Does CTV Work for Enterprise Brands?

Enterprise brands on Vibe.co are getting measurable performance results from streaming TV — with the third-party verification to show a CMO. TYR, a performance athletic brand, grew revenue 234.6% in 60 days, tracked through Northbeam alongside their full Meta and Google stack. AirOps, a B2B SaaS platform, generated $580.6K in qualified pipeline from $43.5K in CTV spend, attributed in HubSpot like any other paid channel. The pattern across every result in this piece is the same: each brand connected its existing first-party data — Klaviyo segments, HubSpot deal lists, Shopify audiences — before the first impression ran. CTV without that data layer is brand advertising with a shorter production timeline. With it, it's a performance channel.

The timing makes sense. Paid social CPMs have been rising, and the addressable audiences enterprise brands have built on Meta and LinkedIn are increasingly saturated — the same households, bid on again. Streaming TV reaches households at scale, but the households primarily streaming don't overlap cleanly with your social auction. That structural difference is why enterprise teams are adding CTV to their media mix now, not later.

How do enterprise DTC brands measure CTV performance?

The brands getting reliable results from CTV share one practice: they measure it the same way they measure every other channel.

TYR built their audience from Klaviyo and Shopify data — not interest categories, but actual customer segments and lapsed buyers. Northbeam tracked every dollar across Meta, Google, and CTV using its Clicks + Deterministic Views model, giving their team a true cross-channel view without manually reconciling reports. In 60 days: 234.6% revenue growth, a 5.24x overall MER, and a 24.2% reduction in blended CAC, which came down to $36.62. The retargeting MER alone hit 7.89x, with retargeting CAC dropping 33.2%.

"Northbeam gives us the true story of the customer journey." — Natalie McGowan, Paid Media Specialist, TYR

Sijo Home, a DTC home textiles brand, ran CTV retargeting through Vibe with a Klaviyo integration. Northbeam measured results using the same methodology and returned 304% ROAS and a 57% lower new customer CAC compared to social. CTV-acquired customers had a 2% higher average order value than the brand average.

Both brands had one thing in place before launch: a Northbeam account already measuring their other channels. CTV results that show up in your existing attribution dashboard aren't a separate experiment — they're a line item.

Can enterprise B2B brands use CTV for pipeline?

CTV has historically been invisible to B2B revenue teams. Impressions ran. Leads came in. No one could connect the two — which meant CTV competed for budget with a vague promise of brand lift, not a pipeline number.

AirOps, a B2B SaaS platform whose software powers AI search tools for companies including Carta, Ramp, and Chime, solved the attribution problem before their first Vibe campaign launched. Their team wired the Vibe Pixel into HubSpot directly, creating a custom deal property so every CTV-attributed contact appeared in the same pipeline view as leads from SEM and paid social. Attribution was live before they spent a dollar.

In 90 days: 3.4x lead volume growth (from 102 leads to 343), a 47% CPL reduction (from $154.10 to $80.96 blended), and a 12.9x pipeline-to-spend ratio — $580.6K in qualified pipeline from $43.5K in total CTV spend. They scaled spend 77% quarter-over-quarter once the number was visible in HubSpot.

"Once it showed up in HubSpot next to everything else, it stopped being a guessing game." — Jim Tan, Head of Growth Marketing, AirOps

Wispr Flow, an AI productivity platform, ran a similar ABM approach on Vibe and achieved a 20% conversion rate on their B2B streaming TV campaigns. Their Head of Growth put it plainly: "When you educate at the top of funnel with CTV, everything downstream converts better."

See the Wispr Flow case study for the full campaign breakdown.

The pattern holds: CTV works for B2B pipeline when it's measured like B2B pipeline. The measurement setup isn't a post-launch problem — it's the pre-launch requirement.

How do enterprise brands reach customers they can't find on paid social?

At a certain scale, paid social becomes a retargeting machine, not a prospecting one. You've reached a large share of your addressable market. CPMs on converting audiences are rising because you're bidding on a pool that's already been worked. Adding budget doesn't solve a saturation problem.

Shinesty, a DTC apparel brand, faced this directly. After years on Meta, they'd reached an estimated 40% of US adults on social. CPMs were climbing. New customers were harder to find.

Their CTV strategy was built around suppression, not targeting. Using Klaviyo, they built a segment of all-time purchasers — a list built over a decade — and excluded it from the CTV audience entirely. What remained was the audience they couldn't reach on paid social: households who'd never bought from Shinesty, served at under $19 CPM including Q4, with no holiday spike.

Northbeam measured results on a 7-day attribution window the Shinesty team set based on their purchase cycle. The outcome: 70% of CTV-driven purchases were net-new customers — people who had never bought from them before. The CTV audience wasn't overlapping with their social audience. It was structurally different.

That's the incremental reach argument. It isn't about CTV being better than social. It's about CTV reaching the households that social's auction mechanics have already passed over.

What does the enterprise CTV measurement stack look like?

Performance advertising runs on three pillars: Search, Social, and TV. The platform you choose for TV determines whether it integrates cleanly with your existing stack or lives in a separate reporting layer — and that distinction is what separates a real third pillar from an experiment that gets cut at next quarter's planning meeting.

