Creative Best Practice

Recommendation

URL Presence

Add URL | Keep your website URL visible so viewers know where to go next — add it to the bottom corner of your TV ad for better performance

Voiceover Usage

Add Voiceover | Voiceover helps your audience connect with your message — add it to your commercial for better performance.

End Card Call to Action

Add Call to Action | End your TV ad with a clear call to action and website URL for 3-5 seconds to maximize performance.

QR Code Presence

Consider Your Reporting | QR codes only capture part of your TV ad’s impact. For a complete picture of your CTV campaign performance, use your MNTN reporting.

Phone Number Usage

Replace Phone Number | MNTN can't track phone calls from TV campaigns! To maximize measurable traffic, replace your phone number with your website URL.

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.

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.

A clear, engaging voiceover ensures your message is heard and resonates with your audience, leaving a lasting impression.

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:

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.

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.

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.

Ensure your logo is present on each ad size uploaded.

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

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.
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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.

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.

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

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.