As we dive into the rapidly evolving world of Connected TV (CTV) and performance marketing, I’m thrilled to sit down with Zainab Hussain, an e-commerce strategist with deep expertise in customer engagement and operations management. With a finger on the pulse of retail trends and ad tech innovations, Zainab offers unparalleled insights into how partnerships like the one between MNTN and Northbeam are reshaping the way marketers measure and optimize their CTV campaigns. In this conversation, we explore the power of data-driven decision-making, the impressive efficiency gains seen in beta testing, and how this integration positions marketers to tackle the explosive growth of CTV ad spend while addressing real-world challenges.
Can you walk us through how the partnership between MNTN and Northbeam enhances marketers’ ability to measure the impact of CTV campaigns, especially given Northbeam’s tracking of $25 billion in ad spend?
Absolutely, Alex. This partnership is a game-changer because it seamlessly integrates MNTN’s Performance TV data into Northbeam’s robust measurement platform, giving marketers a unified view of how CTV stacks up against other media channels. With Northbeam tracking $25 billion in ad spend, the scale and reliability of the data are unmatched, allowing marketers to see granular details like conversions and new customer acquisition directly tied to their CTV efforts. Imagine a mid-sized retailer launching a holiday campaign across multiple channels—through this integration, they can log into Northbeam and see that their CTV ads drove a specific percentage of new site visitors, while comparing that to, say, their social media spend. I recall working with a client who struggled to justify CTV budgets due to murky attribution; once they saw the clear, third-party validated data showing CTV’s role in their sales funnel, it was like a light bulb went off. They could finally allocate funds with confidence, knowing exactly where the impact was coming from.
What do you think were the driving forces behind the 1.8x marketing efficiency ratio and the 90% net-new site visits seen in the beta results for MNTN’s campaigns with Northbeam?
That’s a fantastic question. The 1.8x marketing efficiency ratio, which essentially means generating significant revenue for every dollar spent, comes down to the precision targeting and real-time optimization that MNTN’s Performance TV offers, combined with Northbeam’s ability to attribute results accurately. The 90% net-new site visits are particularly striking because they show that CTV isn’t just retargeting existing audiences—it’s pulling in fresh eyes, which is gold for any marketer. I think the key factor here is the synergy of MNTN’s creative delivery on CTV, which grabs attention on a big screen, paired with Northbeam’s data crunching to ensure those impressions are tied to measurable outcomes. One standout metric for me is that 90% figure; it reminds me of a campaign I advised on where we saw similar ‘new audience’ growth after focusing on CTV, and it completely shifted the client’s perception of TV as a top-of-funnel tool. It wasn’t just numbers on a dashboard—it felt like opening a new door to customers they hadn’t reached before.
With CTV ad spending projected to exceed $33 billion in 2025, how do you see this integration positioning marketers to take advantage of this growth, and what unique challenges does it help them overcome?
The projected $33 billion spend in 2025 signals that CTV is no longer a ‘nice-to-have’ but a core channel, and this integration positions MNTN and Northbeam as essential tools for navigating that landscape. Marketers are facing challenges like fragmented attribution—figuring out if a sale came from a CTV ad, a social click, or something else—and the pressure to prove ROI as budgets scale. This partnership tackles that head-on by offering a single platform to measure CTV alongside other channels, using trusted methodologies. Picture a marketer at a fashion brand rolling out a massive CTV campaign for a seasonal launch; with this integration, they can see in near real-time how TV ads influence site traffic compared to paid search, adjusting spend mid-campaign if needed. I’ve seen clients wrestle with doubt over whether CTV was ‘worth it,’ especially with bigger budgets on the line, and having this kind of clarity feels like handing them a roadmap in a storm. It’s not just about data—it’s about reducing the anxiety of high-stakes decisions.
How does the use of deterministic view metrics, as highlighted by feedback from companies like Timex Group, boost confidence in data for marketers, and can you explain the impact of this approach?
Deterministic view metrics are all about certainty, and that’s why they’re so powerful for building confidence. Unlike probabilistic models that rely on assumptions, deterministic metrics confirm that a specific viewer was exposed to an ad, tying that exposure directly to actions like site visits or purchases. For a company like Timex Group, this means they’re not guessing about their CTV program’s impact—they’re seeing hard evidence of how it drives revenue alongside other tactics. The process involves tracking unique identifiers tied to impressions, ensuring the data isn’t skewed by duplicates or bots, which translates to insights marketers can trust. I once worked with a brand that was skeptical about CTV until we implemented similar metrics; when they saw undeniable proof that viewers who saw their ad converted at a higher rate, it was like watching distrust turn into excitement. The impact is tangible—it’s not just a report; it’s a foundation for bolder, smarter investments.
Given that 56% of marketers plan to increase OTT/CTV investment next year, how does this partnership equip them to make data-driven decisions, and what specific tools or methodologies stand out to you?
With 56% of marketers ready to ramp up OTT/CTV spend, the timing of this partnership couldn’t be better. It equips them with a clear line of sight into performance through Northbeam’s multi-touch attribution (MTA) and marketing mix modeling (MMM), which are standout methodologies. MTA breaks down the customer journey, showing how CTV might spark initial awareness before a search ad seals the deal, while MMM helps forecast the optimal spend across channels for maximum return. For instance, a marketer could use MTA to see that a CTV ad contributed 40% to a conversion path and adjust creative or targeting accordingly. I’ve guided brands through similar analyses, and watching them pivot based on real data—say, doubling down on CTV after seeing its role in high-value purchases—is incredibly rewarding. These tools aren’t just features; they’re like having a crystal ball that cuts through the noise of multi-channel chaos, giving marketers the power to act with precision.
What is your forecast for the future of CTV measurement and performance marketing as integrations like this become more common?
I’m incredibly optimistic about where CTV measurement is headed with integrations like this paving the way. I foresee a future where siloed data becomes a relic, and marketers have fully unified platforms that track every touchpoint—from a TV ad to a checkout—with pinpoint accuracy. We’re likely to see even tighter collaborations between ad tech and measurement platforms, driving innovations like AI-enhanced attribution that predict outcomes before campaigns even launch. The growth in CTV spend will push accountability to new heights, and I believe we’ll see more marketers treating TV as a performance channel, not just a branding play. It’s exciting to think about, because this isn’t just tech evolution—it’s about empowering people to make decisions that feel less like gambles and more like calculated wins. What’s clear is that partnerships like this are setting the stage for a more transparent, impactful advertising world.
