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Funnel Fuel: CTV Proves a Successful Performance Marketing Channel
5 Min Read Tim Edmundson, Director of Content & Research at MNTN, recently sat down with eMarketer to discuss insights gathered from MNTN Research’s analysis of 10M+ hours of Connected TV (CTV) advertising data. Edmundson dug into the top CTV ad trends of the last year, how advertisers are utilizing CTV as a performance marketing channel, the results of some successful ad campaigns, and how CTV supported brands during the last period of economic uncertainty. The Results Are in: Advertisers are Leveraging CTV as a Performance Marketing Channel MNTN has collected a ton of performance data from our advertisers, and as Edmundson told viewers, the scope and scale of this data is massive. Over the past year (June ‘21 to June ‘22), CTV advertising via the MNTN platform has yielded the following results: +914% increase in conversion events+854% increase in website visits (Verified Visits)+783% increase in impressions served115+ different verticals launched a campaign—these verticals range from healthcare to fine art and real estate Edmundson stressed two key findings from these numbers: CTV is being widely adopted and is thriving as a performance channel that provides advertisers with fully measurable, real-time results.CTV is effective and impactful for a variety of different industries, many of which are new to TV advertising. In fact, 62% of MNTN customers have never advertised on TV before. Brands See Success With Both Prospecting and Retargeting Campaigns Edmundson next covered the ways in which advertisers are leaning hard into CTV’s digital backbone—namely by utilizing full-funnel campaign approaches. “We’ve found that many brands are leveraging CTV as a full funnel solution. Not only are they using CTV as an awareness channel to create demand, they’re also creating lower funnel campaigns (like retargeting).” – Tim Edmundson, Director of Content & Research at MNTN Prospecting Campaigns on CTV Many MNTN advertisers use CTV for prospecting campaigns which are great for reaching new audiences. By leveraging third-party audience data sources, brands can consistently reach viewers who align with their message. And when an ad resonates with or is specifically catered to a viewer, they are more likely to convert. Our analysis found that fashion and apparel advertisers who ran prospecting campaigns over the past year experienced a return on ad spend (ROAS) of 2.95X while generating ~1.5M Verified Visits. Edmundson also provided these prospecting campaign best practices: Keep audiences large, but remain focused on the core demographic/ideal customer profile (ICP)Remain mindful of audience performanceUtilize performance ad creative best practices Retargeting Campaigns on CTV MNTN advertisers utilize retargeting to continue hitting website visitors with messaging that will move consumers down the funnel and drive conversions. Edmundson stressed that retargeting can be a vital tool for performance marketers to drive results. This data from MNTN’s ecommerce vertical shows how impactful retargeting can be: Retargeting saw a 262% higher ROAS vs. ProspectingRetargeting saw a 52% lower CPA vs. Prospecting So how can advertisers be successful in their retargeting approach? Edmundson told viewers that the most important piece to a retargeting campaign is targeting high-intent users who have exhibited behaviors like visiting multiple product pages, adding items to carts, etc. Prospecting + Retargeting on CTV While prospecting and retargeting campaigns each offer their own benefits, Edmundson said that combining these types of campaigns can yield strong results. MNTN users who used both types of campaigns experienced 57% longer uptime for prospecting campaigns. In addition, brands saw a 34% increase in ROAS when retargeting was added to prospecting. CTV is an Effective Channel for Seasonal and Evergreen Marketing Seasonal Edmundson went on to speak about how CTV can be successfully used for seasonal and evergreen advertising campaigns. He first covered some key learnings from Father’s Day 2022. While revenue returns were strong leading into the holiday, revenue trended even higher into the summer season, suggesting that brands should keep their Father’s Day campaigns running and then transition to summer messaging. Evergreen Our data confirmed that CTV advertising is useful for advertisers who have a natural tie-in to these holidays, but it also showed that unrelated industries saw success during these time periods as well. These were the top five non-seasonal verticals: Top 5 ROAS for Summer (Evergreen) FurnitureConsumer GoodsInternetSoftwareLuxury Goods Top 5 ROAS for Father’s Day (Evergreen) FurniturePhones & WirelessConsumer GoodsJewelryCosmetics CTV Has Weathered Economic Uncertainty in the Past A potential economic downturn is on a lot of people’s minds. Knowing this, Edmundson reviewed data from the last time this fear gripped advertisers: the outbreak of COVID-19: Meaning, advertisers who continued running their CTV campaigns throughout the early months of the pandemic benefitted from doing so. When asked why brands might choose CTV over other advertising channels during a recession, Edmundson had this to say: “Brands should definitely stick with what’s working for them in regards to paid search and social. That said, I think adding Connected TV to the mix is a strong move. You don’t want to remove a channel that’s working for you. Instead, you want to add a channel that will produce similar, if not better results—CTV is this channel. With CTV, not only are you improving performance metrics, but you’re also getting the prestige that comes with advertising on TV.” Watch the Whole Webinar for More Insights Edmundson had much more to discuss with eMarketer, including answering multiple high-impact topic questions from the audience. To watch a full recording of the webinar free of charge, click here.
