This might work for you:
echo "#address=/doubleclick.net/127.0.0.1"| sed '\|#address=/doubleclick.net/127.0.0.1|a\address=/anotherurl/ipaddress'
You can use any delimiter you like in the address by adding \ ie \|...| to replace the \ command is not required.
If you need an empty string and then the text following the match, use:
echo "#address=/doubleclick.net/127.0.0.1"| sed '\|#address=/doubleclick.net/127.0.0.1|a\\naddress=/anotherurl/ipaddress'
source share