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.
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