ATTN is a full-funnel, creative-led growth and performance agency based in San Diego. Their unique approach to digital marketing balances fueling clients’ brand growth and building brand loyalty with a focus on performance KPIs. They achieve this by bridging creative and digital strategy and tactical execution.
ATTN Brings Bones Coffee To Life and Increases Revenue by 42% With MNTN Performance TV
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Our partnership with MNTN has brought in a new layer of reach to help us scale new customer awareness and acquisition. Their machine learning allows for rapid audience and placement testing while sticking the landing on our client's core KPIs. The multiple successes we have delivered leveraging MNTN's platform has made it our go-to CTV and programmatic vendor. ”
Justin Buckley
Co-founder and Partner, ATTN
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Increase in Gross Revenue Quarter-Over-Quarter
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Increase in Total Conversions Quarter-Over-Quarter
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Increase in ROAS
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Increase in Paid Search ROAS
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Increase in CTV Spend Period-Over-Period
Objective
Expand year-over-year growth while delivering on Bones Coffee's core revenue and profitability goals.
ATTN is the agency of record for Bones Coffee, a Florida-based gourmet coffee company known for their small batch production. Before ATTN took over the account, Bones Coffee’s growth had stalled due to an overinvestment in retargeting efforts, so ATTN devised a marketing strategy that would revitalize that growth.
Solutions
Prospecting, Retargeting, Incrementality Reporting
ATTN’s year-round marketing efforts include Connected TV, shopping marketing, email, and paid search and social. When they took over the Bones account, they restructured the company’s marketing strategy to prioritize new customer acquisition, awareness-building, and reach expansion beyond their existing marketing channels to introduce new audiences to the brand.
Prioritizing prospecting immediately distinguished ATTN from Bones’ previous agency, which emphasized retargeting instead. Their prospecting efforts reached net-new customers, and was initially split into 4-5 campaigns aimed at coffee lovers and fans of brands with which they had existing partnerships, such as Disney / The Nightmare Before Christmas.
ATTN also retargeted audiences on Connected TV who had visited the Bones website three to 45 days prior to ad exposure, excluding past purchasers. To improve their marketing efficiency ratio (or MER, a metric calculated by dividing total revenue by total marketing spend) and preserve their budget, they were especially deliberate about their retargeting approach, only launching their CTV retargeting campaign a few days after the customer’s last touchpoint on their other owned channels. They also utilized MNTN’s integration with Google Analytics to build retargeting audiences for their other video marketing channels like YouTube. “We wanted to use Connected TV as a lead-in story to longer format videos on YouTube to improve recall and ultimately unify the brand story across all of our channels,” said Buckley.
Because ATTN was also advertising via Meta, TikTok, Google Search, shopping, display, email, SMS, and direct mail, it was essential to approach Connected TV with a holistic, incremental strategy. “If everything is static and we’re scaling CTV, what’s happening with our brand search?” explained Buckley, who spoke about MNTN’s incrementality report. “A lot of the reporting that MNTN continues to put together allows us to tell a coherent story. We can develop specific audience targeting strategies based on where we know people are in the funnel, and develop the strategies cohesively.” Ultimately this has helped ATTN to understand CTV’s impact on their overall MER.
The Results
Increased ROAS, Overall Brand Volume Lift, Increase in Paid Search ROAS
Bones’ campaign performance was so successful that ATTN continues to include MNTN Performance TV as a tentpole channel in its marketing strategy. Overall, MNTN has driven increases across the board, with significant improvements in ROAS, paid search ROAS, and CTV spend. Quarter over quarter results upon taking over the account showed a 42% increase in gross revenue, a 28% increase in total conversions, and a 9% increase in average order value. Additionally, when comparing MNTN’s performance to other channels, they saw that their CTV CPM was 89% lower than paid search efforts.
Finally, MNTN’s incrementality reporting showed that 73% of all MNTN-generated conversions and 70% of MNTN-generated revenue was incremental; their ongoing testing cadence also revealed that dropping their CTV budget had a negative impact on their overall MER. These results helped to justify the performance benefits of Connected TV to the Bones leadership team. “Through the data MNTN provided, we saw that there were significant conversions that took place because of MNTN’s impact at the top of the funnel.”
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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.
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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.
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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.
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.
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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.
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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.
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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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