Living room TVThe 30-second spot.
It plays during their favorite streaming show, on the biggest screen in the house, with no skip button.
IP targeting & connected TV: Prime time. By address.
Your TV commercial, playing only inside the homes and businesses you choose. Then on their laptops, tablets and phones. Then waiting at the top of Google when they search your name.
Starts with a real addressNot a guess modeled from someone's browsing.
No cookies requiredIt works on the household connection, not browser cookies.
Wired into Google AdsThe TV ad creates the demand. Your search ads catch it.
Connected TV advertising, by the numbers
Half of America's TV time now streams. Most brands are still guessing who sees their ads.
The problem
Cable reaches fewer homes every year, and broad digital ads spend your budget on people who will never buy. Your best prospects are a specific list of homes and companies. You should be able to reach exactly them.
49%of all US TV viewing is now streamingNielsen, The Gauge, July 2026
80.7MUS households without traditional pay TVeMarketer, 2026 projection
89.5%of US households have at least one connected TV deviceDigital Applied
$37B+in US connected TV ad spend in 2026eMarketer
+13.8%growth in CTV ad spend, year over yearIAB, via MediaPost
70%of advertisers plan to raise CTV spend in 2026, by 17% on averagePremion study, via eMarketer
A first: in the 2026 upfronts, advertisers committed more to streaming TV than to primetime traditional TV.eMarketer
How IP targeting works
We pick the addresses. You show up on their screens.
It works like direct mail, except the mailbox is every screen on the Wi-Fi: the smart TV, the laptops, the tablets and the phones.
01
Build the list.
Your customers or CRM, a list of target accounts, or the homes and businesses that fit your buyer: homeowners in chosen ZIP codes, companies by industry and size.
02
Match to households.
Every home and office router has an IP address, and data partners link mailing addresses to the connections that serve them. Some won't match (new construction, shared networks), so your matched audience is always a little smaller than your list. We tell you the number before launch.
03
Reach every screen.
When an ad slot opens on a device behind one of those connections, the platform recognizes it and bids. Your spot plays on their smart TV, then follows on their laptop, tablet and phone, across thousands of apps and websites.
IP targeting vs. traditional TV and digital ads
Cable sprays. This aims.
TV isn't just for national budgets anymore. Cable made you buy a whole channel in a whole market. Connected TV is bought one impression at a time, so a regional brand can run real TV to just its target households.
| Compared on | The usual way | IP targeting & CTV |
|---|---|---|
| Who sees it | Everyone in the market, buyer or not | Only the homes and businesses on your list |
| Starts from | A ratings estimate, or a guess modeled from browsing | A real household or business address |
| Cookies | Third-party cookies, increasingly blocked | None required |
| Who it reaches | One person on one device | The whole household or buying team, on every screen |
| Waste | Budget spent on people who will never buy | Impressions go only to the addresses on your list |
| Attention | Skipped, scrolled past, channel-surfed | The biggest screen in the room, usually unskippable, with completion rates above 90% |
| Proof | Ratings estimates and clicks | Site visits, brand searches and sales, matched by address |
| Cord-cutters | Invisible to cable buys | Reachable wherever they stream |
Completion rate: industry benchmarks for connected TV put it above 90%, far higher than mobile or desktop video.
One household, every screen
Monday, a TV spot. Saturday, a sale.
IP targeting decides who sees the ad. Connected TV is the most powerful place to show it. Together they follow one household from the couch to the search bar.
Living room TV
Kitchen tabletThe 15-second cut.
Pre-roll before a video on the tablet. Same home, same Wi-Fi, same message, shorter.
Home laptopThe reminder.
A display banner on a news site, on the laptop connected to the same network.
PhoneThe search.
Someone in the home searches your brand name. Your Google Ads brand search ad is already waiting at the top.
Matchback report · Example
Month end · Report- TV spot 3 views
- Pre-roll 2 views
- Display banner 4 views
- Brand search 1 search
- Purchase Matched
The sale, matched back.
Their website visit and purchase are matched back to the campaign by address. TV finally gets the credit it earned.
The Digital Impact difference
TV that makes your search work harder.
We don't just put you on TV. We put you on TV in the right homes, then make sure you win the search that follows.
