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 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 bring 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 helps you reach households that are moving and delivers your digital ads directly to the devices associated in those household addresses. This happens without relying on cookies or third-party tracking, which means you can reach your intended audience with precision even as cookies become less effective. El Toro’s approach offers accuracy and quantifiability far beyond typical “spray and pray” digital ads. Campaigns are built from a defined list of new mover households and performance can be analyzed through a matchback analysis of which targeted household addresses converted to customers. The result is greater confidence that your ad spend is reaching relevant households, not wasted on random cookie pools.

How Does Digital New Movers Work?

Digital New Movers covers the entire moving lifecycle. El Toro continuously refreshes household-level data 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 established data sources to identify household addresses that are entering the moving cycle. Address-level signals feed into El Toro’s system continuously.

El Toro then uses its proprietary IP mapping technology to match the physical home address to the household’s associated IP address (the unique identifier of their internet network) with our patented precision. El Toro then delivers your ads to the households.

In practice, this means the designated new movers will start seeing your banner or video ads on the websites they visit when they come online in their new home, 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 once a week and finding new movers in your target area. Once a household enters the moving cycle, El Toro’s platform will start serving your ads to that household within hours, rather than the weeks it might take with traditional methods. This continuous data and advertising cyle 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 start receiving ads without delay

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 households within hours of an address being added to the new mover cycle. 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. Our continuous data and advertising cycle 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.

Data Privacy

Digital New Movers is designed to be less invasive than conventional audience targeting. Most digital targeting relies on behavioral profiles assembled from cookies — tracking and following individuals around the web. El Toro’s approach starts and ends with something much simpler: a household address and a signal that a move is underway. El Toro provides a method for Consumer to opt-out at any time. Importantly, El Toro builds and activates the new mover audience in-house. Our customers do not receive the targeting list during the campaign. This means you reach households flagged as new movers without having to ingest names, addresses, or other information about the new mover households. For marketers, this means you can confidently run campaigns are effective, while also built for an era of heightened attention to how consumer data is used and shared.

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 focuses your ad delivery on the households you want to reach rather than approximations of them. In an example case, other digital solutions couldn’t reliably reach affluent new movers because the solutions relied on cookies. El Toro’s IP matching solved this by allowing the client to serve active new movers with ads on the websites the households were visiting via their IP, precisely targeting the right households. This precision translates to more efficient ad spend and measurable outcomes utilizing our unique matchback analysis.

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.

“Continuous Coverage” Targeting Window

Traditional search advertising captures intent in a fleeting moment, often only when someone types a query. New Movers, by contrast, allows you to target advertsing through El Toro using intent marketing signals over days or weeks. If a prospect is is in the moving cycle, 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 your brand stays in front of new movers in your chosen area during the campaign period. This “continuous coverage” 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.

Brand Safety is Key

With increasing concern over ad targeting practices, how you reach your audience reflects on your brand. El Toro prioritizes Data Privacy and Security and understands the challenges our customers face in balancing privacy with the goal of reaching their target audience. Digital New Movers minimizes or eliminates the need to share data and can deliver precision without invasive tracking, focusing only on the context (households in the moving cycle) 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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