IP Targeting: Right Time, Right Place

The playbook for reaching new movers has permanently changed for furniture retailers. Gone are the days when you could rely on a few dated lists to deliver direct mail offers to distracted new homeowners. Digital consumers now demand relevance on their terms: right time, right place.

To engage and convert new movers, we partnered with a group of multi-store Furniture franchisees to develop a “Welcome to the Neighborhood” display and video campaign that used IP targeting to reach all devices and purchase influencers in the home of new movers, right when it mattered most.

USING IP TARGETING TO DELIVER FURNITURE RETAILERS UP TO 20x RETURN ON AD SPEND

Ashley Business Challenge

CHALLENGE

How do we target and engage new home owners, at the right time – as they’re transitioning in and making the space their own?

Ashley Furniture Big Idea

IDEA

Access and convert new mover data into IP addresses, so we can provide tailored offers to new movers at the moment they are in-market.

IP Targeting Results

IMPACT

Matchback analysis demonstrated a 15x to 28x return on ad spend (ROAS), yielding consistent performance month over month.

Curious to hear more? Let’s talk.

HOW IP TARGETING WORKS

STEP 1: IDENTIFY

NEW MOVERS IN YOUR AREA

We first identify the physical addresses of NEW MOVERS. Our New Mover lists are updated every two weeks and can be customized by demographics, interests, profession, even by what type of car they drive. We then convert their physical addresses to the IP Addresses (ie. 100.2.100.101) of the WiFi routers in each customer’s home.

STEP 2: INFLUENCE

NEW MOVERS AT THE RIGHT TIME

Once the IP addresses are entered into our platform, you begin connecting face-to-face with your best potential customers – new movers. We utilize cross-device technology within a household to deliver your advertisement across all devices that are actively connected to the in-home Wi-Fi service. When the customer visits any one of the millions of publishers in our vast network of ad exchanges, your ad will be triggered to display – engaging them to visit your site.

STEP 3: MEASURE

SALES RESULTS

After each campaign, we perform a MATCH-BACK REPORT enabling us to compare the IP recipient list to your customer sales report. This report is a great metric to help you measure the influence your IP campaign had on purchasing decisions, providing quantifiable results. When we find a match between a customer’s physical address and a targeted IP address, we call that a Matchback. We also offer campaign insights including observations, strengths, and weaknesses to help you evaluate your IP Targeting performance. With our leading expertise in digital marketing, our team will provide you with professional feedback and suggestions to help improve your future IP Targeting campaigns.

Largest Reach of Publishers

Basis by Centro
Basis by Centro
Beanstock
Casale Media
Context Web
district m
e-planning
EMX Platform
Federated Media
Fyber
Index Exchange
Inneractive
Kargo
LiveIntent
lkqd
mads
nativo
opera mediaworks
permodo
rightmedia
Let's Talk!