Tuckernuck, an omni-channel lifestyle retail brand that sells classic yet unique apparel and gifts, needed a scalable advertising channel that they could rely on to drive significant performance during the peak holiday season. In partnership with digital marketing agency El Toro Interactive, they turned to MNTN Performance TV to take their advertising efforts to the next level. Using a strong, holiday-focused CTV strategy, Tuckernuck was not only able to successfully grow key metrics throughout this season, but they saw lasting effects from their 2022 Q4 campaigns.
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Tuckernuck Celebrates a 304% YoY Increase in Q4 Conversion Rate With Performance TV
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We’ve been working with MNTN for years and have built a great partnership. The support we’ve had from the MNTN team has been really helpful for us when developing strategy and in achieving our performance goals. Being in the fashion and retail industry, Tuckernuck has aggressive goals around revenue and return on ad spend. We love seeing the performance MNTN has helped us to drive—being able to directly tie these strong results to our CTV campaigns is very impactful for us.”
Jessica Levy
Senior Director, Paid Search, El Toro Interactive, Tuckernuck
0%
Increase in Conversion Rate YoY
0%
Increase in ROAS From Q3 to Q4
0%
Decrease in CPV From Q3 to Q4
Objective
Increase Return on Advertising Spend and Conversions Rate, and Decrease Cost Per Visit
As an apparel company, Tuckernuck needed to set themselves apart from the competition during a particularly crowded advertising period—the holidays. With the onslaught of messaging during this time of year, it can be difficult for brands (particularly in fashion and apparel) to make a lasting impression with consumers. Having dealt with this dilemma previously, Tuckernuck wanted to ensure that their ideal customers kept their brand top of mind when making holiday purchases in 2022.
To take full advantage of the opportunity Q4 presented for driving meaningful business, they were looking for an advertising solution that would produce real performance—increasing metrics like return on advertising spend (ROAS) and conversion rate, and decreasing cost per visit (CPV). Performance TV enabled Tuckernuck to do just this by running multiple concurrent CTV campaigns with a new visual element—video advertisements.
Solutions
Prospecting, Retargeting
In collaboration with MNTN’s Customer Success team, Tuckernuck developed a comprehensive advertising strategy focused on driving results during the holiday season and beyond. They kicked things off by increasing their Q4 CTV budget by 32%. To ensure top performance, Tuckernuck kept existing evergreen Performance TV campaigns running throughout the first part of the quarter. This bolstered their audience numbers and drove consumer engagement, setting them up for success as they headed into the most competitive time of the season. Then in November, they shifted their campaign strategy to have more of a holiday focus.
Ahead of Black Friday and Cyber Monday, Tuckernuck leaned on Performance TV’s precision audience building to target ideal customers. For their prospecting efforts, they used MNTN’s unique audience suite to ensure that their ads were served to specific groups of holiday and retail-focused shoppers. Targeted segments included: online shoppers, luxury buyers, winter fashion shoppers, Black Friday shoppers, and Cyber Monday shoppers.
For their retargeting campaign, Tuckernuck turned to first-party data to reach consumers who were already familiar with and interested in their brand. With MNTN’s easy-to-use segmentation tool, they targeted viewers who had visited their website in the last 30 days and had viewed two or more pages, but hadn’t converted.
Seasonal ad creative was a key piece to the success of these campaigns. To best resonate with their ideal customers, Tuckernuck strategically tailored messaging to targeted audiences. Their video advertisements featured clear holiday imagery, with vignettes of people in festive attire attending various wintertime celebrations. The ads also included seasonal promos and discounts to surprise and delight customers.
Tuckernuck loved the flexibility of Performance TV. With MNTN they were able to efficiently adjust audience segments and ad creative whenever needed, without slowing down campaign progress.
The Results
Significant Year-Over-Year and Quarter-Over-Quarter Growth
MNTN’s comprehensive in-platform reporting and integration with Google Analytics enabled Tuckernuck to accurately track campaign performance alongside their other marketing channels.
One of the most notable results of their Q4 campaigns was the whopping 304% increase in conversion rate from the previous year. This growth speaks to the power of CTV video advertising which was used in 2022, but not in 2021.
Tuckernuck also experienced significant quarter-over-quarter growth, with a 56% increase in ROAS and 26% lower cost per visit from Q3 ‘22 to Q4 ‘22.
Not only did MNTN support Tuckernuck in driving meaningful results throughout Q4, it also helped to produce long-term performance and improved their overall marketing strategy.
“We’ve definitely seen the broader impact of investment in MNTN after the 4th quarter and across other channels,” said Mikayla Ceraso, Growth Marketing Manager at Tuckernuck. “There’s absolutely a halo effect.”
