University of North Texas

University of North Texas Gets Top Grade in CTV Performance With MNTN

As one of the nation’s largest public universities, the University of North Texas (UNT) offers 114 bachelor’s, 97 master’s, and 39 doctoral degree programs. With a mission to empower students to thrive in a rapidly changing world, UNT has worked hard to create an inclusive campus that meets the needs of an array of higher ed attendees — from undergrads to doctoral candidates, and from international students to those outside of the traditional four-year path.

With so many different programs to offer to a variety of students, UNT was looking for an advertising channel that was flexible, yet highly effective and could consistently maximize return on investment (ROI). Due to its ability to reach a wide range of audiences and its high level of measurability, Connected TV (CTV) proved to be just what UNT needed. Heading into a pivotal time of year — back-to-school — they used MNTN Performance TV to target their ideal audiences on CTV and drive website engagement, resulting in the growth of key conversion metrics.

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CTV has helped us reach more of our prospective students than other channels were able to deliver. This has helped us increase conversions within our key target audiences while delivering effectiveness and efficiency typically associated with tactics lower in the marketing funnel.

Christopher Knapp
Director of Brand Marketing, University of North Texas

389%

Higher Prospecting CPV Than Goal

17%

Higher Retargeting CPV Than Goal

54%

Increase in Overall Site Conversion Rate

38%

Decrease in Overall CPA

Objective

Drive Admissions and Website Engagement

UNT was laser-focused on attracting more prospective students, but they didn’t simply want to get their ads in front of mass audiences, they were eager to target the right people for whom their university would be a good fit. To do this, they needed an advertising platform that would allow them to be precise in their audience targeting and help them to drive higher levels of website engagement via increased frequency of actions taken. This was particularly important when it came to the back-to-school season, a prime time for UNT to drive applications for all of their degree programs.

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