PURPOSE AND DESIGN:
Audience Partners was retained by a client to run a head-to-head comparison of AP’s ISP-authenticated IP Targeting and a provider of Modeled IP Targeting. The test campaigns were designed to target a select audience of likely voters in a local election using the same exact targeting criteria. Both campaigns delivered a comparable number of impressions against a comparable budget and using the same creative. All efforts were made to isolate targeting method as the sole variable between the two campaigns.
The basic findings demonstrated that ISP-authenticated IP Targeting provided a significant performance increase for the key performance indicators (KPIs) evaluated: reach, frequency, clicks, click-through-rate (CTR), bounce rate, pages per session, and average session duration. The case study highlights the relative performance of ISP-authenticated IP Targeting and Modeled IP Targeting.The test results show strong improvement of the KPI’s that were the primary focus of these campaigns.