Junk King Cleans Up With MNTN Performance TV
Junk King kicked off their initial Performance TV campaign at a crucial time for their business—the peak of spring cleaning. Because of MNTN’s self-service software with automated optimizations, they were seamlessly able to simultaneously run multiple CTV campaigns. With a primary goal of producing new business, Junk King started with prospecting by targeting consumers by region and identifying segments who could benefit from their services. MNTN’s integration with the Oracle Data Cloud and other trusted data providers provided them with multiple useful segments including: Homeowners, Spring Cleaning, Home Renovations and Moving & Relocation. Junk King also launched a retargeting campaign to engage consumers who had previously interacted with the brand. Using MNTN’s easy to use segmentation tool, they built an audience from first-party data made up of people who had visited their website in the last 30 days, but hadn’t converted. While spring is a fruitful time for Junk King, they understood the value in evergreen advertising and chose to continue running their Performance TV campaigns throughout the year. MNTN’s flexible audience targeting capabilities allowed them to adjust customer segments seasonally and reach specific groups that were likely to be cleaning house and/or needed to get rid of junk. Performance TV’s detailed reporting helped Junk King to understand what truly moved the needle. With MNTN, they were easily able to view and analyze campaign results, and continue to test and optimize different versions of their ad creative on Performance TV.
Painting with a Twist Creates a CTV Advertising Performance Masterpiece With MNTN
Painting with a Twist approached their inaugural CTV campaigns with a focused, full-funnel strategy. They first launched Performance TV prospecting to ensure their messaging reached new customers. This was layered with MNTN’s Oracle Data Cloud integration to target specialized consumer segments including: Women Shoppers, Event-goers, Wine Enthusiasts, Arts and Crafts, Painting and Drawing, Valentine’s Day Spenders, Date Night and more. They simultaneously served a retargeting campaign to customers who had already engaged with their brand. Painting with a Twist geo-targeted people living in zip codes within a certain parameter of their various store locations. This ensured that only viewers who were most likely to visit Painting with a Twist would see their ads—driving a significant increase in conversion rate (more on this below). To further bolster their full-funnel efforts, they used MNTN’s CRM capabilities to upload first-party data to Performance TV. This targeted customers who had previously RSVP’d and/or attended a “Date Night Painting Event” from 2021-2022. Painting with a Twist knew that various seasons drove heightened business and used this to their advantage. Over the last year, they experimented with creative variations in their CTV ads, such as updating end cards for Valentine’s Day, Mother’s Day and the winter holidays. The ease of testing different audience groups and ad creative on Performance TV enabled them to fully understand what worked best to achieve their business goals. MNTN’s detailed reporting showed which consumer segments and messaging drove top performance—allowing Painting with a Twist to confidently make informed campaign decisions moving forward.
Healthcare Service Beats CPA Goal by 83% and Acquires More Customers With MNTN
Excited to reach new potential customers on CTV, the virtual healthcare service launched a Performance TV prospecting campaign. While they had a number of different offerings to promote, they focused the majority of their budget on their most popular product—birth control. Simultaneously, they launched messaging focused on acne treatments. MNTN’s comprehensive audience building capabilities enabled the healthcare service to accurately target a variety of segments including: New Parents, Women’s Health and Skin Care Shoppers. The healthcare service then shifted their focus to retargeting users who had previously engaged with their brand. With MNTN’s segmentation tool, they easily built an audience from first-party data of consumers who had visited at least two pages on their website within the last 30 days. Additionally, MNTN Performance TV allowed them to accurately geotarget consumers only within states of operation. By advertising specifically to customers in markets where their product is available, the healthcare service reduced the number of wasted impressions. The healthcare service found an unexpected benefit from Performance TV in creative testing. MNTN’s A/B testing feature allowed the service to understand which ads performed best. From this data they were able to decide which ads to use—not only on CTV, but on other marketing channels as well. Speaking of creative—the healthcare service turned to QuickFrame by MNTN to help with the development of their CTV advertisements. Through the QuickFrame marketplace, they found world class video creators who produced high-quality video ads that drove top performance.
DTC Lingerie Brand Drives Profitable Growth With Performance TV
Having experienced lackluster results from advertising on linear television, OTT and YouTube, the DTC Lingerie Brand developed a CTV advertising strategy focused on engaging with first-time customers. Partnering with MNTN, they launched a robust prospecting campaign. A key piece to their prospecting strategy was audience building. Performance TV’s extensive audience data, which comes at no additional cost, made it easy for the lingerie retailer to experiment with new segments and embrace persona-based targeting. Utilizing MNTN’s Oracle Data Cloud integration, they built and messaged to an audience of “trendy” moms and millennials who shop at competitor brands and spend significantly in the category. Their prospecting campaign immediately drove exciting results (more on this below). Due to this success, the lingerie brand premiered a new activewear line with MNTN. To showcase their fresh products, the retailer leveraged Performance TV’s CRM audience matching capabilities to retarget high-intent shoppers.
Popular Pet Supplies Retailer Adds MNTN to Advertising Mix, Exceeding All Performance Goals
MNTN’s performance approach to advertising appealed to the retailer and Performance TV proved a good complement to what they already had in market. On top of this, MNTN’s ease of use allowed the retailer to onboard a new platform without the process becoming burdensome—they found the setup so easy and efficient that they added their media agency as well. Performance TV’s robust audience building enabled the pet supplies retailer to reach their ideal customers. Due to MNTN’s partnership with Oracle Data Cloud, the retailer easily targeted segments such as New Pet Owners, Dog Owners, Pet Store Shoppers and Purchasers of Cat Food and Supplies. Messaging to a variety of consumer groups became an integral part of the retailer’s prospecting campaign—Performance TV allowed them to test different audiences and see which were driven to action. Based on these learnings, the pet supplies retailer adjusted targeting strategy, ad creative, goals and other factors in real time. This test and learn approach gave the retailer full control of their prospecting campaign, enabling them to drive top performance results (more on this below). With Performance TV’s comprehensive reporting, the pet supplies retailer accurately tracked campaign results and made pointed changes based on what they found. They found MNTN’s network-level reporting extremely useful—the insights gleaned from this data enabled them to understand which audiences drive the best performance, while proving out campaign success.