Most IP targeting vendors sell impressions and stop there. We run your IP targeting and your Google Ads as one program, so every channel makes the others smarter. The TV ad creates the demand. Google Ads captures it.
Lists
CRM accounts, target businesses, homeowner profiles and modeled lookalike audiences.
IP targeting
The lists are matched to households and businesses, plus venue and event retargeting.
The creative
CTV, pre-roll and display tell one story on every screen at the address.
Search
Exposed homes and businesses look you up, and branded searches climb.
Google Ads
Brand search, non-brand search and Performance Max are ready to catch that intent.
The same lists feed Google.
Customer Match and audience signals in Performance Max and Search tell Google's bidding who matters, so your search budget concentrates on the people TV already warmed up.
Our Google Ads managementResults flow back.
Matchback reporting shows which targeted homes and businesses converted, and those insights sharpen the next list. The loop gets smarter every month.
IP targeting and CTV tactics
Pick your targets. Pick your screens.
Every tactic can run alone, but they hit hardest layered together. Tap the ones you're curious about to build your mix, and we'll shape your estimate around it.
Targets
Who sees your adsScreens
Where they see themB2B and B2C IP targeting
B2C or B2B? Yes.
If you can describe your buyer by where they live or work, we can reach them. Selling to both? Each audience gets its own list, its own creative and its own goal, inside one plan.
Homes
Reach the households that fit your buyer, on every screen in the house.
- Homeowners by home value, age, income or ZIP code
- Your existing customers, for repeat business and referrals
- People seen at home shows, design centers, showrooms and new-home communities
- New movers settling into your area
Businesses
Reach the people inside the companies on your list, at the office and at home.
- Named target accounts from your CRM or sales list
- Facilities by type: warehouses, distribution centers, plants, hospitals and campuses
- Attendees seen at industry trade shows and expos
- Decision makers' offices, and their homes, on every screen
A pattern we plan for
One manufacturer. Two buyers. One plan.
Based on a recent proposal. Details anonymized.The homes side
Homeowners who fit the buyer profile, plus people seen at home shows and design showrooms.
The business side
Warehouses, CRM accounts and logistics trade show attendees.
Two lists, two creatives, two goals. Both feed the same Google Ads program.
Where it performs
Manufacturing and industrialPlant and facility leaders at target accounts and trade shows
Home products and servicesHomeowners in the right neighborhoods and price bands
HealthcareHouseholds near a new location, or referring physician offices
Higher educationProspective students' homes, plus recruiting at college fairs
Automotive and powersportsConquest competitor lots and reach in-market households
Real estate and home buildersMove-up buyers and visitors to model homes
Financial servicesNew movers and households near your branches
Hospitality and tourismHouseholds in your feeder markets
Political and advocacyRegistered voters by household, subject to platform rules
Measuring CTV advertising
Nobody clicks a TV. So we measure what happens next.
Your audience is a known list of addresses, so results are read address by address, not guessed from clicks. Success shows up in site visits, branded search and matchback, not click-through rate.
Campaign reportExample · illustrative numbers
Matched households7,200of 10,000
How much of your list the campaign can actually reach.
Reach and frequency6,850homes · 8.6x
How many targeted addresses saw the ads, and how often.
Video completion94%
Whether people watched the whole spot.
Site visits from exposed homes1,140
Visits from targeted addresses after seeing an ad, including from TV, which has no click.
Brand search lift+31%
Growth in branded searches in Google Ads during the campaign.
Matchback conversions186
Targeted customers or accounts that bought, booked or became leads.
Foot trafficWhere the platform offers it: exposed devices later seen at your store, showroom or dealer.
B2B account engagementWhich target companies are seeing your ads and visiting your site. A signal for your sales team.
Example dashboard for illustration only. Your numbers depend on your list, budget, creative and market. We report monthly, in plain language.
Privacy and honest limitations
The fine print,in big print.
Being straight about how this works builds more trust than overselling it. Here's what to know before you spend a dollar.
Privacy
Households, not people.
IP targeting reaches a home or business internet connection, not a named person. No names or personal details are shown to ad buyers or attached to the ads.
Cookieless isn't lawless.
Some state privacy laws, including California's and Virginia's, treat IP addresses as personal information. We work only with platforms that honor opt-outs and comply with current state laws.
Your list stays yours.