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After Achieving Success in the Digital Advertising Waters, Banjo Minnow™ Launches in The Deep Blue on National Television
[embedded content][embedded content] Veteran DRTV Agency Script to Screen Has Created and Executed Multiple DTC Ads for Iconic Fishing Lure “We’re thrilled that the Banjo Minnow™ digital campaign performed so well and now our creative can be used for a national television roll-out” LOS ANGELES (PRWEB) MAY 19, 2022 Script to Screen, a Direct Response/Direct-to-Consumer agency with 35 years of experience as the market leader assisting some of the most well-known products and brands, such as Amazon, SharkNinja, Keurig, Kenmore and Nutrisystem, in building and optimizing their Direct-to-Consumer channel, is entering the next launch phase for Banjo Minnow™, with a long-form DRTV campaign. The Banjo Minnow™ is the world’s only genetic response fishing lure. The commercials produced by Script to Screen will now air in a national television advertising campaign after their recent digital advertising success. The original Banjo Minnow™ sold over 2,000,000 kits and this new improved version of lifelike bait remains specifically designed to trigger a genetic response in predator fish, making them instinctively attack and eat their prey. The lure zigs, zags, jumps and dives in all directions, while swimming and fluttering with absolute random action. Its ability to perfectly mimic that spastic action of a wounded, dying minnow creates an illusion so lifelike that it triggers the genetic response that compels fish to bite even if they’re not hungry. The Banjo Minnow™ became the number one lure in the world two years in a row. After a lengthy hiatus, the Banjo Minnow™ is making a comeback. Script to Screen demonstrated a creative storytelling approach in its involvement with the brand in its first incarnation over two decades ago. The Product Development Team spent the last two years updating the Banjo Minnow™ to make the minnows more lifelike than ever. “We’re thrilled that the Banjo Minnow™ digital campaign performed so well and now our creative can be used for a national television roll-out,” said Ken Kerry, Co-Founder and Executive Creative/Strategy Director of Script to Screen. “The Script to Screen DTC commercials likely performed well because they demonstrate the all-important refinements to the product, and stress the Minnow’s ability to perfectly mimic a wounded, dying minnow.” The original television campaign that was developed by Script to Screen in the 1990s was a massive success, generating somewhat of a cult following of the product among fishing enthusiasts. After fishing in the waters of digital marketing, Banjo Minnow™ is once again returning to the open ocean of national television. Script to Screen is honored to once again present the Banjo Minnow™ to a national television audience, utilizing their marketing and production expertise to create engaging, direct-response campaigns. These DRTV campaigns will highlight the unique features, accessibility, and the nostalgia of the product in order to boost sales and increase awareness for the relaunch of the brand. Script to Screen is aiming to replicate the success of the original campaign by captivating audiences with a product that can be used by both amateur and experienced fishing enthusiasts. Television and digital content created by Script to Screen demonstrates the “4 Ways to Fish” with the Banjo Minnow™ including the Escaping Minnow (jerking across the top of the water), the Swimming Minnow (twitching and pausing), the Genetic Response Retrieve (crippled or dying-like wiggles and rest) and the Dying Minnow (cast it out and let it die). A second piece created by the team is an instructional video which clearly depicts each step in rigging the Banjo Minnow™ and then putting it on the anchor while following the manual that comes with the purchase. The third video tells the story of the creation and refining of the Banjo Minnow™ and how it was designed to work in all water conditions and work better than a traditional lure. No other product has this lifelike plastic construction. It was created by tournament fisherman, Wayne Hockmeyer, while trying to become the winningest competitor in the industry, who made sure it had the following elements to make it lifelike: “living plastic”, holographic