Crexi 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.
“We wanted to add Performance TV to our marketing mix and MNTN’s setup process was extremely intuitive. It gave us access to multiple targeting types and thanks to MNTN’s automated media buying, we were able to drive new sign-ups and increase time spent on site, equally important goals for our campaigns.”
Director, Online Acquisition, Crexi
Under CPA Target
Pages per Session
Average Session Duration
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, Crexi 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 Crexi’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.
Crexi 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.
Crexi’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 Crexi’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.
Related Case Studies
The marketing team at DECKED spent time building detailed personas for two key audiences — Truck Owners & Enthusiasts, and Construction Workers & Contractors. Once each audience’s set of affinities, purchase histories, and behaviors were defined, they set out to run an A/B test designed to discover which audience would visit their site and convert after watching their CTV ads. The brand turned to MNTN Performance TV to effectively build and test both of their detailed audiences — allowing them to focus their efforts on learning effectively and driving results.
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.
Email and SMS Marketing
This leading email and SMS marketing platform was looking for a way to increase site traffic, with the ultimate goal of parlaying the increase in qualified visitors into more demos. They turned to MNTN Performance TV to help them reach the right audience, and motivate those viewers to visit and convert.
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.
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.
Lighting New York
MNTN Performance TV retargeting allowed them to elevate their campaign performance beyond what display-only retargeting could offer by serving viewers high-quality video ads on Connected TV, and also reaching those same viewers across web and mobile with dynamic display ads—all from a single campaign.
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.
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.
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.
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.
Subscription Box Service
On a mission to revolutionize the entertainment industry by challenging conventional storytelling, this subscription service gives people the chance to solve a murder mystery using high-quality, hand crafted clues that are shipped right to their front door. They turned to Performance TV to help them drive conversions and increase revenue by reaching new users.
Tulalip Resort Casino
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.
Learn how to better drive performance for your digital campaigns with this full-funnel solution.