MISA Los Angeles, a high fashion brand known for their handmade pieces, was looking to expand their marketing efforts into Connected TV (CTV). After working with MNTN on a successful campaign for a number of other brands, their agency, Maison MRKT, suggested MISA turn to MNTN Performance TV to help achieve their aggressive advertising goals.
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MISA LA Sees a 20% Increase in Media Revenue With MNTN Performance TV
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MNTN has proven to be an exceptional platform that has not only allowed us to diversify our media mix but also served as a catalyst for unprecedented growth. This partnership has empowered us to reach new audiences, amplify our brand presence, and unlock new ways to be successful. MNTN has quickly become a vital component of our media strategy. Plus, it never gets old hearing from friends and fans alike that they saw one of our ads before their favorite show! ”
Anne Waskover
Growth Director, Maison MRKT, MISA Los Angeles
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Increase in Revenue
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Higher CR Than Sitewide Conversion Rates
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Greater CR Than the Average for That Audience
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Higher Return on Advertising Spend Than Goal
Objective
Reach New Audiences, Improve Conversion Rate and ROAS
Being new to television advertising, MISA LA was eager to use CTV to acquire new customers and ultimately boost their revenue. Performance TV was the perfect solution to achieve these goals — enabling MISA to exceed their return on advertising spend (ROAS) goal, to boot.
Solutions
Prospecting, Retargeting, Audience Targeting
MISA Los Angeles started their CTV journey by launching a prospecting campaign to drive new traffic to their site. Through MNTN’s Performance TV platform, they were able to upload their creatives and set up their campaign to optimize towards a ROAS goal.
After seeing success with their prospecting campaigns, MISA started using first-party data to retarget those who had visited their site. The fashion brand and Maison MRKT also enjoyed how easy Performance TV made it to test a new audience strategy, allowing them to focus on a specific product page and run unique creative against it. They ran a separate retargeting campaign that was focused just on their bridal products to expand their reach to audiences that had shown interest in high-end fashion and in keywords like “weddings” and “bridal.”
MISA’s creative production schedule has always revolved around seasonal releases, so their lifestyle videos are shot at a different location prior to every launch. Working with MNTN made it easy for MISA LA to stay current in a constantly changing industry. With the Performance TV platform, MISA can easily swap out creative as needed, which helps them keep their video ads up-to-date with new product arrivals every season.
The Results
Exceeded ROAS Goal, and Increased Conversion Rate and Media Revenue
By working with MNTN to get their ads on Performance TV, MISA Los Angeles was able to measure their performance metrics with detailed reporting. Their blended 4.36x ROAS exceeded their initial goals by almost 10%, driving an average conversion rate of 3.81% — 159% higher than their sitewide conversion rates. The fashion brand also saw a 4.53% increase in their total retargeting conversion rate, which was 202% greater than the average for that audience.
Throughout their campaigns, MISA LA was able to drive performance and revenue but also see the impact of Connected TV’s halo effect on their other, still-live marketing channels like paid search and social. Overall, the fashion brand saw an average increase of 20% in their marketing sales, along with a 20% increase in media revenue. This contributed to an overall revenue growth of 14% in just one month. Between amplifying their current marketing efforts and opening up new, ongoing opportunities to succeed, MISA Los Angeles was more than happy with the results of their Performance TV campaigns.
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MNTN
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.
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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 MNTN Muli-Touch ads—all from a single campaign.
Bicycle Retailer
This leading premium pre-owned bike retailer expanded their digital advertising repertoire with MNTN Performance TV to drive measurable performance.
Online Eyeware Retailer
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Education
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.
TV Sports Network
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Restaurant
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Ecommerce Retailer
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MNTN is the future of TV and direct-response advertising.
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