eyes, pearly bottom skin, blunted nose, and pliable tail. About Script to ScreenEstablished in 1986, Script to Screen is an industry-leading Integrated Direct Response Agency, delivering a single, end-to-end solution for Direct-to-Consumer sales, lead generation, web traffic and conversions, and retail lift. Specializing in a strategic combination of cost-effective customer acquisition and brand building, Script to Screen has successfully collaborated with entrepreneurs and big brands alike to expand revenue channels and build businesses. Clients such as AAA, Amazon, Bare Escentuals, Beachbody, Blink, Bose, Church & Dwight, Cleva, Comcast, Conair, eHealthInsurance, Esteé Lauder, Generac, Guthy-Renker, Hoover, Keurig, LifeLock, L’Oréal, Nescafé, Netspend, Nugenix, Nutrisystem, Omaha Steaks, philosophy, SharkNinja, Snow Joe, SoClean, Tria Beauty, Pfizer, and Wahl are among the major companies that have turned to Script to Screen for creative strategy, messaging and production in all channels in both offline and online of their DRTV campaigns.
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After Achieving Success in the Digital Advertising Waters, Banjo Minnow™ Launches in The Deep Blue on National Television
[embedded content][embedded content] Veteran DRTV Agency Script to Screen Has Created and Executed Multiple DTC Ads for Iconic Fishing Lure “We’re thrilled that the Banjo Minnow™ digital campaign performed so well and now our creative can be used for a national television roll-out” LOS ANGELES (PRWEB) MAY 19, 2022 Script to Screen, a Direct Response/Direct-to-Consumer agency with 35 years of experience as the market leader assisting some of the most well-known products and brands, such as Amazon, SharkNinja, Keurig, Kenmore and Nutrisystem, in building and optimizing their Direct-to-Consumer channel, is entering the next launch phase for Banjo Minnow™, with a long-form DRTV campaign. The Banjo Minnow™ is the world’s only genetic response fishing lure. The commercials produced by Script to Screen will now air in a national television advertising campaign after their recent digital advertising success. The original Banjo Minnow™ sold over 2,000,000 kits and this new improved version of lifelike bait remains specifically designed to trigger a genetic response in predator fish, making them instinctively attack and eat their prey. The lure zigs, zags, jumps and dives in all directions, while swimming and fluttering with absolute random action. Its ability to perfectly mimic that spastic action of a wounded, dying minnow creates an illusion so lifelike that it triggers the genetic response that compels fish to bite even if they’re not hungry. The Banjo Minnow™ became the number one lure in the world two years in a row. After a lengthy hiatus, the Banjo Minnow™ is making a comeback. Script to Screen demonstrated a creative storytelling approach in its involvement with the brand in its first incarnation over two decades ago. The Product Development Team spent the last two years updating the Banjo Minnow™ to make the minnows more lifelike than ever. “We’re thrilled that the Banjo Minnow™ digital campaign performed so well and now our creative can be used for a national television roll-out,” said Ken Kerry, Co-Founder and Executive Creative/Strategy Director of Script to Screen. “The Script to Screen DTC commercials likely performed well because they demonstrate the all-important refinements to the product, and stress the Minnow’s ability to perfectly mimic a wounded, dying minnow.” The original television campaign that was developed by Script to Screen in the 1990s was a massive success, generating somewhat of a cult following of the product among fishing enthusiasts. After fishing in the waters of digital marketing, Banjo Minnow™ is once again returning to the open ocean of national television. Script to Screen is honored to once again present the Banjo Minnow™ to a national television audience, utilizing their marketing and production expertise to create engaging, direct-response campaigns. These DRTV campaigns will highlight the unique features, accessibility, and the nostalgia of the product in order to boost sales and increase awareness for the relaunch of the brand. Script to Screen is aiming to replicate the success of the original campaign by captivating audiences with a product that can be used by both