EyeBuyDirect, the leading online retailer of fine and fashionable eyewear, drove consistent, strong traffic to their website to help fuel their lower funnel campaigns. The brand leveraged Connected TV in collaboration with MNTN Performance TV and Magnite to get the job done.
“MNTN delivered strong performance across the board, and paired our advertising with quality ad inventory that helped make a difference. Performance TV yielded a substantial amount of new site traffic, while their digital retargeting campaigns helped us seal conversions lower on down the funnel.”
Marketing Director, EyeBuyDirect
Cost Per Visit
YoY Site Visit Increase
EyeBuyDirect’s primary goal was to generate sales by reaching new customers who would likely be interested in their product. That meant deploying a two-pronged approach; they needed an effective way to bring new shoppers to their site, and to transform that new traffic into conversions with digital retargeting campaigns.
EyeBuyDirect turned to MNTN Performance TV to maximize their opportunity on streaming television. Once their video creative was ready, they selected audience segments of highly-qualified viewers using Performance TV’s integration with the Oracle Data Cloud, the world’s largest CTV audience provider. Audiences included females aged 18-34 with expressed interest in eyeglasses, sunglasses, and fashion accessories, as well as competitive conquesting audiences that targeted shoppers who previously engaged with rival brands.
The Performance TV campaign delivered scaled reach across premium CTV inventory on top-tier publishers. Magnite, the largest independent sell-side platform built from Rubicon Project and Telaria, leveraged their strong CTV supply footprint across these publishers to power this campaign. Working with EyeBuyDirect, MNTN and Magnite set up private marketplace deals (PMPs) to ensure the campaign served exclusively on premium long-form streaming content on television screens and delivered on the brand’s high viewability performance goals.
“Layering in audience targeting in a CTV environment that is premium, broadcast-quality and engaging can help brands like EyeBuyDirect achieve impressive results at all levels of the marketing funnel,” said Adam Lowy, Head of North American Demand Sales & Strategy at Magnite. “As streaming TV viewership continues to increase, CTV will be an increasingly important part of marketers’ advertising strategies for building brand awareness.”
After new users visited their site, EyeBuyDirect retargeted these consumers with display campaigns launched with MNTN. These campaigns served ads to users with high purchase intent; one served ads to those who visited 2+ pages, while another targeted users who visited 12+ pages with a compelling offer convincing them to convert.
Using MNTN Performance TV’s technology and Magnite, EyeBuyDirect drove a significant amount of new users to their site, seeing traffic jump 14% year over year after their campaign launched. And because these site visitors were pulled from highly qualified audiences, their display retargeting drove a stronger year over year ROAS as well—even when spending more due to increased audience size.
Related Case Studies
Lighting New York
MNTN Performance TV retargeting allowed them to elevate their campaign performance beyond what display-only retargeting could offer by serving viewers high-quality video ads on Connected TV, and also reaching those same viewers across web and mobile with dynamic display ads—all from a single campaign.
This accredited online university delivers high-quality, outcomes-oriented higher education to close the gap between opportunity and affordability, and is designed around the needs of students to give them the flexibility and freedom to study at their own pace. The institution had garnered a steady stream of traffic to their website and wanted to find a new way to drive more traffic, and ultimately more enrollments into their university programs.
Wine & Spirits
The holidays can be a hectic time, which is why this leading wine & spirits retailer wanted to raise awareness around their pick-up and delivery options during the busy festive season. They turned to Performance TV to reach the right audience, spread their message, and drive shoppers through the marketing funnel.
Looking to expand on their existing lower-funnel efforts, this leader in home supply added Performance TV Retargeting to their media mix. Leveraging all the targeting and measurement capabilities of display retargeting, combined with an HD ad format served on television, Performance TV delivered better results vs. display retargeting.
Auto Parts Retailer
This leading automotive aftermarket parts provider serves both professionals and do-it-yourselfers, and was looking for a new way to raise brand awareness and motivate customers to visit in-store or online. They turned to MNTN Performance TV to reach viewers in a place they hadn’t previously – on Connected TV.
Hunt a Killer
On a mission to revolutionize the entertainment industry by challenging conventional storytelling, this subscription service gives people the chance to solve a murder mystery using high-quality, hand crafted clues that are shipped right to their front door. They turned to Performance TV to help them drive conversions and increase revenue by reaching new users.
Tulalip Resort Casino
This Seattle-based resort and casino offers guests gaming, luxury accommodations, entertainment, fine dining, and more. They came to MNTN with the goal of expanding their reach and driving awareness among a key audience, and enjoyed immense success as they saw measurable increases in site traffic driven by Connected TV.
Learn how to better drive performance for your digital campaigns with this full-funnel solution.