IP Targeting Deck by El Toro

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

4. Our “Competition” all use 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

5. 4 Patents Pending
IP Algorithm RTB Real Time
Bidding System
Reverse
Append
Polygon
Mapping Tool

6. House to House Targeting
B2C by address
We approximate 50% match rate for residential targeting; 30% for B2B by address
targeting; 500 minimum targets in a B2C campaign

7. Name Street Address City Zip
John Singer 5006 Parrish Branch Road Midlothian 23112
C. Curtis & Ann C. Hunt 4012 Timber Ridge Road Midlothian 23112
Sleep Inn and Suites 6451 Bayside Lane Midlothian 23112
Jessie Smith 11320 Dumaine Drive Midlothian 23112
Brian Smith 3018 Gregwood Road Midlothian 23112
Christopher & Erika Smith 3031 Speeks Drive Midlothian 23112
Stephanie Smith 7721 Gallant Fox Court Midlothian 23112
Allan Smith 13703 Harbour Bluff Court Midlothian 23112
Scott Smith 2512 Tanglebrook Road Midlothian 23112
Stacey Smith 5505 Highberry Woods Road Midlothian 23112
Barry & Karen Smith 6002 Lansgate Road Midlothian 23112
Claudia Snipes 3041 Gregwood Road Midlothian 23112
Southside Auto Recycling 12910 Genito Road Midlothian 23112
Minny South 4082 Trisha Trail Midlothian 23112
James Spann 12900 Singer Road Midlothian 23112
Shawn Spencer 7310 Buck Rub Lane Midlothian 23112
Anthony Spotswood 14924 Mill Flume Court Midlothian 23112
Total List Size: 100,000
50,000
Total Matched Targets
50%
Matched Records

8. 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

9. 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

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

12. I want to target the Super Bowl!

13. I want to target the CEO at Google!

14. 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

15. 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

16. o Income
o Geography
o Demography
o Pair direct mail piece
o Age of Home
o Seasonality
o Known problem areas
Home Services and Home Goods

17. 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-

18. 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.