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.