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

In order to maximize their CTV advertising results leading up to and throughout the back-to-school season, UNT launched Performance TV prospecting and retargeting concurrently. MNTN’s easy-to-use platform allowed them to efficiently set up and manage both campaigns.

Reaching the right prospective students was of the utmost importance to UNT. To ensure this, they developed a comprehensive three-pronged prospecting audience strategy. First, they used geotargeting to hone in on households in Texas and surrounding states. Next, they utilized MNTN’s unique audience suite to target audiences with a general focus on higher ed, like households with prospective college students, people with a bachelor’s degree, and parents of college students. Then, to drill down even further, they targeted niche groups based on interests in UNT’s most popular majors, such as marketing, data science, and accounting and finance.

To further boost conversions, UNT retargeted people who had visited two or more pages on their website, but hadn’t yet converted.

UNT’s ad creative was also a key piece to their CTV efforts. To engage with their ideal audiences, they developed high-energy ads that spoke to the uniqueness of their university and educational programs, featuring imagery of real students throughout various locations on campus. Aligned with MNTN’s best practices for CTV, UNT’s ads included their logo throughout and a clear, direct call to action (CTA) — for example, “Apply by July 15th” —  which expressed urgency and encouraged viewer engagement.

Maximizing the efficiency of ad spend and proving ROI were top priorities for UNT. MNTN’s robust reporting suite provided an easy understanding of how their campaigns were performing at any given time. In particular, UNT used (and continues to use) 1. MNTN’s Audience Segment Report, to learn about how each audience performed; and 2. the customizable Performance TV Report, which allowed them to track a variety of data insights catered to their business needs and campaign objectives.

UNT’s back-to-school campaign produced A+ results. Leading up to the BTS season (June through August), their cost per visit (CPV) improved by 45%. When reviewing the entire campaign — which ran through November — their conversion rate increased by 98% and their cost per acquisition (CPA) decreased by 69%. On top of this, they exceeded their CPV retargeting goal by 30% and their CPV prospecting goal by an incredible 700%.

Looking to the future, UNT will continue to use MNTN as their CTV partner to drive key conversion metrics and grow admissions.