Your Exact Online Target Lives Right Here
Aug 23, 2014
Your Exact Online Target Lives Right Here
Digital Advertising Market
• $116B Market CY2013 and growing 19% Y/Y
• Market is undergoing great change
• Digital is growing, everything else is down
Problem• Most internet ads
don’t work very well.
• Google, Yahoo and Facebook reach is limited to only their audiences
• Cookies are losing efficacy, becoming irrelevant
Problem (continued)• Advertisers simply
don’t know who is seeing their message.
• Ad fraud is increasing rapidly.
• Poor tractability and accountability.
Non-Human Traffic is Huge
Our Team• Six successful exits in the last 15 years
• 3 Companies in the Inc! 500
• Collectively authored five patents (4 for previous companies, 1 at El Toro)
Stacy Griggs – CEO Dave Vrona – COO David Stadler – VP Ad Operations
Other Forms of Targeting• Retargeting – Based on a
past site visit.
• Behavioral Targeting - Based on something web users have done online.
• Audience Segmentation – Based on demography of the sites people visit.
• Geo-Targeting – Based on zip code demography.
• PPC – Based on search terms.
Solution• Patented technology to
target ads at a household level based on IP address
• More accurate targeting = less waste and higher ROI
• Have access to 30-50 billion ad impressions per day from > 1MM sites
• Enhanced privacy for web users over contemporary solutions
How do we stack up?• 50-100X more
targeted than television
• 6-60X more effective then other online ads
• CTR is 3.2X Industry Average
• Highly accurate (and unique) ROI analysis using match-back
Sites we place ads on
Sample Ad’s
Banner Ad
Sample Ad’s
Display Ad
Sample Reports – Match Back
campaign mail qty banner ad mail qty
resp qty
banner ad resp qty(exact matches)
banner ad resp qty(soft matches)
Total banner ad resp qty(exact
+soft matches)
non-banner ad mail
qty
non-banner ad resp
qty
banner ad resp
% (exact + soft matches)
non-banner resp %
overall resp%
Total Lift In
Response Rate (based on hard+soft)
# of Impressions
Served to each Record
1 130,390 35,954 57 18 1 19 94,436 39 0.0528% 0.0413% 0.0437% 27.96% 10
2 81,787 23,871 28 7 5 12 57,916 21 0.0503% 0.0363% 0.0342% 38.64% 10
3 73,386 21,776 59 18 4 22 51,610 41 0.1010% 0.0794% 0.0804% 27.17% 5total 285,563 81,601 144 43 10 53 203,962 101 0.0650% 0.0495% 0.0504% 31.16%
Control Group Targets Total7206 3083 10289
Percent 70.04% 29.96% 100.00%Sales 6 4 10Match Rate 0.08326% 0.12974% 0.0972%Improvement 55.82%
Match-Back w/ Other Ad Campaigns
Match-Back w/ Direct Mail
Example – Statewide Political Campaign
Market Area Households4,700,000
Kentucky Households1,700,000
55% of targets don’t live in KY
Another 90+% of audience is lost based on
registration and turnout
Example – Tradeshow Targeting - NADA• Targeted attendees in
their hotel rooms and educational sessions
• Targeted 30 hotels with 30,000 impressions over 3 days
• Digital increased sales at the booth 10%, providing a 20X ROI
Sample Campaigns
Contact
@grizzberr
www.linkedin.com/in/matthewberrier
www.eltoro.com
(502) 994-6343