The Atlanta Hawks Drove 7X ROAS and 24%+ Site Visit Rate by Bringing Timely Creative Strategy to MNTN Performance TV

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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“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

ROAS

Site Visit Rate

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.

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 their audiences using the fully integrated Oracle Data Cloud, 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 tickets purchased by driving 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 is the future of TV and direct-response advertising.

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