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Popular Dating Platform Drives New Signups With a Double Digit Conversion Rate
This leading dating platform 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.
“Performance TV let us add another channel to our media buying that could generate direct response results similar to paid search and social. It not only drove registrations for us at an efficient cost, but also helped deliver messaging that raised brand awareness with the consumers that mattered most to us.”
Sr. Brand Manager, Popular Dating Platform
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Verified Visit Rate
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Conversion Rate
Objective
Efficiently Drive New Signups
The dating platform was eager to generate additional performance outside of the usual direct-response channels, and saw Performance TV as the key to accomplishing that goal. They had run television ads in the past, however the need to tie results back to their campaign saw them leave traditional TV behind and seek out a performance-oriented approach.
Solutions
Performance TV Prospecting
Since they wanted to focus on reaching audiences who would be new to their brand, the platform chose to run a Performance TV prospecting campaign. Leveraging Performance TV’s full integration with Oracle Data Cloud, they selected third-party audience segments directly in the platform that aligned with their ideal customer profile. This allowed them to reach the viewers most likely to sign up, and generate a better return on their campaign spend by cutting out viewers unlikely to engage.
With their audience selected, they simply uploaded their video creative and included MNTN Multi-Touch ads to ensure their message immersed the audience across television, web, and mobile. This mix of media combined the best of digital and television advertising; MNTN’s Living Room Quality technology ensured the Connected TV creative would run solely on TV screens to capture the high-level engagement driven by television, while the MNTN Multi-Touch ads kept messaging top of mind when viewers browsed the web on other devices.
Lastly, they selected a campaign goal to help them measure success. Their initial goal was to drive a Cost per Rating Point (CPR) that outperformed their traditional TV efforts, however that goal was more suited to traditional TV advertising and not ideal for a campaign focused on driving specific outcomes. Since Performance TV is uniquely suited to drive direct-response metrics, they refocused their approach and instead tied success to a low Cost per Visit and Cost per Acquisition in order to measure their campaign’s true impact.
Once the campaign launched, Performance TV’s automated media buying took it from there. It automatically optimized their campaign thousands of times, tailoring ad delivery to users who were likely to visit and convert—thus ensuring ad spend was efficiently deployed with their performance and goal in mind.
The Results
Strong Verified Visit and Conversion Rates
The dating platform drove new signups while simultaneously raising awareness and perception among key audiences—all while achieving their CPV and CPA goals. What’s more, the campaign’s solid visit rate (1.96%) and conversion rate (16.97%) were a testament to how efficient Performance TV was at reaching the right audience and driving action.
Campaign performance was measured across all devices using MNTN’s proprietary attribution technology, Cross-Device Verified Visits. This also allowed them to attribute cross-device in Google Analytics (thanks to MNTN’s API), which let them measure streaming television’s direct-response ad performance alongside the rest of their ad channels.
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MNTN is the future of TV and direct-response advertising.
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