Top Bike Retailer Drives a 4.15X ROAS From Running MNTN Performance TV Prospecting and Retargeting Campaigns in Tandem

This leading premium pre-owned bike retailer expanded their digital advertising repertoire with MNTN Performance TV to drive measurable performance.

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ROAS

Cost Per Visit

Increase to Topline Revenue

Objective

Reach New Audiences & Drive Revenue

This retailer is the world’s largest and most trusted source for hiqh-quality pre-owned road, mountain, triathlon, gravel, and cyclo-cross bikes. They cater to cycling enthusiasts, and wanted to find ways to reach new audiences and drive revenue. They had advertised previously on linear television, however only saw success during peak sporting events like Tour de France. They turned to MNTN Performance TV in order to achieve consistent direct-response performance across multiple channels on all devices.

Solutions

Prospecting, Retargeting

Unlike linear TV advertising, Performance TV provided access to premium inventory combined with precision targeting. Additionally, MNTN’s proprietary automated media buying technology leveraged real-time data analysis to automatically adjust spend, reach, and handle all bidding—thus removing any sort of manual optimization. The MNTN platform allowed them to leverage a cross-channel full funnel approach all within a single platform to drive qualified traffic to their website and get users on their site to convert.

How did they do this? First, they launched prospecting ads to a niche target groups of cycling enthusiasts and those in-market to purchase pre-owned bicycles through MNTN’s unique audience suite. This ensured that they were not wasting any impressions on an irrelevant audience and guaranteed that their budget was being used efficiently.

MNTN Performance TV’s prospecting ads were able to drive new users to the site, and expanded the retargeting audience pool – bringing a new meaning to the word full-funnel. What about keeping their audience engaged and propelled to convert? MNTN’s Performance TV retargeting did the trick, whose real-time segmentation tool enabled them to retarget high-value users, like cart abandoners, across all devices including Connected TV. MNTN’s automated media buying technology aided both prospecting and retargeting campaigns to drive direct-response performance by optimizing towards a lower Cost Per Visit and higher ROAS.

They viewed the result of their direct-response campaigns in real time through MNTN’s reporting suite to see digital metrics not available on linear television. Furthermore, they were able to view their Connected TV performance in Google Analytics (through a MNTN integration) to provide a holistic view of all of their digital marketing channels alongside their Connected TV campaigns. MNTN’s Cross-Device Verified Visits proprietary attribution model mapped out the entire customer journey across key touchpoints cross-device and cross-platform and fed this intel into Google Analytics for reliable and transparent reporting – down to point of conversion and its impact on the bottom line.

The Results

Strong ROAS & Revenue

Running both Performance TV retargeting and prospecting ads helped to drive an efficient $1.68 Cost Per Visit for the campaign duration. According to Google Analytics, this resulted in an overall 4.15x ROAS, 5% lift in topline revenue and a 4% increase in transactions – outperforming their average order value. This demonstrated the value of combining prospecting and retargeting Connected TV campaigns for a true full-funnel approach.

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MNTN

It’s rare when you see an ad tech brand feature itself in a case study. Is that because it can come off a little self-aggrandizing? Maybe. But this story perfectly illustrates why Performance TV is an effective piece of B2B marketers’ media strategy (and also, it’s just too good not to share). So, we’re going to do it anyway. This leading Connected TV ad tech firm (that’s us) was looking to reach a B2B audience and drive qualified users to our site. We leveraged two of the most effective means of capturing prospects’ attention available to advertisers today: Performance TV, and the star power of our Chief Creative Officer, Ryan Reynolds. Turns out, one is far more effective than the other.

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Restaurant

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This leading automotive aftermarket parts provider serves both professionals and do-it-yourselfers, and was looking for a new way to raise brand awareness and motivate customers to visit in-store or online. They turned to MNTN Performance TV to reach viewers in a place they hadn’t previously – on Connected TV.

Subscription Box Service

On a mission to revolutionize the entertainment industry by challenging conventional storytelling, this subscription service gives people the chance to solve a murder mystery using high-quality, hand crafted clues that are shipped right to their front door. They turned to Performance TV to help them drive conversions and increase revenue by reaching new users.

Gift Card Retailer

This eCommerce retailer wanted to institute an awareness campaign for their Q4 product launch. They leveraged MNTN Performance TV to ensure their ads found consumers when and where they were watching.

Subscription Software

This subscription based SAAS leader was struggling to efficiently introduce their new brand and pricing model to a mass audience. They leveraged MNTN Performance TV to ensure their ads found consumers when and where they were watching.

Travel Booking

This travel booking site wanted to efficiently reach key demographics with highly-targeted TV creative. They decided to leverage MNTN Performance TV to ensure their ads found consumers when and where they were watching.

Mattress Retailer

This leading mattress retailer wanted to tell a compelling story while capturing site traffic and conversions. They decided to leverage MNTN Performance TV, ensuring their ads found consumers when and where they were watching.

Tulalip Resort Casino

This Seattle-based resort and casino offers guests gaming, luxury accommodations, entertainment, fine dining, and more. They came to MNTN with the goal of expanding their reach and driving awareness among a key audience, and enjoyed immense success as they saw measurable increases in site traffic driven by Connected TV.

MNTN is the future of TV and direct-response advertising.

Learn how to better drive performance for your digital campaigns with this full-funnel solution.

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