MNTN Matched Groomie Club With Their Most Valuable TV Audiences, Doubling Their ROAS

Groomie Club is the premier creator of precise head shaving products for men. Their products are highly rated, but their ideal audience is very specific. So, like many innovative beauty and grooming brands, one of their biggest obstacles was finding the right customers. They faced a common challenge: how to reach these consumers without wasting impressions on audiences that would never buy their products?

For innovative advertisers like Groomie Club, traditional audience targeting just doesn’t cut it. That’s why they turned to MNTN Matched, which uses diverse data sources and advanced predictive models to pinpoint a brand’s most valuable consumers. By harnessing this technology, Groomie Club was able to go beyond traditional TV targeting and match directly with the customers who were most likely to purchase their products — leading to significant boosts in high-quality site traffic and impressive revenue growth.

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With MNTN Matched, we can focus our CTV campaigns on customers who want to buy our very specific grooming products. We’re driving significantly more traffic to our site, those visitors are converting at a higher rate, and we’ve almost doubled the revenue we’re generating with CTV. We have ambitious growth goals, and with MNTN Matched, we’re achieving them.”

Anant Handa
Co-founder, Groomie Club

Higher Conversion Rate

Higher Visit Rate

Higher ROAS

Increase in CTV Investment YoY

Objective

Eliminate Wasted Impressions and Generate Sales Growth

Groomie Club wanted to increase their site traffic and generate a significant volume of new revenue with Connected TV (CTV). But the specificity of their ideal customers made it difficult to identify them with traditional TV audience targeting.

Solutions

MNTN Matched

The answer to their predicament came in the form of MNTN Matched, a system that offered them a more effective way to identify and engage their most valuable TV audiences. MNTN Matched uses AI to categorize consumers in over 99% of U.S. households and create predictive models of future purchases based on shopping habits, recent life events, and interests. This offered Groomie Club an expansive database of valuable customers.

With MNTN Matched, Groomie Club leveraged keywords suggested by generative AI to match with this database and built an audience of hyper-specific consumers who were highly likely to love and purchase their head shaving kits. Their previous site visitors were automatically excluded from this segment, ensuring their campaign focused on acquiring new customers.

The Results

Increased High-Quality Site Traffic in Addition to Remarkable Revenue Growth

Using MNTN Matched, Groomie Club more than doubled the ROAS earned by their TV campaigns (when comparing their results to the returns generated by traditional CTV audience targeting).

They also tripled the site traffic generated by their TV campaigns and converted visitors 24% more often than they did with traditional TV audiences. In other words, Groomie Club was able to drive a higher volume of site traffic — and significantly higher-quality site traffic — with MNTN Matched.

The best part? With MNTN Matched, they achieved significantly better results with far more scale than the previous year. Compared to their investment in June 2023, they invested 344% more in their June 2024 campaigns using MNTN Matched — and achieved record-breaking results.

MNTN’s mission is to democratize TV advertising by making it work for advertisers of all sizes. Whether you’re a challenger brand with unique products or a larger brand faced with high expectations to achieve constant, durable growth, we know there’s little to no room for wasted impressions. That’s why we’re proud to build technology that enables disruptive brands like Groomie Club to match with their most valuable consumers and deliver the best outcomes.

All results in this case study are sourced from Groomie Club Performance TV data comparing TV campaign performance with MNTN Matched vs. TV campaign performance without MNTN Matched.

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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.

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

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