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.
Lower Than Display-Only Retargeting
Lower Than Display-Only Retargeting
Cost Per Visit
Cost Per Completed View
Higher than Display-Only Retargeting
MNTN had been a reliable partner for many years, whose display retargeting solutions were used to target an engaged audience to drive leads and enrollments. However, the university wanted to step up their game and get in front of a wider pool of potential applicants by combining their existing retargeting efforts with Performance TV.
Getting started with Performance TV retargeting was simple. First they uploaded their video ad, then selected their budget and goal, and they were ready to launch.
Once the campaign was live, Performance TV’s automated media buying technology kept the campaign running smoothly, as it instinctively adjusted ad spend and bidding based on machine learning. It accomplished this by using the budget and goal that was selected during campaign setup. Thanks to Living Room Quality technology, the ads were then served exclusively on top-tier CTV networks, guaranteeing the best programming available and providing the brand lift associated with TV advertising. Performance TV’s Audience Extension then served related display ads across web and mobile across every device in the house to viewers who had seen the Connected TV ads. The combination of HD ads served on TV and the ensuing Audience Extension retargeting ads ensured that the university was top of mind when users went online after viewing the ad on Connected TV. This awareness would lead to stronger campaign performance.
In parallel to running Connected TV ads, they continued to run their static display ads, each showing the different degrees available (teaching, business, nursing, etc) and targeted users who were browsing these specific categories on the website.
Performance TV retargeting transformed the university’s advertising capabilities, delivering the brand’s best performing campaign since they first launched with MNTN. With a Cost per Completed View of $0.03, it drove the lowest CPA (Cost per Acquisition) compared to their display-only retargeting campaigns, and shaved 50% off their total average CPA across all their retargeting efforts.
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.
ABC Fine 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.