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. Financial terms of the deal were not disclosed.
  • Now dubbed QuickFrame by MNTN, the service helps brands streamline the process of creating video assets and activating them on TV as part of MNTN’s “creative-as-a-subscription” model that seeks to link creative development and media buying.
  • The acquisition strengthens MNTN’s offering of a self-service platform that aims to make managing connected television (CTV) campaigns as easy as searching 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.

Overview of the dive:

MNTN continues to expand its capabilities as it seeks to bring performance and simplicity to CTV advertising with the acquisition of QuickFrame, a platform that has built a network of thousands of creators and produces video ads for more than 1,000 clients in 20 verticals, according to the press release. QuickFrame’s ability to streamline the ad creation process aligns with MNTN’s create-as-a-subscription model.

“There is overwhelming demand for brands to maintain the relevance of their advertising content and easily adapt their video output,” MNTN CEO Mark Douglas said in the release. “This acquisition represents an important step in transforming the business model away from the complicated process of buying separate creative and media.”

MNTN sought to bring media and creativity to the burgeoning CTV space. Television, including CTV, is considered the most valuable video format for achieving advertisers’ goals, with two in five advertisers planning to increase their CTV/OTT ad spend by an average of 16%, according to a consumer perceptions survey. advertisers. But while eMarketer expects more than 213 million CTV viewers in the United States to stream more than a billion hours of video content every week this year, the format faces ongoing fragmentation and as the advertising industry is still striving to fully resolve.

QuickFrame CEO and founder Lucas Loeffler will remain president of the new subsidiary. While the QuickFrame deal helps create video campaigns, it’s perhaps less spirited 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 — like a since-pulled Peloton ad that referenced its association with the “Sex and the City” revival — that quickly responded to moments of cultural fascination. That agility is in line with the new acquisition, which could help brands of all sizes move faster and more efficiently, Reynolds said in the release.

“We believe that speed and affordability are not the enemy of great creativity. Quite the contrary. Some of Maximum Effort’s best work has been when we acted quickly with limited time and resources,” said he declared.

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