Ancient Nutrition Rings in a Strong New Year With MNTN Performance TV and Creative-as-a-Subscription™

Ancient Nutrition is a whole food supplements company focused on making powerful superfoods accessible to everyone. In a very competitive industry, they needed a way to drive high-intent consumers — those with a strong likelihood of converting — to their website. Eager to try a new channel, Ancient Nutrition looked to Connected TV (CTV) and found the right advertising solution in MNTN Performance TV.

At a pivotal seasonal moment when many consumers want products that support a healthy lifestyle — the end of Q4 and into Q1 — they relied on MNTN to ramp up their revenue. Then, in the new year, Ancient Nutrition turned to Creative-as-a-Subscription™ (CaaS) to gain professionally-produced TV ads at no additional cost and take advantage of an opportunity to reinvest some of their creative dollars back into hardworking media. Together, Performance TV and CaaS enabled them to scale and deliver significantly more revenue with the same marketing budget.

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MNTN allows us to generate impressions with potential customers and increase conversions. The CaaS platform has allowed us to efficiently and effectively test new creative each quarter to understand what is resonating with customers.”

Tanya Ozinga
Senior Brand Director, Ancient Nutrition

$0+

in Added Revenue Earned with CaaS

$0+

Estimated Savings on Ad Creative Development

Higher Prospecting Return on Ad Spend Than Goal

YoY Decrease in Q1 Cost Per Visit

Objective

Increase Household Penetration and Deliver Strong Return on Ad Spend During a Vital Time for Business

Needing to stand out in the crowded supplements space, Ancient Nutrition wanted a fresh way to encourage potential customers to visit their website and ensure those users actually converted. Heading into a historically fruitful time of year — the end of Q4 into Q1, when people are looking to shed bad habits and build new, healthier ones — they were looking to amplify their CTV efforts to increase household penetration across the U.S.

Solutions

Prospecting, Retargeting, CaaS

Ancient Nutrition started their work with MNTN by developing a comprehensive CTV strategy to meet their full-funnel needs. Performance TV’s ease of use allowed them to concurrently launch prospecting and retargeting campaigns to target both new business and consumers who were already familiar with their brand.

A key piece of this strategy was precision audience targeting. For prospecting, they used MNTN’s unique audience suite, which gave them access to thousands of niche, high-intent audience groups, including health enthusiasts, walkers/joggers/runners, people interested in pilates, and those who prioritize their health and wellbeing.

To best support their business goals heading into and through the start of the new year, Ancient Nutrition ramped up their Performance TV prospecting spend each week through the end of Q4 of 2022 and into Q1 of 2023.

While Ancient Nutrition had a robust internal creative production team, that team’s bandwidth was stretched thin at the start of 2023. To support their in-house ad creative development, they added MNTN’s CaaS to their strategy. Powered by QuickFrame by MNTN, CaaS is a first-of-its-kind solution that gives advertisers a steady stream of performance-optimized CTV ads. With QuickFrame’s extensive resources, Ancient Nutrition collaborated with their dedicated CaaS production team to bring fresh perspectives to their advertisements — developing creative with dynamic visuals and engaging motion graphics designed to produce the performance they wanted.

CaaS also allowed Ancient Nutrition to test, optimize, and iterate their ad creative. For strong A/B testing, Ancient Nutrition’s CaaS production team built multiple versions of advertisements, each featuring a different product — SuperGreens and Multi Collagen Protein — and different lengths — 30 seconds and 15 seconds. To further encourage viewer engagement, the creative highlighted specific value propositions and promotional codes for each product — maximizing that content’s usefulness. (Learn about the results of this testing below.)

All of these ads were built at no additional cost beyond what Ancient Nutrition paid in media, allowing them to save tens of thousands of dollars in creative production alone. The production team at QuickFrame by MNTN estimated that most brands would have spent $63,600 on their first set of video ads and $50,400 on their second every quarter to produce similar creative assets in-house.

The Results

Increased ROAS, Decreased CPV, and Bolstered Creative Production

Using MNTN’s robust reporting suite, Ancient Nutrition closely tracked campaign performance. They were pleased to find that CTV was one of their most successful advertising channels throughout the year and particularly during a key season for driving business — late Q4 into Q1 of the new year.

Since launching Performance TV, Ancient Nutrition has exceeded their prospecting return on advertising spend (ROAS) goal by 20%. They’ve also seen meaningful year-over-year (YoY) progress — their overall cost per visit (CPV) decreased by 31% in Q1 of 2023 compared to Q1 of 2022. Because of this, Ancient Nutrition has chosen to run MNTN campaigns as evergreen efforts throughout the year.

Ancient Nutrition was very happy with what CaaS specifically brought to the table. By reinvesting the money they would have spent on developing two new versions of their ad creative (approximately $114,000) back into working media dollars, they were able to generate an additional $330k+ in estimated revenue that quarter — all without increasing their marketing budget.

Their CaaS creative A/B testing has yielded valuable insights, too. For instance, they found that calling out specific advantages of their offerings resonated best with their target audiences, as opposed to messaging about their brand story. These results have helped them make even smarter advertising decisions for 2023 and beyond.

CaaS has become a vital extension of their in-house creative team. Ancient Nutrition loves the usability of Performance TV plus CaaS — particularly how quick and easy it is to launch new creative and access detailed reporting and audience insights in real time, ultimately giving them the tools and assets they need to grow their business.

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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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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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