Customer lists are handled under a data agreement, hashed or processed securely, and never resold.
Plan around these
- Not every address matches.Match rates vary by list quality and platform, so your matched audience will be smaller than your list. Clean lists match best.
- IP addresses change.Internet providers reassign them, so platforms refresh their address-to-IP links regularly.
- Shared networks blur the target.Apartments, campuses, hotels and some mobile carriers put many people behind one IP address.
- Phones leave the house.Phones are reachable at home on Wi-Fi. Away from home, reach depends on the platform's device linking.
- Small lists limit delivery.A few hundred addresses may not spend a meaningful budget, so we pair small B2B lists with venue retargeting or lookalikes.
- It needs time.Awareness takes repetition. Plan on at least three months before judging results.
How we work
From list to living room in seven steps.
The terms, up front
- Three-month minimum
- Media budgets scaled to your list size
- A free match estimate before you commit
No TV commercial yet? We produce CTV-ready 30 and 15-second spots, or adapt video you already have. See our creative work.
- 01
Discovery
Goals, buyers, geography and budget, plus what success looks like for you: leads, sales, store visits or brand search.
- 02
Audience build
We assemble and clean the lists: your CRM, target accounts, homeowner or business profiles, venues and competitor locations, plus AI-assisted audience modeling.
- 03
Creative
We produce or adapt 30 and 15-second spots for CTV, cut-downs for pre-roll and matching display, with separate creative for each audience.
- 04
Launch
Campaigns go live across CTV, online video and display, with tracking connected to your website and Google Ads.
- 05
Signal and capture
The same audiences feed Customer Match and Performance Max, so search catches the demand TV creates.
- 06
Optimize
We adjust lists, frequency, creative rotation and budget by audience, based on what's working.
- 07
Report
Monthly reporting on reach, completion, site visits, brand search lift and matchback conversions, in plain language.
IP targeting is digital advertising that shows ads on the devices connected to specific home or business internet connections, chosen from a list of physical addresses. It works like direct mail, except the mailbox is every screen on that Wi-Fi: the smart TV, laptops, tablets and phones.
Connected TV (CTV) advertising places commercials in streaming content on internet-connected TVs, such as smart TVs, Roku, Fire TV, Apple TV, game consoles and streaming apps. The ads look like TV commercials but are bought digitally, so they can be aimed at specific households and measured like online ads.
CTV is streaming watched on a television screen. OTT (over the top) covers streaming content on any device, including phones and computers. CTV is the part of OTT that plays on the TV.
No. IP targeting reaches specific addresses from a list. Geofencing captures devices seen inside a drawn boundary, such as a trade show or a store, and can then retarget those devices at home.
No. It relies on the IP address of a home or business internet connection, not third-party browser cookies, which are increasingly blocked or limited.
Yes, when it runs on compliant platforms. Ads reach a household or business connection, not a named individual, and reputable platforms honor opt-outs and state privacy laws. Some states, including California and Virginia, treat IP addresses as personal information, so we work only with platforms that comply.
Yes. Customer and CRM lists are one of the most effective starting points. We handle them under a data agreement, hashed or processed securely, and never resell them.
Yes. B2B IP targeting reaches the networks at target company locations, which makes it a practical account-based marketing tool. Small B2B lists pair well with trade show and event retargeting.
Through site visits from exposed households, growth in branded search, and matchback reporting that ties targeted addresses to later conversions. CTV is a view-through channel, so success shows up there, not in click-through rate.
It varies with list quality and type. Residential lists usually match better than business lists, and clean, current lists match best. We give you a match estimate before launch.
We recommend at least three months, so your audience sees enough repetition and results have time to show.
It helps, but it isn't required. We can produce CTV-ready 30 and 15-second spots or adapt video you already have.
Free audience match estimate
Tell us who you want to reach.We'll show you how many we can find.
Send us your list type and market. We'll come back with how many of those homes or businesses we can match, before you spend a dollar on media.
- A straight answer on how much of your list we can reach
- A recommended mix of targets and screens
- Lists handled under a data agreement, never resold
859.396.8606Lexington, Kentucky. Serving Louisville and all of Kentucky.
Get your match estimate
Tell us the basics. We'll follow up to talk through your list.
No list upload needed yet. If you go ahead, your list is handled under a data agreement.