This comprehensive guide is your one-stop resource to elevate your MNTN TV commercials to new heights of success.

Whether you're a seasoned marketer or just beginning your journey into TV advertising, the insights and strategies outlined below will drive your MNTN TV commercials to deliver the best performance possible.

Building Your TV Commercial: Key Considerations

✅ Design: Are you leveraging the below best practices in your design and ensuring your brand's voice is prominent in the creative?

Your creative content should narrate an emotionally engaging story tailored to your specific audience while maintaining your brand's distinct voice.

✅ Specificity: Are you producing creative variations that will influence your specific audience profiles to take action?

Create audience-specific messaging and variation. Savvy MNTN advertisers leverage a range of shots, voiceovers, CTAs, and end cards to build a body of creative variations that can serve a range of audiences while maintaining consistent brand voice and identity.

🔍 Example: Variation in Calls to Action (CTA)

Shop Online: geared towards Prospecting Campaigns to drive new users to the site.
Shop Now: geared towards Retargeting Campaigns to push users down the conversion funnel.

✅ Shelf Life: Are you regularly refreshing your creatives to avoid ad fatigue?

Ad fatigue can lay waste to the best CTV creative - no one likes getting hit over the head with endless replays of the same ad! We recommend refreshing evergreen creatives every 2-3 months and 10-20 days for seasonal creatives.

✅ Test and Iterate: Are you producing new creative to see what resonates with your audience?

Proactively assess your creative's performance at the end of your typical sales cycle, evaluating visit rates, conversion rates, cost per acquisition (CPA) targets, and return on ad spend (ROAS) to inform iterations. You can use the Sales Cycle metric on the Campaign Dashboard to determine when to assess your creatives. The Sales Cycle is defined as the time between the initial site visit and Conversion.

TV Commercial Best Practices

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

Best Practices

🧠 Best Practices in Action: Ads with a persistent logo and URL, along with a CTA, yield

⭐️ 41% Lower Average Cost Per Visit (CPV)

⭐️ 112.6% Higher Average Conversion Rate (CR)

⭐️ 48% Higher Average Visit Rate (VR)

Topic	Description
Consistent Logo and Visit URL Visibility	Your logo and site URL should be displayed prominently throughout the TV commercial. 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 commercial being tuned out. It's particularly crucial during commercial breaks when viewers might not actively look at your ad. By employing a compelling voiceover, you can ensure that 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 and audio call to action at the end of your ad. Ensure your call to action (CTA) aligns with your MNTN conversion point to motivate the viewer to take action. A call to action (CTA) is best utilized - written and audibly - on the creative's end card. Call to Action Examples: Sign-Up Today Don't Miss Out -- Visit Our Website Now!
Aligned Messaging	If leveraging MNTN Multi-Touch, ensure the messaging and call to action (CTA) are consistent across the TV commercial and its linked Multi-Touch group.

Not Considered Best Practice

Topic	Description
QR Codes	Though MNTN can accept QR codes within CTV commercials, 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.

Seasonal Creatives

Small creative variations go a long way when supporting seasonal and promotional pushes.

Topic	Description
Design	Make small adjustments to evergreen creative to fall in line with that holiday season.
Specificity	Create alternate end cards and calls to action that speak to seasonal promotions. Leverage variations in voiceover to further highlight the timely promotions.
Shelf Life	Keep holiday-specific creative in-market for 10-20 days to create urgency and combat ad fatigue.
Multi-Touch	Ensure your multi-touch creative is adjusted to fit your team's latest holiday TV commercials: messaging, call to action (CTA), promos, design, etc.

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