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Built In Seeks Effective Connected TV Platform, Partners with MNTN to Drive a 64% Lower CPA
Built In, the largest platform for technology professionals to advance their careers, wanted to stay true to its name and continue to build and grow their business. They were looking to reach both their B2C and B2B audiences efficiently, with clear performance targets in mind–from CPV to CPA. Performance TV allowed them to easily manage their various initiatives, hit and exceed their performance goals, and dig into the details that matter with the easy-to-use reporting dashboard.
“MNTN is the coolest platform I have worked with in a long time. Their targeting capabilities are robust and exciting, very different from what I see on the standard paid social platforms I most often use. The auto-optimization tool maximized our performance and we ended up exceeding our cost-per-acquisition goal. The amazing technology MNTN offers has been a game changer for us.”
Shelby Cunningham
Senior Manager, Digital Marketing, Built In
0%
Lower Cost Per Acquisition than Target
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Increase in Conversion Rate
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Lower Cost Per View than Target
Objective
Launch Multiple Campaigns to Align with Their Various Audience Initiatives
Built In was looking to drive measurable results for both their B2C and B2B efforts. They turned to MNTN to accurately reach their multiple audiences to drive conversions while continuing to generate demand.
Solutions
Performance TV Prospecting
Built In started with their B2C audience, using Performance TV to set up a prospecting campaign aimed at their target audience of job seekers. Performance TV gave them access to Oracle Data Cloud and the thousands of available audiences so they could accurately target the appropriate audiences. Built In was looking to engage this audience with messaging promoting their solutions and drive them to the Built In website where they could take a variety of actions.
With the initial campaign underway, they were able to easily jump back into the platform and set up a second prospecting campaign, this time for B2B professionals. They selected Oracle’s Human Resources professionals/decision makers audiences to reach them with messaging about the benefits of becoming Built In customers.
The Connected TV system was set-up to optimize to their goal of cost-per-acquisition, individually auto-optimizing each campaign thousands of times over the course of the campaigns to help them reach (and exceed) their KPI goals.
Built In was then able to track this KPI and others with the Performance TV dashboard. The dashboard gave them incredible insight into the impact of their campaigns, showing granular conversion level data that they had not previously had access to on other platforms. Plus, they were able to add this data into their Google Analytics account, easily tracking this data alongside their other campaigns.
The Results
Efficient Performance Across KPIs
Built In’s campaigns with MNTN exceeded their target goals across campaigns with the use of Performance TV. While they originally set out with a cost-per-view goal (they also came in 57% lower than target), Built In soon discovered Performance TV’s ability to drive a significantly lower CPA. The CPA was 62% lower than their original target, highlighting Performance TV’s ability to generate efficient performance. And the results didn’t stop there–their conversion levels continued to rise, up 2.4x in July as compared to May of the same year. Built In is continuing to build on their success with Performance TV.
Related Case Studies
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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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MNTN is the future of TV and direct-response advertising.
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