Tuckernuck was very pleased with these results and has continued using Performance TV as a key piece of their evergreen advertising efforts. They are already deep into 2023 Q4 planning with MNTN as an integral part of their strategy.
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FilmFrog
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Agency
A global creative media agency had a specific challenge to address — sell tickets for a large-scale rock concert. Sounds fairly straightforward, right? Not exactly. The event wasn’t being hosted by a large venue, or a musician, or even a sports team. Instead, it was sponsored by one of the agency’s high-profile power-sports clients. With this in mind, the agency knew they needed an effective way to reach consumers outside of their client’s typical audience. Paid social and search efforts were starting to plateau, and they wanted a targeted new advertising solution that could drive ticket sales for the event. Looking for a performance channel that would produce meaningful results, they gave Connected TV (CTV) a try. With MNTN Performance TV, the agency was able to help their power-sports customer to exceed campaign goals — for the concert and beyond.
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Nonprofit Organization
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ATTN
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MISA Los Angeles
MISA Los Angeles, a high fashion brand known for their handmade pieces, was looking to expand their marketing efforts into Connected TV (CTV). After working with MNTN on a successful campaign for a number of other brands, their agency, Maison MRKT, suggested MISA turn to MNTN Performance TV to help achieve their aggressive advertising goals.
Articulate Solutions
Gilroy Gardens is a family theme park with more than 40 rides and attractions, and over 10,000 trees (yes, you read that right — 10k!). With one of their busiest times of the year coming up — Halloween — they wanted to promote their special seasonal events with audiences they hadn’t previously reached. In collaboration with creative agency Articulate Solutions, Gilroy Gardens launched a new performance channel — Connected TV (CTV) — to boost ticket sales and decrease cost per visit (CPV). Using MNTN Performance TV paired with an audience-based advertising strategy, they produced impressive campaign results — for the Halloween season and all seasons.
Guesty
Guesty’s advanced technology optimizes, automates, and streamlines every aspect of managing a hospitality business, all from one platform. When the results of their search and social campaigns began to plateau, they needed to activate an additional channel to drive qualified traffic and lead generation. Using MNTN Performance TV, Guesty got that channel with performance-optimized Connected TV (CTV).
National University
National University is a leading online higher education provider and San Diego’s largest private non-profit university. For over 50 years, they’ve been on a mission to break barriers in education and build a better future for their 41,000 students, 3,300 employees, and 200,000+ alumni worldwide.
SpotOn Fence
SpotOn Fence is a pet containment & technology company that enables pet owners to create GPS dog fences of any size, almost anywhere. They wanted a Connected TV (CTV) advertising solution that could help them grow—and MNTN Performance TV was the perfect fit. With MNTN, SpotOn built an audience and creative strategy that allowed them to focus on seasonal pushes while staying consistent year-round to ensure durable growth.
Pluralsight
Pluralsight is trusted by 70% of the Fortune 500 to provide employees with courses and learning paths to develop technical and business-critical skills. But they were wrestling with a difficult challenge—how to improve inbound leads and generate more valuable demand for a mature B2B software company in a time of economic uncertainty? The Pluralsight team knew that their current marketing mix—a combination of traditional demand-generation channels like paid search and social and regular closed-lost analysis—simply wasn’t cutting it. To build a sustainable growth engine, they needed to get in front of more buyers earlier, to make it easier to guide them down the funnel, and, when they were ready to purchase, ultimately convert. With MNTN Performance TV, Pluralsight was able to use performance-optimized Connected TV (CTV) advertising to do just that.
The Travel Corporation
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Hooray Heroes
Hooray Heroes creates personalized books for kids, adults and pets—in a few simple steps, customers can create illustrated stories featuring their loved ones (we’re not crying, you’re crying). Serving the entire U.S., they were challenged with advertising to a variety of markets and potential customers. For years, Hooray Heroes had primarily leveraged social media to do this, but when one of their frequently used social platforms started to diminish in return, they began searching for an alternative solution. With one of their most profitable holidays—Father’s Day—just around the corner, Hooray Heroes needed a powerful advertising channel that would replace some of their waning social media efforts. Because of its similar capabilities to other digital channels and its proven ability to drive performance, Connected TV (CTV) was an obvious choice. To ensure top CTV campaign results, Hooray Heroes turned to MNTN Performance TV.
