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.
Lower MoM Cost per Lead
Lower MoM Cost per Visit
Their objective was twofold; increase the volume of qualified site traffic, then continue to nurture that audience in order to prompt a demo request for their marketing services.
The marketing platform operates in the B2B space, so television isn’t the first ad channel you would expect them to run. But CTV advertising offered a unique opportunity that they were eager to test, and with Performance TV’s precision audience targeting, analytics, and campaign objectives, they were able to apply a digital marketing approach to television to tap into valuable B2B audiences.
They began by launching a Performance TV prospecting campaign in order to increase traffic to their site. Campaign setup was easy; they began by selecting their audience using the fully integrated Oracle Data Cloud, which offered countless B2B segments including those within specific industries and occupations, as well as seniority level and decision-maker roles. Next, they uploaded their Connected TV creative along with Audience Extension display ads, which serve to users as they browse the web on other household devices such as desktops, phones, and tablets. This mix of omnichannel creative ensured that once their campaign launched, their website-visit focused message would reach prospects wherever they spent their digital time.
With prospecting live and driving new traffic, they then launched a lower-funnel Performance TV retargeting campaign to capture that engaged site audience and drive them to convert. Campaign setup was similarly easy; instead of focusing on third party audiences however, they used Performance TV’s audience builder to segment their website traffic, and select from audiences of users who displayed high levels of intent while visiting. This included those who spent long amounts of time on their site, as well as visited multiple pages. To take advantage of Performance TV’s direct-response strengths, the retargeting campaign’s creative directed viewers to visit the demo request lead form on the website.
With both campaigns up and running, the B2B brand was well positioned to hit their goals. This was thanks in large part to Performance TV’s automated media buying, which optimized bidding and placements thousands of times per day in order to reach their direct response performance goals. This ensured their ads reached the right viewers at the right time, place, and price to maximize their budget’s impact.
The combination of prospecting and retargeting campaigns delivered significant increases to both site visits and conversions, proving that B2B brands can reap the benefits of Performance TV.
Their strategy of combining prospecting and retargeting highlights the effectiveness of using a full-funnel approach with Performance TV. The combined visit rate for both campaigns was 3.37%, and their conversion rate totalled 9.93%. Impressive results, but they pale in comparison to the following month. With both campaigns humming, the combined visit rate jumped an additional 32% to 4.45%, and their conversion rate increased an additional 16% to 11.6%.
The B2B brand’s cost per lead also dropped significantly over the three month period, lowering 98% in the second month, and another 35% in the third. Similarly, their cost per visit followed the same pattern, decreasing 56% in month two, and 24% in month three. This is due in large part to Performance TV’s automated media buying, which used learnings generated in the first month to optimize and dramatically improve its efficiency in the following months. This impact was amplified when the retargeting campaign was launched, thus maximizing their opportunity to drive highly-qualified, high-intent site visitors.
Related Case Studies
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.
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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.
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.
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.