Train the Trainer

2. This
437 W. Jefferson
Means this
216.135.81.25
At El Toro:

3. Behind The Curtain
Our patent-pending process combines more than 30 public data
elements to hyper-accurately map an IP address to a home address.
+ =
Better targeting

4. 4 Patents Pending
IP Algorithm RTB Real Time
Bidding System
Reverse
Append
Polygon
Mapping Tool

5. Some Potential Risks When Using Cookies
Bots generate their
own cookies & build
profiles to appear
more human like
Bots emulating humans
have high value cookies,
get targeted by advertisers,
and amplify bot revenue
Re-cookie without trying.
Emulate real human
behavior
Re-cookied bots are
added to advertisers
targeting segments
Other “IP Targeting”
companies ALL use
cookies

6. https://www.youtube.com/watch?v=eZALPUWoyFU

7. AdWords cost per click increased 40% between 2012-2104

8. Paid Search VS. IP Targeting
• Auction Based-Bid on specific
• Pay for every click
• Reactive – Only people who are
actively looking for your product
may find you
• Only 15% of people will click PPC
ads
• All Text vs Visual ads
• Not really advertising
• Targeting based on IP address
• Cost based on Cost Per Thousand
Impressions (CPM)
• Proactive- Lead Generation (Top of
Funnel)
• Offline verified variable data for
targeting
• Visual Banner | Video Pre Roll

9. Objections.
• It’s too expensive.
• It’s highly targeted with zero waste, with cookie based targeting a lot of the traffic you pay for are not real people
• It’s only expensive if you can’t prove an ROI, we can with our Matchback analysis
• Not when you account for bot traffic
• We are already doing that.
• We are the only company in the world that does this and it’s patented, which company are you working with?
• You’re minimums are too high
• 90% of our business is through re-sellers. They have lower minimums and we can set you up with one of them until you are able to hit our wholesale
minimums
• Can I do a small test
• Our product works and we have plenty of case studies that give many examples of ways to use our product effectively
• Depends. What type of test did you have in mind? How many addresses? What’s the timeframe? I’ll have to see if I can get approval on that.

10. Objections.
• There are other companies that do the same thing
• They get down to a “zone level” which is a cluster of homes (7-12 homes per cluster) NOT an individual
• They can’t do a Matchback analysis and give you a physical ROI like we can
• They use cookies, we do not. All we need our physical addresses, they have “profiles”
• How do I know what you’re telling me is actually what’s happening?
• We are transparent. We provide you access to your campaign data. We also do a Matchback Analysis that compares
targets vs converted sales and we can tell you with 100% certainty which customers we sent or influenced to do business
with you.
• We don’t have offline data providers, that information is unreliable
• We can refer you to some of our trusted data providers. And you’re right, not all data is created equal. The quality of the
data directly correlates to campaign success. The better the data, the better the target and ultimately helps the success of
the campaign

12. Display VS IP
Leverage the granularity
Add highlight statement------------
• Online Data VS. Offline Data
• Can’t verify target VS. Real People by name and address
• Buying predictive Data VS. Buying Verified Data
• Has to use pixels to add frequency VS. Targeting modem, no pixels required
• (Lower cookie based CPM’s)Quantity VS Quality Traffic

13. High Cost Per Acquisition Industries
• Political
• Banking and Finance
• Healthcare
• Automotive & Marine
• Restaurants
• Media Broadcasting
• Home Improvement
• Direct Marketers
• Sports & Entertainment
• Technology
• Consumer Products

14. 1 to 1 100% Cookie Free IP Solution
Drastically reduce
risk potential of non
human traffic
Leverage variable data and
Attributes to target real
People in real households
Real Conversions instead
Of Bots filling out forms
High Frequency
without retargeting
pixels
Match back
customer sales
By name and
address

15. 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
*If the client is willing to provide sales figures in
addition to the required information, El Toro can
provide a physical ROI

17. Captive Audience
For B2C or B2B
College Campuses
95% Mapped
Affluent Shoppers
Target 100+ HHI with
children
Key Venues
Hotels, Trade
Shows, and
Conventions

18. I want to target the Super Bowl!

19. I want to target the CEO at Google!

20. 0.64%
Click Through Rate
 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
100%
KCB won the election
800x the
industry average
CTR of 0.08
Campaign Highlights
“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.
Case Study: Political-Craft Brewers

21. Campaign Highlights
Case Study: Smooth Fitness
Our client is a nationwide distributor of home gym equipment.
The organization turned to targeted advertising after experiencing a decrease in their PPC and SEO
conversions. With their PPC cost doubling per year, they needed to find alternatives that were more
cost effective and produced better conversions.
El Toro implemented an advertising campaign after analyzing the last 2 years of the client's sales.
Based on this data, we created a targeting profile focused on 33,048 households in their key markets
of TX, CA, and FL.
The Pure Conquest campaign run by El Toro produced 804,363 impressions and 2,951 clicks. The client
identified 17 confirmed conversions, with an average value of $900.
804,363
impressions
2,951 clicks17confirmed
conversions

22. 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-

23. Case Study: Higher Education
1/2the cost of email
and direct mail
campaigns
35% more likely
to apply after viewing
an ad
Campaign Highlights
14,000students
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.

