Political IP Targeting
It’s Like Digital Direct Mail.
IP targeting is a sophisticated digital advertising strategy that allows you to reach voters at the household level, based on their internet protocol (IP) addresses. This means that you can deliver your message directly to key voter households who are most likely to support your campaign, without wasting resources on broad-based advertising that may not be effective. It’s like digital direct mail.
Voter Branding
Improve exposure of your issue or campaign. Deliver display ads only to targeted voter addresses. Homeowners can see your online ads before and after you meet them during canvassing.
Improve Your Mailings
Combine digital ads with your direct mail campaigns. This integrated approach increases your brand awareness, brand messaging, and overall exposure.
Get Out The Vote
IP targeting can be an effective strategy to encourage voter turnout. Send targeted alerts to specific groups of voters.
IP Targeting Calculator
Get a price quote and target information.
How Does IP Targeting Work?
Your targeted display ads are displayed through online advertising networks. Your banners appear on news sites, email portals and other popular sites across the web. Voters and supporters see your ads on all the devices in the household, including laptops, tablets, and smartphones. This is a powerful way to ensure that your message reaches your target audience, no matter how they are accessing the internet.
An Effective Way to Reach Voters
- Before a primary
- At the start of early voting
- To remind about voting deadlines
- As part of your get out the vote effort
We handle it for you! Send us your voter address list to run a match. We’ll design your banner advertisements and run them at the impression level and dates you choose. We offer discounted volume rates. (See the calculator above.)
Target Households with Precision
IP targeting uses the physical addresses you are trying to reach. Use your own donor or voter lists to target by location, party, voting history and more. Reach Democrats, Republicans and independents with your online messaging – and for less than the cost of a print mailing.
Direct Digital Advertising Can Help You Win!
Avoid the waste and inefficiency of traditional advertising. Because media markets do not follow district borders, political campaigns waste exposure on people who are not likely voters in their races. IP marketing can help get the right message in front of the right voters at the right time.
It’s Easier Than You Think!
If you are interested in learning more about how IP targeting can benefit your political campaign, please don’t hesitate to reach out to us. We would be happy to provide you with a free consultation and answer any questions you may have.
Sample ads shown do not constitute endorsement. Ad campaigns include a variety of different creative ad sizes. See below.
Frequently Asked Questions
What does IP Targeting do?
Think of IP Targeting as digital direct mail that improves your visibility. Through a unique series of technologies, you can precisely target voter households online using banner ads, display ads and video. Geo-targeting uses groups of IP addresses to target an general area. IP Targeting uses physical addresses and matches them to with their Internet Service Provider (ISP) and individual IP addresses to target those specific households. Your digital ads reach exact targets rather than blanketing an area. Hundreds of political candidates across the country use this technology every election cycle.
How is IP Target Advertising different than PPC?
When advertising a political campaign, PPC or Pay Per Click advertising relies on a user searching for a specific keyword or phrase. PPC ads are placed on above the search results, with the hope that the searcher will click on the ad. IP Targeting delivers digital ads to a predetermined audience. The user doesn’t need to be searching for you – or even visit your website – to see your ads.
When is the best time to run IP targeting for a political campaign?
IP targeting campaigns are typically run at two times. The first is early on in order to build awareness. The second is near the election to either build more awareness and/or get out the vote.
Consider running targeted ads during these times:
- Before a primary
- At the start of early voting
- Just before a major mail drop
- Before a candidate canvasses to become more recognized by residents
- As part of a get out the vote effort!
Where will my ads appear?
Ads are placed with major online advertising networks that cover over 1,000,000 websites and include 30-50 billion advertising impressions per day. Popular sites where your ads can appear include Fox News, MSN, CNN, and Yahoo!
Can I control who sees my ads?
Absolutely! The primary benefit of the IP Targeting platform is that your ads are targeted to specific households with laser-like accuracy. Your banner ads can appear on desktop and mobile devices.
Who should I target for my advertising?
As a general strategy, most campaigns will use segment of their voter list, usually narrowed down by voting history, age and/or location. For more ideas, see our article, IP Targeting Strategies for Political Campaigns.
How many impressions should I run?
For most political campaign ads, we recommend a minimum of 20 ads per target over a week. Higher impression levels get more attention. They also tend to get more clicks, as most people will only respond to an ad (with a click) after they have seen it repeatedly. Remember, political IP targeting is about exposure, rather than product or sales targeting.
What sort of reporting is provided?
We provide reports that include impressions served, clicks and click-through rate (CTR). Additionally, we set up a tracking link in your ad for your own website analytics.
What kind of click rate can I expect?
We promote IP targeting as an exposure method, not as a web traffic tool. Even without clicks, thousands of ad impressions increase your overall exposure to voters. Industry standard click through rate (CTR) for display advertising is around .05%. We find IP targeting campaigns typically have a 4-5 times or more greater CTR.
Can I use my own voter list, membership or prospect list?
Yes – the technology can be applied to any list of physical addresses. If you have purchased a list from a broker or other source – you need to check on any restrictions on the use of that data. We use client-provided data and, as part of our advertising agreement, requires an acknowledgement that you have the rights to use any list you provide.
What about IP targeting for Donations?
Unless you have a very targeted list of existing donors, we do not recommend IP targeting to solicit political donations. Best practice is to combine IP and a physical mailing to reinforce the messaging.
Do the online ads go to everyone on the list I give you?
We can typically match anywhere from 50% – 95% of the physical addresses you provide. The more recent the list, the better the matching. At the start of the process, we’ll run a match rate and let you know how many targets we can reach.
Can you create the ads for me? (Yes)
Yes, for each IP political ad campaign, we will create a series of ads in sizes suitable for desktop and mobile devices. We design them to stand out and get attention. This means incorporating your logo, website colors, a candidate photo, along with an appropriate required disclaimer.
What ad sizes are used?
Creatives should be within the following dimensions (below). We recommend a creative in each size to maximize available ad inventory. While we can run campaigns with fewer sizes, it may limit the inventory available.
- 300×250 (pixels)
- 336 x 280 (pixels)
- 728×90 (pixels)
- 320×50 (pixels)
- 120×600 (pixels)
- 160×600 (pixels)
- 300×600 (pixels)
Do I need to have my logo on my ad?
Yes, for political ads to be displayed, your ads must pass a 3rd party audit. One of the requirements of this audit is that some form of identification and disclaimer must be visible on each advertisement. This can be your campaign logo or the name of your organization.
Is there a setup fee for this service?
Do I have to be an Online Candidate website client to use this service?
This service is open to ALL campaigns. You do NOT have to be an Online Candidate website client for our IP Targeting or Video Promo Design Services.
Do you provide IP Targeting services for businesses?
Absolutely! We provide IP targeting for all types of businesses. In fact, we can even offer more targeting options, such as new mover targeting. Contact us for more details or visit DaleyPWS.com for information on business IP marketing services.
How can I get more information or get started?
Download our IP Targeting Guide for Political Campaigns. If you are interested in learning more about how IP targeting can benefit your political campaign, please don’t hesitate to reach out to us. We would be happy to provide you with a free consultation and answer any questions you may have.