Household IP targeting is a process that allows you to target specific households based on their Internet Protocol (IP) addresses. The IP address is a number that identifies your Internet connection through your Internet Service Provider, so it’s unique to each household.
Household IP targeting is as targeted as direct mail but does not include the costs of printing and mailing. Unlike direct mail, digital ads can be delivered multiple times to build frequency. So, how does it work?
1. First, determine who you wish to target. Like direct mail, you will need to start with a mailing list that includes at least the last name, street address and zip code. This list could be a database that you own, or you can purchase or rent a list based on your target demographics and other criteria.
2. Your target list is uploaded and matched to IP addresses. IP addresses will only be matched to a household if it can be matched with 98 percent certainty.
3. Create digital banner ads to serve to your targeted IP addresses. The cost is based on the number of impressions displayed to your targeted IP addresses.
Ads are shown on an advertising network on a variety of websites throughout the Internet, but only the IP addresses being targeted will see your ads. Your ads reach the exact households you have targeted without using cookies; IP addresses cannot be blocked or deleted like cookies can. It’s also important to note that you can block your ads from showing on certain websites. For example, as a Catholic health system, you may not want your ad to display on a website that shows risque content (even if your target is viewing that website).
Household IP targeting allows you to target specific households or businesses, allowing for countless healthcare marketing opportunities. For example, pediatricians wanting to reach households with children under the age of 13 can target, utilize or purchase a mailing list of women with children in the home. Using this list, they can display their digital ads to those specific households instead of all viewers on a specific website or social media network. To reinforce your message, we encourage a secondary touchpoint of direct mail to the same list.
Results are measured two ways: (1) clickthrough rate, in real time and (2) conversions, after the data is provided to match. Since we know which households were targeted and can see if they clicked, it’s possible to match back new appointments or patient data to determine if the patient was on the target list and if they clicked prior to their appointment. Being able to match back real patient data to a known target list is a more reliable ROI calculation method than relying on someone to indicate that they received a mailer or saw your print ad.
Now you might be wondering, how do I get started? Simple. Give us a call. Household IP targeting is a fairly new tool and we’d love to discuss how it may help get results for your health system. Next time you’re thinking about sending out a direct mail piece, try pairing it with household IP targeting to increase your frequency and your ability to report results.