Digital marketing has revolutionized the way that marketers think about “the 4th P” (Place). The market is global now, opening opportunities for businesses to sell across the world, and the technology that facilitates operations within this global market continues to offer marketers ever-increasing levels of precision for targeting their campaigns.
Every computer that is connected to the Internet has an IP address that refers to its location, whether a home or a place of business. IP targeting is a way to deliver online display ads directly to the consumers you choose – no cookie-based tactics required. Every wi-fi network you connect to has an “IP address” assigned to it – a numeric code that helps that network communicate with the Internet. With programmatic IP targeting, you can deliver your online display advertising to all devices connecting to a given network, if you have its IP address.
The most common form of digital advertising retargeting (also called remarketing) is cookie-based. While cookie retargeting is timely, specific, and behavior-based, there are some pretty big drawbacks that can be solved with IP Targeting.
The advantages of pixel-based retargeting are that it is timely (site visitors can be retargeted almost immediately after leaving your site), it is specific to a particular page on your site, and it is behavior-based.
There are some significant downsides, however:
A relatively low volume of people is in the campaign at any given moment since it’s based entirely on how often people visit, view particular pages, and leave your website.
Once the site visitor clears their browser history, the cookies are deleted as are all retargeting efforts on that person.
Cookie-based retargeting is susceptible to non-human bot traffic, such as web crawlers, server farms and click farms, which leads to wasted marketing dollars.
Cookie-based retargeting uses online data while IP Targeting uses offline data, which is verified and drastically reduces the potential of non-human bot traffic. IP Targeting essentially takes the traditional direct mail approach and matches home and business postal addresses to computer/device IP addresses.
It’s no secret that finding your target audience online is easier than ever. With tools like Google Analytics, KissMetrics, Facebook Audience Insights and other data visualization apps, understanding your audience is always just a few clicks away. The important difference with IP address is that it’s tied to location, and more, IP address isn’t a guess or part of a venn diagram: when smart marketers target based on IP address, they are doing so with precise accuracy.
IP addresses can be used to target and change content for customers at a granular level. Imagine if instead of only showing ads to a particular region, city, or state, you could choose to show your digital ads only to people working for a particular company or attending a certain event.
In today’s day and age, marketers have countless tools at their disposal, with seemingly unlimited ways of reaching and/or targeting consumers. Whether it’s display advertising, direct mail, email marketing, social media or any of the other methods, there is no shortage of marketing channels that can be utilized to reach an audience. While each channel offers businesses the means to reach their target markets, each channel can have its limitations too. The technology to meet those limitations is here, with IP targeting.
Many traditional media methods aren’t guaranteed to get a message right in front of the right audience, but with IP address targeting, marketers can ensure that their display ads are reaching specific devices, and connecting them with the people they are most interested in reaching. The best part about IP targeting is that since virtually everyone is online these days and every device that connects to the Internet has an IP address, a marketer’s reach is essentially unlimited. Using this type of marketing gives the business a chance to dive in and reach exactly who it is that they have been trying to find.
With this development in marketing, advertisers can now send customized ads to people in specific locations matching specific demographics. Displaying an ad in this fashion – ultra-targeted to someone who most likely wants to see it, has shown to increase click-throughs by as much as 300%! The ads can also be displayed to businesses, as well. IP targeting allows for both B2B and B2C marketing. Once an IP address is assigned to a person or a business, it almost acts as a tracking number where a business can collect information about them. IP targeting gives marketers an easy and effective way to target people, all while providing them with information that is beneficial to their business.