How Replacements Evolved Their CTV Strategy Into a Model for Long-Term Growth

Welcome to Where Are They Now, our series that revisits top-performing MNTN customers who’ve evolved their Connected TV (CTV) strategies to unlock new levels of growth.

In 2021, we brought you the story of how Replacements — the world’s largest retailer of china, crystal, and silverware — used MNTN Performance TV plus Creative-as-a-Subscription™ (CaaS) to drive 417% month-over-month ROAS growth and a 240% year-over-year revenue lift.

Since then, Replacements has evolved their approach to CTV advertising, refining creative and audience strategies to ensure long-term success. This ongoing evolution has become a model for success on CTV — one that delivers compounding performance benefits and a strong brand presence on the largest screen in the home.

“CTV advertising with MNTN has been a game-changer for us, especially as we’ve evolved our approach. By refining our creative strategy and leveraging more sophisticated audience targeting, CTV has become a valuable tool for driving customer acquisition, retention, and reactivation. And frankly, it’s helped us compensate for some of the challenges we’ve seen in our other marketing channels.”

Linh Calhoun
Chief Marketing Officer, Replacements

Solutions:

• Creative Evolution: Through regular ad creative refreshes powered by CaaS, Replacements tested different storytelling approaches. The performance data collected from these tests were then used to identify what messaging resonated most with their audiences.
• Audience Evolution: Replacements moved beyond broad demographic targeting to more precise strategies, starting with home and kitchen enthusiasts, then narrowing in on product-specific interests and geo-targeting.
• Focus on High-Intent: Another breakthrough came when they added MNTN Matched™, which automatically identified high-intent keywords to build audiences most likely to convert after seeing Replacements’ CTV ads.

Results:

Key Takeaways:

• Performance data fuels creative optimization: Use campaign metrics to identify what resonates with audiences and iterate accordingly, from attention-grabbing hooks to emotionally-driven storytelling.
• Consistent creative production enables agility: Regular refreshes keep messaging fresh, prevents ad fatigue, and enables rapid testing and optimization across marketing channels.
• Audience refinement drives growth: Effective targeting is an iterative process — test different segments, leverage performance data to identify what works, and continuously optimize to reach the customers most likely to engage.