How Culinary Brand Anova Used Connected TV to Increase AOV by 282%

People are constantly inundated with advertisements — on their devices, on billboards, on public transit, etc. With so many competing messages coming from all angles, brands have to work hard to stand out from the crowd by creating ads that tell a compelling story.

One premier culinary appliance retailer was determined to set itself apart from the competition by targeting engaged, high-intent audiences and giving clear reasons to buy from it.

Cooking Up Business on Connected TV

Anova specializes in smart kitchen appliances designed for home cooking. On a mission to change the way the world cooks by democratizing high-end, professional cooking techniques, it offers products ranging from sous vide cookers to precision ovens.

Anova wanted a solution that would enable it to tell its unique brand story while producing top-notch performance. Heading into summertime — one of the retailer's busiest seasons, including one of its most fruitful holidays, Father’s Day — Anova turned to MNTN Performance TV with Creative-as-a-Subscription™ (CaaS) to produce results on connected TV (CTV).

Anova wanted to increase its sales and maximize return on ad spend (ROAS), particularly when it came to major seasonal moments like Father’s Day. But it wasn't simply searching for a way to promote its brand; it needed a medium where it could communicate its unique product offerings.

Creating a Comprehensive CTV Strategy With MNTN and CaaS

Eager to maximize results throughout one of its most historically profitable seasons, summer, Anova used MNTN to launch multiple CTV campaigns. To expand both new and existing business, Anova simultaneously ran prospecting and retargeting campaigns.

Using MNTN’s integration with LiveRamp and other trusted data providers, Anova first targeted shoppers who were in the market for specific products, and then retargeted based on segments that incorporated user site visit behavior (e.g., searching for specific products on its website).

To free up some bandwidth and further support its creative team’s efficiency, Anova enrolled in MNTN’s CaaS. Powered by QuickFrame, CaaS allows advertisers to bundle creative and media to maximize their results on CTV by delivering a steady stream of fresh creative. Anova primarily relied on CaaS for post-production support — using existing videos and photos to create new advertisements.

Partnering with its CaaS team, Anova created an assortment of different ads. Some of its ad creative had an organic “grassroots” feel, featuring user-generated content (UGC) from real Anova customers, while other ads appealed to luxury-first audiences.

These ads were all developed at no additional cost beyond what Anova paid in media, allowing it to save thousands in creative development alone. The production team at QuickFrame estimates that Anova has saved $112,000 on creative thus far.

Effective Brand Storytelling + Targeting High-Intent Audiences = Strong Performance

Anova’s campaigns yielded impressive results. When comparing June to August 2023 to the three months prior, Anova’s average order value increased by a whopping 282 percent and cost per acquisition (CPA) decreased by 51 percent. Furthermore, the retailer exceeded its retargeting ROAS goal by 205 percent.

Through CaaS, it was easy for Anova to change its messaging to fit various sales and promotions throughout the year. With a multitude of fresh ads to run, Anova was able to conduct creative testing. It found that its top performing advertisements featured:

• an upbeat, approachable feel (with UGC and/or social elements);
• a URL present throughout and on the end card;
• a clear call to action; and
• a voiceover.

With its performance-first capabilities and use of video advertisements, CTV proved to be the perfect channel for Anova to tell its story to the right audience, at the right time, to drive sales just in time for Father’s Day. With MNTN, Anova was able to leverage CTV video advertising to paint a complete picture of its intricate product offerings, resulting in major performance growth.

Tim Edmundson is the senior director of content at MNTN, a connected TV performance marketing platform.