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Creative Best Practices

Ensure your campaign's creative is set-up for success to drive optimal performance.

Kelsey Dupere avatar
Written by Kelsey Dupere
Updated over a month ago

To get your best results on Connected TV (CTV), a comprehensive creative strategy is essential. Yes, what your commercials look like is important, but to guarantee consumer engagement and drive business, you need to be thinking about more than aesthetics.

When developing your ads, here are some must-dos to engage users:


TV Ad Best Practices

When creating effective video ads for your MNTN campaign, adhering to best practices is key to ensuring your message resonates with your target audience.

Ads with a persistent logo and URL, along with an audible and visual CTA yield a:

⭐️ 41% Lower Average Cost Per Visit (CPV)

⭐️ 112.6% Higher Average Conversion Rate (CR)

⭐️ 48% Higher Average Visit Rate (VR)

Below, these best practices are visualized.

Topic

Description

Consistent Logo and Visit URL

Visibility

Your logo and site URL should be displayed prominently throughout the video ad.

You want viewers to take action by typing in your site's URL or visiting your site organically, as we know this leads to better performance metrics (Cost Per Visit (CPV), Conversion Rate (CR), etc.).

By keeping these elements continuously visible, you not only promote brand recognition but also enhance the likelihood that viewers will remember to take action after viewing your ad.

Voiceovers


A well-crafted voiceover can be the difference between your message being heard and your ad being tuned out.

It's crucial during commercial breaks when viewers might not actively look at your ad.

By employing a compelling voiceover, you can ensure your message is heard and resonates with your audience, leaving a lasting impression.

Call to Action (CTA)

Because viewers can’t click to visit your site, include a visual or audio call to action at the end of your ad.

A CTA motivates the viewer to take action through messages of urgency or direction.

A call to action (CTA) is best utilized on the creative's end card.

Call to Action Examples:

  • Sign-Up Today

  • Don't Miss Out -- Visit Our Website Now!

Aligned Messaging

Align your creative strategy, target audience, and conversion point. If your

creative strategy doesn’t take your other campaign goals into consideration, it’s

not done yet.

This is also true if leveraging MNTN Multi-Touch. Ensure the messaging is consistent across the video and its linked Multi-Touch group.

Not Considered Best Practice

Topic

Description

QR Codes

Though MNTN can accept QR codes within CTV ads, it is not something MNTN considers a best practice or recommendation.

We do not recommend running with QR codes for the following reasons:

✅ MNTN's deterministic attribution model doesn't need a QR code to “verify” that a user was exposed to an ad and showed engagement.

✅ MNTN aims to drive users back to your website for conversions.

❌ Scanning a QR code during MNTN's short 15 and 30-second ad inventory can be inconvenient, leading to a poor user experience.

❌ MNTN can only measure website visits, not QR code scans, which might lead to suboptimal optimization in this case.

Phone Numbers

Though your team can include a phone number in your ad, it is not recommended by the MNTN team. Reasons being:

✅ MNTN's deterministic attribution methodology doesn't rely on phone calls to measure engagement.

✅ MNTN aims to drive users back to your website for conversions.

❌ Phone call reliance during MNTN's brief 15 and 30-second ad inventory might compromise user experience while removing any user consideration period.

❌ Phone call performance cannot be tracked within MNTN's reporting dashboard. Using a MNTN-specific number is essential for proper attribution on your end. However, our technology directs users to your website, where they can easily find and dial your usual listed number.

💡 Note: For additional TV ad best practices and considerations, check out this article.


Multi-Touch Ad Best Practices

If choosing to run with MNTN Multi-Touch, ensure your creatives meet the following best practices.

Topic

Description

Logo

Ensure your logo is present on each ad size uploaded.

This, coupled with the TV ad best practices, promotes brand recognition.

Consistent Call to Action (CTA) and Messaging

Keep the call to action (CTA) and messaging consistent with its associated CTV asset.

When the same message is conveyed across the user's advertising experience, it reinforces the intended message and increases the likelihood of it resonating with your targeted audience.

Video

Add a portion of your TV ad to your multi-touch ad via the video element in our AdBuilder.

Users retain 95% of a message when they see it in a video, compared to just 10% when they read it.

Leverage Product Carousels

If offering more than 10 products or services on your site, leverage the MNTN Ad Builder's Product Carousel offering.

Product carousels can effectively showcase multiple products, enhance user engagement, provide a seamless browsing experience, and create cross-selling opportunities, all within the limited ad space.

If your team wants to leverage dynamic media in your multi-touch ads, you must build your multi-touch ads out within MNTN's Ad Builder.

6 Ad Sizes

If uploading static multi-touch ads, we recommend the following ad sizes for every multi-touch group:

  • [Square] - 300x250

  • [Landscape] - 728x90, 320x50, 300x50

  • [Portrait] - 300x600 and 160x600

This ensures your campaign can access a wide range of popular inventory, enabling our technology to effectively target your top-performing audiences in the spaces where they consume content.

💡Note: For additional Multi-Touch best practices and considerations, check out this article.

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