Recruiting & Career Platform Seeks Effective Connected TV Platform, Partners with MNTN to Drive a 64% Lower CPA

The largest platform for technology professionals to advance their careers wanted to stay true to its name and continue to build and grow their business. They were looking to reach both their B2C and B2B audiences efficiently, with clear performance targets in mind–from CPV to CPA. Performance TV allowed them to easily manage their various initiatives, hit and exceed their performance goals, and dig into the details that matter with the easy-to-use reporting dashboard.

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Lower Cost Per Acquisition than Target

Increase in Conversion Rate

Lower Cost Per View than Target

Objective

Launch Multiple Campaigns to Align with Their Various Audience Initiatives

The recruiting and career platform was looking to drive measurable results for both their B2C and B2B efforts. They turned to MNTN to accurately reach their multiple audiences to drive conversions while continuing to generate demand.

Solutions

Performance TV Prospecting

The recruiting and career platform started with their B2C audience, using Performance TV to set up a prospecting campaign aimed at their target audience of job seekers. Performance TV gave them access to Oracle Data Cloud and the thousands of available audiences so they could accurately target the appropriate audiences. They were looking to engage this audience with messaging promoting their solutions and drive them to the recruiting and career platform website where they could take a variety of actions.

With the initial campaign underway, they were able to easily jump back into the platform and set up a second prospecting campaign, this time for B2B professionals. They selected Oracle’s Human Resources professionals/decision makers audiences to reach them with messaging about the benefits of becoming customers.

The Connected TV system was set-up to optimize to their goal of cost-per-acquisition, individually auto-optimizing each campaign thousands of times over the course of the campaigns to help them reach (and exceed) their KPI goals.

The recruiting and career platform was then able to track this KPI and others with the Performance TV dashboard. The dashboard gave them incredible insight into the impact of their campaigns, showing granular conversion level data that they had not previously had access to on other platforms. Plus, they were able to add this data into their Google Analytics account, easily tracking this data alongside their other campaigns.

The Results

Efficient Performance Across KPIs

Their campaigns with MNTN exceeded target goals with the use of Performance TV. While they originally set out with a cost-per-view goal (they also came in 57% lower than target), the recruiting and career platform soon discovered Performance TV’s ability to drive a significantly lower CPA. The CPA was 62% lower than their original target, highlighting Performance TV’s ability to generate efficient performance. And the results didn’t stop there–their conversion levels continued to rise, up 2.4x in July as compared to May of the same year. The recruiting and career platform is continuing to build on their success with Performance TV.

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MNTN is the future of TV and direct-response advertising.

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