview video below to see how this process comes together and the value it delivers!

Importantly, privacy and compliance are built in. El Toro never sacrifices confidentiality and adheres to all relevant data privacy laws and industry self-regulatory principles. No personal information about the individuals is exposed to the advertiser, you’re simply targeting an address that has been flagged as “moving,” without seeing any individual’s name or sensitive details. This means you can leverage this powerful targeting ethically and lawfully, focusing purely on the timing and location of a move to reach the right audience.

Key Features and Benefits of Digital New Movers

Digital New Movers® offers several standout features that make it a highly effective marketing tool:

Real-Time Data Access

The platform’s data feed is updated continuously (multiple times per day), so you can reach new movers within hours of their information becoming available. There’s no long lag time, unlike traditional new mover lists that might take weeks to compile, El Toro lets you strike while the iron is hot. This real-time access means your ads hit new movers at the peak of their buying intent, not after they’ve already made key purchases.

Full Lifecycle Targeting

Digital New Movers covers every stage of the move, allowing you to target pre-movers, in-transit movers, and post-movers as needed. You can tailor campaigns to each stage, for example, targeting pre-movers with messages about services to consider before they move (like mortgage lenders or moving services), and targeting newly moved folks with offers for setting up their new home (like furniture, local services, etc.).

Programmatic & Automated Deployment

El Toro’s system handles the heavy lifting of ad delivery automatically. The moment a new mover is identified in your target area, the platform deploys your ads to that household without any manual steps. Campaigns run programmatically across a wide range of websites and ad inventory, meaning your banner and video ads will appear wherever your targets happen to browse online. This automation not only saves you time, it ensures no opportunity is missed, your ads will reach each qualified new mover at just the right moment.

Privacy-Compliant and Respectful

Despite its precision, Digital New Movers remains privacy-compliant by design. It uses hashed or anonymized data points and respects all privacy regulations (DAA, CCPA, etc.). New mover targets are reached without using personally identifiable information in the ad delivery. For marketers, this means you can confidently run campaigns that are both effective and ethically sound, adhering to consumer privacy expectations and legal requirements. El Toro’s commitment to privacy and transparency is a key feature, especially in an age of increased scrutiny on data usage.

Hyper-Accurate Targeting (No Cookies Required)

Digital New Movers is built on El Toro’s flagship IP targeting technology, which maps physical addresses to IP addresses with a high degree of accuracy. This means you’re delivering ads on a one-to-one household level, rather than using broad demographics or unreliable cookies. Unlike cookie-based campaigns, which often struggle to pinpoint who is seeing the ad or get blocked by devices, IP targeting guarantees that the specific household you want to reach is the one getting your ad. In an example case, other digital solutions couldn’t reliably reach affluent new movers because they relied on cookies; El Toro’s IP matching solved this by “allowing the client to serve selected new movers with ads on the websites [they] were visiting,” precisely targeting the right households. This precision translates to more efficient ad spend and measurable outcomes (since you can later match back ad exposures to actual customers).

High Conversion Potential

Perhaps the biggest benefit of targeting new movers is the strong response and ROI this audience delivers. New movers have significantly higher buying intent and openness to new brands than the average consumer. In fact, studies show a new mover is 4× more likely to try a new brand compared to a non-mover, and if they try you and like you, they have a 90% likelihood of becoming a repeat customer. That kind of lifetime value impact is huge. Additionally, because movers have so many immediate needs, they tend to spend big, often several times more in the first months than typical consumers spend in years. Capturing a customer during this period can mean not just a one-time sale, but a potentially long-term, loyal relationship. El Toro’s clients have seen impressive conversion results leveraging this fact. These kinds of outcomes, higher conversion rates and tangible sales lift, underscore why targeting movers can be so impactful for your bottom line.

Unlocking the Power of Digital New Movers

How Can You Use Digital New Movers?

One of the great things about Digital New Movers is that so many industries can benefit from it. Virtually any product that a person might need during a move.

Furniture & Home Goods Retailers

New movers often need to furnish or upgrade items for their new homes, from furniture and mattresses to appliances and décor. In fact, furniture and home décor are among the top spending categories for recent movers. By targeting households right as they move in, furniture retailers and home goods stores can showcase their products to an audience actively looking to buy. For example, a family that just bought a new house might be in the market for a couch, a dining set, or a new refrigerator; Digital New Movers lets you put those offers in front of them precisely.

Home Improvement & Hardware Stores

Moving into a new home often goes hand-in-hand with renovation projects or DIY fixes, especially for homeowners who want to customize or improve their space. New movers tend to spend heavily on home improvement needs like repairs, remodeling, and upgrades (roofing, flooring, fixtures, paint, tools, etc.). By using Digital New Movers, home improvement retailers and hardware stores can advertise supplies and services to those currently engaged in home projects. Whether it’s a local hardware store promoting power tools or a national home improvement chain advertising a discount on paint and lumber, you can reach new residents at the exact time.

