Connected TV is moving deeper into the marketing stack. MNTN and Klaviyo have launched a two-way integration that lets brands activate Klaviyo’s first-party audiences on MNTN Performance TV and then use confirmed TV ad exposure to trigger personalized email and SMS journeys. The integration turns CTV from a largely standalone advertising channel into an actionable part of the customer journey.
MNTN and Klaviyo have introduced an integration designed to connect Connected TV advertising with CRM and marketing automation, giving brands a way to coordinate television campaigns with email and SMS engagement.
The integration works in both directions. Marketers can send Klaviyo audiences to MNTN Performance TV for activation, while exposure to an MNTN TV advertisement can subsequently trigger automated email or text-message workflows inside Klaviyo.
That makes the advertising exposure itself part of the customer journey.
For example, a retailer could use a Klaviyo segment containing repeat customers, cart abandoners or lapsed buyers to run a CTV campaign through MNTN. After a customer is exposed to the television ad, the brand can trigger a personalized email or SMS sequence through Klaviyo.
The approach addresses one of the longstanding limitations of television advertising: its separation from the rest of the digital marketing infrastructure.
Email, SMS and other digital channels can generally operate from shared customer data, behavioral events and automated workflows. Television has traditionally been harder to connect to those systems because advertisers have had less granular visibility into exposure and subsequent customer actions.
MNTN’s Performance TV platform is designed around a more measurable approach to CTV advertising. The new integration extends that model by connecting TV exposure with downstream customer engagement.
From an advertising technology perspective, the important development is the use of first-party data across CTV and owned channels. Rather than building a separate audience for television, advertisers can use existing Klaviyo segments and keep those audiences synchronized through automated updates.
That can be particularly relevant for commerce brands. A marketer could distinguish between a new prospect, a recent purchaser and a customer who has abandoned a shopping cart, then coordinate CTV exposure with different follow-up messaging.
The integration also introduces a different role for CTV advertising. Instead of treating a television impression primarily as an awareness event, marketers can incorporate it into an automated sequence that continues across email and SMS.
That convergence matters as advertisers look for stronger connections between media spending and measurable business outcomes.
The broader CTV market is already moving toward this type of performance-oriented buying. IAB/PwC reported that U.S. digital advertising revenue reached $294.6 billion in 2025, up 13.9% year over year, while programmatic advertising reached $162.4 billion. Digital video revenue climbed to $78 billion.
The integration also reflects the growing importance of first-party data as advertisers navigate a fragmented identity environment. Connecting owned customer data with CTV can give brands more control over audience definition while reducing dependence on disconnected media-buying workflows.
For Klaviyo, the partnership extends its customer data and automation infrastructure into paid television. For MNTN, it creates a path for Performance TV to participate in workflows that traditionally centered on CRM, email and SMS platforms.
The competitive landscape includes broader advertising and marketing platforms from companies such as Google, Amazon, Salesforce and Adobe, while CTV specialists continue building integrations that connect television exposure with customer-level outcomes.
The key test will be measurement. Brands will need to determine whether coordinated TV, email and SMS sequences produce incremental conversions rather than simply concentrating activity among customers who were already likely to buy.
If the integration can demonstrate that connection, CTV becomes more than another paid media endpoint. It becomes an event that can activate the next step in a marketer’s customer journey.
Market Landscape
The MNTN-Klaviyo integration sits at the intersection of CTV advertising, first-party data, CRM and marketing automation.
Historically, television buying operated largely outside CRM workflows. Programmatic CTV has narrowed that gap by introducing more addressability, automated buying and measurable outcomes.
The next step is connecting media exposure with owned-channel activation. Integrations like this allow marketers to build sequences in which CTV creates an awareness or consideration event, followed by personalized email or SMS communication.
This is particularly relevant to retail and ecommerce advertisers, where customer segments, purchase behavior and lifecycle marketing already play a central role.
The model also creates new measurement questions. Advertisers will increasingly need to understand whether TV exposure changes email engagement, repeat purchases, cart recovery or customer lifetime value — rather than measuring CTV solely through impressions or reach.
Top Insights
- MNTN and Klaviyo connect CTV advertising with CRM automation, allowing TV exposure to trigger personalized email and SMS journeys.
- Brands can activate existing Klaviyo first-party audiences on MNTN Performance TV without manually rebuilding customer segments for television campaigns.
- The integration positions CTV as an automated customer-journey event rather than an isolated awareness channel.
- Retail and ecommerce brands stand to benefit from coordinating television exposure with lifecycle segments such as repeat buyers and cart abandoners.
- The development highlights the convergence of advertising technology, first-party data, CRM platforms and measurable cross-channel marketing.
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