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.
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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
37%
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.
Solutions
Full-Funnel Performance TV, Creative-as-a-Subscription™
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 unique audience suite — which provides MNTN users with access to thousands of 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.
The Results
Significant Decrease in Cost Per Acquisition With CTV Becoming One of Their Most Efficient Paid Advertising Channels
With MNTN’s seamless API, Talkspace was easily able to make better decisions on their campaigns, based on real-time data — they were happy with what they saw.
Since launching Performance TV, Talkspace’s CPA has decreased by 67%. Not only has MNTN helped them to achieve their performance goals, but Performance TV is now one of their most efficient paid advertising channels.
Through their full-funnel campaigns with MNTN, Talkspace has turned CTV into a powerful performance engine. And with the addition of CaaS, they’ve successfully brought all parts of the CTV advertising process in-house — giving them full control over and visibility into their campaigns. Because of this, Talkspace has continuously increased their investment in MNTN and will keep using it as a vital piece of their advertising mix moving forward.
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