MNTN, a platform that brings performance marketing to Connected TV (CTV), has announced a new integration with Northbeam, a leading marketing-measurement and attribution platform. This collaboration aims to allow marketers to directly track, model, and prove how “Performance TV” campaigns contribute to conversions, new customer acquisition, and overall marketing outcomes — all within Northbeam’s unified measurement framework.
Through this partnership, data from MNTN campaigns flows into Northbeam automatically. Advertisers can then apply multi-touch attribution (MTA) and marketing mix modeling (MMM) to assess CTV’s role alongside other channels. For the first time, marketers can view CTV not as a silo but as an integrated, measurable part of their media mix.
Early Results: Encouraging Signals for CTV as a Growth Channel
In its beta phase, the integration produced promising insights. Across 32 MNTN advertisers over a 30-day period, Northbeam’s analysis revealed that:
- 1.8× Marketing Efficiency Ratio (MER) — indicating revenue generated per dollar spent was strong.
- 90% net‑new site visits — suggesting that the majority of traffic driven by CTV came from entirely new users, not just retargeted audiences.
One early adopter, Timex Group, reported that the integration “unlocked our ability to see the true revenue impact of our CTV program in relation to our other tactics,” giving them “deeper insights into what is working best.”
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These results arrive at a moment when CTV ad spending continues to surge — with U.S. advertisers expected to spend over US$33 billion on CTV in 2025.
What This Means for B2B Marketing, Advertising & Businesses
CTV Moves From Brand–Awareness to Performance Channel
Traditionally, CTV and OTT/streaming ads have been largely viewed as brand-awareness or reach channels. With this integration, CTV is now entering the realm of performance marketing — where conversions, site visits, and measurable ROI matter. For B2B marketers and advertisers, this shift is critical: high-value, long‑sales‑cycle customers can now be reached via CTV with confidence in attribution.
This effectively broadens the set of tools B2B marketers can leverage, enabling them to include CTV alongside search, social, content, and other digital channels as part of a full-funnel campaign.
Unified Measurement — Breaking Down Channel Silos
One of the biggest challenges in modern marketing is attribution and measuring the incremental value of each channel. With the MNTN–Northbeam integration, marketers gain a unified view of performance across channels.
This means marketing teams can:
- Compare CTV’s impact side‑by‑side with display, social, email, search, and other channels.
- Model and forecast media mix decisions more accurately.
- Make data-driven allocation decisions — shifting budget dynamically based on which channels drive the best return.
For agencies and B2B brands operating across multiple channels and markets, this leads to more disciplined, outcome-oriented media strategies rather than guesswork.
Efficient Customer Acquisition & Reach Expansion
The early result of ~90% net‑new site visits suggests that CTV can bring in fresh, incremental audiences — not just re-engage warm or retargeted ones. This makes it particularly attractive for B2B companies launching new products, entering new markets, or aiming to reach fresh customer segments.
The ability to acquire new audiences at scale via CTV — and measure it credibly — could influence how B2B companies plan launches, demand‑generation campaigns, and market expansion strategies.
Boost to Confidence — Leading to Higher Adoption of CTV by B2B Firms & Agencies
Measurement and attribution have been key barriers to wider adoption of CTV among performance-focused advertisers. By integrating with a trusted third‑party attribution and analytics platform like Northbeam, MNTN is removing much of the uncertainty.
As a result, more B2B firms and marketing agencies may begin to view CTV as a viable, mainstream part of their performance marketing mix. This could drive a wave of new spend flowing into OTT/CTV inventory.
Better Cross‑Channel Optimization and Media Mix Modeling
With CTV data flowing into comprehensive attribution and MMM frameworks, marketers can optimize across channels — for example, understanding how CTV influences later conversions via search or web visits. This enables smarter cross-channel strategies, better budget allocation, and improved overall marketing efficiency.
For businesses, this can mean lower acquisition costs, higher return on ad spend (ROAS), and more precise media planning.
Industry‑Level Impacts & What To Watch Out For
- Growing Legitimacy for Performance CTV: As more advertisers measure conversion and acquisition outcomes from CTV, performance‑oriented CTV buying may emerge as standard — not experimental.
- Pressure on Measurement Standards: With data-driven performance CTV, other CTV platforms will likely need to provide robust measurement and third‑party attribution compatibility. The threshold for transparency and accountability rises.
- Potential Shift in Media Agencies’ Service Models: Agencies may need to develop new capabilities around CTV planning, attribution, and mix modeling — integrating CTV as part of full-funnel performance offerings rather than isolated branding campaigns.
- More Competition for Premium CTV Inventory: As more brands (including B2B) adopt CTV with performance orientation, demand for premium streaming inventory may rise — potentially increasing CPMs and competition in the CTV space.
- Requirement for Data & Analytics Infrastructure: Companies need solid analytics, good attribution tracking, and clean data for effective CTV measurement. Poor data quality or tracking gaps can harm results.
Conclusion
The integration between MNTN and Northbeam represents a significant step forward in treating Connected TV as a fully accountable, performance‑driven marketing channel. For B2B marketers, advertisers, and agencies — especially those focused on acquisition, growth, and ROI — this opens up new possibilities for leveraging CTV beyond brand awareness campaigns.
This collaboration enables multi-touch attribution and media mix modeling that includes CTV. Marketers get tools to optimize spending. They can reach new audiences and invest confidently in CTV. As the CTV ad market expands, this announcement could mark a shift. It hints at a move toward measurable, performance-focused, omnichannel advertising. CTV will play a key, data-driven role.