Streaming TV Just Got a B2B Makeover—Thanks to MNTN and ZoomInfo
TV ads aren’t just for beer, cars, and Black Friday blowouts anymore. Thanks to a new partnership between MNTN and ZoomInfo, Connected TV (CTV) is officially open for B2B business—and it’s bringing CRM-level precision to the biggest screen in the house.
The two tech giants announced a collaboration that fuses MNTN’s performance-driven CTV ad platform with ZoomInfo’s vast database of B2B decision-makers. The goal? To let B2B marketers target specific companies, job titles, industries, and even in-market buyers while they’re watching TV.
In short: Welcome to the future of go-to-market strategy, now in high definition.
From eCommerce Darling to B2B Power Player
MNTN—best known for democratizing TV ads for direct-to-consumer brands—has now shifted its sights to the B2B arena. And with Connected TV projected to hit $39 billion in U.S. ad spend this year (eMarketer), the timing couldn’t be better.
By embedding ZoomInfo’s 100M+ contact profiles and real-time intent data directly into MNTN’s self-serve platform, the companies are turning what used to be a blunt instrument—TV ads—into a finely tuned B2B targeting engine. This isn’t “spray and pray” TV; it’s programmatic precision meets primetime reach.
Advertisers can now serve streaming ads to prospects actively researching their product or category—whether they’re CIOs in cybersecurity or procurement leads in SaaS. And yes, it’s fully trackable.
Why This Matters: A New GTM Playbook for B2B
ZoomInfo CEO Henry Schuck summed it up clearly: “This is the future of GTM: intelligence driving execution.”
Historically, B2B marketers have been confined to LinkedIn, search, and display. TV was expensive, unmeasurable, and way too broad. But with this integration, Connected TV becomes another performance channel, complete with lead generation, site visit tracking, conversions, and revenue attribution.
Think of it as LinkedIn Ads meets Hulu, but with better reporting and far less competition for eyeballs.
MNTN CEO Mark Douglas noted, “Performance TV finally delivers what B2B marketers need: the right audience and real performance.” With campaign auto-optimization baked in, the platform essentially does the heavy lifting—from media buying to outcome measurement.
Omnichannel Gets a Big-Screen Boost
This move isn’t happening in a vacuum. It’s part of a broader trend in B2B marketing: a shift toward omnichannel, account-based experiences that span digital, mobile, and now, streaming TV. With third-party cookies on the decline, and audience fragmentation on the rise, the most successful brands are finding ways to unify touchpoints and build direct connections.
MNTN and ZoomInfo’s alliance hits that sweet spot: offering scale, personalization, and performance without the guesswork.
And let’s not forget the perception factor. A well-placed CTV ad still carries a weight that banner ads can’t match. It’s one thing to target a CMO via email—it’s another to do it during their evening Hulu binge.
