Stanford Athletics, WMT find success in connected TV campaign platform MNTN
Stanford Athletics’ innovative culture served as a perfect fit for a WMT brokered pilot campaign using the connected TV advertising platform MNTN.
MNTN brings familiar targeting and attribution from paid social campaigns to connected TVs with delivery through direct deals with the likes of Peacock, ESPN, CBS, Bravo, FOX, and other premium providers.
Stanford Athletics’ pilot campaign produced impressive results.
- Similar Return on Ad Spend as concurrent Google campaigns
- 28% conversion rate (purchase) from those verified visits
- 15% lift in conversions attributed to MNTN verified visitors
The attribution and reporting at MNTN is the key unlock for connected TV advertising. The user has a specified period of time to visit a predetermined website following exposure to an ad viewed on a streaming device.
- Traditional digital advertising metrics such as ROAS, reach, conversions, and average order value
- TV Network
- Audience segments which are groups of households that share similar interests
The Stanford Athletics campaign had a prospecting objective which established specific targeting for delivering the ads. Future targeting can include retargeting as well as custom audiences sourced from their customer database.
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