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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.
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Their main goal was to drive user sign ups on the platform, as well as increase the quality of those leads. While growing the number of users is essential for this CRE marketplace, actions on site are also important, including listing properties, submitting bids, etc. They were looking to diversify their marketing channels to acquire new customers by transforming Connected TV into a new performance channel.
For the first time, the commercial real estate agency was able to run on CTV and accurately target their various audiences. They used the Performance TV triple threat: prospecting, retargeting, and CRM, leveraging all available channels. With access to Oracle Data Cloud, they could precisely target their ideal audience, from general B2B audiences to as narrow as job title or company. They then were able to target their own customer data and drive brokers to their site through the use of CRM. And lastly, they were able to retarget those leads who hadn’t converted with CTV retargeting.
With Performance TV, not only were they able to utilize these three strategies, but also optimize them in real time. MNTN’s automated media buying optimized the commercial real estate agency’s campaigns thousands of times per day, driving new users and converting those users into leads. They tracked the effectiveness of CTV advertising thanks to MNTN’s Cross Device Verified Visits, meaning they were able to isolate the impact CTV had on their overall business and avoid taking credit for any metrics it shouldn’t. This made it easy to compare it to their other performance channels.
MNTN’s simple campaign setup, audience building, and clear cut performance measurement made CTV as easy and accessible as search and social for this B2B advertiser. Plus, they were able to capitalize on the premium nature of TV with Living Room Quality, ensuring that their ads were only seen on brand safe content on the largest screen in the house.
The commercial real estate agency was able to break ground on their CTV initiatives, driving new traffic to their website while increasing the overall time spent on site. Their optimized campaigns not only hit their goals, but they exceeded them.
The agency’s campaign with MNTN brought in a large number of new users and better quality of leads as shown by the increased time on site–an average of 6 minutes and 37 seconds. This time spent exceeded their full media mix by over 40%. Plus, not only did these leads spend more time on site, they also visited more pages (20%+ more than the overall mix), which is essential to the commercial real estate agency’s more involved purchase cycle. They had an initial cost per acquisition goal for their foray into CTV and were able to achieve these amazing results for 20% lower than their target CPA, proving that MNTN Performance TV was a valuable addition to their other performance channels.
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