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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.
“Wow, these results are crushing for an actor to hear. You literally just broke my soul into a thousand tiny pieces...the brands who have paid me so much money over the years have totally wasted their cash.”
Chief Creative Officer, MNTN
Share of Website Traffic
Share of Website Conversions
Cost per Visit
Verified Visit Rate
Cost per Completed View
As a B2B brand ourselves, we were all too familiar with the limitations B2B marketers encounter while trying to effectively engage their audience. That’s a major reason why Performance TV is designed the way it is; it allows you to target the exact viewers you want to reach in a number of ways, then deliver highly engaging, non-skippable ads on the biggest screen in the house.
We decided to use Performance TV to cut through the clutter of the usual B2B marketing mix and grab viewers’ attention—all while generating strong site traffic and awareness (more on that later).
Our B2B marketing strategy includes finding new audiences as well as nurturing existing prospects. We wanted to reach valuable users across our entire sales funnel, so we deployed three campaigns —prospecting, retargeting, and an ABM campaign that targeted users found in our CRM.
For the prospecting campaign, we used the fully integrated Oracle Data Cloud to select in-market B2B audiences who worked in marketing. For retargeting, we used Performance TV’s audience builder to segment our site traffic into users who showed high intent, like visiting multiple pages on our site. And for our ABM campaign, Performance TV lets you import email lists so those users can be targeted with television ads, so we simply uploaded our email list into the platform. It then matched those emails to Connected TV audience targeting data, allowing us to reach those users with streaming TV ads.
We then set a budget and goal. Since Performance TV is all about driving outcome-based metrics, we didn’t settle for a reach or impression goal. Instead, we selected site visits as the goal which would help us determine whether our budget was well-spent.
With targeting and budget settled, we turned our attention to ad creative. Performance TV comes equipped with an A/B testing tool, which allows you to pit two ads against one another to see which one performs best. To take full advantage of this capability, we developed two different ads featuring our CCO Ryan Reynolds.
One ad featured Reynolds on camera directly addressing the targeted audience of marketers. The other only used his voice-over. We naturally assumed the spot with him on-camera would outperform the other (A-list talent should bring A-list results, right?). But surprisingly, that wasn’t the case. Our creative testing showed the Ryan-less ad soundly defeated the one featuring him on-camera—generating a Verified Visit rate that was 3X higher. This was news he did not take well.
Important lesson to be learned: leave your assumptions at the door and always test your ad creative.
As the campaign continued, Performance TV’s automated media buying optimized bidding and placements thousands of times per day in order to reach the targeted audience in the most effective and cost-efficient way possible. This ensured we would reach the right viewers at the right time, place, and price to maximize the return on our ad spend.
The campaigns were a smash success. Since Performance TV is fully measurable in Google Analytics, we examined the campaigns’ impact on total site traffic—and were blown away by what we found. They were responsible for generating over 23% of MNTN’s total monthly website traffic.
Not only that, they proved highly effective at reaching qualified viewers and driving them down the sales funnel. The Performance TV campaigns generated a greater share of monthly conversions (16.49%) than our Google paid search campaigns (15.46%). This is impressive because paid search captures existing demand, while Performance TV had to generate it first, then capture it—and yet it still delivered more conversions.
Other blended campaign performance metrics were strong as well. They generated a 3.25% Verified Visit rate, at only a $0.02 cost per completed view. That said, each campaign did well in its own right; our retargeting and prospecting campaigns both drove strong visit rates and conversions. Our ABM campaign did its part warming leads, and touched 45% of the deals closed in the month of the campaign.
A/B testing our ad creative proved to be invaluable because it revealed our assumptions were wrong. This directly benefited the campaign’s success; the Ryan-less version was responsible for 75% of the campaign’s total Verified Visits. Without testing the two versions against one another, we would have never realized the higher performing ad was the one we least suspected.
Related Case Studies
Biz2Credit, an online financing platform for small businesses, was looking to empower business owners and had the perfect place to start: MNTN Performance TV. With Performance TV, they were able to not only reach new potential customers through prospecting and stay top of mind with retargeting, but also use their CRM to reach this key audience on the TV screen.
Premier Jewelry Retailer
Having cultivated a strong presence on linear television, this premier jewelry retailer was no stranger to TV advertising. However, with a thorough understanding of the increasing popularity of Connected TV (CTV), the retailer wanted to target consumers on their favorite streaming services. The jewelry retailer turned to MNTN Performance TV to reach new customers and increase business throughout Q4 of 2021.
Built In, the largest platform for technology professionals to advance their careers, wanted to stay true to its name and continue to build and grow their business. They were looking to reach both their B2C and B2B audiences efficiently, with clear performance targets in mind–from CPV to CPA. Performance TV allowed them to easily manage their various initiatives, hit and exceed their performance goals, and dig into the details that matter with the easy-to-use reporting dashboard.
Princess Polly was looking for a way to maximize their ad spend during the 2021 holiday season. They were seeing diminishing returns from other performance channels thanks to the evolving data landscape. Connected TV, specifically MNTN’s Performance TV, offered an opportunity to share their message and accurately reach their various targets across the sales funnel and align with their holiday goals.
Campspot, a premier travel booking site for campgrounds, RV resorts, glamping and more, was faced with the challenge of building brand awareness in the lead up to the peak summer campaign season. They were also being held to performance goals from a ROAS perspective, and weren’t seeing the lift that they expected on other channels. The brand was open to different inroads to tapping into their ideal audience, and partnered with MNTN Performance TV as a new and measurable way to get their ads in front of fresh eyes.
Northline Express was looking for a net-new performance channel that could drive conversions at scale while matching the efficiency of their existing retargeting efforts. They turned to Performance TV to launch a CTV retargeting campaign that would not only maximize their return on ad spend, but allow them to deliver TV ads that left an impression on their audience.
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.
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.