MNTN launches Creative-as-a-Subscription

The marketing platform for connected TV aims to simplify the ad process.

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Connected TV marketing platform MNTN has announced the launch of Creative-as-a-Service. CaaS is aimed at helping brands get their TV creative onto the platform in as fast and least expensive a way as possible. MNTN is a self-service platform, designed to reduce the complexity associated with running and measuring TV campaigns.

Actor Ryan Reynolds, who became Chief Creative Officer at MNTN when it acquired his agency Maximum Effort, said in a release: ““I really like marketing, but I don’t think it should be too burdened with overthinking and a deluge of data and process. This is CaaS. A simpler, faster way and I hope to be more creative with less soul-sucking parts.”

Why we care. CTV has been described by Jeff Green, founder and CEO of The Trade Desk, as the most effective vehicle for advertising ever invented. If predictions are right that a rapdily growing percentage of ad spend will go to CTV, where there’s an easy route to personalization and no dominant walled garden, then marketers will be pleased to see the whole process of TV advertising simplified. MNTN’s vision of making it as easy to run and measure CTV campaigns as simple as search or social is timely.

CaaS will allow brands to bring their creative and their media planning together on one platform. Brands will be able to work with MNTN’s agency and production company partners or with their own preferred agencies. MNTN is working to grow the partnership network. Brands that allocate significant spend to MNTN will have the opportunity to work with Maximum Effort.

About the author

Kim Davis
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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