In some respects personalisation on advertising can feel a little bit creepy to consumers - but it does appear to work.
Perhaps subtlety is the answer?
That's what the South Carolina's Myrtle Beach decided to do, with its local tourism board customising a series of online video promotions to target potential visitors.
The ads established the IP address and other datapoints of the viewer and then, in the final few seconds of each clip, posted showed a message indicating the best route and a carrier.
Here is an example clip:
Simple, right?
VisitMyrtleBeach says the campaign helped deliver over 45,000 clicks from the ad to the main website.
Furthermore, a "click-out rate of almost 30% was generated to the organisation's partners for the campaign.
A particularly cute element, created for just a few particular regions, was to highlight the weather in a user's own location on the day and compare it to the same forecast in the destination.
The IP address of viewers in the North and Mid-West regions of the US, where presumably the weather doesn't really compare to the Atlantic coastal city, were targeted with this element.
The campaign, which ran on mainstream media sites in order to drive awareness of Myrtle Beach as a spring break destination, used technology by video ad provider Eyeview