Anova’s Connected TV Performance Sizzles With MNTN and Creative-as-a-Subscription™

Anova specializes in smart kitchen appliances designed for home cooking. On a mission to change the way the world cooks by democratizing high-end, professional cooking techniques, they offer products ranging from sous vide cookers to precision ovens.

As a pioneer in the kitchen device industry, Anova was looking for an equally innovative advertising platform. They wanted a solution that would enable them to tell their unique brand story while producing top-notch performance. Heading into summertime — one of their busiest seasons, including one of their most fruitful holidays, Father’s Day — they turned to MNTN Performance TV with Creative-as-a-Subscription™ (CaaS) to produce results on Connected TV (CTV).

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CTV is an excellent storytelling channel for us. We love that we are able to fully explain our products’ functionality and relevance to customers when it comes to Father’s Day and other big seasonal events. MNTN has helped us to not only increase business, but because of its robust reporting capabilities, it’s allowed us to truly understand what moves the needle. CaaS in particular has been great. We love being able to repurpose existing assets to create new ads and keep our content fresh. It’s enabled us to move forward efficiently with strong ad creative that we know will appeal to our ideal audiences.”

Danielle Strain
Director of Content Production, Anova

Increase in Average Order Value, June - Aug. 2023 vs. 3 Months Prior

Higher Retargeting ROAS Than Goal in June 2023

Decrease in CPA, June - Aug. 2023 vs. 3 Months Prior

$0k

Total Estimated Savings on Ad Creative Development

Objective

Increase Sales and Maximize Return on Ad Spend

Anova wanted to increase their sales and maximize return on ad spend (ROAS), particularly when it came to major seasonal moments like Father’s Day. But they weren’t simply searching for a way to promote their brand; they needed a medium where they could communicate their unique product offerings. With its performance-first capabilities and use of video advertisements, CTV proved to be the perfect channel for this. With MNTN, Anova was able to leverage CTV video advertising to paint a complete picture of their intricate product offerings, resulting in major performance growth.

Solutions

Prospecting, Retargeting, CaaS

Eager to maximize results throughout one of their most historically profitable seasons, summer, Anova used MNTN to launch multiple CTV advertising campaigns. To expand both new and existing business, they simultaneously ran prospecting and retargeting campaigns, which were effortless to create and manage in MNTN’s user-friendly platform.

Audience building was an integral piece to Anova’s CTV strategy and their method of selecting customers to target was unique. Using MNTN’s unique audience suite, Anova first targeted shoppers who were in the market for specific products, and then retargeted based on segments that incorporated user site visit behavior (for example, searching for specific products on their website).

To free up some bandwidth and further support their creative team’s efficiency, Anova enrolled in MNTN’s CaaS. Powered by QuickFrame, CaaS allows advertisers to bundle creative and media to maximize their results on CTV by delivering a constant stream of fresh creative. Anova primarily relied on CaaS for post-production support — they shared existing videos and photos with their CaaS production team, then a dedicated QuickFrame video maker used those assets to create new advertisements.

With a variety of promotions and sales — based primarily around seasonal events — to advertise, it was important to Anova to be able to easily shift their messaging when needed. Partnering with their CaaS team, they created an assortment of different ads to appeal to various customer personas. Some of their ad creative had an organic “grassroots” feel, featuring user generated content (UGC) from real Anova customers, while other ads were produced to appeal to luxury-first audiences.

These ads were all developed at no additional cost beyond what Anova paid in media, allowing them to save thousands of dollars in creative development alone. The production team at QuickFrame estimated that Anova has totaled $112k in savings with CaaS thus far.

The Results

Significant Growth of Multiple Key Performance Metrics

Anova’s partnership with MNTN has yielded impressive results, particularly when looking at summertime performance data. When comparing June – August 2023 to the three months prior, Anova’s average order value increased by a whopping 282% and cost per acquisition (CPA) decreased by 51%. On top of this, they exceeded their June retargeting ROAS goal by 205%.

CaaS has become a fan favorite at Anova. They loved how easy it was to change their messaging to fit various sales and promotions throughout the year. Additionally, the ability to repurpose already existing assets has allowed Anova’s marketing team to be more efficient with their time and resources.

With a multitude of fresh ads to run, Anova was able to conduct creative testing to see which ads resonated best with their ideal customers. They found that their top performing advertisements featured:

An upbeat, approachable feel (with UGC and/or social elements)
A URL present throughout and on the end card
A clear call to action
A voiceover

Anova recently brought on Red Door Interactive to support their advertising efforts — MNTN’s ease-of-use enabled a smooth transition and allowed the Red Door Interactive team to quickly get up to speed on using the platform. Moving forward, Anova and Red Door Interactive will continue to use MNTN with CaaS as a vital part of their advertising strategy.

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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

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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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