After 45 years in business, and with nearly 300 restaurants in the western United States, Mountain Mike’s Pizza still only uses the freshest ingredients. So it’s no wonder that, when the pandemic hit and takeout became essential for any quick-service restaurant, the pizza brand began shifting their budget to fresh digital channels. They turned to MNTN Performance TV, which helped them tell their story on Connected TV, achieve their revenue goals, and expand into new markets despite the tumultuous time.
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Mountain Mike’s Pizza Serves Up Some Hot ROAS With MNTN Performance TV
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With traditional television, what can you measure? We’re very data-driven. Being able to take the data and use it for targeting and reporting with MNTN Performance TV helps us make better business decisions and create KPIs. It still blows people’s minds that we can track it down to the actual order. ”
Carol DeNembo
Chief Marketing Officer, Mountain Mike's Pizza
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Higher ROAS from 2021 to 2022
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Lower CPV from 2021 to 2022
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Higher ROAS than goal in 2023
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Higher ROAS Feb ‘24 YoY
Objective
Improve ROAS and Leverage Precise Audience Targeting & Seasonality
When the pandemic hit in 2020 many brands had to toss their plans for the year to focus on channels that could drive performance in the new environment. Luckily, Mountain Mike’s was already working with MNTN Performance TV to drive online orders and build a durable takeout business in the longer term.
Mountain Mike’s was already familiar with more traditional, awareness-driven channels like linear TV, but they knew that taking a data-driven approach to their marketing strategy would be the key to success amid the pandemic’s uncertainty. MNTN’s performance solutions were perfect for informing stronger business decisions. With automated optimizations improving their campaigns thousands of times a day, they could drive performance across the campaigns of their many locations, then apply what they learned from their CTV campaigns to the rest of their marketing channels.
A strong return on ad spend (ROAS) was Mountain Mike’s top priority. They needed to run individual campaigns in each of their franchise locations’ markets, and to be able to easily swap creative in and out to promote the limited-time offers on their marketing calendar. They also wanted to see the direct results of their ad spend in each campaign so they could build trust and confidence with their franchisees allowing them to make the biggest impact for their restaurants. MNTN allowed Mountain Mike’s to do just that — and retain brand safety along the way — by reaching audiences exclusively on top-tier streaming networks and apps, on the most influential screens in the household.
Solutions
Performance TV Prospecting
With MNTN’s robust geotargeting capabilities, Mountain Mike’s Pizza ran evergreen prospecting campaigns to expand their reach by targeting users within a set radius of each franchise location. Along with those evergreen efforts, the pizza brand capitalized on key moments like seasonal deals or special promotions to drive interest from consumers (heart-shaped pizzas for Valentine’s Day, anyone?).
MNTN’s most successful customers focus on their audience and creative strategies to boost performance, and Mountain Mike’s joined that club. The brand used MNTN Performance TV’s audience targeting capabilities to reach audiences deemed highly qualified based on demographic and psychographic data like interests, lifestyles, and previous shopping behavior.
When it came to their advertisements themselves, Mountain Mike’s Pizza chose to ground their creative strategy in their limited-time offers. These offers were based on cultural moments, like Mini Churros for sweethearts on Valentine’s Day, or unique seasonal promos like “Wings Week.” MNTN’s easy-to-use platform allowed Mountain Mike’s to quickly rotate their creative in and out to keep pace with a busy marketing calendar across all of their locations.
The Results
Higher Than Targeted Return on Ad Spend and Lower Cost per visit
When comparing their year-over-year (YoY) performance, Mountain Mike’s Pizza saw better outcomes across the board with MNTN. Their return-on-ad-spend (ROAS) grew by 228%, along with a strong incremental ROAS by the end of 2022 at 10.9x in November and 11.6x in December (it’s no wonder, considering they upped their spend with MNTN by 14% that year). Mountain Mike’s Pizza also saw their cost per visit (CPV) decrease by 18% and their average order value increase by 3% in 2022.
Those wins have continued — in 2023, Mountain Mike’s saw a ROAS 374% higher than their goal. And in 2024, the brand’s February ROAS was a whopping 124% higher YoY. They also saw improvements in their CPV, which decreased by 29% YOY in February of 2024, and their cost per acquisition (CPA), which decreased by 75%. Part of the reason for the pizza brand’s continued success is that their campaigns have gotten more efficient over time — allowing them to spend less money while still driving more visits and revenue.
Mountain Mike’s says their favorite part of working with MNTN has been the ability to geotarget based on their markets. As they continue to expand and open new restaurants, MNTN Performance TV has helped the brand hit their goals not only in established markets but also in those new locations. As they open even more new locations this year, Mountain Mike’s Pizza is eager to continue their partnership with MNTN to help them win audiences in whatever market they expand to next.
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ATTN
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Articulate Solutions
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National University
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SpotOn Fence
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Pluralsight
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Hooray Heroes
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Houston Hyundai Auto Group
Houston Hyundai Auto Group is made up of three car dealerships—North Freeway Hyundai, Baytown Hyundai and Humble Hyundai. With multiple locations to market, Digital Strategist John Watts needed to generate new business and drive quality traffic to the dealerships’ websites. He had experimented with Connected TV (CTV) advertising before and liked that it allowed them to reach potential customers across various streaming networks. However, he found it difficult to measure campaign success. As a one-person show, Watts wanted a platform that would produce meaningful results while ensuring efficient use of his time. MNTN Performance TV offered Watts a powerful CTV ad solution with superior ease of use. And, Performance TV produced an unexpected benefit—it helped to strengthen the auto group’s other marketing efforts.
