A recent ClickZ article referenced a mattress retailer that was able to improve its online advertising conversion rates after adjusting its campaign mid-cycle. The retailer had initially assumed that its primary audience was composed of those aged 50 or older, because this demographic typically reports more trouble sleeping. As a result, the initial campaign focused its approach on websites with user traffic in the 50+ age bracket. After running a click-through analysis, however, the retailer learned that though the bulk of impressions were being spent on an older audience, most of their conversions were coming from those between the ages of 18 and 45. The retailer adjusted its campaign to target younger audiences and witnessed a significant uptick in conversions as a result.
According to ClickZ, running secondary tests can help marketers and advertisers conduct campaigns on a trial-and-error basis in order to optimize campaign results. "Although it seems obvious, having the initial data means being able to smartly allocate marketing capital, and having access to ongoing data means not having to rely on old insights in a changing marketplace," the source reports.
Marketers are looking to get it right the first time and avoid accruing wasted impressions during the optimization phase. IP targeting helps marketers target their campaigns to the audience that is most statistically qualified to respond favorably. This has never been done at the IP level before.
Semcasting's approach to IP targeting is based on verified publicly available data that doesn’t require marketers to second guess their strategies mid-cycle. IP Audience Zones puts over 750 data variables in the hands of marketers, allowing them to target their campaigns to users based on accurate data and predictive modeling, taken from criteria such as life stage, affluence, political affiliation, ethnicity and more. Semcasting’s IP Audience Zones provides one of the most comprehensive demographic and psychographic views of consumer behavior-based companies, like the mattress retailer, so they are able to target the most qualified prospect from the outset of the campaign, eliminating some of the initial trial and error.