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Popular Pet Supplies Retailer Adds MNTN to Advertising Mix, Exceeding All Performance Goals
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Objective
Reach New Customers by Expanding CTV Presence, While Gathering Key Audience Insights
Solutions
Audience Building, Prospecting and Reporting
MNTN’s performance approach to advertising appealed to the retailer and Performance TV proved a good complement to what they already had in market. On top of this, MNTN’s ease of use allowed the retailer to onboard a new platform without the process becoming burdensome—they found the setup so easy and efficient that they added their media agency as well.
Performance TV’s robust audience building enabled the pet supplies retailer to reach their ideal customers. Due to MNTN’s partnership with Oracle Data Cloud, the retailer easily targeted segments such as New Pet Owners, Dog Owners, Pet Store Shoppers and Purchasers of Cat Food and Supplies.
Messaging to a variety of consumer groups became an integral part of the retailer’s prospecting campaign—Performance TV allowed them to test different audiences and see which were driven to action. Based on these learnings, the pet supplies retailer adjusted targeting strategy, ad creative, goals and other factors in real time. This test and learn approach gave the retailer full control of their prospecting campaign, enabling them to drive top performance results (more on this below).
With Performance TV’s comprehensive reporting, the pet supplies retailer accurately tracked campaign results and made pointed changes based on what they found. They found MNTN’s network-level reporting extremely useful—the insights gleaned from this data enabled them to understand which audiences drive the best performance, while proving out campaign success.
The Results
Exceeded All Campaign Key Performance Indicators
Performance TV surpassed the pet supplies retailer’s expectations. The initial prospecting campaign helped the retailer reach and convert new customers and exceeded all key performance indicators (KPIs). Partnering with MNTN, the retailer achieved the following positive outcomes: $1.09 cost per visit (CPV), 11.70% visit rate and 98% video completion. Their favorite result though was the 10.04X ROAS that the campaign drove.
The success of Connected TV enabled the retailer to launch a co-op campaign in partnership with a leading pet food brand. Looking to the future, the pet supplies retailer is working on all-new creative for a Q1 release and exploring adding retargeting to their media mix. Their success validates that advertisers can successfully add a performance component to their TV plans if they use the right tools for the job.
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