What is MNTN Matched?
There’s the old marketing phrase “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.”
This problem has always plagued TV and CTV, because traditional TV audiences waste impressions on people who are never going to buy your products.
⭐️ MNTN solved this problem. We’ve created technology that goes beyond traditional TV audience targeting and matches you with consumers who will love your brand and take action - all to help you drive the best outcomes.
Watch the video below to learn how MNTN Matched works and how to use it to deliver best-in-class results with Performance TV.
How Does It Work?
➡️ MNTN’s Generative AI analyzes your website to determine your company’s products/services, then creates a list of recommended audience keywords. You can then add and remove keywords, just like you do with paid search.
➡️ From there, our Audience AI uses those keywords to find consumers in over 99% of US households who most likely want to purchase your products based on their shopping behavior, meaningful life events, and most relevant interests.
➡️ MNTN Matched builds you an audience that’s broken down into three categories:
High Intent Audiences who most likely visit your site and convert today. We recommend starting here because you can engage 100% of this audience and maintain a similar return on ad spend and cost per acquisition.
Medium Intent Audiences who are still likely to engage with your brand and convert — maybe today, or maybe in the near future. This audience is a great growth opportunity. After engaging their entire high-intent audience, most advertisers engage the largest percentage of this audience possible while still meeting, or exceeding, their goals.
Maximum Reach Audiences who align with your customer demographic and offer an opportunity to grow brand awareness and growth potential.
💡Note: You’ll receive available budgets for each category, and your ad budget will automatically apply to your highest intent audiences first, to make sure you’re always maximizing performance.
➡️ Once you’re live, you’ll deliver best-in-class performance. On average, our advertisers deliver six times more site traffic, twice the revenue, and half the cost per acquisition than they did with traditional TV audiences.
➡️ While your campaign is live, you’ll get real-time reporting down to the keyword level that you can use to inform optimizations in MNTN and across your marketing channels.
Selecting Your Keyword Targeting
Terms to Know:
Keywords | Use these keywords to define your customer profile. This includes your AI-Generated Keywords |
Expanded Keywords | Our system uses your customer profile to identify the top products your audience is most likely to purchase and the terms associated with those products. |
Total Audience Composition | Your total audience composition is comprised of all households that are shopping for products related to your expanded keywords. |
Purchase Intent Audience Sizes | Our system scores your total audience based on the likelihood that they’ll purchase your brand’s specific products and organizes them into three categories: high intent, medium intent, and maximum reach. |
How to Build a Keyword Audience:
1️⃣ Create a New Audience from the Audience tab and navigate to the MNTN Matched tab.
2️⃣ There, you’ll see that Generative AI has already analyzed your website, automatically built you a company profile, and recommended Select Keywords that are most relevant to your business. You can uncheck any Select Keyword that you do not want to influence your Expanded Keyword list.
3️⃣ Next, click “Add AI Recommended Keywords” or click on the “Keywords” tab to proceed.
4️⃣ Here, you’ll see all of your Select Keywords and the Expanded Keywords they’ve generated. At this stage, your Expanded keywords will be added as inclusions to your campaign. There are a few things you can do at this point to further customize your MNTN Matched audience:
Add a Select Keyword: You can click the green plus sign and type in a new Select Keyword. After you’ve done so, your Expanded Keyword list will adjust accordingly. Your inclusions will also automatically adjust to match your new Expanded Keyword list.
Remove a Select Keyword: You can hover over a Select Keyword and click the minus sign to remove it. Your Expanded Keyword list and inclusions will adjust accordingly.
Uncheck an Expanded Keyword: You can scroll through your Expanded Keyword list and uncheck any audience term that you do not want to target. When you uncheck an Expanded Keyword from your list, it will also be removed from your inclusions.
Delete an Expanded Keyword Inclusion: You can also delete an Expanded Keyword from your inclusion list. Doing so will also uncheck that term from your Expanded Keyword list.
5️⃣ Once you’re happy with your keyword list, give your audience a name and click Save. Viola! Your MNTN Matched audience is now ready to activate.
💡 Once you have completed your MNTN Matched Keyword Audience, you can leverage MNTN's Audience Budget Planner tool to plan campaign investment and maximize performance against your audience.
Reviewing MNTN Matched Keywords in Reporting
Within the Audience Segment report, you will be able to compare the performance of each MNTN Matched Keywords to test, learn, and optimize your campaigns. For more information, see our Audience Segment report article.
🧠 Reminder: MNTN Matched Keywords data will become available in reporting once Keywords are added to your live campaign. Prior performance against keywords will not be included, as this does not retroactively populate results.