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.