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.
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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Objective
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.
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