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Ryan Reynolds and Connected TV: MNTN Launches Creative-as-a-Subscription™ Service

  • Nadine Ghiran - SUBTA
  • Dec 8, 2021
  • 3 minute read



MNTN (pronounced “mountain”), a platform specializing in connected TV advertising software — content for streaming apps, in short — launched Creative-as-a-Subscription™ (CaaS™) on Dec. 6.

CaaS™’ goal is to help businesses advertise on platforms like Netflix, Amazon Prime Video, Hulu and many more as easily as they do on Facebook or Instagram, the company stated in its announcement.

Photo credit: MNTN


“As the explosion of streaming TV consumption continues, CaaS™ aims to accelerate the adoption of connected tv as a performance marketing channel,” the announcement reads.

Read on to learn more about MNTN’s CaaS™ service and how this changes the way subscription businesses can reach new audiences.

What is Creative-as-a-Subscription™?

The launch of CaaS™ comes after MNTN’s latest merger with Maximum Effort, a company co-founded by Ryan Reynolds, and “one of the rising stars of the creative world,” according to the MNTN team. 

Reynolds was named MNTN’s Chief Creative Officer following the merger. The Hollywood star has produced a diverse library of short films through his company, bringing his creativity and well-known humor into the connected TV ad world. 

“The process of creating and distributing TV ads can be fractured and frustrating,” said Mark Douglas, MNTN CEO, in the press release. “Creative-as-a-Subscription is a solution to this very real pain point, a way for brands to get great creative on the fastest-growing performance TV platform in a way that’s simple and affordable.”

Brands looking to invest in connected TV advertising can contact MNTN and share their company’s products and goals. As part of the CaaS™ service, MNTN will “come up with creative ideas and produce them,” Reynolds explained in an email to Fast Company

“What’s different is our creative teams will now be constantly learning from the more than 10,000 campaigns running MNTN,” he wrote. “We’ve demonstrated our ability to tap into culture, to produce incredibly quickly and now we’re on the cutting edge in the business in terms of what works on television.”

MNTN states that CaaS™ is for all types of merchants, big or small. The service enables brands to outsource production, creative and media all at once, according to the company.   

CaaS is also available for advertising agencies with clients looking for more cost-effective ad production with “a first-of-its-kind offering that fast tracks creative output and delivers a steady stream of high-performing TV ad creative.”

Through the service, merchants and agencies alike can measure their connected TV ad performances using MNTN’s centralized dashboard:

  • Return on ad spend
  • Site and page visits
  • Performance by creative
  • Cost per site visit
  • Performance by geo
  • Network-level performance


Photo credit: MNTN

Connected TV Advertising in the Subscription Industry

One of the more surprising takeaways from SubSummit 2021 is that customers don’t hate ads. In fact, 58% would choose an ad-supported streaming service if it meant a cheaper, monthly subscription, according to Jon Giegengack from Hub Entertainment Research

Ad-supported entertainment platforms can help subscription businesses reach new audiences. Brands can improve their discoverability and increase their conversion rates through a multifaceted approach, starting with implementing connected TV advertising within their marketing budgets. 

Advertisers who used MNTN’s networks to deliver connected TV ads in 2020 registered more than twice as many conversions in Q4 year over year (YOY), according to the company’s 2021 Performance TV Holiday Guide. Additionally, advertisers also experienced a 208% YOY increase in revenue in Q4 2020.

In MNTN’s very own ad announcing CaaS™, Reynolds says that “the rise of streaming services — all those pluses — represents a once-in-a-generation chance to improve the process of making TV ads.”

“With so much noise [in the marketing landscape], brands looking for breakthroughs need to embrace creativity and experimentation more than ever,” he wrote in an email to Fast Company. “[CaaS™] is about making that as easy as possible.”

Key Takeaways:

  • MNTN, a connected TV advertising software platform, launched Creative-as-a-Subscription™ (CaaS™) following its merger with Maximum Effort.
  • The CaaS™ service bundles together creative content and media in its offerings, which are available to brands and agencies alike. 
  • 58% of customers prefer ad-supported streaming services if it means a cheaper, monthly subscription, according to Jon Giegengack from Hub Entertainment Research.

Looking for more ways to grow your brand? Discover the latest trends on how subscription businesses can expand by attending SubSummit!