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Retargeting in HD: Leading Home Supply Retailer Drives 48% Better ROAS with Performance TV Retargeting
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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Higher VS. Display-Only Retargeting
ROAS
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Higher VS. Display-Only Retargeting
Unique Site Visitors
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Lower VS. Display-Only Retargeting
Cost Per Visit
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Fewer Impressions to Drive a Single Visit
Objective
Drive Conversions
This leading home supply retailer was already driving strong retargeting performance with MNTN. They had also seen significant success with streaming TV ads by launching evergreen prospecting campaigns on Performance TV. Given their success on both channels, they jumped at the chance to extend their retargeting efforts to Performance TV.
Solutions
MNTN Performance TV Retargeting
MNTN wanted to showcase Performance TV retargeting’s capabilities, so they put the retailer’s display-only retargeting campaign up against Performance TV. Both campaigns targeted lower-funnel site visitors including cart abandoners and users who had visited 5+ pages.
Right from the start, Performance TV retargeting had the upper hand. While the display-only campaigns were limited to placements on web and mobile, Performance TV ads were served across top-tier streaming networks. Thanks to its Living Room Quality technology, the campaign was shown on premium Connected TV networks like CNN, ESPN, HGTV, and more—delivering a high-quality ad experience paired with only the best available programming. These ads featured prominent calls to action, both through audio and on-screen visuals to drive viewers back to the site.
MNTN Multi-Touch then served related ads across web and mobile to recent site visitors—as well as to viewers who had seen the Performance TV ad—immersing an already engaged audience across all of their digital devices. These ads featured dynamic product feeds to showcase products users had previously viewed, drawing them back to the site to complete their purchase. Performance TV’ automated media buying technology then automatically optimized the campaign thousands of times a day, driving towards the goal of increased conversions and optimum ROAS. The combination of ads served across multiple devices and automated optimization was enough to tip the results in Performance TV’s favor.
The Results
Better Performance than Display-Only
Performance TV retargeting beat display-only retargeting across the board. Not only did it outperform on key metrics like ROAS, cost per visit, and conversions, it also drove site visits far more efficiently than just running display retargeting alone. The budget spent on Performance TV retargeting delivered a better return hands down, proving to this leading home supply retailer that adding Performance TV to their lower-funnel efforts can deliver a better return on investment.
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