Connected TV (CTV) advertising technology provider MNTN and autonomous B2C CRM platform Klaviyo announced a native, two-way integration linking MNTN Performance TV directly into automated email and text (SMS) marketing workflows.
The collaboration fills an operational gap that has existed for quite a time by linking living room television ad viewer-ship straight to customer retention and lifecycle touchpoints. Marketers no longer have to manually link first-party customer data which Klaviyo manages like repeat purchasers and cart abandoners to the MNTN TV campaign, because Klaviyo is able to do it now. On the other side, just watching a CTV advertisement, without necessarily having clicked on anything, becomes a trigger in Klaviyo which then fires off an automated, personalized email and SMS follow-up sequences, merging the awareness-building of top-of-funnel with precise direct-response activities.
“TV has always been great at starting conversations. It just wasn’t invited to the follow-up,” stated Mark Douglas, CEO of MNTN. “Integrations like this unlock the credibility and scale that TV can deliver for brands of any size. Performance TV can now be a part of the customer journey from first impression through conversion and beyond.”
“Marketing automation shouldn’t stop short of TV,” added Eddie O’Brien, SVP of Global Partnerships and Alliances at Klaviyo. “By bringing Performance TV into those same workflows, marketers can reach their most valuable audiences on the biggest screen in the home and continue the conversation across all of the biggest channels.”
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Technical & Operational Mechanics: Transforming TV into an Automated Event Trigger
Connected TV historically operated in isolation from real-time customer data platforms. While growth teams managed daily, event-driven triggers across email, SMS, search, and social media, television campaigns ran on separate schedules, manual exports, and static audience lists.
The MNTN and Klaviyo integration addresses these operational silos through an automated data architecture:
Automated target Audience sync: First-party customer lists created on Klaviyo will be seamlessly synced with MNTN daily through automatic synchronization, because of this saving time from performing manual CSV exporting, custom API maintaining, and target list degradation
TV ad impression triggers workflow: verified connected TV ad impressions are used effectively to trigger journey builder workflows in Klaviyo. This not only makes use of dynamic timers but also allows branching and logic as well as sending customized messages based on the ads that have been shown
First-party omni-touch channel attribution: Marketers can monitor cross-screen customer behavior, see how big CTV viewings drive email open rates and SMS click-through rates, not to mention leading to downstream direct conversions.
Strategic Impact on the Marketing Industry
Linking Connected TV ad placement directly to B2C CRM workflows signals fundamental realignments across the Marketing landscape:
1. The Collapse of “Brand Building” vs. “Direct Response” Silos
For decades, television was treated strictly as a broad, top-of-funnel brand awareness channel, whereas email and SMS were categorized as lower-funnel retention tactics. Turning CTV viewing into an automated workflow trigger collapses this traditional divide. Television becomes an active driver of direct-response performance, enabling lifecycle marketers to coordinate living room storytelling with mobile messaging in real time.
2. Maximizing First-Party Data Value in a Privacy-First Environment
As third-party cookie deprecation and stringent mobile tracking restrictions limit cross-site attribution, brand marketers must maximize their first-party data assets. Utilizing verified CRM profiles to power both CTV ad delivery and personalized messaging streams ensures targeting precision without relying on fragile third-party tracking identifiers.
3. Progressive Storytelling Without Ad Fatigue
Standard digital retargeting often leads to audience fatigue by flooding consumers with repetitive banner ads across web feeds. Triggering post-exposure messaging across complementary channels allows for progressive storytelling. A brand can introduce a new product via a cinematic 30-second CTV commercial, followed hours later by an SMS or email providing a specialized offer or interactive guide.
Overall Effects on Businesses Operating in the Marketing Sector
Using CTV in direct-to-consumer customer relationship management scenarios allows brands, marketers, and even digital agency environments to set clear operational targets:
This will Help Smaller Brands Get Into The Market Easily: Mid-market brands who didn’t really want to risk their entire marketing budget in tv because tv commercial contracts and the attribution of audience to campaigns were very complex. The new way of getting into and operating CTV advertising for advertisers is more flexible automated self-serve. That allows even small brands to go after mass-market customers on tv by challenging big incumbents.
Minimizing Ad Spend Waste & Audience Overlap: Audience synchronization on a daily basis enables that people who have just clicked “pay” are not only removed from acquisition but also from other buyer flows to post-purchase nurture ones to avoid spending on already converted customers.
Marketing Operations Reorganization: Marketing staff used to work with separate channels only, now they will take customers’ journeys across different channels and devices into the marketing operations role via the unified CRM dashboard.
Conclusion
MNTN and Klaviyo’s partnership marks a significant milestone in modern performance marketing infrastructure. By converting living room television ads into automated, event-driven triggers within customer relationship workflows, the platform bridges the gap between mass-reach storytelling and targeted retention. For the broader marketing industry, this rollout confirms that future brand growth relies on unifying every digital touchpoint around a single, real-time source of first-party customer truth.