amateur and experienced fishing enthusiasts. Television and digital content created by Script to Screen demonstrates the “4 Ways to Fish” with the Banjo Minnow™ including the Escaping Minnow (jerking across the top of the water), the Swimming Minnow (twitching and pausing), the Genetic Response Retrieve (crippled or dying-like wiggles and rest) and the Dying Minnow (cast it out and let it die). A second piece created by the team is an instructional video which clearly depicts each step in rigging the Banjo Minnow™ and then putting it on the anchor while following the manual that comes with the purchase. The third video tells the story of the creation and refining of the Banjo Minnow™ and how it was designed to work in all water conditions and work better than a traditional lure. No other product has this lifelike plastic construction. It was created by tournament fisherman, Wayne Hockmeyer, while trying to become the winningest competitor in the industry, who made sure it had the following elements to make it lifelike: “living plastic”, holographic eyes, pearly bottom skin, blunted nose, and pliable tail. About Script to ScreenEstablished in 1986, Script to Screen is an industry-leading Integrated Direct Response Agency, delivering a single, end-to-end solution for Direct-to-Consumer sales, lead generation, web traffic and conversions, and retail lift. Specializing in a strategic combination of cost-effective customer acquisition and brand building, Script to Screen has successfully collaborated with entrepreneurs and big brands alike to expand revenue channels and build businesses. Clients such as AAA, Amazon, Bare Escentuals, Beachbody, Blink, Bose, Church & Dwight, Cleva, Comcast, Conair, eHealthInsurance, Esteé Lauder, Generac, Guthy-Renker, Hoover, Keurig, LifeLock, L’Oréal, Nescafé, Netspend, Nugenix, Nutrisystem, Omaha Steaks, philosophy, SharkNinja, Snow Joe, SoClean, Tria Beauty, Pfizer, and Wahl are among the major companies that have turned to Script to Screen for creative strategy, messaging and production in all channels in both offline and online of their DRTV campaigns.
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Join Us for “Direct Response Television: How Storytelling Can Grow Your Brand”
Join DRTV Expert, Ken Kerry and Dental Choice Holdings (CustMbite) CMO, Bob Molhoek Learn how to know if retail is right for your brand in 2022. Thursday, March 24, 2022 @ 2:00 PM ET/11:00 AM PT [embedded content][embedded content] This month, Script to Screen Co-Founder Ken Kerry will meet with Dental Choice Holdings (CustMbite) CMO Bob Molhoek for an Insider Interview to discuss the effectiveness of DRTV and how to break into the retail space. Bob Molhoek has over 25 years of experience in the marketing industry and has worked with brands such as Sports Illustrated, Rolling Stone Magazine, BMW, and more! What you will learn: Why DRTV is essential for educating customers Long form vs. short form content: which is right for your brand? The importance of channel diversity and media layering How to create problem-solution oriented content Join us to learn key insights from two seasoned marketing professionals! Ken Kerry Co-Founder and Executive Creative Director of Script to Screen www.scripttoscreen.com Deleted: Ken Kerry serves as an Executive Producer and Executive Creative Director at Script to Screen, and his hands-on involvement ensures the highest production values are combined with solid direct response principals. Script to Screen is one of the nation’s leading direct response television companies, producing more than 600 infomercials and DRTV spots, generating more than $6 billion in sales for its clients, and winning numerous awards for excellence. Bob Molhoek Bob is an experienced leader who has used his creativity, entrepreneurial spirit, and marketing expertise to help dozens of businesses and brands create momentum and marketplace success. Bob is currently the Chief Marketing Officer at Dental Choice Holdings (AIRWAAV, Game On Mouthguards and CustMbite Dental Products). Most of Bob’s career has been spent leading strategy and business development at agencies including Fallon, Olson, and SixSpeed or leading startup ventures with company exits totaling more than $300 million. Bob has worked on leading global brands or their subsidiaries including BMW, Nike, Target, Allianz and UnitedHealth Group.
