The Travel Corporation Explores CTV with MNTN, Driving Significant Performance For Three Separate Brands
With one of their busiest seasons—summer—just around the corner, TTC dove head first into CTV, launching campaigns for Contiki and Trafalgar. TTC leaned on MNTN’s CTV expertise to produce the best performance possible. They worked closely with MNTN’s Customer Success Team, who helped them to identify new strategies that would best align with each brand’s campaign goals. To accomplish their objective—engaging with and driving new business—TCC used Performance TV prospecting for both brands. While the focus of each campaign was similar, TTC needed to target different consumer groups to meet each brand’s needs. Using MNTN’s Oracle Data Cloud integration, which gave them access to over 80K+ audience segments, TTC was able to serve ads to multiple audiences built specifically for Contiki and Trafalgar: Contiki (primary demographic is comprised of college students and other young adults): Sorority and fraternity members, adventure travelers, and consumers aged 18-20 Trafalgar: Leisure travelers, people planning summer trips, and well-traveled financial strategists Simultaneously, TTC kicked off retargeting campaigns to reach consumers who had previously visited the Contiki or Trafalgar websites. For both brands they utilized MNTN’s easy-to-use segmentation tool to build audiences with first-party data—these were made up of people who had visited their websites in the last 30 days but hadn’t yet converted. “MNTN is very intuitive to use—it was quick and easy to get goals and optimizations set up for our different brands and campaigns within those brands,” Katrina Roseli, TTC’s Paid Media Account Manager said. “I also really appreciate how collaborative and responsive the MNTN team is. They helped me to identify audiences that aligned with the campaigns for each brand, which ultimately generated business.”
Hooray Heroes Tells a Tale of Strong Performance and Growth with MNTN
Gearing up for one of their most profitable seasons, Hooray Heroes used Performance TV to launch two CTV campaigns with differing goals. Six weeks before Father’s Day, they launched their first Performance TV retargeting campaign. They utilized MNTN’s easy-to-use segmentation tool to build audiences from first-party data and engage consumers who had previously interacted with their brand. From there, Hooray Heroes set their sights on attracting and driving new business through a robust prospecting campaign. Performance TV’s integration with Oracle Data Cloud and other trusted data providers provided them with multiple useful audience segments to target including: Father’s Day Shoppers, Men’s Apparel Shoppers, Recreation Shoppers and Moms Who Shop. Due to the seasonality of their business, Hooray Heroes needed to switch out their ad creative often. Performance TV’s easy-to-use ad builder let Hooray Heroes change creative whenever necessary—enabling them to efficiently align seasonal messaging with various target audiences.
Your Performance TV Guide to Father’s Day.
Father’s Day was a 20 billion dollar event in 2022. What will this year hold? It’s time to celebrate those father figures in your life, but first, get your campaigns ready for success with our comprehensive guide to using Connected TV for Father’s Day. We’ll cover everything from audience targeting, campaign set up and reporting, and creative best practices. Fill out the form to get access today.
10 Middle of Funnel Marketing Strategies To Improve Consideration
8 Min Read It’s easier than ever to create ads with specific messaging to target different customers. Tools including social media, digital ads, and Connected TV (CTV) let you create multiple messages that appeal to people at different stages of their buyer journey. These middle-of-the-funnel marketing strategies can help you nudge people in this stage down your sales funnel. What Is Middle of Funnel Marketing? People in the middle stage of their journey to buying your product or service know about your brand and are interested in learning more. At this stage of the funnel, your ads should foster engagement and allow you to build a trusting relationship with new customers who know you but aren’t ready to take the leap and buy. When targeting this group of potential customers, create ads that highlight how your products or services meet the user’s needs. These ads should be persuasive and educational. There are many strategies to effectively target people in the consideration funnel. Here are 10 of our favorite 1. Retargeting Ads A retargeting ad is aimed at people who have previously visited your website. You can run retargeting ads on social media, as banners on websites, and even on Connected TV. All you need to do is add a pixel to your website. Then, when people engage with the site, they will be added to your list for retargeting ads. List-based retargeting is another option in which you can target existing members of your email list. With this method, you create an email list and upload it to your chosen ad platform which then sends targeted messages to people in your network. List-based retargeting is good for highly personalized ads directed to people with similar needs. Create various ads based on user activity. For example, if someone started filling out your contact form without subscribing or sending a message, you could target them with a call to action to finish the action. Your retargeting ads can also contain links to educational and informative content that will spur a user down the funnel. Or you can create ads with special deals and promotions encouraging a potential customer to complete their purchase. 2. Email Marketing Even now, email remains one of the most successful marketing strategies. Email marketing generates an average $40 return on investment for every $1 spent. It’s also the perfect channel for mid-funnel marketing because everyone on your email list signed up of their own accord. Engage mid-funnel customers with curated emails containing product information or targeted content that aids them on their journey. Your email may include links to white papers or webinars with answers to frequently asked questions. When you’re selling to people at the consideration stage, don’t be too pushy. This is the time to paint the picture of how your products and services could benefit a potential customer. 3. Webinars Webinars are excellent for mid-funnel marketing because they let you go in-depth on topics your potential customers want to hear about. With webinars, you can answer frequently asked questions and address potential buyer objections with an engaging presentation. Popular webinars include product demonstrations. You may also create a webinar series with in-depth presentations about different product features. Potential customers can sign up to learn about the features that interest them or they can watch the whole series. 