Darwill’s Direct Digital Program leverages IP technology to send digital display ads to direct mail prospects for increased exposure to your message and more conversions. Our IP targeting system does not use cookie data to identify the recipients. Instead, the patent-pending IP algorithm determines the IP address based on the physical address, which is more precise because it incorporates offline data, ie. registered voter lists, customer databases, modeled data and direct mail data.
Here’s how it works:
We take your mailing list and run that list through our IP mapping system to identify match rate (match rate is approximately 50% of list)
Our system locates the household IP addresses, and anonymizes them to create a privacy shield
We serve display ads to those IP addresses, using the modem/router/IP address as the entry point. The key advantage to this is that ads go directly to the target audience, instead of fake traffic
Ad deployment begins the week of your mail campaign’s in-home date, and then the week of the promotion. We recommend serving 6-10 impressions per matched record
Experience a 30% lift in conversions when direct mail has an in-home date in the middle of the digital campaign.