Dagne Dover (MNTN Collab)

Dagne Dover needed campaign performance that would get the most out of their budget. They turned to Performance TV retargeting to drive direct-response conversions and revenue.

Expand and improve retargeting efforts to drive stronger results.

Since Dagne Dover and Mason Interactive had a track record of successful display retargeting, MNTN recommended Performance TV retargeting. It would not only expand their presence to television, its Audience Extension feature would serve display retargeting ads across web and mobile to every device in the household. This combination of TV and display creative would reach a high-intent audience of recent site visitors and immerse that audience in their message. Most importantly, it would deliver better performance than display-only retargeting by ensuring ads served at the right time, to the right users, regardless of which screen they were using.

Campaign setup was easy. After uploading their video creative, they leveraged Performance TV’s real-time audience segmentation to tap into their first party site data. This allowed them to target shoppers based on the actions they took while visiting their site, and serve them non-skippable ads while they streamed TV watching premium networks. Combined with Audience Extension, their campaign reached high-intent shoppers across every screen in the home, and delivered direct-response ads urging shoppers to return to Dagne Dover’s site and convert.

Strong campaign performance wasn’t guaranteed just by targeting the right users, however. Performance TV’s automated media buying optimized their campaign thousands of times per day by tailoring ad delivery, bidding, and frequency to prioritize shoppers likely to convert. This was a key ingredient to the campaign’s success, and set Performance TV apart in its ability to deliver on direct-response metrics. Dagne Dover was able to track their campaign’s results down to the last decimal by measuring performance across all devices using MNTN’s proprietary attribution technology, Cross-Device Verified Visits. This also allowed them to attribute crossdevice in Google Analytics (thanks to MNTN’s API), which let them measure streaming television’s direct-response ad performance alongside the rest of their ad channels.

The combination of measurement, audience targeting, Audience Extension, and automated optimization gave them the confidence to tie revenue goals to a TV campaign—and their confidence was well rewarded.