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Premier Jewelry Retailer Leverages New Ad Channel and MNTN Performance TV for Double-Digit Increases in Verified Visits and Conversions
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Increase in Verified Visits From Q3 to Q4
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Increase in Conversions From Q3 to Q4
Objective
Leverage a New Advertising Channel to Drive Site Visits and Conversions
The premier jewelry retailer needed an advertising partner that could help them tap into new opportunities in Q4, especially around the holidays. In order to bolster their overall digital presence, they wanted to utilize a new advertising channel—Connected TV. MNTN Performance TV proved to be the perfect solution for this retailer to showcase their products and grow their business via CTV.
Solutions
Audience Building, Prospecting and Living Room Quality
Despite being new to CTV, with the support of MNTN, the premier jewelry retailer was able to efficiently develop and launch their first campaign.
The premier jewelry retailer used Performance TV’s comprehensive audience building capabilities to strategically target their ideal customers. They leveraged MNTN’s sophisticated third-party data to ensure that their ads were served to specific segments of holiday and frequent online shoppers.
With strong audience groups in place, the retailer utilized Performance TV to launch a robust prospecting campaign. Focused on targeting new business opportunities, the retailer partnered with the MNTN Customer Success team to develop a campaign that would significantly increase site traffic, with the end goal being a boost in conversions.
MNTN’s Living Room Quality feature reached their ideal customers on top-tier streaming services like CNN, A&E and CBS. In order to best appeal to consumers on these networks, the retailer showcased their products using ads with a strong voiceover that highlighted available inventory and impending shipping deadlines to draw in shoppers. Additionally, they tested different versions of the CTV ads to understand which types of creative best resonated with their targeted audiences.
The Results
A Significant Increase in Verified Visits and Conversions Quarter-Over-Quarter
Utilizing Performance TV’s detailed reporting tool, the premier jewelry retailer was able to easily track campaign performance. The results they saw were more than gratifying—their prospecting campaign on Performance TV spurred a 26% increase in verified visits from Q3 to Q4. Not only did the campaign effectively get consumers to the jewelry retailer’s site, it also helped to drive sales—the retailer experienced a 30% increase in conversions from Q3 to Q4.
Due to the success of this initial campaign, the premier jewelry retailer chose to keep working with MNTN. After Q4 of 2021, they decided to transition their prospecting campaign into an evergreen effort in order to drive new business on an ongoing basis throughout 2022 and beyond.
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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.
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