Excited to reach new potential customers on CTV, the virtual healthcare service launched a Performance TV prospecting campaign. While they had a number of different offerings to promote, they focused the majority of their budget on their most popular product—birth control. Simultaneously, they launched messaging focused on acne treatments. MNTN’s comprehensive audience building capabilities enabled the healthcare service to accurately target a variety of segments including: New Parents, Women’s Health and Skin Care Shoppers.
The healthcare service then shifted their focus to retargeting users who had previously engaged with their brand. With MNTN’s segmentation tool, they easily built an audience from first-party data of consumers who had visited at least two pages on their website within the last 30 days.
Additionally, MNTN Performance TV allowed them to accurately geotarget consumers only within states of operation. By advertising specifically to customers in markets where their product is available, the healthcare service reduced the number of wasted impressions.
The healthcare service found an unexpected benefit from Performance TV in creative testing. MNTN’s A/B testing feature allowed the service to understand which ads performed best. From this data they were able to decide which ads to use—not only on CTV, but on other marketing channels as well.
Speaking of creative—the healthcare service turned to QuickFrame by MNTN to help with the development of their CTV advertisements. Through the QuickFrame marketplace, they found world class video creators who produced high-quality video ads that drove top performance.
