Case Study
 
mtn-ops-white

How MTN OPS Turned a Brand Experiment Into Proof of Measurable Lift

mtn-ops-hero-img

The brand

MTN OPS is a nutrition and performance company built around the outdoor community. Their marketing has always been brand-led, focusing on storytelling, values, and lifestyle over hard sells. 

 

The challenge

The MTN OPS team wanted to prove that their upper-funnel investment was doing more than building familiarity. They wanted data to show that awareness was actually driving customers to their site.


They set out to answer a simple question:
Can brand-driven Performance TV campaigns create measurable business impact without losing what makes the brand distinctive?

 

The approach

01

Blending storytelling with structure

MTN OPS ran three creative spots — a 30-second brand film and two 15-second performance cut-downs — to balance inspiration with clear calls to action.

02

Leaning into the right audiences

Instead of generic fitness targeting, the team used tvScientific’s Outdoor Enthusiasts audience, built from real behavioral data and content-consumption patterns that mirrored their community.

03

Setting up for measurable lift

The campaign was structured from day one to track incremental site visits, branded search, and conversions giving the team a clear view of which audiences and creatives actually drove action.

04

Validated lift through Spike Analysis

Using tvScientific’s Spike Lift reporting, MTN OPS could see what happened immediately after ad exposure. Site traffic surged 7.19x in the five minutes after viewers saw an ad — and stayed elevated for 20 minutes.

 

05

tvScientific AI in action

AI powered the campaign’s optimization from day one: 

    • Bidding: AI made per-impression decisions ensuring budget always went to high-intent viewers.
    • Inventory recommendations: It automatically prioritized placements performing best by device, household, and context.
    • Always-on optimization: 24/7 model updates improved results continuously without manual resets.

I’ve been bullish on CTV since the beginning.

neal didonna headshot

Neal Didonna

VP, eCommerce

Results since launching

  • +7.19x Lift in site visits immediately after viewing the ad, lift remained for 20 minutes on average 
  • 13%+ Incremental lift in both site visits and purchases (10% is industry benchmark)
  • 4.4M Households reached and 15.4M impressions delivered
  • 3,000+ Purchases driven

What made it work

DialDarkBG

Visibility at every level:

Real-time measurement showed exactly when and how audiences responded… down to the minute post-ad exposure.

marketing-executives-icon

Audience fit over audience size:

The Outdoor Enthusiasts segment outperformed broad fitness targeting by aligning perfectly with the brand’s real-world customers.

human+ai-48px

AI that learns fast:

tvScientific AI optimized bids, creative rotation, and placements 24/7 automatically shifting budget toward the formats and audiences that converted best.

5-percent-ad-spend

Data-backed storytelling:

By connecting brand creative to measurable outcomes, MTN OPS proved that awareness can be as accountable as performance media.

Working with tvScientific completely changed how we measure TV success. The Spike Lift report proved people were taking action, we saw a 7x spike in site traffic within minutes and a 13% lift in purchases overall. We reached over 4 million households and generated 15 million impressions. And with tvScientific AI optimizing in real time, we know every impression is actually doing work for our brand

neal didonna headshot

Neal Didonna

VP, eCommerce

Why it matters

MTN OPS’ test showed that Performance TV can build awareness and prove it. For brand marketers who care about creativity and accountability, this campaign set the model: run brand storytelling with structure, measure what matters, and use AI to make every dollar work harder.