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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.
“We’re at the point now where CTV is right up there with our affiliate program, our organic search, and direct traffic. All while outperforming social and email marketing”
Performance Marketer, National Business Furniture
Higher ROAS vs. Display-only Efforts
More Incremental Revenue Generated
Lift in Assisted Conversions with Paid Social
Lift in Assisted Conversions with Paid Search
While National Business Furniture (NBF) was earning a respectable 4.35x return on ad spend from their display retargeting efforts, they wanted to see if Connected TV could help them increase site traffic from B2B decision-makers and drive more valuable conversions. This meant shifting their investment from display retargeting to a CTV platform focused on generating leads and conversions, not just broad reach—all while preserving brand equity by delivering ads exclusively on premium, blue chip TV networks.
MNTN Performance TV was the ideal platform to achieve the team’s goals, thanks to its ability to target the right B2B audiences and optimize CTV campaigns towards conversion goals. Plus, MNTN offered NBF the ability to measure the deduplicated performance of CTV with unparalleled accuracy and see the direct impact that Performance TV had on the efficacy of its other marketing channels via MNTN’s integration with Google Analytics.
NBF first launched a Performance TV prospecting campaign in order to drive qualified traffic to their site and convert those visits into revenue. Campaign setup was easy; they started by selecting their audiences using the fully integrated Oracle Data Cloud, which offered countless B2B segments—all without any data fees. Next, they uploaded their creatives and set up their campaign to optimize towards a ROAS goal.
With Performance TV, NBF was able to go beyond display and leverage a complete, performance-optimized narrative to persuade their target decision-makers to take action. First, they served users a CTV ad to drive initial site visitation and sales. Next—and only after the user viewed a CTV ad—NBF served users cross-device messaging to remind their audience of their initial interest and increase conversions.
In addition to a prospecting campaign, NBF also activated a retargeting campaign to increase conversions and revenue driven by site visitors through the use of their CTV narratives and reminder messaging.
As the campaigns progressed, Performance TV’s automated media buying technology optimized ad delivery, frequency, and bidding in real time to ensure every ad impression was served effectively to drive performance.
By leveraging Performance TV, NBF dramatically outperformed their previous display-focused efforts.
NBF drove 18x ROAS with Performance TV, alone. This was over a four-fold improvement over the revenue they generated with their display efforts at the same budget. Plus, with Performance TV, they brought in significantly more incremental revenue than they had with their display efforts, including 309% more incremental revenue from net new customers and 900% more incremental transactions from net new customers.
But that’s not all. Performance TV not only outperformed display in a head-to-head test, it also had a halo effect that helped improve the performance of NBF’s other marketing channels. In comparison to display, Performance TV drove 80% more assisted conversions for NBF’s paid social channels, resulting in 131% more revenue generated by those channels. With the same comparison in mind, Performance TV also drove 61% more assisted conversions for NBF’s paid search efforts, resulting in 86% more revenue generated.
The campaign’s performance speaks to the true impact that Performance TV has on a campaign’s performance, rising the tide to raise all ships.
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