Motimatic Brings Its Lifecycle Marketing to Connected TV
Lifecycle marketing company Motimatic has added Connected TV to a platform that previously ran on social media. Brands can now run 15- and 30-second streaming ads aimed at audiences they already know, from acquisition to retention and upsell.
Motimatic, a lifecycle marketing company from Arlington, Virginia, has extended its platform to Connected TV (CTV). It is the firm's first major move into a channel other than social media. Brands that work with it get one more way to reach audiences they already know at every stage of the customer lifecycle, from awareness and acquisition to conversion, retention and upsell.
What the new channel offers
The company can now place streaming television spots of 15 and 30 seconds with large platforms and publishers. Hulu, Disney+, Peacock, Roku, HBO Max, ESPN, Paramount and the NFL are among those it names. Motimatic backs the decision with audience figures: according to Nielsen's The Gauge, streaming made up 47.5% of television viewing time in the United States as of December 2025, and close to 90% of US households own at least one Connected TV device.
Chief executive James Dressing said the company has spent more than a decade studying why people do or do not take action and applying behavioral science to change the result. Connected TV, he explained, lets it carry the approach it has used on social media over to one of the most important screens in the customer journey.
One strategy instead of separate campaigns
Motimatic presents the launch as more than an extra advertising channel. People switch between devices during the day and often meet a brand on television, on social media and on a phone before they act. Dressing's example is a customer who first sees a company on TV, notices it again on social media and finally converts on a phone; lifecycle marketing, he argued, should be one connected strategy built around the individual. The company combines behavioral and motivational science with audience data, creative work and experimentation, and measures incremental impact through holdout testing. Among partners whose campaigns reached statistical significance, it reports an average lift of more than 112% in targeted outcomes. More channels are planned, so that clients can coordinate outreach in more of the places where their audiences spend time. Existing partners can add Connected TV through their Motimatic representative.
Source: Motimatic