Direct. Digital. Marketing. Your Digital Postal Provider.

Cookie-less IP Targeting

Past, Present, Future

Advertisers have always used Direct Mail

u  Mailers

u  Coupons

u  Catalogs

u  Announcements

Past, Present, Future

But we live in a digital world, so NOW, we advertise online

•  Social •  Banners •  Paid Search •  Email •  Video •  Static •  Dynamic •  Retargeting •  Geo-targeting •  Geo-Fencing •  Applications •  Blog •  Affiliate

Past, Present, Future

IP Targeting | Captive Audience| Reverse

Cookie-less digital targeting that turns a home’s

Into their Modem and Router Digital Mailbox

So that you can serve them ads online

When they browse the web on their favorite websites

Define ideal customer

Targeting examples:

We convert physical addresses to IP address so advertisers can serve targeted digital display with surgical precision to their intended target.

Here’s how it works:

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

The Power of Direct Mail

+ Digital Direct Mail

Cross Channel Marketing

WE are Direct Mail for a digital world.

Higher frequency

Digital delivery

Quality data = quality campaigns

Matchback Analysis provides concrete results on your campaign

Combine both together for:

Match-Back w/ Other Ad Campaigns

Match-Back w/ Direct Mail

Match Back Analysis

Control Group Targets Total

7206 3083 10289

Percent 70.04% 29.96% 100.00%

Sales 6 4 10

Match Rate 0.083260% 0.12974% 0.0972%

Improvement 55.82%

Good vs. Bad (Examples)

Keys to a Successful Campaign

1.  Use the best list possible. • Current / Past Customers

1.  Pre-Qualified Prospects 2.  Look-a-Like Modeled. 2. Have ads that resonate with the audience. 3. Special offer / strong call-to-action to get their attention. 4. Test different ad messages to determine which one will get the best response rate. 5. Simple conversion process to sales / sign-up’s.

Great Campaign!

Great Ads

Great Targeting

Great List

Bad Campaign!

Poor Ads

Great Targeting

Poor List

Rogue Targeting

Display Ad

If we were you we would do this.

2. Strategy After targets are determined, launch the digital campaign 48 hours prior to mail drop, once mailer hits, increase digital frequency for up to 4 weeks after physical mail piece arrives.

Digital delivery enables us to provide a much higher frequency (30x-50x) than direct mail, TV, radio, and print.

1.  Product Direct Mail has been a stable in the advertising industry for over 100 years. Digital Direct Mail elevates the direct mail strategy by providing a digital delivery, a higher frequency, and higher conversion rates.

3. Results Rather than focus on CTR, we focus on true conversion. Client will provide a list of addresses/names for sales occurring during campaign period. Those records are cross referenced with who campaign targeted. We then determine conversions for target and control group, as well as the % increase for targets who received mail and digital ads.

An integrated strategy will always work better than a stand-alone. By combining traditional (direct) with non-traditional (IP Targeting) you increase visibility, ad frequency, and in most cases, yield a higher conversion rate.

Direct Mail + Digital Direct Campaign Strategy

2. Strategy Serve targeted digital display and video ads with tailored messaging by political party at the IP/router level to the right voters 30-45 days prior to election with a 50x-90x frequency.

Cutting edge IP Targeting for political campaigns

Digital delivery enables us to provide a much higher frequency (50x-90x) than direct mail, TV, radio, and print.

1.  Product Using public registered voter information, we take a physical mailing address, find the Internet Service Provider (ISP) that particular voter uses, and obtain their individual household IP address. We use this IP address to send targeted one-on-one display messaging to the potential voter.

3. Results Digital political campaign results are measured by votes, not site visits, phone calls, conversions, or form fills. Political campaigns are about “how many times can we deliver our message to a person so they remember it when they hit the voting box?” The more touches, the better.

This patented technology has been used in over 400 political campaigns. IP Targeting is very effective with political campaigns, political action committees, and candidates running for elective office.

u  Targeted state legislators and fidelity voters in the targeted legislators district

u  Targeted state capital and the legislative offices

u  75x per IP address frequency

u  336,000 impressions

u  30 day campaign

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.

Kentucky Craft Brewers Association

0.64% Click Through Rate

800x the industry average CTR of 0.08

100% KCB won the election

Campaign Highlights:

50 More conversions than control group

u  Target group of 48,000 addresses received physical mail piece and digital ads

u  Control group of ~47,000 ONLY received physical mailer

u  Target determined based on age of home, home ownership, and household income

u  Over 2 million impressions served

u  40x per IP address frequency

u  316 total conversions — 133 from control group and 183 from target group

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—

Case Study: Home Improvement

31% More likely to purchase

For more information or to get started today with El Toro, please contact:

Contact

u  Email: Marty@eltoro.com | Greg@Eltoro.com

u  Phone: 502.

u  www.eltoro.com

Marty Meyer | Greg Mosley