⭐️ With MNTN Prospecting campaigns, you can use Performance TV advertisers to engage new customers and convince them to visit your website and convert. Prospecting campaigns can also be used to persuade new customers to download your app. Either way, Prospecting campaigns help you expand your customer base and grow your business.

In this article, we’ll break down the best practices that you can follow to produce the best possible performance when Prospecting new customers.

There are two different types of prospecting audiences that you can build:

1️⃣ A high performance audience generated by MNTN Matched

2️⃣ Interest-based audiences

We’ll go over the benefits of each prospecting audience type below, so you can decide which one will help you most effectively achieve your goals.
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Each audience serves a distinct purpose, and it's up to you to decide which one is most together to build the most effective path to achieving profitable growth. Let's walk through the effective two-pronged strategy that you can easily activate today.

Take the guesswork out of audience building and maximize performance

✅ Tap Into MNTN Matched to maximize your performance
MNTN has a proprietary system called MNTN Matched that analyzes your brand and leverages AI scoring across multiple data to create a high-performance TV audience for your brand. Today, MNTN Matched builds you an audience that generates, on average, 3x stronger performance than traditional forms of TV audience targeting by matching your commercials with high-intent consumers — those most likely to engage with your brand and convert.

⭐️ Best of all? You can easily add this audience to your campaign and maximize performance in just one click. To do so, click on the Shopper Graph tab, and your high performance audience will appear under the label “MNTN Matched.” Click include, and take advantage of industry-leading performance.

Want to learn how MNTN Matched identifies your highest intent prospects? Check out our article, How MNTN Matched Builds High Performance Audiences For Your Brand. We break down how our system works, step-by-step.

✅ Take advantage of predictable scale
MNTN Matched builds high performance audiences that are designed to keep your return on ad spend (ROAS) and cost per acquisition (CPA) stable as you scale your investment. So you can confidently scale to reach this entire audience and maintain strong evergreen performance.

✅ Automatically focus on new customers

Audiences built by MNTN Matched automatically exclude your past site visitors and converters, so you can focus on acquiring new business faster.

✅ Want to customize your MNTN Matched audience further?

See below for our best practices:
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➡️ Location Inclusions: Layer in geographic locations as "AND" statements based on your store's location or where you want to reach your consumers.

➡️ CRM Exclusions: Exclude any CRM lists of your choice to exclude households in certain geographic locations from seeing your ads. As a reminder, there’s no need to manually exclude site visitors or converters from the past 30 days, as they are automatically excluded from any MNTN Matched campaign.

Build an audience from scratch and pull segment-level insights.

1️⃣ Build an audience from scratch

MNTN also offers thousands of integrated audience segments from LiveRamp and other data providers. You can easily use these segments to build and target your ideal TV audience.

2️⃣ Clearly define your audience

Who is your target customer? They’re most likely in the market for products or services in your category, have interests that are closely tied to category, and may have even purchased similar products in the past. It’s important to define who your most valuable customers are — then build an audience that’s as close to that definition as possible.

When in doubt, Reconsider building an audience profile that you’ve see perform well on other channels.

3️⃣ Be picky with your audience segments

Read through each audience segment definition carefully. MNTN offers thousands of audience segments, and each one has a unique definition. We recommend that you only use use the most relevant segments to build your customer profile.

For example:

4️⃣ Consider your "OR" statements

If you’re not including connective “AND” statements between your segments, that means our system is targeting users who match the definitions of either (or any) of the audience segments you’re including.

As a best practice, only include an audience segment if you'd target that segment as a standalone audience.

5️⃣ Consider using 'AND" statements when appropriate

Creating an “AND” statement between two segments allows you to target households that match multiple audience definitions at once. “AND” statements are a great way to narrow your audience and hone in on more relevant households..

6️⃣ Bigger is not better

Prioritize accuracy and precision over total audience composition size. You’ll generate better performance if you focus your campaign on your most relevant customers.

7️⃣ Avoid demographic data and Remember your business objectives

We are targeting households, not people, so we do not recommend including gender or age categories.

If you do need to target demographics:

Identify opportunities to test different audience profiles and budgets to identify your most effective audience compositions and opportunities to scale

✅ Your Audience Segment Report is a valuable tool to help you optimize interest-based audiences. With it, you can analyze performance at the segment level and optimize your segment selections based on their performance.

If you make any adjustments or changes to your campaign’s overall audience composition, it’s recommended that you revisit the report after at least one sales cycle hour to gain valuable directional insights. The longer these changes are in the market, the more precise your analysis will become.

Details on how to read this report are seen here.

✅ Leverage the Available Reach tool to understand how much of your audience you’re reaching vs. how much of your audience you could reach if you increased your budget. This tool makes it easy to see how much you can scale your campaigns.

Further details on Campaign Audience Reach are outlined here.