24. FAQ
Q: What does El Toro do?
A: We have invented and patented a unique series of technologies that allow customers to precisely target their customers online using
banner and display ads.
Q: Where do ads appear?
A: El Toro has access to place ads on over 1 million websites that include 30-50 billion advertising impressions per day. This is about
90% of the available daily ad inventory on the Internet. Popular sites where El Toro places ads include Forbes, CNN, Weather, Yahoo,
and many more
Q: Can I control who sees my ads?
A: Yes this is one of the primary principals of El Toro’s IP Targeting Platform. We target your ads to specific households with laser-like
accuracy
Q: How many ads should I display per month?
A: It depends on your message, product, and a number of other variables. Typically, we recommend 30-50 impressions per IP address
each month
Q: Does El Toro use cookies?
A: Not for our IP Targeting, since we know the IP address of specified households we have no need to use cookies for primary
targeting. We will occasionally ask clients to incorporate either conversion pixels or remarketing pixels into their campaigns based on
the type of campaign that El Toro is running.

25. need. To. Know.
Q: What sort of reports do I get from El Toro?
A: We provide monthly reports that include impressions served, clicks, conversions, and click through rate (CTR). Additionally,
at the completion of a campaign, we generally provide clients with a match-back analysis which compares your targeting
segment(s) with new sales to demonstrate efficacy and ROI for the campaign
Q: How is this different than PPC?
A: PPC/SEM/ Pay Per Click advertising relies on a user searching for a specific keyword. It’s essentially an online auction that
advertisers bid on their desired keywords to show “text only” ads on the top and right side of search engine. Our ads are a set
price per impression, are visual display banners, and show within the organic search results on over 1 million websites
Q: What sort of CTR should I expect?
A: There are a lot of variables that can impact your CTR, like, creative, messaging, call to action, landing page, etc. Al El Toro,
because we target at the IP/Router level, you can expect that the clicks to your site are real people, not bots. We also put
focus on our custom “match back” analysis which provides a physical ROI and the lets you know what exact customers our
efforts impacted. We will optimize your campaign and make recommendations that the data suggests.
Q: Should I merge all of my data into one list?
A: NO!- Having visibility into data sources is a valuable tool in determining efficacy of campaigns and assisting with planning
future campaigns. Put more simply, some lists are better than others. By providing El Toro with more visibility into the sources
of your data we can provide better guidance on what data to use for future campaigns.

26. FAQ
Q: What types of organizations does El Toro work with?
A: We have clients in most major industries, ranging from several Fortune 50 companies, Higher Education, Political, political action
committees, healthcare and hospitals, non-profit organizations and churches, retail, and many more
Q: Does El Toro work with advertising agencies?
A: YES!- To find out if your firm qualifies to become an El Toro reseller, please contact us
Q: Can I use IP targeting with my direct mail campaign?
A: Yes, we have a large number of customers who incorporate IP targeting in conjunction with direct mail campaigns. We find that
the addition of IP Targeting greatly increases the effectiveness of direct mail.
Q: Does El Toro offer mobile ad targeting?
A: El Toro can target any device connected to an IP in a client’s targeting segment. El Toro offers mobile targeting to high value
buildings and locations. Typically these are airports, stadiums, or universities where one can make some assumptions about the
demography and purchasing intent of the people in the buildings. For more information, please visit our Mobile FAQ.
http://eltoro.com/mobile-ad-targeting/

27. Q: Does El Toro support ads hosted on 3rd party AdServers?
A: Yes, this will typically require a slight modification to the code to ensure that the ClickTag’s work properly. To get more details and
see codes samples visit our 3rd party AdServer page: http://eltoro.com/click-tracking-adservers/
Q: Can El Toro place ads on specific sites?
A: Sure, we have access to place ads on over 1 million websites with over 50 billion ad impressions per day. We often find that aiming
your message at particular sites can improve the results of your campaign based on the audience demographics of sites selected.
Q: Can El Toro make sure my ads DO NOT appear on specific sites?
A: Yes, by default, we will not serve ads on adult or “vice” sites. Additionally, we eliminate sites with a history of low quality or fraudulent
traffic. If you would like us to further restrict the universe of sites upon which we display your ads, we are happy to incorporate this into
the campaign.
Q: Do I need to provide El Toro with a list of prospects to target?
A: Typically yes, most of our customer provide us with a list of customers, past customers, and/or prospects to target with our
technology. If you do not have a list we can help you obtain one from a list provider or work with you to build a targeting segment based
on an analysis of your current customers or prospects.

28. Q: What is a DSP?
A: A demand-side platform or DSP is a technology tool that aggregates online advertising buyers and sellers. El Toro
integrates with a number of DSP’s to bid on real time inventory of ads.
Q: How can I make my campaign more successful?
A: Comply with the ad standards discussed in this FAQ, ensure that your ad is compelling, then confirm your list is current
and includes only topical targets. Additionally, implement conversion tracking and work with your account manager at El
Toro to conduct a conversion analysis at appropriate points for long-running campaigns.
Q: How should I measure success from my IP targeting campaign?
A: We encourage our customers to focus less on clicks and more on conversions. Additionally, our most compelling return
on investment data comes from post-campaign match back analysis. Unlike most forms of online marketing, El Toro starts a
typical campaign with a target list of customers or prospects. By comparing this list to your list of actual sales is one of the
most effective methods to determine the efficacy of an individual campaign.