MNTN’s Northbeam Integration Shows 90% Net-New Site Visits for Advertisers—Performance TV Attribution Takes Center Stage

Beta Data Highlights CTV’s Unique Impact: 90% Net-New Site Visits, 1.8x Efficiency Ratio

Imagine being able to see—on a third-party platform—exactly how your Connected TV ads contribute to acquiring brand-new customers. That’s the promise delivered by the new integration between MNTN and Northbeam. In early trials, MNTN advertisers saw around 90% of site visits coming from completely new audiences and a marketing efficiency ratio (MER) of about 1.8x, meaning every dollar spent delivered strong incremental value.

Marketers Gain Cross-Channel Clarity on CTV Campaign Performance

This integration enables campaign data from MNTN’s Performance TV to flow directly into Northbeam, giving marketers real-time insights alongside all other marketing channels. With access to multi-touch attribution (MTA) and marketing mix modeling (MMM), users can quantify how CTV investments influence their total conversions and new customer growth—all through Northbeam’s widely trusted analytics platform.

Early Results: Advertisers Validate Performance Gains

Northbeam’s beta analysis examined 32 advertisers running MNTN campaigns over a 30-day window. Timex Group, among early adopters, reported more confidence in their CTV performance data. By integrating deterministic view metrics and advanced attribution models, advertisers can see exactly where new revenue is coming from—and prove CTV’s impact in their marketing mix.

Industry Trend: CTV Ad Budgets Are Climbing Rapidly

This product launch aligns with a broader trend: CTV advertising is projected to exceed $33 billion in U.S. spending by 2025, and over half of marketers plan to increase OTT/CTV budgets next year, according to eMarketer and Nielsen. With more spend comes greater demand for transparent measurement. Northbeam, which already tracks $25 billion in ad spend and over 2 trillion impressions, extends its capabilities further into the CTV space.

Key Takeaway: Better Measurement = Smarter CTV Investment

For performance marketers, the value is clear—trusted third-party attribution enables more confident decisions on where to invest. By streamlining measurement, MNTN and Northbeam give brands an edge in tracking true performance and optimizing campaigns for new customer growth. The early data suggests that CTV, when measured with the right tools, can be a uniquely powerful driver of incremental site visits and revenue.

Contact Information:

If you have feedback or concerns about the content, please feel free to reach out to us via email at support@marketchameleon.com.

About the Publisher - Marketchameleon.com:

Marketchameleon is a comprehensive financial research and analysis website specializing in stock and options markets. We leverage extensive data, models, and analytics to provide valuable insights into these markets. Our primary goal is to assist traders in identifying potential market developments and assessing potential risks and rewards.

NOTE: Stock and option trading involves risk that may not be suitable for all investors. Examples contained within this report are simulated and may have limitations. Average returns and occurrences are calculated from snapshots of market mid-point prices and were not actually executed, so they do not reflect actual trades, fees, or execution costs. This report is for informational purposes only, and is not intended to be a recommendation to buy or sell any security. Neither Market Chameleon nor any other party makes warranties regarding results from its usage. Past performance does not guarantee future results. Please consult a financial advisor before executing any trades. You can read more about option risks and characteristics at theocc.com.

The information is provided for informational purposes only and should not be construed as investment advice. All stock price information is provided and transmitted as received from independent third-party data sources. The Information should only be used as a starting point for doing additional independent research in order to allow you to form your own opinion regarding investments and trading strategies. The Company does not guarantee the accuracy, completeness or timeliness of the Information.

Disclosure: This article was generated with the assistance of AI