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Subscription Box Brand Drives 5X ROAS and $0.84 Cost Per Visit with MNTN Performance TV
On a mission to revolutionize the entertainment industry by challenging conventional storytelling, this subscription service gives people the chance to solve a murder mystery using high-quality, hand crafted clues that are shipped right to their front door. They turned to Performance TV to help them drive conversions and increase revenue by reaching new users.
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Objective
Increase Conversions & Drive Revenue
This leading subscription box was seeing steady performance across their marketing efforts, but knew they could do more to drive new site traffic and grow their subscription business. They had previously run ads on linear TV, but realized they needed a solution that would let them target audiences that would be likely to convert, while easily and transparently track their ad performance metrics—something that traditional TV advertising couldn’t offer.
Solutions
MNTN Performance TV
The subscription servive turned to Performance TV in order to drive revenue and site visits by reaching the exact users they knew would help them grow their subscription base. With Performance TV’s full integration with the Oracle Data Cloud, targeting viewers with an affinity for crime shows (like Law & Order and True Detective), seasonal audiences (Halloween lovers), and true-crime and mystery enthusiasts was as easy as clicking a few buttons in the Performance TV audience builder.
Once their Connected TV advertising campaign launched, Performance TV’s automated media buying optimized their campaign to tailor ad delivery, bidding, and frequency to ensure ads reached viewers likely to subscribe. Performance TV’s reporting capabilities then enabled them to track their ad performance with detailed direct-response metrics such as conversions and website visits, as well as cost per completed view and many more. This was made possible by MNTN’s Cross Device Verified Visits technology, which tracks any user visits to the advertiser’s site in a window of time defined by them. It tracked customers’ cross-device journey, from when they saw an ad on TV to when they visited the site and converted on another household device, to ensure proper credit was assigned. All this ensured they knew exactly who saw their ads and what actions they took afterwards—giving them the full picture on their campaign’s impact.
The Results
Verdict: Strong Performance
Performance TV drove strong results for the subscription service thanks to its ability to target high-intent audiences and optimize toward performance goals. The campaign achieved an impressive 5X ROAS, aided by a 3.31% site visit rate and a $0.84 cost per visit. Performance TV not only helped them reach the right audience, but also convinced those viewers that it was time to subscribe and start solving mysteries.
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