Online and mobile therapy provider Talkspace wanted to elevate their advertising by employing Connected TV (CTV). They needed an advertising solution that would give them speed and flexibility, while avoiding some of the potential pitfalls of programmatic advertising, like fraud. Talkspace also was looking for a platform that would enable their in-house team to ramp up quickly, with more control over the ad creative development process, and access to faster data and deeper insights, all while achieving fully measurable performance outcomes. MNTN Performance TV paired with Creative-as-a-Subscription™ (CaaS) proved to be just what they were looking for.
Talkspace Uses MNTN to Bring CTV Efforts In-House and Grow Usage for Online Therapy
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With MNTN, we have the highest level of control over our CTV campaigns and greater visibility into how they are performing, as well as faster execution and flexibility with planning and spending. The addition of CaaS has also been a huge unlock — with new high quality creative coming in on a consistent basis, we were able to launch three new TV spots over three quarters and test different ad variations to understand what works best in engaging potential Talkspace members. With MNTN we’re able to move fast and make real-time decisions, while producing strong results.
Katelyn Watson
Chief Marketing Officer, Talkspace
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Decrease in Cost Per Acquisition
Objective
Effectively Use TV as a Digital Advertising Channel, Create Awareness For Their Therapy Offering, and Decrease Cost Per Acquisition
Having advertised on linear television for years, Talkspace knew how effective TV could be. They’d used Connected TV in the past, but only via direct buys through an agency. This time, they were looking to invest more in CTV in order to digitize and make their TV efforts more measurable overall. They needed an advertising solution that would allow them to bring the whole process in-house, including the training and resources they’d need to become power users.
Talkspace was also focused on driving new business and increasing active members. To best measure success on this front, they decided to hone in on cost per acquisition (CPA), setting aggressive goals from the start. MNTN Performance TV provided not only the flexibility and precision of other digital channels (like Google and Meta), but the power and reach of traditional television advertising on premium inventory — and ultimately delivered both top performance and a smooth transition to in-housing their CTV efforts.
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