MNTN and Klaviyo have announced a new Performance TV integration for connected customer marketing. The integration connects MNTN Performance TV with Klaviyo’s email and SMS workflows.
Through this bidirectional integration, marketers can leverage the Klaviyo audiences for MNTN Performance TV ad placements. It also pushes the TV ad impressions data into Klaviyo to run further campaigns. Consequently, businesses can target their valuable audience segments through various channels, including repeat buyers, abandoned carts, and lapsed buyers.
After seeing an advertisement on Performance TV, personalized email and SMS journeys can be kicked off by marketers. This will enable the brands to engage in customer interactions beyond their television screens. It also shows that there is an increasing need for integrated marketing workflows. The companies have quite a large customer base in common.
“TV has always been great at starting conversations. It just wasn’t invited to the follow-up,” said 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.”
Connecting TV Advertising With Customer Journeys
Previously, marketers would deal with television in isolation from email and text messaging marketing. The emergence of Connected TV has opened up possibilities for bridging these mediums. This integration ensures that Performance TV aligns more closely with the customer journey. Marketers can leverage first-party audiences across these channels.
The integration lets marketers manage connected audiences from a shared customer data source. It also allows TV ad exposure to trigger personalized Klaviyo email and SMS flows.
“Marketing automation shouldn’t stop short of TV,” said Eddie O’Brien, SVP, Global Partnerships and Alliances, Klaviyo. “Brands already rely on Klaviyo to build lasting customer relationships. 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.”
Marketers can even trigger existing segments in Klaviyo without creating new audiences. Furthermore, audience updating on a daily basis will help advertisers to keep their campaigns in tune with real-time customer data. This MNTN-Klaviyo integration is available right now. For advertisers, having an active Klaviyo account with at least one audience is required.
Want more marketing excellence stories? Visit MarTech News for insights, trends, and expert updates.
News Source: Businesswire.com