4. Free Trials or Demos For some products and services, webinars have their limitations. Free trials and demos build on your consideration marketing content and give potential customers the chance to actually experience your product or service. Free trials and demos are nothing new. Every clothing store has a fitting room so customers can try on the merch. Car shoppers usually go on test drives to see how a vehicle handles and other features that made them curious when they decided to go to the dealership. Depending on your product or service, a free trial serves as a test drive to familiarize potential customers before they commit to the sale. 5. Social Proof and Reviews Middle-of-funnel marketing is all about establishing trust, and one of the best ways to do so is to rely on your existing customers. Most customers (88%) consult online reviews when they consider a local business. Social proof refers to reviews, case studies, client testimonials, and other evidence that real customers are satisfied with your business. You can weave social proof throughout your other consideration marketing tactics. Build social media posts around positive testimonials and invite your other customers to leave a review. Create Connected TV ads that highlight specific customer success stories. Add reviews and ratings to your website. However you promote social proof, it is critical to creating a good relationship with new customers. 6. Content Upgrades Content upgrades refer to opt-in offers through which people on your contact list can get specific, targeted content. For example, if you’re hosting a webinar, you might offer your product overview to the general public and send feature-specific content to those who opt-in to your email list. Bonus content is a great way to generate warm leads including people in the consideration stage. 7. Segmentation By segmenting your audience, you can create ads that appeal to people based on their interests. If you created an email campaign around a content upgrade, build a separate landing page on your website and track people who sign up using that offer. In your general emails, add segmenting features to sort subscribers based on which parts of your message interest them. Add multiple categories to your email sign-up list to best segment your audience. When you’ve identified specific leads as being in the middle of the sales funnel, you can create informative and engaging ads that entice them to interact further with your brand. You can even add people in the middle of the funnel to your retargeting list. 8. Sales Enablement Sales enablement refers to the tools and content your sales team uses to boost their chances of making a sale. When your team is targeting people in the middle of the funnel, they can skip the introductions and focus their pitches on how your product or service will meet a potential customer’s needs. This approach is most successful when your sales and marketing teams work together to create cohesive messages based on where potential customers are on their buyer journey. Content and pitches should give customers a well-rounded insight into your business. 9. Personalization Since people in the middle of the funnel have interacted with your brand before, you can create personalized ads based on their needs and preferences. One way to do this is with the retargeting pixels we covered earlier. For example, if you run an e-commerce site, you might use pixels to show retargeting ads that feature similar merchandise based on where the customer was looking on your site. If your customers haven’t interacted with you before, you can still personalize their ads. Use your frequently asked questions and customer reviews to develop ads that showcase what people like about your brand and what they want to know about it. 10. Influencer Marketing More than half of customers (61%) trust influencer recommendations. Partnering with influencers to promote your products and services can push people from the middle of the sales funnel straight to the bottom. Influencer campaigns aren’t limited to social media. Feature popular influencers in your Connected TV ads to drive people to your website. For instance, adtech solutions like MNTN Performance TV can help you create and launch CTV campaigns with detailed audience targeting similar to what you would find on social media and paid search. With this tool you can leverage the full potential of influencer marketing by targeting the middle of your funnel with memorable ads. How CTV Advertising Can Keep Your Funnel Full In the past, television ads were limited to the channel on which they were being aired and the audience in front of the TV. You made educated guesses on where to place your ads and hoped that your generalized messages would resonate with people. Connected TV takes this ad strategy to the next level. Because CTV is a performance channel similar to paid social or display, you can leverage mid-funnel ads to target people who already have some level of awareness. Need help developing your CTV ad creative? QuickFrame by MNTN can help you to make impactful ads that speak to people in the consideration funnel. And, when you add MNTN Performance TV to your marketing mix, you’ll get access to valuable audience insights and campaign results that will help you refine each successive campaign. Use our platform to target specific audiences based on their interests, or serve retargeting ads with first-party data from a pixel on your website or from a CRM list. Additionally, prospecting is a breeze because you get all the benefits of video marketing with the insights of social media and digital ads. Over 80% of internet users stream and download videos, and MNTN gives you what you need to reach this captive audience. Schedule a demo to see how it can work for you. Mid-Funnel Marketing: Final Thoughts Since people in the middle of the sales funnel already have some level of brand awareness, your advertising goals are different. With this audience, your aim is to build trust and offer a better understanding of how your products or services can benefit them. The 10 strategies listed above offer effective solutions to giving mid-funnel buyers a deeper understanding of your products and services—potentially inspiring them to make a purchase. With some strategy and funnel-specific messaging, you can convert more of these leads.
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.