For more than a century, advertisers sold to customers based on one overarching promise, reach.
Now, that’s changing. And a new form of advertising is trimming the fat from ad budgets while delivering greater results for business owners. It’s called IP Targeting, and in the world of advertising it’s akin to using a sniper rifle instead of a machine gun. That makes your ad-spend more efficient.
Billboards, magazine ads, television ads, and radio ads have all generally followed the rule that more is more. More traffic means higher billboard rent. More readers means more money to reach them. More viewers and listeners, likewise. A few exceptions apply—notably, B2B operations like Fishing Tackle Retailer—but in general, advertisers have been asked to support their rates and generate customer results based on the overall quantity of eyeballs and earlobes within their reach, not necessarily their quality.
What is IP Targeting?
IP targeting is a way of delivering online ads that focuses on quality over quantity. It’s sometimes called direct mail for the internet—but it’s more efficient because data permits precise selection of the audience and delivery of the message to that audience multiple times. Protocols used by FTR’s Decode experts require the ad to be served to each target at least two-dozen times. Though quantities can be as high as you like, the foundation of IP targeting is based on intelligence that puts your ad in front of an audience that’s more likely interested in your products.
Are you trying to poach customers from a local big box store? IP Targeting can actually find people who are or have been in your competitor’s store. Do you want to tell existing customers about an upcoming sale at your store? IP targeting allows you to target online devices at their home address. IP targeting is the most precise way of reaching your customer.
Recent results from an IP Targeting placed with FTR’s in-house ad agency resulted in 68,000 impressions and a conversion rate more than twice that of typical online advertising.
Tactical Ad Insertion
Results like that speak to the power of IP targeting. By using marketing data that you likely already have but you may not know about—and/or that can be collected by FTR’s digital experts, you can make a tactical choice about who to spend your marketing budget on, a choice that goes far deeper than traditional advertising.
The technique reminds me of a well-placed billboard in Homestead, Florida. Homestead is the last mainland outpost for travelers who are headed down U.S. Highway 1 towards the Florida Keys.
Sandwiched between the Atlantic, the Keys, and the Everglades, a number of savvy independent tackle stores there have strategically set up shop on a route that’s probably one of the busiest roads for fishermen in the nation. Keying in on that, they’ve taken to buying billboards along Highway 1, in a move that’s certainly targeting the right audience. It’s a smart decision that plays into strategic location for traditional advertising; however, they’re still spending marketing dollars on thousands of passing vehicles that have no interest in fishing whatsoever.
An IP targeting campaign would allow those same retailers to target anglers without wasting ad dollars on cat ladies headed to Key West.
A New Kind of Weapon
IP targeting is currently not a widespread method for digital ad delivery in the fishing industry. Only a smattering of the largest or most tech-savvy tackle companies and retailers are making use of IP targeting today.
That means early adoption is still possible. And early adoption, as you know, can give you a leg up on the competition.
How to Use IP Targeting
To take advantage of this new age advertising weapon, you’ll need to first find an advertising partner that can place these ads for you. Your partner will be required to deliver the technical and creative expertise that focuses on your specific need. FTR Decode is one such option for retailers seeking an ad partner that understands both the tackle industry and the technical aspects of creating successful campaigns.
With FTR, data and proven protocols will be used to generate a custom audience that’s specific to your needs; and reports on top performing creative, as well as its effectiveness will be delivered in layman’s terms directly to you.