How Sijo Scaled New Customer Growth With MTA

"CTV has solidified itself as part of our marketing mix. Northbeam helped us scale it with confidence."

Sijo is a DTC sleep brand offering bedding and textiles designed to support better rest. Over the past year, the team expanded its CTV investment with Vibe.co and used Northbeam’s Clicks + Deterministic Views (C+DV) to validate impact and optimize toward profitable new customer growth.

Challenge

Using Vibe.co as a real acquisition channel

Sijo started leveraging Vibe.co as a real acquisition channel from day 1, with efficiency that could stand up to social and search. Like many performance teams, they were accountable to click-based proof and needed a defensible way to justify spend and scale.

Early performance in GA4 was encouraging as Vibe.co traffic looked efficient, even compared to social. But as the team considered scaling, directional signals were no longer enough, so Sijo needed a reliable way to measure new customer acquisition and optimize spend with the same rigor applied to paid social.

Solution

Vibe.co provided the execution layer, and Northbeam provided the measurement and validation layer. Together, they allowed Sijo to test aggressively, optimize precisely, and scale responsibly. Here’s how they did it.

Full-funnel CTV execution with Vibe.co

Sijo ran lower- and mid-funnel campaigns using Klaviyo audiences, site visitor remarketing, and Vibe’s sales acquisition campaign goal, which blends lookalike expansion with controlled exclusions. That mid-funnel layer proved especially effective in converting upper-funnel exposure into incremental results without sacrificing efficiency.

First-party audience activation through Klaviyo

With multiple Klaviyo segments in play, Sijo tailored messaging by cohort and product focus, then optimized creative, pacing, and targeting based on performance outcomes.

Fast testing with clear paths to scale

Vibe.co’s nimble, self-serve platform enabled rapid iteration across campaigns and creative. Northbeam C+DV then made it clear which tests were worth scaling and which were not.

MTA as the validation layer

Sijo already relied on Northbeam as its source of truth, so its MTA product, Clicks+Deterministic Views, became the operating layer for CTV optimization once Vibe’s integration with Northbeam went live. 

“Northbeam for us is our source of truth, so once the integration with Vibe was implemented, we could see whether what we were seeing in GA was correlating with Northbeam. And it was.”
- Jasmine Abney, Sr. Manager, Paid Marketing

How the stack is used today

Results

With deterministic validation in place, Sijo was able to scale CTV as part of its core performance mix.

Performance vs Social (Northbeam C+DV, 2025)

Retargeting performance (same audience, Vibe vs Social)

Remarketing performance was a key inflection point for Sijo’s CTV campaign scaling. Deterministic validation showed that CTV was not only supporting acquisition but outperforming paid social at the lower funnel, directly influencing how Sijo allocated budget.

“Being able to validate our remarketing performance through Northbeam gave us confidence to shift more lower-funnel efforts into CTV.”
- Jasmine Abney, Sr. Manager, Paid Marketing

Optimization insights that supported scale

By combining Vibe.co’s flexible, performance-oriented CTV platform with Northbeam’s MTA and deterministic validation, Sijo was able to evaluate CTV not just on blended ROAS, but on incremental new customer contribution.

What began as efficiency-focused testing evolved into growth-oriented investment, grounded in clear new customer economics and supported by a measurement framework the team trusts.