Houston Hyundai Auto Group
Houston Hyundai Auto Group is made up of three car dealerships—North Freeway Hyundai, Baytown Hyundai and Humble Hyundai. With multiple locations to market, Digital Strategist John Watts needed to generate new business and drive quality traffic to the dealerships’ websites. He had experimented with Connected TV (CTV) advertising before and liked that it allowed them to reach potential customers across various streaming networks. However, he found it difficult to measure campaign success. As a one-person show, Watts wanted a platform that would produce meaningful results while ensuring efficient use of his time. MNTN Performance TV offered Watts a powerful CTV ad solution with superior ease of use. And, Performance TV produced an unexpected benefit—it helped to strengthen the auto group’s other marketing efforts.
Junk King
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Painting with a Twist
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Virtual Healthcare Service
Since its inception, this virtual healthcare service set out to disrupt the space. With the goal of making healthcare more accessible, they developed a fully digital customer experience—via this service’s website consumers can easily request various medications and get them sent straight to their doorstep. The healthcare service’s advertising had focused on paid social media and linear television, though they started to see performance plateau. That’s when they decided to diversify their marketing mix. The healthcare service was eager to test Connected TV (CTV) as a performance channel to reach and convert new customers. MNTN enabled the healthcare provider to reduce their dependence on paid social and achieve their performance goals.
Direct-to-Consumer Lingerie Brand
In order to keep business moving during the pandemic, this DTC (direct-to-consumer) Lingerie Brand doubled down on lower-funnel initiatives. While the strategy worked initially, returns soon diminished. This prompted a search for an advertising solution that would attract new customers while maintaining profitable ROAS (return on advertising spend). Alternatives, that included linear television and YouTube, had fallen short of expectations. With MNTN, on the other hand, the retailer successfully turned Connected TV (CTV) into the strong performance channel they were looking for.
Popular Pet Store Supplies Retailer
This popular pet supplies retailer has advertised on traditional and Connected TV (CTV) for years. Having experienced success via these channels, the retailer wanted to see if they could augment their top-of-funnel TV efforts with a performance element. To achieve this goal, the retailer needed a solution that offered the speed, precision and flexibility of digital advertising channels like paid social and display. They also wanted a platform that could accurately measure which audiences had the highest engagement and converted the most. MNTN Performance TV provided the advertiser and their agency the software they needed to transform CTV into a scalable performance channel.
United States Flag Store
In preparation for their most profitable time of year, the United States Flag Store wanted to find an advertising channel that would significantly drive growth. Having advertised primarily via Google Ads, the American flags and flagpoles retailer searched for a comparable lead acquisition source that would give them more control over their campaigns and for a lower cost—Connected TV (CTV) proved the right solution. The United States Flag Store turned to MNTN Performance TV for support in launching this new performance channel.
Biz2Credit
Biz2Credit, an online financing platform for small businesses, was looking to empower business owners and had the perfect place to start: MNTN Performance TV. With Performance TV, they were able to not only reach new potential customers through prospecting and stay top of mind with retargeting, but also use their CRM to reach this key audience on the TV screen.
Commerce Checkout Platform
This commerce checkout platform didn’t want to launch on TV with just any creative. They turned to MNTN’s Creative-as-a-Subscription for breakthrough storytelling, while optimizing their entire approach–and budget–towards driving their business forward.
Premier Jewelry Retailer
Having cultivated a strong presence on linear television, this premier jewelry retailer was no stranger to TV advertising. However, with a thorough understanding of the increasing popularity of Connected TV (CTV), the retailer wanted to target consumers on their favorite streaming services. The jewelry retailer turned to MNTN Performance TV to reach new customers and increase business throughout Q4 of 2021.
Recruiting & Career Platform
The largest platform for technology professionals to advance their careers wanted to stay true to its name and continue to build and grow their business. They were looking to reach both their B2C and B2B audiences efficiently, with clear performance targets in mind–from CPV to CPA. Performance TV allowed them to easily manage their various initiatives, hit and exceed their performance goals, and dig into the details that matter with the easy-to-use reporting dashboard.
Princess Polly
Princess Polly was looking for a way to maximize their ad spend during the holiday season. They were seeing diminishing returns from other performance channels thanks to the evolving data landscape. Connected TV, specifically MNTN’s Performance TV, offered an opportunity to share their message and accurately reach their various targets across the sales funnel and align with their holiday goals.
Campspot
Campspot, a premier travel booking site for campgrounds, RV resorts, glamping and more, was faced with the challenge of building brand awareness in the lead up to the peak summer campaign season. They were also being held to performance goals from a ROAS perspective, and weren’t seeing the lift that they expected on other channels. The brand was open to different inroads to tapping into their ideal audience, and partnered with MNTN Performance TV as a new and measurable way to get their ads in front of fresh eyes.
