SpotOn Fence Exceeds ROAS Goal by 319% With MNTN Performance TV

SpotOn Fence was looking for a new partner in the Connected TV advertising space that could deliver on performance and help them to find success in this channel. In order to find the best CTV platform for their needs, SpotOn ran tests on a number of platforms, including MNTN. After finding the other CTV platforms’ performance fall painfully short, they turned to MNTN Performance TV to help them with their goals of increasing return on ad spend (ROAS) and finding net-new audiences. MNTN worked in collaboration with their agency of record to develop evergreen prospecting and retargeting campaigns, while allowing for experimental campaigns to strategically test new, broader audiences.

The challenge for SpotOn, who were promoting a premium-priced product, was ensuring that their audiences were not only in a position to engage, but potentially to purchase for multiple pets. Starting with Performance TV prospecting, MNTN’s Customer Success Team helped SpotOn develop an audience targeting strategy that ranged from broad target personas to advocacy audiences that could indirectly boost their recognition in the field. In addition to targeting their usual audience of pet owners, they specifically looked for owners who would most need a “go-anywhere” solution. This included a wide range of personas, from families who traveled for holidays with their pets to sportspeople who wanted peace of mind on their pet’s safety while enjoying the great outdoors.

SpotOn also used MNTN’s segmentation tool for a retargeting campaign with first-party data—reaching those who had visited their website in the last 30 days but hadn’t converted. This campaign allowed the pet containment brand to not only hit their ROAS goal, but outperform that goal by more than 300% (more on that in the results below).

Once SpotOn ramped up both their prospecting and retargeting campaigns, they then began optimizing performance via audience testing. This allowed them to find new audiences that could potentially be layered into their evergreen campaigns. Then, at the fringes of their target demographics, MNTN helped them identify an advocacy audience: real estate/new movers, homesteaders, and those who owned vacation/second homes. As audiences like these usually take longer to convert, this test campaign allowed SpotOn to see how these audiences engaged with a longer-tail purchase cycle. The test campaign yielded valuable audience insights that SpotOn has since implemented with their evergreen prospecting campaigns.

As part of SpotOn’s strategy to engage new audiences, their agency also worked with MNTN to follow CTV creative best practices. MNTN advised them on how to further optimize their campaigns for performance, helping align their creative strategies to best appeal to the audiences they built with their test campaign. With this guidance, SpotOn developed a creative strategy for both prospecting and retargeting campaigns that incorporated both narrative storytelling and an informational approach to educate customers on their product, engage with loyal fans, and build revenue outside of their seasonal peak months. By working with MNTN to run tests on both new audiences and creative, SpotOn achieved both their performance and scale goals.

SpotOn saw a serious improvement in their off-season sales, which gave them a lift as they headed into the spring/summer season. In Q2, SpotOn’s blended cost per visit (CPV) beat their goal by 4.1% during their slow season, and drove a 6.39x blended return-on-ad-spend (ROAS) that outperformed their initial goal by 319%. Now, as they look to triple sales from 2022 to 2023 and expand into additional products over the next five years, SpotOn Fence will be using MNTN to make it all happen.