Founded by two dads in a garage in Vienna, Austria in 2013, woom creates kids’ bikes perfectly designed for their proportions and riding behaviors. After experiencing success in the European market, they were eager to expand their business to the U.S. They knew they needed to take a different approach to reaching their ideal audiences in this market, so woom wanted to give a new advertising channel — Connected TV (CTV) — a try. They wanted a CTV advertising solution that was easily scalable and would allow them to properly communicate their brand story and emotion-driven messaging, while also driving strong performance. MNTN Performance TV allowed them to do all this and more, resulting in impressive full-funnel results.
woom Zooms to Peak Connected TV Performance With MNTN
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When we are looking for marketing platforms, it’s not just how it impacts our marketing strategy for today — it’s how it can impact it for tomorrow. So scalability was, and is, a big part of what we were looking for, and with MNTN we saw absolutely that. It wasn’t just how we were going to enter this channel [CTV], it was about how we could grow this channel. We rely on MNTN to be a true partner to us, to guide and steer us through those kinds of decisions. We’ve gotten that kind of partnership from day one of the relationship and we know we’ll continue to get that as we scale.
April Obersteller
Managing Director, woom
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Total U.S. Revenue Driven By MNTN
Objective
Break Into the U.S. Market and Reach the Right Audiences Through Compelling Brand Storytelling
Woom wanted to effectively break into the U.S. market and reach new customers. But with a niche product to sell, they needed an advertising channel that would allow them to consistently and accurately reach their ideal customers where they were highly engaged with content. Enter: Connected TV.
“When I think of CTV, I think of my own user experience,” said Managing Director April Obersteller. “When I’m watching a show or anything else, there are certain things that either enhance or add friction to the experience. And I really wanted woom’s messaging and advertisements to be enhancers. I knew CTV was a great place to show up to connect with our customers and for them to learn about us.”
A key piece to achieving this was being able to communicate their unique product offerings and tell a complete brand story. CTV’s performance-first capabilities made the channel a perfect fit for woom’s needs. And with MNTN Performance TV, they were able to tap into CTV’s full potential.
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