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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
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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
Biz2Credit
Biz2Credit, an online financing platform for small businesses, was looking to empower business owners and had the perfect place to start: MNTN Performance TV. With Performance TV, they were able to not only reach new potential customers through prospecting and stay top of mind with retargeting, but also use their CRM to reach this key audience on the TV screen.
Premier Jewelry Retailer
Having cultivated a strong presence on linear television, this premier jewelry retailer was no stranger to TV advertising. However, with a thorough understanding of the increasing popularity of Connected TV (CTV), the retailer wanted to target consumers on their favorite streaming services. The jewelry retailer turned to MNTN Performance TV to reach new customers and increase business throughout Q4 of 2021.
Princess Polly
Princess Polly was looking for a way to maximize their ad spend during the 2021 holiday season. They were seeing diminishing returns from other performance channels thanks to the evolving data landscape. Connected TV, specifically MNTN’s Performance TV, offered an opportunity to share their message and accurately reach their various targets across the sales funnel and align with their holiday goals.
Campspot
Campspot, a premier travel booking site for campgrounds, RV resorts, glamping and more, was faced with the challenge of building brand awareness in the lead up to the peak summer campaign season. They were also being held to performance goals from a ROAS perspective, and weren’t seeing the lift that they expected on other channels. The brand was open to different inroads to tapping into their ideal audience, and partnered with MNTN Performance TV as a new and measurable way to get their ads in front of fresh eyes.
Northline Express
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DECKED
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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
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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
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Plenty of Fish
This leading dating app 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.
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Dagne Dover
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Lighting New York
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Bicycle Retailer
This leading premium pre-owned bike retailer expanded their digital advertising repertoire with MNTN Performance TV to drive measurable performance.
EyeBuyDirect
EyeBuyDirect, the leading online retailer of fine and fashionable eyewear, drove consistent, strong traffic to their website to help fuel their lower funnel campaigns. The brand leveraged Connected TV in collaboration with MNTN Performance TV and Magnite to get the job done.
Education
This accredited online university delivers high-quality, outcomes-oriented higher education to close the gap between opportunity and affordability, and is designed around the needs of students to give them the flexibility and freedom to study at their own pace. The institution had garnered a steady stream of traffic to their website and wanted to find a new way to drive more traffic, and ultimately more enrollments into their university programs.
TV Sports Network
This leading sports network is the go-to destination for games, score, stats, news and more for all of Florida’s most beloved teams. Looking to increase viewership for their NBA lineup, they turned to Performance TV to get more hoops fans to tune in.
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
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Ecommerce Retailer
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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.
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Subscription Box Service
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Travel Booking
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MNTN is the future of TV and direct-response advertising.
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