As a company that prides itself on “making bags for humans getting the most out of life,” Dagne Dover needed campaign performance that would get the most out of their budget. They turned to Performance TV retargeting to drive direct-response conversions and revenue.
“We saw an excellent return on ad spend and generated an impressive conversion rate. Working with Mason Interactive and Performance TV really changed how we see retargeting. We were also able to stretch our creative presence and reach our shoppers with ads on TV that captured our brand’s voice—something that clearly made an impact with our audience.”
VP of Marketing, Dagne Dover, Dagne Dover
Revenue vs. Display-Only Retargeting
With stylish and practical bags designed “for all the badass, problem-solving humans out there,” Dagne Dover’s quality products and strong brand voice yielded a history of successful performance campaigns. Seeking further growth, they teamed up with their agency partner Mason Interactive to find a way to expand and improve their retargeting efforts to drive even stronger returns.
Since Dagne Dover and Mason Interactive had a track record of successful display retargeting, MNTN recommended Performance TV retargeting. It would not only expand their presence to television, its Audience Extension feature would serve display retargeting ads across web and mobile to every device in the household. This combination of TV and display creative would reach a high-intent audience of recent site visitors and immerse that audience in their message. Most importantly, it would deliver better performance than display-only retargeting by ensuring ads served at the right time, to the right users, regardless of which screen they were using.
Campaign setup was easy. After uploading their video creative, they leveraged Performance TV’s real-time audience segmentation to tap into their first party site data. This allowed them to target shoppers based on the actions they took while visiting their site, and serve them non-skippable ads while they streamed TV watching premium networks. Combined with Audience Extension, their campaign reached high-intent shoppers across every screen in the home, and delivered direct-response ads urging shoppers to return to Dagne Dover’s site and convert.
Strong campaign performance wasn’t guaranteed just by targeting the right users, however. Performance TV’s automated media buying optimized their campaign thousands of times per day by tailoring ad delivery, bidding, and frequency to prioritize shoppers likely to convert. This was a key ingredient to the campaign’s success, and set Performance TV apart in its ability to deliver on direct-response metrics.
Dagne Dover was able to track their campaign’s results down to the last decimal by measuring performance across all devices using MNTN’s proprietary attribution technology, Cross-Device Verified Visits. This also allowed them to attribute cross-device in Google Analytics (thanks to MNTN’s API), which let them measure streaming television’s direct-response ad performance alongside the rest of their ad channels.
The combination of measurement, audience targeting, Audience Extension, and automated optimization gave them the confidence to tie revenue goals to a TV campaign—and their confidence was well rewarded.
Dagne Dover started with a smaller test budget, and upon seeing strong initial results, quickly scaled their campaign spend to match their previous display retargeting budget. After that ramp-up period, Performance TV retargeting delivered a 9.9x ROAS and increased revenue by 78%—proving its ability to retain efficiency at scale while still delivering an impressive return on ad spend.
By combining the recency of display retargeting with the high-impact and memorable ad experience of television, Performance TV retargeting generated strong performance. This was no isolated incident either; Performance TV retargeting outperforms display-only retargeting regularly, generating 35% more conversions and a 54% lower cost per acquisition on average across all MNTN advertisers.
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