How To Set Up A Successful A/B Test for Connected TV

National Dental Startup Uses MNTN Matched To Lower Acquisition Costs by 60%

A national startup is disrupting the dental industry by offering its customers state-of-the-art studios, transparent pricing, and a versatile app that makes it easy for patients to keep up with their self care. As an emerging player in dental hospitality with venture-backed growth goals, the startup’s marketers needed to answer a familiar question: how can we identify and discover consumers who will actually take action after watching our TV commercials? Given their growth goals, the team knew they couldn’t afford to waste any impressions, and traditional TV audience targeting simply wasn’t cutting it. That’s why the brand turned to MNTN Matched. Our proprietary technology allowed them to focus their entire investment on their ideal audience and match directly with the consumers who were most likely to love and explore their innovative new approach to dental care. With MNTN Matched, the brand increased their site traffic by 9x and cut their cost per acquisition by 60%.

A/B testing is a strategy in which marketers compare two or more variations of a specific component of their campaign. When done intentionally, A/B testing provides data-backed insights to inform more effective creative designs, audience strategies, and other campaign improvements that marketers can make to enhance the performance of their Connected TV campaigns. Looking to set up your own A/B test? We take the process step-by-step in this guide.

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How To Set Up A Successful A/B Test for Connected TV

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