MNTN acquires QuickFrame in hopes of streamlining CTV ad production

Diving Brief:

  • Marketing software platform MNTN has acquired video creation platform QuickFrame, according to an announcement. The financial terms of the deal were not disclosed.
  • Now branded as MNTN’s QuickFrame, the service helps brands streamline the process of creating and activating video assets on TV as part of MNTN’s “creative as a subscription” model that looks to link creative development and media purchasing together.
  • The acquisition enhances MNTN’s offering of a self-service platform that is looking to make running Connected Television (CTV) campaigns as simple as research or social campaigns. The deal comes less than a year after the company acquired Maximum Effort Marketing, the agency founded by George Dewey and actor Ryan Reynolds.

Diving Insight:

MNTN continues to build its capabilities while pursuing performance and simplicity in CTV advertising with the acquisition of QuickFrame, a platform that has built a network of thousands of creators and has produced video ads for more than 1,000 clients across 20 industries, per press release. QuickFrame’s ability to simplify the ad creation process is aligned with MNTN’s creative as a subscription model.

“There is a huge demand for brands to keep their ad content relevant and easily scale video production,” Mark Douglas, CEO of MNTN said in the release. “This acquisition represents a significant milestone in transforming the business model away from the complex process of purchasing creative and media separately.”

MNTN has sought to bring media and creativity into the burgeoning CTV space. Television – including CTV – is the most valuable form of video for achieving advertisers’ goals, with two out of five advertisers planning to increase their spending on CTV/OTT advertising by an average of 16%, according to an advertiser survey. But while eMarketer expects more than 213 million CTV viewers in the US to stream more than 1 billion hours of video content each week this year, the format faces ongoing issues with segmentation and scaling that the ad industry is still working to fully address.

QuickFrame CEO and founder Lucas Loeffler will remain president of the new subsidiary. While the QuickFrame deal helps solve issues with creating video campaigns, it’s probably less fanciful than MNTN’s 2021 acquisition of Maximum Effort, the creative agency co-founded by Ryan Reynolds.

Since its acquisition, Maximum Effort has continued to produce campaigns—such as the since-withdrawn Peloton ad that noted its association with the “Sex and the City” revival—that quickly responded to moments of cultural fascination. In the release, Reynolds said this flexibility is in line with the new acquisition, which can help brands of all sizes move faster and more efficiently.

“We believe that speed and affordability are not the enemy of great creativity. Quite the contrary. Some of the best work of max effort was when we were moving quickly with limited time and resources,” he said.

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