In preparation for their most profitable time of year, the United States Flag Store wanted to find an advertising channel that would significantly drive growth. Having advertised primarily via Google Ads, the American flags and flagpoles retailer searched for a comparable lead acquisition source that would give them more control over their campaigns and for a lower cost—Connected TV (CTV) proved the right solution. The United States Flag Store turned to MNTN Performance TV for support in launching this new performance channel.
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United States Flag Store Exceeds Performance Goals by Launching New Advertising Channel With MNTN
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MNTN has become the fastest growing source of acquisition with the highest conversion rate. The CTV campaign produced an average 8x ROAS and with some geo-specific campaign adjustments based on real-time results, we are able to achieve up to 17x ROAS.”
Heather Marra
Manager of SEO and Sr Digital Analyst, United States Flag Store
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ROAS Above Goal for Peak Revenue Month (June)
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AOV Above Site Average
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Conversion Rate
Objective
Improve ROAS, Conversions and Lead Acquisition Via New Performance Channel
The United States Flag Store wanted to bolster performance ahead of their historically peak revenue months of June and July. With the goal of increasing return on advertising spend (ROAS) and conversion rates, the retailer was eager to test a new advertising platform. The United States Flag Store was already familiar with leveraging Google Ads as a performance channel and was curious to see if CTV could generate stronger lead acquisition. With MNTN’s help, the retailer developed and launched their first Connected TV campaign with confidence.
Solutions
Audience Building, Retargeting and Ad Builder
With a deep understanding of performance advertising, the United States Flag Store knew what results were needed out of their first CTV campaign.
Utilizing MNTN’s easy to use segmentation tool, the flag and flagpoles retailer built an audience from first-party data. The United States Flag Store was glad that Performance TV allowed them to customize audience segments based on their ideal customer profile (ICP) and the time of year. The retailer chose to target consumers who had visited their site two or more times. And, in winter months, they shifted their audience strategy to geo-specific targeting—based on a recommendation from Online Stores’ (their parent company) CEO Kevin Hickey, the United States Flag Store specifically focused on potential customers who live in southern states where the weather was still warm.
After developing their audience strategy, the United States Flag Store was ready to build and launch their first CTV campaign. With the goal of significantly increasing ROAS, lead acquisitions and conversions, the retailer built a dynamic retargeting campaign. Retargeting via Performance TV allowed them to target consumers who had previously engaged with United States Flag Store content.
To ensure that messaging resonated with their ideal customer, the United States Flag Store created ads that spoke about how their company is a trusted source for “all things flag”. To solidify this message, the advertisements positioned their products as being “super tough” and promoted the retailer’s extensive inventory.
As a way to surprise and delight potential customers, the United States Flag Store often uses coupons in their advertisements. The retailer likes to switch these coupons quarterly, so they were pleased to find that changing ad creative on the Performance TV platform was quick and easy. With MNTN, the United States Flag Store was able to tailor ad messaging to specific audiences without the worry that it would slow down campaign progress.
The Results
Increased ROAS and Average Order Values
Partnering with MNTN, the United States Flag Store activated a successful inaugural CTV campaign that helped them to surpass their performance goals. From March to September, Performance TV drove a ROAS that exceeded the retailer’s goal by 75%. And, in the peak month of June, the campaign generated a ROAS that was 231% above goal. Not only did this ROAS exceed the retailer’s expectations—the ROAS produced by Performance TV actually outperformed that of Google Ads by 144%.
The Performance TV retargeting campaign also supported in increasing the overall value of each sale. Between March and August, the United States Flag Store saw an average order value (AOV) that was 41% above the site average. This result speaks to the power of audience targeting—because the retailer was able to be specific about who they messaged to, they reached consumers who their ads truly resonated with, driving conversions and high order values.
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MNTN is the future of TV and direct-response advertising.
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