Junk King
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Virtual Healthcare Service
Since its inception, this virtual healthcare service set out to disrupt the space. With the goal of making healthcare more accessible, they developed a fully digital customer experience—via this service’s website consumers can easily request various medications and get them sent straight to their doorstep. The healthcare service’s advertising had focused on paid social media and linear television, though they started to see performance plateau. That’s when they decided to diversify their marketing mix. The healthcare service was eager to test Connected TV (CTV) as a performance channel to reach and convert new customers. MNTN enabled the healthcare provider to reduce their dependence on paid social and achieve their performance goals.
Direct-to-Consumer Lingerie Brand
In order to keep business moving during the pandemic, this DTC (direct-to-consumer) Lingerie Brand doubled down on lower-funnel initiatives. While the strategy worked initially, returns soon diminished. This prompted a search for an advertising solution that would attract new customers while maintaining profitable ROAS (return on advertising spend). Alternatives, that included linear television and YouTube, had fallen short of expectations. With MNTN, on the other hand, the retailer successfully turned Connected TV (CTV) into the strong performance channel they were looking for.
Popular Pet Store Supplies Retailer
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United States Flag Store
In preparation for their most profitable time of year, the United States Flag Store wanted to find an advertising channel that would significantly drive growth. Having advertised primarily via Google Ads, the American flags and flagpoles retailer searched for a comparable lead acquisition source that would give them more control over their campaigns and for a lower cost—Connected TV (CTV) proved the right solution. The United States Flag Store turned to MNTN Performance TV for support in launching this new performance channel.
Biz2Credit
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.
Commerce Checkout Platform
This commerce checkout platform didn’t want to launch on TV with just any creative. They turned to MNTN’s Creative-as-a-Subscription for breakthrough storytelling, while optimizing their entire approach–and budget–towards driving their business forward.
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.
Recruiting & Career Platform
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
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Campspot
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Northline Express
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DECKED
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
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.
Watch Brand
By specifically tailoring their creative and targeting strategies to align with Father’s Day, a major watch brand maximized the effectiveness of their MNTN Performance TV campaigns during an opportune seasonal moment.
Replacements
Replacements turned to MNTN and Creative-as-a-Subscription to streamline creative production and deliver fresh, relevant messaging to increase site traffic and drive incremental revenue.
Commercial Real Estate Agency
This commercial real estate agency was looking to diversify their marketing channels and drive performance on a new medium. With MNTN Performance TV, they were able to activate on a previously unavailable screen to drive more qualified leads, all at a lower cost-per-acquisition than targeted.
Atlanta Hawks
The Atlanta Hawks chose MNTN Performance TV because it would allow them to effectively target the right audiences with their narrative-driven, timely creative strategy and transform premium television into a revenue-driving channel.
Reeds Jewelers
By refreshing their Performance TV creatives in the weeks leading up to Mother’s Day, Reeds Jewelers showcased how brands can effectively use MNTN Performance TV to take advantage of seasonality and drive better results for their evergreen efforts.
National Business Furniture
By shifting their investment from display to MNTN Performance TV, National Business Furniture not only discovered their most effective performance channel—they improved the effectiveness of their entire marketing program.
Klaviyo
Leading email and SMS marketing platform Klaviyo 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.
Popular Dating Platform
This leading dating platform 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.
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.
On-Demand Fitness Platform
This leading gym and fitness brand developed CTV ad creative with user-generated content sourced from their social channels, then launched their Performance TV prospecting campaign to generate impressive new site traffic at an efficient cost per visit.
Dagne Dover
As a company that prides itself on “making bags for humans getting the most out of life,” Dagne Dover needed campaign performance that would get the most out of their budget. They turned to Performance TV retargeting to drive direct-response conversions and revenue.
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.
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.
Home Supplies
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.
Restaurant
This brick and mortar restaurant has a cult following for their Chicago-style hot dogs. Looking to harness the power of direct response marketing and the reach of TV advertising, they turned to Performance TV to help them achieve measurable results.
Ecommerce Retailer
This leading retailer builds innovative and award-winning performance products for all types of outdoor and work environments. They turned to MNTN Performance TV to drive measurable revenue both online and at key locations.
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.
Gift Card Retailer
This eCommerce retailer wanted to institute an awareness campaign for their Q4 product launch. They leveraged MNTN Performance TV to ensure their ads found consumers when and where they were watching.
Subscription Software
This subscription based SAAS leader was struggling to efficiently introduce their new brand and pricing model to a mass audience. They leveraged MNTN Performance TV to ensure their ads found consumers when and where they were watching.
Travel Booking
This travel booking site wanted to efficiently reach key demographics with highly-targeted TV creative. They decided to leverage MNTN Performance TV to ensure their ads found consumers when and where they were watching.
Mattress Retailer
This leading mattress retailer wanted to tell a compelling story while capturing site traffic and conversions. They decided to leverage MNTN Performance TV, ensuring their ads found consumers when and where they were watching.
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.
MNTN is the future of TV and direct-response advertising.
Learn how to better drive performance for your digital campaigns with this full-funnel solution.
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