IP Intelligence is a critical weapon in the campaign for advertising relevancy. It gives publishers and advertisers the ability to analyze and evaluate data in real-time helping them make efficient and effective ad-serving decisions.
While IP targeting techniques traditionally rely on routing infrastructure analysis to an approximate city-level location, NetAcuity Edge from Digital Element combines this traditional approach with anonymous insights gleaned from a network of global commercial partners to better map the Internet.
The result is the most accurate, and granular, hyperlocal dataset available worldwide today that maintains user anonymity and complies with the highest standards
WHAT IS IT?
It is the industry’s most accurate and reliable IP Intelligence and geo-location data available and gives advertisers the ability to geotarget their ads to the city-level (IP city) worldwide and to serve ads to visitors based on more than a dozen other parameters such as visitor connection speed and type, Internet Service Provider (ISP), user domain name, company name, home or business user and more.
With country-level (IP country) targeting that’s more than 99.9 percent accurate and city-level (IP city) targeting that’s more than 95 percent accurate, you can increase the effectiveness of online advertisements, and maximize reach, relevance, and revenues.
WHO IS USING IT?
Industry-leading websites, online advertising networks, publishers, and savvy digital marketers use Digital Element’s industry-leading NetAcuity® IP Intelligence to ensure that they are creating the highest level of value and the best possible experience for consumers as well as driving relevance and revenue for their online activities.
Digital Element became the first provider of IP geo-location data to receive accreditation from the Media Rating Council (MRC), the independent industry organization whose mission is to ensure valid, reliable and effective audience measurement services. This accreditation means the industry now has an MRC-accredited source for geo-location which ultimately can lead to enhanced confidence throughout the digital advertising ecosystem in the accurate measurement of campaigns at a local market level.
This accreditation confirms Digital Element’s status as a trusted partner to many of the world’s largest websites, brands, ad networks, social media platforms and mobile publishers.
WHAT ARE THE KEY BENEFITS?
Increased Returns – Geo targeted ads are proven performers, commanding a 30-40% uplift over non-targeted ads
Enhanced Reach and Relevance – Deliver relevant ads to specific audiences to reduce wasted impressions and increase click-through rates and message reach
Custom Targeting – Leverage other IP Intelligence parameters to deliver custom targeting such as delivering online video ads based on a user’s connection speed, or showing competitive ads based on a user’s company or domain name
Create Consistency – Reduce variance across networks by deploying the industry’s most widely used geo-targeting technology
Case Studies: Insightful Media (TURN)
Insightful media licences the TURN platform to deliver programmatic solutions for our customers. We needed to find the best in-class solution that could deliver geo-targeting capabilities based on IP addresses. There is a requirement now to ensure that every impression is value adding. Studies have shown that up to 8% of ads can be shown to unknown users in unknown locations using conventional IP targeting solutions. Digital Element’s NetAcuity tool allows us to significantly reduce the “unknown” element.
Case Studies: [x+1]
[x+1] specializes in delivering real-time, audience-based, predictive marketing technology and services that help advertisers and marketers reach their prospects and customers more effectively online.
The company chose Digital Element’s NetAcuity® technology for the accuracy of the data and the simplicity of integration, which allowed [x+1] to maintain a focus on developing its core business. In a campaign for a prominent luxury automotive manufacturer and retailer seeking to drive luxury automotive buyers to dealer websites. [x+1] – with the help of Digital Element’s IP Intelligence – was able to identify the ZIP code or local market of every ad viewer to generate ads that dynamically incorporated local dealer branding and encourage a clear call to action directing the user to take a test drive. The six month campaign generated more than 42,000 click-throughs, led to approximately 5,000 people who scheduled test-drives, requested sales information, conducted inventory searches, or used the dealer configurator. In addition, over seven percent of post-click actions led to sales inquiries.
Case Study : LV=
Leading Insurer Localizes Careers Website to Visitors’ Postcode Locations
The insurance and retirement company LV= is using Digital Element’s NetAcuity® Edge hyperlocal IP geo-location solution to serve more relevant content and create a more personalised online experience for potential job recruitment candidates via
its careers website.
Since launch, localisation of the LV= recruitment website has had the following impact:
· 33% increase in the average time spent on the website
· 52% increase in the average pages viewed per visit
