CASE STUDY

DEPARTMENT 
OF TRANSPORTATION

IP TARGETING

CASE STUDY

DEPARTMENT 
OF TRANSPORTATION

IP TARGETING

BACKGROUND

A large state was ranked as one of the most dangerous for pedestrians in the United States, recording more than 6x the pedestrian fatalities of any other state over the last decade. The state‘s transportation department sought to correct this issue with new crosswalk signals and a marketing campaign about traffic safety, and they wanted to move fast.

CHALLENGE

Because the transportation dept. was recording nearly 5,000 accidents involving pedestrians and cyclists across specific intersections in their largest counties each year, the dept. wanted a way to identify and send messages to the people driving, walking, and cycling through those intersections.

SOLUTION

Using our GeoFraming™ technology, we identified mobile advertising device IDs (MAIDs) seen at the dangerous intersections and matched them to physical home addresses through corresponding IP addresses. These homes and devices were then targeted with a combination of banner and video ads, without the use of cookies.

RESULTS

A large state was ranked as one of the most dangerous for pedestrians in the United States, recording more than 6x the pedestrian fatalities of any other state over the last decade. The state‘s transportation department sought to correct this issue with new crosswalk signals and a marketing campaign about traffic safety, and they wanted to move fast.

5 million

people reached

16.8%

reduction in pedestrian and bicycle crashes
year-over-year