IP Audience Zones Targeting Identifies Active Military and Veterans to Deliver Increased Click-Through Rates.

The largest Federal Credit Union in the United States with over $30 Billion in assets and over 3 million members launched a campaign to encourage qualified prospects to sign up to be eligible to receive benefits such as preferred financing on Auto-Loans, Mortgages, and Home Equity Lines of Credit. The objective of this initial campaign was to increase awareness among active military and retired military veterans and encourage them to sign up.

The target audience for the campaign was three specific segments of prospective credit union members: active military personnel at home, retired military veterans at home and veterans now working as Department of Defense contractors. 

Using Semcasting's IP Audience Zones platform, these individuals were selected from the offline database at their residences near known military bases and the defense contractors near these locations by name and NAICS code designations.

IP Audience Zones matched these locations and mapped them to hot IP Zones for homes and businesses that represented the top 25% of all IP addresses that were relevant to the campaign goals. Semcasting provided a multi-dimensional profile of the target audience including affluence levels, life stage, political affiliation and socio-economic status. The profile was used to identify the home IP Zones and the business IP addresses of the three target audiences: 5 million IP addresses where there was a high concentration of active military, 5 million IP addresses that aligned with retired military veterans, and 10 million IP addresses that mapped to DOD contractors and employees at work.

The client's goal for the campaign was to reach a click through rate of .10%. This was compared to overall industry click through rates in 2011 for all types of display advertising that averaged .09% and less than .05% for similar offers from financial institutions. In the first week the campaign was running at 16% over goal, or .12% at an average of 31,000 impressions a day. By the end of the third week, following redistribution of inventory in favor of Home locations and businesses around military bases the campaign started driving .21% click through rates at 110% of goal.

Contact Us

If you'd like more information about the solutions introduced in this newsletter, or would like to discuss planning for your next marketing campaign, please do not hesitate to contact us at marketing@semcasting.com.