On Vibe, measurement is configured before the first impression runs. The Vibe Pixel connects to Northbeam, Triple Whale, Haus, or HubSpot at campaign setup. Results appear in the same dashboards where your Google and Meta performance already lives, evaluated on the same terms, with the same attribution model, against the same benchmarks.

The Northbeam integration uses a Clicks + Deterministic Views model — not probabilistic matching. TYR and Sijo Home both ran on this model, which is why their results are attributable to specific campaigns and audiences rather than reported as platform estimates. For enterprise teams presenting CTV results to a CFO, the difference between a platform-reported ROAS and a Northbeam-verified one isn't a measurement detail — it's the difference between a number you can defend and one you can't. Learn more about how CTV platforms support media mix modeling.

For B2B teams, Vibe's HubSpot integration means CTV attribution appears as a deal source in your CRM — the same way an SEM click or a paid social lead would. AirOps ran this way from day one.

Fastest way to test: connect your measurement tool before you set your budget, launch against a defined audience segment, run for at least four weeks. TV is a real third pillar when its results appear alongside Search and Social in the same reporting view. The enterprise CTV program at Vibe includes dedicated account management and measurement setup from the first conversation.

FAQ

Does streaming TV advertising work for large brands?

Yes — when the measurement is configured before the campaign launches. Enterprise brands running on Vibe with Northbeam, Triple Whale, or HubSpot integration see CTV results in the same dashboards as their Search and Social spend. TYR grew revenue 234.6% in 60 days with Northbeam cross-channel attribution. AirOps generated 12.9x pipeline-to-spend in 90 days, attributed through HubSpot alongside SEM and paid social. The results aren't theoretical — they're verified by the same tools these brands already use to measure every other channel.

What ROAS should enterprise brands expect from CTV?

It depends on campaign type, audience configuration, and how results are measured. Retargeting campaigns with first-party audiences typically outperform prospecting in short attribution windows, as they do on every channel. Among the brands in this piece: TYR's retargeting MER hit 7.89x, Northbeam-verified; Sijo Home returned 304% ROAS on the same measurement model. Shinesty's campaign was configured specifically for net-new customer acquisition — suppressing all existing buyers — so the relevant benchmark was CPM efficiency (under $19 including Q4) and new customer rate (70% net-new), not a retargeting ROAS figure. The measurement model matters as much as the number.

How do enterprise brands measure CTV if they already use Northbeam or Triple Whale?

Vibe integrates directly with Northbeam, Triple Whale, Haus, and HubSpot. The Vibe Pixel connects to your existing measurement tool at campaign setup, so CTV results appear in the same dashboard as your existing channel data. Northbeam uses a Clicks + Deterministic Views model, which produces results on the same methodological basis as your other channels — no separate reporting layer, no platform-only estimates. The Northbeam integration page has the full setup documentation.

Can B2B companies use CTV advertising for lead generation?

Yes, when CRM attribution is set up from the start. AirOps wired the Vibe Pixel into HubSpot before their first campaign ran, so CTV-attributed pipeline appeared as a deal source alongside SEM and paid social. In 90 days: 3.4x lead growth, a 47% CPL reduction, and $580.6K in qualified pipeline from $43.5K in spend. The B2B use case works when CTV results are visible in the same revenue view your sales team checks every other channel in — not in a separate media report.

What is the fastest way for an enterprise brand to test CTV performance?

Connect your measurement tool before you set your budget — Northbeam, Triple Whale, or HubSpot — so results are attributable from the first impression. Then launch a retargeting campaign against a high-intent audience segment: website visitors, CRM non-purchasers, or a suppressed buyer list from Klaviyo. Run for at least four weeks to get clean data. Vibe has no annual contract, so the test doesn't require a budget commitment beyond the campaign itself. The goal is a number you can take to a planning meeting: CPL, CAC, or pipeline-to-spend against your existing channel benchmarks.

How do enterprise brands reach audiences they can't find on Meta or LinkedIn?

Streaming TV reaches households that paid social platforms structurally can't — particularly at scale, where your social audiences have already been maximally worked. The tactic that works best for large brands is CRM suppression: using Klaviyo or CDP data to build a CTV audience from people who haven't purchased, excluding existing customers entirely. Shinesty used this approach, suppressing a decade of purchaser history and reaching net-new households at under $19 CPM. Seventy percent of their CTV-driven purchases were from customers they'd never sold to before. The audience targeting options on Vibe include both suppression and lookalike modeling from your first-party data.

Which CTV advertising platform is best for enterprise brands?

Vibe is built for performance marketers running TV alongside Search and Social. Enterprise teams choose Vibe for native integrations with Northbeam, Triple Whale, HubSpot, and Klaviyo; 100% direct publisher supply with placement-level transparency; no annual contracts; and dedicated account management. The brands in this piece — TYR, AirOps, Sijo Home, and Shinesty — ran on Vibe and measured results in the same dashboards as their existing channels. For a full platform evaluation, see the enterprise CTV overview.