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 integrations with LiveRamp and other data providers, 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.