Louisville, KY -- (SBWIRE) -- 06/17/2015 -- The news that the IP Targeting Technology of El Toro LLC, a tech start-up based in Louisville, Kentucky, has helped bring about a regime change in Guyana is certain to dispel the doubts people may have over the efficacy of targeted digital advertising.

According to Stacy Griggs, the CEO of El Toro, their team decided to put in place mobile targeting in their overall campaign strategy in the election in which David Granger won to become the eighth executive president of Guyana, because 60% of the country's population use mobile devices. The team of the company implemented a multi-layered campaign in which they added digital buys on Facebook and delivered millions of impressions for reaching voters across the whole country. Since President Granger and his team were digitally savvy, they knew that online outreach, that especially targeted the youth of Guyana, would positively impact their campaigning efforts.

El Toro used http://www.UnitedGuyana.org as well as Facebook as landing pages. Within 30 days, there were more than 60,000 clicks from over 32,000 unique visitors to these new website and Facebook pages. Amazingly, half of the traffic that visited these pages was from mobile devices. As expected, 61% of web visitors were between 18 and 34 years of age. The Facebook page garnered 8,000 likes. In short, this online outreach targeted nearly 300,000 voters with millions of ad impressions during the 30 days preceding the election. This was possible only because they targeted ads at IP ranges from high-value areas of the country along with specific locations.

The CTR across all platforms was 1.98% across all platforms that was roughly 22 times the industry average of such political campaigns.

According to Brad Goodman, a US based expert in campaign consultancy whose services were utilized for the campaign of Granger, there were two main campaign goals that included identifying and circumventing the ways state-run media adopted for reaching voters, mainly the youth of Guyana, and overcoming the fundraising advantage of the incumbent party. Stacy Griggs adds that El Toro was the right type of tool that could thwart these two issues and brought about a difference in the country. This tool helped them target voters on a granular level by getting to them the right messages at the right time. In short, the company played a key role in bringing about the historic change of power in the country that had not happened since 1992. Stacy Griggs points out that they have used digital advertising in many election campaigns in the US.

The election held on May 11 witnessed one of the highest voter turnouts in the history of Guyana and David Granger who ended the 23-year hold on power of the People's Progressive Party Civic, assumed office as the eighth executive president of the country on May 26, 2015.

About El Toro
El Toro, a tech startup based in Louisville, KY, is an Advertising Technology or AdTech company and they have developed and applied for a patent on a process to map IP Addresses to household addresses. The company provides targeted digital advertising to a number of high-value locations including hotels, college campuses, stadiums, convention centers, government buildings and more. The data they gather help them accurately target individuals or groups of potential people based on locations. They use this technology for automotive companies, universities, political campaigns, healthcare companies, and various other large brands for increasing the impact of their digital advertising campaigns.

For Media Contact:
Company:ElToro LLC / ElToro.com
Address: 300 Distillery Commons, Suite 470
Louisville, Kentucky 40206
Contact person: Marty Meyer, Media Relations
email: marty@eltoro.com
502-345-7909, 502-353-0390
http://www.eltoro.com