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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.
“We enjoy using MNTN for CTV advertising since it allows our team to be nimble and quick. Compared to traditional TV advertising we are able to update our creative and strategies in real time to drive performance. Using the platform is seamless and we work closely with the MNTN team to drive performance and meet our goals. MNTN is a critical component to our advertising funnel.”
Director of User Acquisition, DECKED
Lower Cost per Visit (vs. benchmarks)
Higher Visit Rate (audience A vs. audience B)
The team at DECKED was searching for a better way to conduct outcome-based A/B tests with Connected TV. This meant finding a CTV platform that optimized campaigns towards site visits with accurate attribution and gave them the freedom to build and test complex audiences without incurring data premiums that cut into their ability to drive performance. It also meant ensuring their ads only served on premier networks on CTV devices to preserve brand equity and keep inventory quality consistent for their test.
MNTN Performance TV was the ideal platform to achieve the team’s goals, thanks to its ability to serve ads exclusively on top-tier CTV streaming channels, automated optimization towards outcomes, patent-pending attribution, and ability to target any combination of its 80,000+ third party audiences without fees thanks to MNTN’s unique integration with the Oracle Data Cloud.
First, the team built out their A/B audiences using over 50 unique targeting segments that mapped to each of their consumer’s purchase tendencies, affinities, intent, and behaviors.
Next, they launched a Performance TV prospecting campaign for each audience in order to drive qualified traffic to their site and A/B test their value. Campaign setup was easy; after building their audiences, they uploaded their CTV creatives, chose their goals and budgets, and set their campaigns live.
As the campaigns progressed, Performance TV’s automated media buying technology optimized ad delivery, frequency, and bidding in real time across premium networks on CTV devices to drive performance.
The combination of MNTN’s performance-optimized platform and unlimited, integrated targeting capabilities allowed the DECKED team to activate an effective A/B test that focused its entire strategy and budget on maximizing learnings and results.
Their goal was to discover which of their audiences drove the most effective, qualified site traffic — all while still beating their Cost per Visit goals, and with MNTN, they succeeded.
While both of their audiences effectively drove site traffic, the DECKED team discovered that their Truck Owners & Enthusiasts audience drove over a 60% more effective Cost per Visit than their Construction Workers & Contractors audience. Additionally, they discovered that this audience also beat their overall Cost per Visit goal by 61% — offering strong, data-driven direction that they applied to future campaigns.
The team agreed that MNTN’s unique integration with fee-less 3P audience segments made this test significantly more effective than if they had used a different CTV activation platform. Had they conducted this test using a DSP, the data fees would have significantly eaten into their ability to scale their efforts and gain reliable, concrete learnings without significantly increasing their overall budgets.
The DECKED team has since leveraged the learnings from this campaign to guide Performance TV efforts and open the door towards additional testing opportunities.
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