Northline Express
Northline Express was looking for a net-new performance channel that could drive conversions at scale while matching the efficiency of their existing retargeting efforts. They turned to Performance TV to launch a CTV retargeting campaign that would not only maximize their return on ad spend, but allow them to deliver TV ads that left an impression on their audience.
DECKED
The marketing team at DECKED spent time building detailed personas for two key audiences — Truck Owners & Enthusiasts, and Construction Workers & Contractors. Once each audience’s set of affinities, purchase histories, and behaviors were defined, they set out to run an A/B test designed to discover which audience would visit their site and convert after watching their CTV ads. The brand turned to MNTN Performance TV to effectively build and test both of their detailed audiences — allowing them to focus their efforts on learning effectively and driving results.
Rumpl
Rumpl was looking for an ad solution to help drive new customer acquisition and wanted to test Connected TV as a high-impact channel. With Performance TV, the results far exceeded their expectations and Rumpl decided to deepen their relationship with MNTN and opt into the Creative-as-a-Subscription opportunity.
Watch Brand
By specifically tailoring their creative and targeting strategies to align with Father’s Day, a major watch brand maximized the effectiveness of their MNTN Performance TV campaigns during an opportune seasonal moment.
Replacements
Replacements turned to MNTN and Creative-as-a-Subscription to streamline creative production and deliver fresh, relevant messaging to increase site traffic and drive incremental revenue.
Commercial Real Estate Agency
This commercial real estate agency was looking to diversify their marketing channels and drive performance on a new medium. With MNTN Performance TV, they were able to activate on a previously unavailable screen to drive more qualified leads, all at a lower cost-per-acquisition than targeted.
Atlanta Hawks
The Atlanta Hawks chose MNTN Performance TV because it would allow them to effectively target the right audiences with their narrative-driven, timely creative strategy and transform premium television into a revenue-driving channel.
Reeds Jewelers
By refreshing their Performance TV creatives in the weeks leading up to Mother’s Day, Reeds Jewelers showcased how brands can effectively use MNTN Performance TV to take advantage of seasonality and drive better results for their evergreen efforts.
National Business Furniture
By shifting their investment from display to MNTN Performance TV, National Business Furniture not only discovered their most effective performance channel—they improved the effectiveness of their entire marketing program.
Klaviyo
Leading email and SMS marketing platform Klaviyo was looking for a way to increase site traffic, with the ultimate goal of parlaying the increase in qualified visitors into more demos. They turned to MNTN Performance TV to help them reach the right audience, and motivate those viewers to visit and convert.
Popular Dating Platform
This leading dating platform wanted to add a new performance channel that could generate direct-response results in line with their paid search and social efforts. They turned to MNTN to drive measurable performance, while also delivering higher-level brand awareness and perception messaging via television.
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.
On-Demand Fitness Platform
This leading gym and fitness brand developed CTV ad creative with user-generated content sourced from their social channels, then launched their Performance TV prospecting campaign to generate impressive new site traffic at an efficient cost per visit.
Dagne Dover
As a company that prides itself on “making bags for humans getting the most out of life,” Dagne Dover needed campaign performance that would get the most out of their budget. They turned to Performance TV retargeting to drive direct-response conversions and revenue.
Lighting New York
MNTN Performance TV retargeting allowed them to elevate their campaign performance beyond what display-only retargeting could offer by serving viewers high-quality video ads on Connected TV, and also reaching those same viewers across web and mobile with dynamic MNTN Muli-Touch ads—all from a single campaign.
Bicycle Retailer
This leading premium pre-owned bike retailer expanded their digital advertising repertoire with MNTN Performance TV to drive measurable performance.
Wine & Spirits
The holidays can be a hectic time, which is why this leading wine & spirits retailer wanted to raise awareness around their pick-up and delivery options during the busy festive season. They turned to Performance TV to reach the right audience, spread their message, and drive shoppers through the marketing funnel.
Home Supplies
Looking to expand on their existing lower-funnel efforts, this leader in home supply added Performance TV Retargeting to their media mix. Leveraging all the targeting and measurement capabilities of display retargeting, combined with an HD ad format served on television, Performance TV delivered better results vs. display retargeting.
Restaurant
This brick and mortar restaurant has a cult following for their Chicago-style hot dogs. Looking to harness the power of direct response marketing and the reach of TV advertising, they turned to Performance TV to help them achieve measurable results.
Ecommerce Retailer
This leading retailer builds innovative and award-winning performance products for all types of outdoor and work environments. They turned to MNTN Performance TV to drive measurable revenue both online and at key locations.
Auto Parts Retailer
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.
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