How Monster Improved Performance with TV+’s Automated Performance Optimization Feature
Monster, an online employment solution, is no stranger to Simulmedia. Since 2019, the online job board has leveraged our TV+ platform to shift from big-brand advertising to an audience-based approach to TV.
Monster had seen remarkable success with its linear campaigns — specifically reducing the cost to drive website visitors. With this in mind, Monster was curious to see if they could mimic the same results on connected TV.
The Challenge
Monster is nothing if not performance-focused. From their first campaign with Simulmedia to their most recent, Monster’s campaigns have followed a common thread: To optimize key performance metrics and drive brand growth.
Monster had seen a significant reduction in cost to drive site visitors on their linear campaigns powered by our TV+ platform. Thrilled by their previous achievements, Monster aspired to replicate the same results in the rapidly expanding realm of connected TV.
Facing budget constraints, Monster aimed to maximize the impact of every dollar spent on their CTV campaign. In other words, attribution, accountability, and optimization would have to play a big part in their performance-oriented strategy.
Goals
- Optimize lower-funnel metrics, including Cost per Action (CPA)
- Invest more into connected TV without compromising on performance
Results
- 25% reduction in upper-funnel metrics, specifically Cost per Unique Visitor (CPUV)
- 63% reduction in lower-funnel metrics, specifically CPA for Unique Job Application Starts
The Solution
Monster turned to TV+’s new Automated Performance Optimization (APO) feature to power its connected TV campaign for optimal performance.
We first started with a test run. Using a test budget, Monster leveraged our Automated Performance Optimization algorithm to optimize for web visits. After seeing a 20% reduction in the Cost per Visitor, Monster focused on an even lower-funnel metric: Job applicants who had started their application.
How does it work? Enabled by powerful machine learning, our Automated Performance Optimization Engine first pulled Monster’s web and app data in real-time into the machine learning optimization engine, which looks at the different parameters of their served CTV ads — from publisher to daypart to target audience and more. Our engine then used this data to reallocate Monster’s budget to the parameters it determined were most likely to drive conversions.
While manual optimization relies on guesswork, our Automated Performance Optimization is always learning, experimenting, and calibrating with statistics and real-time data — ensuring Monster’s campaign drove the best business outcomes possible.
Better still, Monster had complete visibility into their campaign. With real-time monitoring and reporting capabilities, Monster could track its campaign's progress against performance goals all within the intuitive interface of TV+.
Any channel that we run in, we think of accountability, optimization, and making sure that we are using as much data as we have to make informed decisions so that our investment is as efficient as possible. This [feature] seemed like a natural extension. I believe it’s a first-mover advantage in the marketplace. It’s always appealing when you can learn before your competitors and get a head start
The Results
From achieving performance goals faster to tracking optimization with ease across multiple KPIs, Automated Performance Optimization took Monster’s CTV campaign’s performance to new heights. Just take a look at the numbers.
- 25% reduction in upper-funnel metrics, specifically Cost per Unique Visitor (CPUV)
- 63% reduction in lower-funnel metrics, specifically CPA for Unique Job Application Starts
The results paint a clear picture. Automated Performance Optimization empowers brands to unlock their full performance potential in CTV advertising, generating remarkable outcomes that drive business growth. After seeing these results, Monster chose to reallocate a portion of its spending from YouTube to its CTV campaigns powered by our TV+ platform and Automated Performance Optimization engine.
Ready to unleash your brand’s own performance potential? Get in touch with one of our experts to start.