Now with the newly built CTV connection between MNTN & Northbeam, marketers have an even more clear understanding of their business. The integration allows MNTN campaign data to be seamlessly loaded into Northbeam. marketers can now put a Performance TV dollar value on the customer journey, new customers, & any other marketing channel.
Northbeam’s beta test with 32 advertisers found MNTN’s Performance TV drove nearly a 1.8× marketing efficiency ratio improvement. As well, close to 90% of the traffic to the site was from brand-new audiences. These findings demonstrate that the integration is introducing new users to the brand funnel.
On top of that, marketers leverage Northbeam’s multi-touch attribution modelling and marketing-mix modelling (MMM). As a result, they can easily compare CTV results with search, social, and display campaign data, all from a single consolidated platform. Having such a combined view gives advertisers the power to make data-driven decisions and wisely optimise media budgets.
Timex Group, one of the first users, mentioned that the integration gave them real insight into how their CTV spend turned into money. They also said that the deterministic view metrics helped them to deepen their cross-channel strategy.
The product launch goes hand in hand with the rapidly rising trend of CTV ad spending. While budgets are being shifted to OTT and Connected TV, marketers are increasingly demanding transparent and accountable measurement tools.
MNTN & Northbeam are very positive about this integral solution’s future & anticipate that many other brands will be taking their footsteps. In this way, they will not only see the real impact of their activities but also make wiser investment decisions.
Key industry keywords include CTV advertising, CTV measurement, multi-touch attribution, performance TV ads, and marketing mix modeling, all trending today.
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News Source: Businesswire.com
