Klaviyo x Vibe.co: Turning customer data into measurable TV
Klaviyo and Vibe now connect directly, so B2C brands can push their Klaviyo audiences into Vibe, run acquisition and suppression on premium CTV, and measure the result in the same tools they already trust. It's the missing link between the data that powers every other channel and the one screen it never reached. Boston Proper put it to work first and drove 3.25x ROAS on 8M+ impressions.
“As it's easier for any company to serve custom content to its audience, there's a huge opportunity for CTV. And because Vibe is so focused on performance, you will know if those dollars are being well spent.”
Why this integration matters
Performance marketers hold every channel to the same standard: built on real customer data, judged on measured outcomes. CTV has been the exception - not for any lack of reach or impact, but because the customer data that powers precise campaigns everywhere else rarely reached the TV screen, and the results rarely made it back into the tools marketers use to judge spend.
Klaviyo sits on exactly that data. Klaviyo’s autonomous B2C CRM captures what customers do online and offline so brands can personalize how they reach them. The Vibe integration takes that intelligence and puts it to work on CTV, then closes the loop on measurement.
“One of the reasons we work so well with Vibe is it's really about the performance on that TV surface. Traditionally with CTV, it's been very hard for brands to measure ROI. With Vibe, it's much closer to the kind of ROI where you can see the performance right away and connect it back to actual transactions and purchases”
How it works
Brands connect Klaviyo to Vibe and use their CRM audiences to:
- Acquire. Reach net-new prospects by layering Klaviyo audience data over Vibe's premium inventory.
- Suppress. Apply suppression lists to keep existing customers out of acquisition spend, so budget goes to incremental reach.
- Measure. Tie CTV exposure back to attributable outcomes through Vibe's native measurement integrations, including Northbeam.
Because Vibe is self-serve, brands set this up themselves. No managed-service middle layer, no new reporting infrastructure, no waiting on an insertion order.
Boston Proper: the proof
Boston Proper, a women's fashion brand with a loyal base and an aggressive net-new acquisition goal, runs Klaviyo for CRM and email, and Northbeam for attribution. Both had to integrate cleanly with any CTV partner, and Vibe connected to both without friction.
The team built separate acquisition and retention programs, layered Klaviyo's CRM data onto Vibe's premium inventory to find the right new customers, and used suppression lists to protect their existing base. The result: 3.25x ROAS measured by Northbeam's deterministic view-through attribution, 8M+ impressions, and a year-over-year lift in new prospect audiences.
“With Vibe, we were able to do it ourselves. We set up the audience ourselves, excluded who we needed to exclude. And we knew with Klaviyo that we were targeting the right people. ”
“Because of the tools we have with a partner like Vibe, you can now connect the performance of those campaigns you run on CTV with the outcomes you're able to see in Klaviyo. It's really about what you can measure and the value ads serve, as opposed to just being a brand awareness opportunity”
Part of a measurable-by-default stack
Klaviyo joins Northbeam, Triple Whale, and Prescient in a growing set of data and measurement integrations that make CTV on Vibe accountable to revenue, not impressions. Bring the audiences you already own and the measurement you already trust; Vibe puts them on the big screen and reads the results back.
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