This leading dating app 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.
“Performance TV let us add another channel to our media buying that could generate direct response results similar to paid search and social. It not only drove registrations for us at an efficient cost, but also helped deliver messaging that raised brand awareness with the consumers that mattered most to us.”
Sr. Brand Manager, Plenty of Fish
Verified Visit Rate
Plenty of Fish was eager to generate additional performance outside of the usual direct-response channels, and saw Performance TV as the key to accomplishing that goal. They had run television ads in the past, however the need to tie results back to their campaign saw them leave traditional TV behind and seek out a performance-oriented approach.
Since Plenty of Fish wanted to focus on reaching audiences who would be new to their brand, they chose to run a Performance TV prospecting campaign. Leveraging Performance TV’s full integration with Oracle Data Cloud, they selected third-party audience segments directly in the platform that aligned with their ideal customer profile. This allowed them to reach the viewers most likely to sign up, and generate a better return on their campaign spend by cutting out viewers unlikely to engage.
With their audience selected, they simply uploaded their video creative and included related display ads (via Performance TV’s Audience Extension) to ensure their message immersed the audience across television, web, and mobile. This mix of media combined the best of digital and television advertising; MNTN’s Living Room Quality technology ensured the CTV creative would run solely on TV screens to capture the high-level engagement driven by television, while the display ads kept messaging top of mind when viewers browsed the web on other devices.
Lastly, they selected a campaign goal to help them measure success. Their initial goal was to drive a Cost per Rating Point (CPR) that outperformed their traditional TV efforts, however that goal was more suited to traditional TV advertising and not ideal for a campaign focused on driving specific outcomes. Since Performance TV is uniquely suited to drive direct-response metrics, they refocused their approach and instead tied success to a low Cost per Visit and Cost per Acquisition in order to measure their campaign’s true impact.
Once the campaign launched, Performance TV’s automated media buying took it from there. It automatically optimized their campaign thousands of times, tailoring ad delivery to users who were likely to visit and convert—thus ensuring ad spend was efficiently deployed with their performance and goal in mind.
Plenty of Fish drove new signups while simultaneously raising awareness and perception among key audiences—all while achieving their CPV and CPA goals. What’s more, the campaign’s solid visit rate (1.96%) and conversion rate (16.97%) were a testament to how efficient Performance TV was at reaching the right audience and driving action.
Campaign performance was measured across all devices using MNTN’s proprietary attribution technology, Cross-Device Verified Visits. This also allowed them to attribute cross-device in Google Analytics (thanks to MNTN’s API), which let them measure streaming television’s direct-response ad performance alongside the rest of their ad channels.
Related Case Studies
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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.
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 display ads—all from a single campaign.
This accredited online university delivers high-quality, outcomes-oriented higher education to close the gap between opportunity and affordability, and is designed around the needs of students to give them the flexibility and freedom to study at their own pace. The institution had garnered a steady stream of traffic to their website and wanted to find a new way to drive more traffic, and ultimately more enrollments into their university programs.
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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.
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.
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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.
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.
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