Intent on growing their pool of top-of-funnel leads, Talkspace launched Performance TV prospecting.
A key piece to their prospecting efforts was a comprehensive audience strategy. Using MNTN’s integration with Oracle Data Cloud — which together with LiveRamp provides MNTN users with access to over 85,000 unique audience segments — Talkspace explored multiple ideal customer groups on CTV for the first time. Incorporating this third-party data allowed for more sophisticated optimization, and the ability to capture in-market consumers, faster.
Talkspace concurrently ran a second Performance TV campaign focused on bolstering lower-funnel performance. Looking to engage people who had previously shown interest in their services, they used MNTN to reach groups of past Talkspace website visitors.
Talkspace is always looking to build innovative products and experiences to meet their customers’ needs — and CTV was no exception. They were eager to use what they learned testing different audience groups to inform their creative strategy, too. Talkspace turned to MNTN’s CaaS program to launch fresh advertisements that would truly engage viewers, the brand’s first refresh since 2020.
Powered by QuickFrame by MNTN, CaaS is a first-of-its-kind solution that streamlines the creative process by combining media buying and ad production for better performance. CaaS offers a continuous supply of performance-built CTV ads to test, optimize, and iterate.
Talkspace accessed QuickFrame’s extensive network of creators to find the perfect production team to develop new ad creative that centered on the company’s core messaging: get convenient mental health care from anywhere. To convey that message, these ads highlighted Talkspace’s team of accredited and licensed therapists, with value propositions that would appeal to their audiences, such as virtual care and wide insurance coverage.
With CaaS, Talkspace was able to test different versions of their advertisements to fully understand what best resonated with their audiences. For instance, they tested different voiceover types and were able to hone in on which worked better for CTV, as well as use the creative on other channels.