Intro to IP Targeting

2. The Evolution of El Toro
DNS
Fraud
Screening
IP Targeting

3. “We view IP addresses differently than most companies.
To El Toro, an IP address is a way to connect businesses and
marketers to their customers and prospects with a new approach
to online advertising. We match physical addresses to IP addresses
with extreme precision with our patented technology.”
This
437 W. Jefferson
Means this
216.135.81.25
At El Toro:
We are the Digital Postman, For an Online World…….

4. Patent Pending Algorithm
Our patent-pending process combines more than 30 public data
elements to hyper-accurately map an IP address to a home address.
+ =
Better targeting

5. Your Exact Online Target Lives
Right Here
Business to People

6. Household Level IP Targeting
95% or greater confidence level on matched IP addresses

7. Match Back Analysis
Client provides sales data based on
campaign ending or buying cycle (last
name, address, and zip)
We cross reference targeted data
set with converted purchases
Then provide a list by name
& address who purchased
Provided lift in response rate against
control group
No other online marketing tool can effectively target,
track, and prove efficacy by name and address
without the use of any tracking pixels

8. Venue Targeting

9. Captive Audience | Venue Targeting
College Campuses
95% Mapped
Affluent Shoppers
Target 100+ HHI with
children
Key Venues
Hotels, Trade
Shows, and
Conventions

10. Great Data = Great Results
Current / Past Customers
Pre-Qualified Prospects
Look-a-Like Modeled.
Ideal Demography
Leverage the Granularity of Known Audience
B2P-Business to People

11. Offline Data = Superior Data
Behaviors, Interests, Memberships
Service Milestones,
Boat Owners, Golfers,
Spiritual, Voters, CEO’s,
Vehicle Type, expiration of
services, warranty, Voters
Age, Gender,
Geography, Job
Title
Income,
Homeowners,
Credit Score,
Equity in Home

12. Case Studies

13. Case Study: Non Profit
The Colon Cancer Prevention Project (CCPP), is an independent 501(c)(3) nonprofit based in
Louisville, KY, dedicated to eliminating preventable colon cancer death and suffering by
increasing screening rates through education, advocacy, and health systems improvement.
The Project's work includes advocating for funds for uninsured and under-insured people to
get screened. Funds raised by CCPP come in the form of individual gifts, corporate
contributions and grants.
The client integrated El Toro’s targeting platform as part of larger outreach campaign that
included direct mail and targeted push advertising to potential donors’ home PCs. Forty-four
percent of the list of likely donors was included in El Toro’s online display campaign and 56%
was not targeted.
95% of funds
raised were from
targeted houses
70% more
donations from
targeted group
200%
improvement
Campaign Highlights

14. Case Study:
Home
Improvement
50
More Conversions
Than control group
Target group of 48,000 addresses received physical mail piece and digital ads
Control group of ~47,000 ONLY received physical mailer
Target determined based on age of home, home ownership, and household income
Over 2 million impressions served
40x per IP address frequency
316 total conversions- 133 from control group and 183 from target group
31%
More likely to purchase
690k
incremental
additional revenue
Campaign Highlights for Target Group
A national brand that primarily works within home
improvement industry came to us and wanted to test the
efficacy of our platform. They consistently ran direct mail and
when they learned how Digital Direct Mail complimented
their direct mail campaign, they were excited to see how it
would increase conversions and revenue. Here are their
results-

15. Case Study: Higher Education
1/2the cost of email
and direct mail
campaigns
35% more likely
to apply after viewing
an ad
Campaign Highlights
14,000 students
targeted
El Toro’s client, a mid-sized for-profit university located in the western United States was looking to increase the
number of applications for undergraduate admission, while reducing cost per applicant.
The client integrated El Toro’s targeting platform as part of larger outreach campaign that included both direct
mail and email.
This combined campaign targeted households of approximately 14,000 likely students who were modeled based
on ACT / SAT score, location and high school graduation date. Students were delivered ads with appropriate
scholarship offers based on their ACT / SAT scores.

16.  Targeted state legislators and fidelity voters in the targeted
legislators district
 Targeted state capital and the legislative offices
 75x per IP address frequency
 336,000 impressions
 30 day campaign
This was David vs. Goliath, with a group
of local entrepreneurs challenging one of
the largest companies in the world…
Having access to a tool like El Toro’s IP
Targeting helped cost effectively level
the playing field.
—KCB’s VP, Phillip Dearner
In early 2015, The KCB was involved in the legislative fight for their lives
against one of the largest brewers of beer in the world. KY-HB 168 was
supported by the KCB’s memberships and preserved the long-standing 3-tier
distribution system, HB-168 was intended to prevent Anheuser Busch from
opening a new distribution center in Western KY. If the KCB lost, distribution
of non-Anheuser Busch beers would no longer be distributed, which
would’ve been detrimental to craft brewers in KY.
Kentucky Craft
Brewers Association
0.64%
Click Through Rate
8x
the industry average
CTR of 0.08
100%
KCB won the
election
Campaign Highlights: