Non-Profit Organization Produces 250% Higher Average Donations with MNTN’s Creative-as-a-Subscription™

Having worked with MNTN for over two years, the non-profit had a strong CTV strategy in place. Running concurrent prospecting and retargeting campaigns, they used Performance TV to target select audience groups. While the non-profit organization experienced success with this, they needed a better way to efficiently produce meaningful ad creative that would resonate with their ideal customers, ultimately driving key metrics. (Especially during their biggest time of year — Q4.)

Until this point, the non-profit had been running the same set of advertisements on their CTV campaigns. As a result, the creative was starting to feel stale. They trusted MNTN as a strategic partner and were open when the Customer Success team suggested trying the CaaS offering as a way to boost performance.

Powered by QuickFrame by MNTN, CaaS is a first-of-its-kind solution that gives advertisers a steady stream of fresh TV creative — all at no additional cost beyond what they’d pay in media. This gave the non-profit more CTV commercials to A/B test, optimize, and iterate, along with significantly more of their budget to spend on driving results.

The non-profit was clear with what they wanted to convey — the ads needed to be emotionally driven and clearly show potential donors exactly where their money would go. The non-profit’s dedicated CaaS production team met these wants by creating unique CTV advertisements that spoke directly to their ideal audiences.

“The creativity and innovation that CaaS brings to our commercials are unparalleled,” said their Marketing Executive. “Their ideas aren’t just fresh and unique; they’re tailored to our brand, resonate in ways that lift the conversion, and are as good as and even better than commercials produced through other creative agencies.”

With their new advertisements in hand, the non-profit came up with a plan to test the impact of consistent creative refreshes on their campaign results. They targeted the same core audience with three different creatives, each with varying degrees of freshness:

1. A control creative that had run for 5 months prior to the test

2. A test creative that had run for 2 months prior to the test

3. A fresh CaaS creative that launched with the test

After running the test for two months, the non-profit was pleased with what they saw.

MNTN’s clear reporting and analytics enabled the non-profit to easily track their testing. They found that the fresh CaaS creative yielded the following:

• 10% stronger conversion rates than the 2 month old creative

• 84% higher average donations than the 2 month old creative

• 15% stronger conversion rates than the control creative

• 250% higher average donations than the control creative

The non-profit was thrilled to see these results. They also loved how Performance TV’s reporting allowed them to view recurring versus one-time donations — a feat that other advertising solutions didn’t provide.

Moving forward, the non-profit will continue to use MNTN and its CaaS offering as a primary piece of their advertising efforts as a way to drive consumer engagement and resulting donations.