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Northline Express Fired Up a Retargeting Campaign with MNTN and Exceeded Their ROAS Goal by 142%
Northline Express was looking for a net-new performance channel that could drive conversions at scale while matching the efficiency of their existing retargeting efforts. They turned to Performance TV to launch a CTV retargeting campaign that would not only maximize their return on ad spend, but allow them to deliver TV ads that left an impression on their audience.
“We were looking to see our brand on the TV screen and test out the CTV space. Performance TV was a natural addition to our performance channels and we were thrilled to see a return on ad spend that exceeded our previous display-only campaigns.”
Heather Marra
Manager of SEO & Digital Analyst, Northline Express
0X
Return on Ad Spend
0%
Higher ROAS Than Target
Objective
Exceed Efficiencies of Their Display Campaign and Retarget on the TV Screen
Northline Express was seeing positive results from their display-only campaigns but were looking to add another performance channel that could deliver comparable results. They tapped MNTN to shift some of their budget from the computer screen to the TV screen and explore the benefits of CTV. They wanted to be up and running before their busiest time of year and were hoping that CTV would be at least as efficient as their retargeting across display.
Solutions
Performance TV Retargeting
Northline Express used Performance TV paired with MNTN Multi-Touch ads to retarget website visitors, increasing conversions and average order value compared to display alone. Performance TV allowed them to not only use the information from their first-party pixel, but to segment the data to get hyper-specific. They were able to target by time spent on site, number of pages visited, and more to drive the most effective results.
MNTN Multi-Touch allowed them to make the most of their non-video assets, reaching viewers on a secondary device with a Northline Express ad. Pairing MNTN Multi-Touch and Connected TV is more effective at driving conversions than display alone.
And they were able to get the campaign set up quickly, ahead of a key sales period. The set-up was as easy as uploading their creative, setting their targeting parameters, and launching. This means that they were live and gathering real-time data before heading into fireplace season.
Northline Express launched their first CTV initiative with peace of mind thanks to MNTN’s Living Room Quality, which ensured that their ads only ran on top-tier streaming networks, exclusively on TV screens, not mobile or desktop inventory. As first-time CTV purchasers, this gave them the assurance that their budget would be spent on inventory that provided a premium TV advertising experience.
They were able to easily measure the success of their CTV campaigns in real-time with the MNTN reporting suite. From site visits to return on ad spend, they could keep track of their most important KPIs. Additionally, MNTN’s integration with Google Analytics made it easy for them to compare the results of their CTV campaign alongside their other performance channels.
The Results
Higher Than Targeted Return on Ad Spend
Northline Express were able to launch in September, ahead of their busy winter season. Performance TV created efficiencies that outpaced their display-only campaign, resulting in a 12x return-on-ad-spend and outperformed their initial ROAS goal by 142%. With these results, Northline Express was able to allocate more budget to CTV and continued to exceed their display ROAS. On average, Performance TV generates 35% more conversions and 54% lower cost per acquisition than a display-only strategy; Northline Express was no exception to the CTV effect.
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MNTN is the future of TV and direct-response advertising.
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