This leading gym and fitness brand developed CTV ad creative with user-generated content sourced from their social channels, then launched their Performance TV prospecting campaign to generate impressive new site traffic at an efficient cost per visit.
“Performance TV helped us expand our direct-response marketing strategy to television, which isn’t something we thought would be easily done. We not only reached in-market users and brought them to our site, we also generated measurable revenue and conversions off those same users.”
Director of Digital Acquisition, P.volve
Cost per Visit
P.volve needed a way to expand their growth strategy and reach valuable fitness shoppers seeking new ways to stay in shape without going to the gym. They had already mastered other growth channels like paid search and social, and needed a new way to reach audiences likely to buy or subscribe via an ad channel that could keep up with their performance goals. They turned to Performance TV and its direct-response capabilities to help drive new digital fitness signups, and reach valuable high-intent audiences eager to convert.
P.volve leveraged existing assets for their first CTV campaign, curating a spot that showcased real user stories that were previously submitted via social channels. The use of testimonials helped them to create a compelling ad perfectly suited for CTV that captured both their brand’s voice and spirit.
Equipped with their video creative, they simply uploaded it to the Performance TV platform and got to work building their campaign. To develop their audience strategy, they leveraged the fully integrated Oracle Data Cloud to build out audiences of high-intent fitness enthusiasts, which included in-market health and wellness shoppers. P.volve then added display creative to their campaign via the Audience Extension feature, which serves related display ads across web and mobile to the viewers after they see the CTV ad. This ensured their campaign would reach every device in the household and immerse their audience in a consistent message in order to deliver better visit rates.
P.volve launched their campaign, and Performance TV’s automated media buying took it from there. It automatically optimized their campaign thousands of times, tailoring ad delivery to users who were likely to visit and convert—thus ensuring ad spend was efficiently deployed with their performance in mind. But like any good advertiser, they didn’t step back completely; as the campaign progressed, they stayed on top of their audience strategy by cycling in seasonal audiences to tap into fitness trends (think New Year Resolution shoppers).
Campaign performance was measured 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 Performance TV prospecting campaign helped P.volve drive valuable, highly qualified prospects to their site at a budget-friendly $3.74 cost per visit. Users reached by this campaign would go on to convert and generate tens of thousands of dollars in new revenue—a testament to Performance TV’s ability to target high-intent audiences.
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