B2B TV advertising is getting a boost thanks to a new partnership between MNTN and ZoomInfo.
As part of the collaboration, MNTN advertisers can now use ZoomInfo’s data within MNTN to create B2B audience targeting segments. This includes targeting streaming ads on CTV based on the companies people work for, job titles, industries, and, according to the release, “even people actively researching their product or category.”
Why This Matters:
B2B advertising is growing. A recent study by B2B account-based marketing and sales platform Demandbase found that CTV is becoming a key channel for B2B marketers in 2025, saying it helps B2B brands “stand out from the noise in a traditionally less personalized channel.”
They also included a nice quote from SAP Concur’s Ryan Oliver, Director of Enterprise Demand Generation Marketing, which expands on CTV’s value.
“CTV has become a valuable channel for us to engage with targeted segments in a more impactful way. By leveraging CTV, we’re able to create video campaigns that resonate with our highest intent prospects, delivering personalized content that aligns with where they are in the buying journey.
Meanwhile, a February blog post from Forrester asks whether CTV is B2B’s “next advertising frontier.” According to analyst John Arnold, “More B2B organizations are asking whether connected television (CTV) is a viable option as traditional digital marketing channels face unprecedented challenges.”
Bottom line: there’s an undervalued opportunity here, and MNTN and ZoomInfo are taking advantage of it.
Experts React:
Henry Schuck, CEO and Founder of ZoomInfo, in the announcement press release says, “At ZoomInfo, we’ve always believed in turning signals into action, and that’s what this partnership delivers. By combining ZoomInfo’s B2B intelligence with MNTN’s platform, we empower marketers to not just target better, but act faster, arming revenue teams with the data and tools to seize opportunities.”
Meanwhile, Mark Douglas, CEO of MNTN, continues to beat the TV democratization drum that he and Ryan Reynolds, actor, entrepreneur, and, of course, MNTN’s Chief Creative Officer, hit on at Cannes: “Our mission to democratize TV means making it work for any business – from direct-to-consumer brands to software companies,” he says in the release.
Our Take:
A smart partnership that raises the question: why aren’t more companies doing this?
Why couldn’t Apollo.io or Lead411 do something similar? It seems like a solid opportunity for B2B data providers to expand into the ads business and drive more revenue. Also, why aren’t more adtech companies trying to play in this sandbox? Again, it seems undervalued.