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Join Us for “Direct Response Television: How Storytelling Can Grow Your Brand”
Join DRTV Expert, Ken Kerry and Dental Choice Holdings (CustMbite) CMO, Bob Molhoek Learn how to know if retail is right for your brand in 2022. Thursday, March 24, 2022 @ 2:00 PM ET/11:00 AM PT [embedded content][embedded content] #ThoughtLeaderThursday On March 24, 2022, Script to Screen, a Direct-to-Consumer agency, held a #ThoughtLeaderThursday webinar. Script to Screen Co-Founder, Ken Kerry, interviewed Bob Molhoek, CMO of Dental Choice Holdings to discuss Direct Response Television and how storytelling can grow your brand. Overview Why DRTV is essential for educating customers and how to break into retail Long form vs. short form content: which is right for your brand? The importance of channel diversity and media layering How to create problem-solution oriented content Our Guest As CMO of Dental Choice Holdings, Molhoek runs campaigns for AIRWAAV, Game On Mouthguards and CustMbite Dental Products. He is an experienced leader who has used his creativity, entrepreneurial spirit, and marketing expertise to help dozens of businesses and brands create momentum and marketplace success. Most of Molhoek’s career has been spent leading strategy and business development at agencies including Fallon, Olson, and SixSpeed or leading startup ventures with company exits totaling more than $300 million. He has worked on leading global brands or their subsidiaries including BMW, Nike, Target, Allianz, and UnitedHealth Group. Discussion Ken Kerry said, “Our discussion with Bob will highlight how he and Dental Choice Holdings have used DRTV brilliantly to garner record-breaking success for products such as AIRWAAV. Direct response advertising can be the answer for similar products in various industries that will benefit from reaching the consumer quickly with vibrant and detailed visuals detailing new and innovative features.” Bob discussed with Ken why a long-form, direct-to-consumer campaign was the perfect vehicle for their snoring device system. “It’s about the education of the product. In the case of the snoring device, not too many people are familiar with this type of system so we need to educate them by doing a long-form infomercial where we can explain our product and make the consumer fully aware of what they are buying.” Ken asked Bob, “Why is DRTV an important part of the overall strategy of the company?” Bob said, “This goes back to education. A product like ours is more complicated and needs to be explained. That is why DRTV is a great platform to tell our story and drive sales.” Ken asked, “When looking at his in-mouth brand of products, is DRTV, Digital, and Amazon all within the goal to build the brand to get it to a big retail play? Is that the strategy?” Bob says, “Not necessarily. Target, CVS, and Walmart employees would need education on the products, which would be highly unlikely, therefore, the product would sit on the shelves. DRTV is the best platform for our products.” Bob says, “Every dollar we spend is measured and we are looking for a return on ad spend in every channel to optimize the business to achieve profit growth that every small entrepreneurial business is looking for.” Highlights 00.01 Introduction 02.15 Every dollar spent is measured 02.53 What roll do products play in the ultimate consumer’s life? 03.45 What channels should we invest in and how to market that product 06.45 Value equation is real when people understand it 09.48 The aspects of DRTV 10.36 The importance of contact 11.36 Outbound marketing 11.50 What’s working and what’s not? 13.02 You must have a compelling message 13.45 Closing remarks Ken Kerry Co-Founder and Executive Creative Director of Script to Screen www.scripttoscreen.com Deleted: Ken Kerry serves as an Executive Producer and Executive Creative Director at Script to Screen, and his hands-on involvement ensures the highest production values are combined with solid direct response principals. Script to Screen is one of the nation’s leading direct response television companies, producing more than 600 infomercials and DRTV spots, generating more than $6 billion in sales for its clients, and winning numerous awards for excellence. Bob Molhoek Bob is an experienced leader who has used his creativity, entrepreneurial spirit, and marketing expertise to help dozens of businesses and brands create momentum and marketplace success. Bob is currently the Chief Marketing Officer at Dental Choice Holdings (AIRWAAV, Game On Mouthguards and CustMbite Dental Products). Most of Bob’s career has been spent leading strategy and business development at agencies including Fallon, Olson, and SixSpeed or leading startup ventures with company exits totaling more than $300 million. Bob has worked on leading global brands or their subsidiaries including BMW, Nike, Target, Allianz and UnitedHealth Group.
