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Performance TV Gives Princess Polly the Royal Treatment by Exceeding Their ROAS Goal Across the Full Funnel
Princess Polly was looking for a way to maximize their ad spend during the 2021 holiday season. They were seeing diminishing returns from other performance channels thanks to the evolving data landscape. Connected TV, specifically MNTN’s Performance TV, offered an opportunity to share their message and accurately reach their various targets across the sales funnel and align with their holiday goals.
“Since partnering with MNTN, CTV has become our fastest-growing channel. The platform allows us to serve high-quality video campaigns and explore a new database of valuable audience segments. The functionality of the dashboard provides a seamless experience and allows us to pull powerful insights, which we have utilized to increase performance across future CTV campaigns.”
Kim Zorn
Global Performance Director, Princess Polly
0%
Higher ROAS Than Target
Objective
Invest in a New Ad Channel to Reach Audiences Across the Funnel
Princess Polly was looking for an advertising solution that could keep up with their high-paced holiday plans. They wanted to reach their target audience on Connected TV and accurately measure the results of their efforts. MNTN Performance TV allowed them to message the full sales funnel with their evolving holiday offers and see a remarkable return on ad spend across campaigns that outperformed their goal.
Solutions
Performance TV Prospecting, Retargeting, and CRM
Performance TV helped Princess Polly to easily activate multiple CTV campaigns, including prospecting, retargeting, and CRM audience matching, to reach the full sales funnel. Thanks to Performance TV’s automatic optimizations, it was a breeze for Princess Polly to manage multiple concurrent campaigns.
Prospecting was essential for the busy holiday period so that Princess Polly could reach their target audience and grow a retargeting pool ahead of the shopping season. With Performance TV’s integration with the Oracle Data Cloud, they had access to one of the largest audience pools–over 120mm+ households, to drive scalable performance. This huge scale allowed them to bring scores of new users into the funnel to increase performance across other channels like retargeting.
As the holidays approached, Princess Polly launched a Performance TV retargeting campaign. This allowed them to tap into their growing retargeting pool and encourage website visitors to revisit the site and make a purchase, capitalizing on the increased website traffic during a key shopping window.
After the holiday rush, they were able to use Performance TV to upload their CRM data for another push around Black Friday and Cyber Monday. They reengaged their various high-value audiences, from loyal shoppers to rewards members, encouraging additional purchases and increasing their return on ad spend.
Performance TV’s interface made it simple to create, manage and measure multiple campaign types. Princess Polly was able to easily set up and adjust their campaigns during one of the busy times of year for their marketing team.
The Results
Return on Ad Spend Across the Funnel
With Performance TV’s customizable reporting dashboard, Princess Polly was able to measure real-time results. They were able to optimize and report on return on ad spend across all three campaigns: prospecting, retargeting, and CRM. Plus they were able to easily pull their campaign data into Google Analytics to measure the impact of Performance TV alongside their other ad channels during a key season.
This transparent view into their performance allowed them to track a return on ad spend that exceeded their goal by 305%, making it a very merry holiday season.
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MNTN is the future of TV and direct-response advertising.
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