The Atlanta Hawks chose MNTN Performance TV because it would allow them to effectively target the right audiences with their narrative-driven, timely creative strategy and transform premium television into a revenue-driving channel.
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The Atlanta Hawks Drove 7X ROAS and 24%+ Site Visit Rate by Bringing Timely Creative Strategy to MNTN Performance TV
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As our advertising strategy continues to evolve in the digital landscape, onboarding MNTN was an easy decision. Outside of its strong digital prospecting and retargeting capabilities, the in-depth tracking dashboard helped us quantify results–leading to better strategy decisions and a 7x ROAS.”
Kate Lanier
Sr. Marketing Manager, Atlanta Hawks
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ROAS
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Drive Qualified Site Traffic & Ticket Sales
The NBA’s own Atlanta Hawks were searching for a better way to drive ticket sales with Connected TV. This meant finding a CTV platform that optimized campaigns to generate conversions, not just broad reach — all while delivering ads exclusively on premium, blue chip TV networks.
It also meant finding a platform that would empower the team to effectively activate their sequential creative strategy. The Hawks had developed two narrative-driven commercials, along with follow-up messaging that featured timely CTAs, such as a “buy now” ad for an upcoming game against the Cleveland Cavaliers on a specific date. Each follow-up message was templatized, so the team could update the dates and opponents featured in the ad based on the team’s schedule.
MNTN Performance TV was the ideal platform to achieve the team’s goals, thanks to its ability to serve ads on top-tier networks, target sports-loving & live-event-going audiences in Georgia, bring the Hawks’ sequential-messaging strategies to life, and optimize for their ticket sales goals—all with the ability to measure the entire customer journey with unmatched, patent-pending accuracy.
Solutions
Dynamic, Sequential Messaging Brought to Life with Performance TV
The team first launched a Performance TV prospecting campaign in order to drive qualified traffic to their site and convert ticket sales. Campaign setup was easy; they started by selecting specific consumer groups using MNTN’s unique audience suite, which offered countless sports-loving and live-events-going segments in the geo-targeted Georgia area—all without any data fees. Next, they uploaded their CTV creatives, along with their timely cross-platform ads.
With MNTN, the team had complete control over the order in which their messaging was served. First, the Hawks served users a CTV ad to drive initial excitement, site visits, and ticket purchases. Next—and only after the user viewed a CTV ad—the Hawks served users omni-channel messaging to increase visibility and drive urgency with timely, game-specific CTAs.
Throughout the campaign, the Hawks used MNTN’s fully-integrated creative suite to quickly and easily update their omnichannel ads with timely info—a critical component to ensuring their creative strategy was most effective.
In addition to a prospecting campaign, the Hawks also activated a retargeting campaign to increase tickets among past site visitors through the use of their CTV narratives and timely reminder messaging.
As the campaigns progressed, Performance TV’s automated media buying technology optimized ad delivery, frequency, and bidding in real time to ensure every ad impression was served effectively to drive performance.
The combination of the Hawks’ creative strategy, the premium networks the ads were served on, and automated media buying made for an effective, attention-grabbing campaign that drove viewers to take action and buy gameday tickets.
The Results
Performance TV Drove Significant Ticket Sales
Their goal was to drive high-quality site traffic and ticket sales, and they succeeded in both by achieving a 7X return on ad spend, along with a 24.2% visit rate from viewers who saw their CTV commercial then visited the site.
The campaign’s performance speaks to the high quality involved in every aspect of its launch, from the dynamic creative strategy and execution, to the technology that made it possible.
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MNTN
It’s rare when you see an ad tech brand feature itself in a case study. Is that because it can come off a little self-aggrandizing? Maybe. But this story perfectly illustrates why Performance TV is an effective piece of B2B marketers’ media strategy (and also, it’s just too good not to share). So, we’re going to do it anyway. This leading Connected TV ad tech firm (that’s us) was looking to reach a B2B audience and drive qualified users to our site. We leveraged two of the most effective means of capturing prospects’ attention available to advertisers today: Performance TV, and the star power of our Chief Creative Officer, Ryan Reynolds. Turns out, one is far more effective than the other.
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This brick and mortar restaurant has a cult following for their Chicago-style hot dogs. Looking to harness the power of direct response marketing and the reach of TV advertising, they turned to Performance TV to help them achieve measurable results.
Ecommerce Retailer
This leading retailer builds innovative and award-winning performance products for all types of outdoor and work environments. They turned to MNTN Performance TV to drive measurable revenue both online and at key locations.
Auto Parts Retailer
This leading automotive aftermarket parts provider serves both professionals and do-it-yourselfers, and was looking for a new way to raise brand awareness and motivate customers to visit in-store or online. They turned to MNTN Performance TV to reach viewers in a place they hadn’t previously – on Connected TV.
Subscription Box Service
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.
Gift Card Retailer
This eCommerce retailer wanted to institute an awareness campaign for their Q4 product launch. They leveraged MNTN Performance TV to ensure their ads found consumers when and where they were watching.
Subscription Software
This subscription based SAAS leader was struggling to efficiently introduce their new brand and pricing model to a mass audience. They leveraged MNTN Performance TV to ensure their ads found consumers when and where they were watching.
Travel Booking
This travel booking site wanted to efficiently reach key demographics with highly-targeted TV creative. They decided to leverage MNTN Performance TV to ensure their ads found consumers when and where they were watching.
Mattress Retailer
This leading mattress retailer wanted to tell a compelling story while capturing site traffic and conversions. They decided to leverage MNTN Performance TV, ensuring their ads found consumers when and where they were watching.
Tulalip Resort Casino
This Seattle-based resort and casino offers guests gaming, luxury accommodations, entertainment, fine dining, and more. They came to MNTN with the goal of expanding their reach and driving awareness among a key audience, and enjoyed immense success as they saw measurable increases in site traffic driven by Connected TV.
MNTN is the future of TV and direct-response advertising.
Learn how to better drive performance for your digital campaigns with this full-funnel solution.
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