Leading Non-Profit University Drives a 50% Lower Cost Per Acquisition With MNTN Performance TV Retargeting

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.

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Lower Than Display-Only Retargeting

CPA

Lower Than Display-Only Retargeting

Cost Per Visit

Cost Per Completed View

Higher than Display-Only Retargeting

Conversion Rate

Objective

Drive University Applications and Enrollments

MNTN had been a reliable partner for many years, whose MNTN Multi-Touch retargeting solutions were used to target an engaged audience to drive leads and enrollments. However, the university wanted to step up their game and get in front of a wider pool of potential applicants by combining their existing retargeting efforts with Performance TV.

Solutions

MNTN Performance TV Retargeting

Getting started with Performance TV retargeting was simple. First they uploaded their video ad, then selected their budget and goal, and they were ready to launch.

Once the campaign was live, Performance TV’s automated media buying technology kept the campaign running smoothly, as it instinctively adjusted ad spend and bidding based on machine learning. It accomplished this by using the budget and goal that was selected during campaign setup. Thanks to Living Room Quality technology, the ads were then served exclusively on top-tier CTV networks, guaranteeing the best programming available and providing the brand lift associated with TV advertising. MNTN Multi-Touch then served related ads across web and mobile across every device in the house to viewers who had seen the Connected TV ads. The combination of HD ads served on TV and the ensuing MNTN Multi-Touch ads ensured that the university was top of mind when users went online after viewing the ad on Connected TV. This awareness would lead to stronger campaign performance.

In parallel to running Connected TV ads, they continued to run their static MNTN Multi-Touch ads, each showing the different degrees available (teaching, business, nursing, etc) and targeted users who were browsing these specific categories on the website.

The Results

Performance TV Retargeting Makes the Grade

Performance TV retargeting transformed the university’s advertising capabilities, delivering the brand’s best performing campaign since they first launched with MNTN. With a Cost per Completed View of $0.03, it drove the lowest CPA (Cost per Acquisition) compared to their display-only retargeting campaigns, and shaved 50% off their total average CPA across all their retargeting efforts.

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