Always-On” Targeting Window

Traditional search advertising captures intent in a fleeting moment, often only when someone types a query. Intent-To-Home, by contrast, allows you to target intent marketing signals over days or weeks, including future web visits. If a prospect is researching over a period of time, your ads can continue to appear throughout that consideration window, maximizing brand visibility and staying top-of-mind. This extended targeting period increases the chances that when the consumer is ready to make a decision, they’ll remember your brand favorably. It’s like being part of the entire purchase journey, not just a one-time impression.

Telecommunications & Utility Companies

One of the first priorities when moving is setting up essential utilities like internet, cable/satellite TV, electricity, gas, and phone service. Internet and TV providers in particular have a prime opportunity, studies show that internet, cable, and utility services are among the top items new movers are willing to try a new provider for. With Digital New Movers, telecom and utility companies can target individuals who have just moved or are about to move, offering them special promotions to switch or sign up. For instance, an internet service provider can advertise high-speed internet deals to homes the moment they get a new address. The first company to reach them with a compelling offer often wins.

Local Restaurants & Service Businesses

New movers don’t just have product needs, they’re also looking to get acquainted with local services and amenities. This makes them an excellent audience for restaurants, cafés, grocery stores, gyms, salons, and other local businesses. New residents are likely to explore dining options in their new neighborhood and are very open to trying new places. In fact, new movers dine out frequently (often 1–4 times a week as they settle in) and are heavily open to new brands.

Why Use Digital New Movers?

If you’re a marketing or advertising professional (especially at an agency), Digital New Movers® offers a compelling competitive advantage for your campaigns:

Reach an Untapped Audience

New movers are a transient, constantly refreshing audience that many advertisers struggle to reach with traditional digital tools. By the time typical digital campaigns identify someone’s new address, the opportunity may have passed. Digital New Movers lets you tap into this “moving marketplace” early and decisively, ensuring your brand is in front of consumers when they are making major purchasing decisions (furnishings, appliances, services, etc.). Being first to connect means you can capture their loyalty before your competitors do.

Boost Campaign Performance and ROI

The combination of high-intent audience + precise targeting often yields superior campaign results. As noted, new mover campaigns have delivered strong ROI and conversion metrics. Businesses have reported turning new mover leads into real revenue quickly, seeing returns like 6:1 ROAS in just a few months. Moreover, because Digital New Movers is one-to-one addressable, you can measure outcomes directly (using El Toro’s MatchBack Analysis to see which households exposed to ads became customers). This attribution clarity helps prove the value of your ad spend to clients or stakeholders. It’s marketing that confidently moves the needle,and you can show the proof.

Seamless Integration into Marketing Strategies

Digital New Movers can be used as a standalone campaign or alongside other marketing efforts. For agencies, it’s a great addition to your toolkit, you can pitch it to clients as an innovative tactic to boost acquisition in specific markets or verticals. The setup is straightforward and the campaign can run in the background, continually adding new prospects as they emerge. Because it’s sold on a subscription-like basis (e.g. 6 or 12-month campaigns that constantly update the target list), it ensures you never miss a new mover in your chosen area during the campaign period. This “always-on” prospecting can keep a steady flow of new customers.

Unique Solution That Works

Simply put, no other digital ad product directly targets new movers the way El Toro does. El Toro’s Digital New Movers is a proprietary, patented approach that competitors can’t easily replicate. By partnering with El Toro for this solution, agencies can differentiate themselves by offering a truly novel targeting capability to clients. In an era where cookie-based advertising is losing effectiveness and marketers seek more deterministic solutions, Digital New Movers stands out as an innovative, cookieless targeting method that has proven results. It shows your clients that you have cutting-edge tools to reach audiences that were previously unreachable in the digital space.

Privacy and Brand Safety

With increasing concern over ad targeting practices, using a privacy-compliant solution like Digital New Movers also protects your brand. Since it doesn’t rely on invasive tracking or personal data misuse, you avoid many of the pitfalls that come with third-party data targeting. El Toro’s compliance with privacy laws means your campaign is on solid ethical ground. This is a selling point to clients who are wary of data risks, you can deliver precision without creepiness, focusing only on the context (the move) rather than personal profiles.

What are you waiting on? Digital New Movers® empowers you to reach the right people at exactly the right time with incredible accuracy. It leverages the fact that life changes (like moving) drive buying decisions, and gives you a direct channel to insert your brand into that moment. For marketers and agencies, it’s a chance to dramatically improve new customer acquisition and outmaneuver competitors who are still relying on outdated methods to reach movers.

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