Cosabella Cut Wasted Impressions and Doubled Their ROAS With MNTN Matched

Founded in 1983, Cosabella is a lingerie brand focused on empowering women to feel confident and comfortable in their own skin. Building upon over 40 years of success, their marketers faced a common challenge — how could they elevate the growth of a brand that’s already making a huge impact and generating considerable revenue?

To accomplish this, the team realized they couldn’t afford any wasted impressions, and traditional TV audience targeting was too broad to drive their business to new heights. That’s why Cosabella turned to MNTN Matched. Our proprietary technology gave them the ability to go beyond traditional targeting and match directly with the consumers who were most likely to love their brand and take action after watching their commercials. The result? A significant boost in site traffic and over 2x higher return on ad spend (ROAS).

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With MNTN Matched, CTV has become a growth engine for Cosabella. We’re connecting with new customers who really love our brand, are cutting out wasted impressions, and have more than doubled our return on ad spend. It’s been a game changer for our business.”

Tom Lyne
Ecommerce Director, Cosabella

Higher Visit Rate

Higher ROAS

Objective

Increase Site Traffic and Sales

Cosabella wanted to increase its site traffic, acquire new customers, and generate a significant volume of new revenue with Connected TV. The longtime success of their business left them little room for wasted impressions if they were going to hit their growth goals, and traditional TV audience targeting was leaving them with just that.

Solutions

MNTN Matched

The answer to these challenges came in the form of MNTN Matched, a system that offered them a more effective way to hone in on their most valuable TV audiences. MNTN Matched used AI to categorize consumers in over 99% of U.S. households and create predictive models of their future purchases based on shopping habits, recent life events, and interests — which offered Cosabella a rich database of their most valuable prospective customers.

With MNTN Matched, Cosabella leveraged keywords suggested by generative AI to match with this database and built an audience of consumers who were most likely to purchase their lingerie. Their previous site visitors were automatically excluded from this audience, ensuring their campaign focused on acquiring new customers.

The Results

6x More Site Traffic and Impressive Revenue Growth

With MNTN Matched, Cosabella increased the site traffic generated by their TV campaigns by 500% when comparing their results to the returns generated by traditional CTV audience targeting. By doing so, they achieved more than twice the ROAS they were previously generating with traditional CTV audience targeting.

MNTN’s mission is to democratize TV advertising by making it work for advertisers of all sizes. Whether you’re a challenger brand with unique products or a larger brand faced with high expectations to achieve constant, durable growth — we know there’s little-to-no room for wasted impressions. That’s why we’re proud to build technology that enables constantly growing brands like Cosabella to match with their most valuable consumers — and deliver the best outcomes.

All results in this case study are sourced from Cosabella’s Performance TV data comparing TV campaign performance with MNTN Matched vs. TV campaign performance without MNTN Matched.

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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

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Lighting New York

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Ecommerce Retailer

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Gift Card Retailer

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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

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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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