Advertise directly to devices and homes of your in-person visitors
A technology called IP targeting lets you market directly to the physical visitors of your event or location. In this article, we’ll look at how the amusement/entertainment industry can use this technology and we’ll explain how it works.
Scenario #1: Focused web advertising
Let’s imagine: You oversee advertising for an amusement park. On a digital map, you draw a line around your park. Later, you get a list of IP addresses of all the active phones and tablets of your park’s visitors. You create a web advertising campaign that targets those visitors to your park. On their devices, they see ads offering them a 20% discount off season tickets.
Not many people know that this is possible. This is a technology called IP targeting, and it has huge potential for amusement/entertainment industry marketing.
Let’s look at another use case:
Scenario #2: Focused direct mail
You get the IP addresses of your amusement park visitors and then you get a list of residential addresses associated with those IP addresses. Within a day, you’re sending out direct mail offers to your park visitors with discounts and offers about your park.
A new level of focus
IP targeting is so powerful because it is so focused. Traditional web advertising is inherently wasteful and unfocused. The amount of web crawler and fake bot traffic means that the number of ad impressions and even the number of clicks is often deceiving. One telling report: in 2014 Heineken found that only 20% of the impressions reported for one of their large web campaigns were seen by actual people (Bloomberg).
With IP targeting, the problem of non-human traffic is basically eliminated. You’ll be targeting an audience that is pre-selected to be real and likely to be interested in your message. These are a list of prospects who have already been to your location or event, have been to a specific relevant location, or who have qualified in some other meaningful way. How accurate your targeting is depends on how strategically and creatively your campaign is set up.
In a 1,200+ member study done for a college, IP targeting showed an increase in conversion of 39%.
How does it work?
IP targeting works by collecting the IP addresses of devices when they’re active in certain geographical areas. From this basic ability, other powerful abilities become possible:
- You can target geographical locations relevant to your audience, like specific regions, specific neighborhoods, and even specific business areas, like stadiums or amusement parks.
- Using records, you can “time travel” and go back six months to see what IP addresses were collected in an area in a specific time range.
- You can find other devices associated with the IP addresses you capture. For example, you may find that several other devices on the same network, which means you could also advertise to those devices, too.
More confidential than cookies
When people first hear about this technology, there are sometimes concerns around privacy and data collection. The technology is so powerful, it can admittedly at first sound a little scary.
But actually, IP targeting is less intrusive than the traditional cookie approach to marketing. Cookie files help companies collect actual personal data, like current location, site visit history, and keyboard behavior.
IP targeting, on the other hand, just collects IP addresses, associated IP addresses, and home addresses. No other personal data is collected. Unlike cookie usage, any way you might use IP targeting meets HIPAA compliancy (the regulations requiring confidentiality for medical information), which gives you an idea of how they compare.
1:1 marketing is the future
Direct marketing is the future of advertising: finding a focused audience likely to be receptive to your message and product. With IP targeting, the scenarios we’ve described are just scratching the surface of what’s possible with this technology. We constantly hear new and unique ways companies might apply this. For the amusement and tourism industry, and other location-centric industries, IP targeting is a surefire way to make your marketing efforts more powerful and more efficient.